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|  Developing a Property Marketing Plan Listing and Marketing Checklist Marketing Media To Consider Advanced tip Property Advertising Techniques Advanced tip Advanced: Getting the Most from Your Advertising Dollars Online Property Marketing Advanced tip Conducting Open Houses Advanced tip Advanced tip Alternative Selling Options Advanced tip Complying with Fair Housing Broker tip Property Disclosure Broker tip Common Property Hazards Broker tip Advanced tip Property Marketing Quiz Bright Ideas: Property Marketing More Resources: Property Marketing Code of Ethics: Property Marketing | PROPERTY ADVERTISING TECHNIQUES Advertising in Print Print—especially newspapers and home magazines—remains the mainstay of property marketing. 10 Tips for Terrific Newspaper Ads 1. Start with a strong opening statement about the home. 2. Mention the key one or two benefits that will attract buyers’ attention and spark their interest in the first 10 words of the ad. 3. Include the salient facts about the property, such as the number of bedrooms and bathrooms and the asking price. 4. Include your name, your telephone number, your e-mail address, and your Web site. 5. Use words that appeal to the emotions and senses (e.g., feel, see, enjoy). 6. Avoid abbreviations and real estate jargon that the average consumer won’t understand. 7. Be accurate. Prospective buyers are bound to feel disappointed or manipulated if the home doesn’t match your description. 8. Focus on the home’s strongest selling points, instead of packing your ad with too many details. 9. Close with a statement encouraging the prospect to contact you (e.g., “Call today.”). 10. Keep a notebook of attractive home descriptions from remodeling magazines and other property ads so you’ll have a ready reference for writing your own blurbs. Adapted from“Learn the Ad Writing Secrets Used by All the Pros,” Mary Ellen Randall and Jamie Edwards, Real Estate Professional, May/June 1998 TIP: Before you begin writing copy, list the five best features of the property and the emotional benefit of each. For example, a fenced yard has the benefits of safety and privacy. A fireplace has the benefits of actual warmth, a place for family togetherness, and a beautiful focal point in the décor. For the Advanced Salesperson Consider these factors in making your media-buying decisions.
Display Ads That Pop Keep these ideas in mind when writing and designing a display ad.
Adapted from Power Real Estate Advertising, by William Pivar and Bradley Pivar, Real Estate Education Co. TIP: 80 percent of the value of your ad is in the headline, says Ian L. Price, author of How to Get Supergreat Results from Your Real Estate Advertising. TIP: You can still mention two or three properties in one display even if you don’t have room for several photos. All properties will benefit from the pull of the photo. Questions to Ask Yourself About Your Ad
1. Location and neighborhood 2. Price or price range 3. Picture of the house 4. Layout of the house 5. Total number of rooms 6. Number of bedrooms and bathrooms 7. Size of lot and square footage of house 8. Details about the community 9. Amenities and features 10. Phone number for more information Source: Newspaper Association of America’s 2001 Newspaper Advertising Planbook
| Keep It Ethical Present a true picture of the property and of yourself at all times. Article 12 |