Field Guide to Creating Effective Classified Advertisements
(Updated March 2007)
Even with the popularity of the Internet, newspaper classifieds are still one of the most effective means for getting information about real estate and homes for sale to consumers. The Newspaper Association of America states that 80% of consumers actively involved in buying a house had read a local daily newspaper in the past week and five out of six had read a Sunday newspaper in the past month. The National Association of REALTORS®' own research shows that 41% of buyers used classified ads to find information on homes for sale in 2001. Following are some materials to help you create effective newspaper ads that will attract potential homebuyers. (K. Swanson, Information Specialist)
Contents:
Advertising Basics | Writing Ads: Legal Concerns | How relevant are Classified Ads? | Books, eBooks & Other Resources
Ten 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."
Source: Property Advertising Techniques - Advertising in Print (REALTOR® Magazine Online, 2007).
Information Sources Used by Homeowners in Home Search-2006
Real Estate Agent 85%
Internet 80%
Yard Sign 63%
Print Newspaper Advertisement 55%
Open House 47%
Home Book or Magazine 34%
Home Builder 26%
Television 11%
Billboard 9%
Relocation Company 5%
Source: 2006 National Association of REALTORS® Profile of Homebuyers and Sellers
Advertising Basics 
Dos and Dont's of Great Classified Ads, (REALTOR® Magazine Online, Apr. 2007).
Real estate image ad templates, (Newspaper Association of America, 2007).
"Newspapers work for REALTORS®" video sales presentation, (Newspaper Association of America, 2007).
How to gain a prospect's commitment, (National Building News, May, 2007).
What makes a good newspaper ad?, (Newspaper Association of America, 2007).
Sales & marketing tool kit: Property advertising techniques, (REALTOR® Magazine Online, 2007).
Advertising power words and phrases, (Seven Design Avenue, 2006).
Better Ads Make the Phone Ring!, (Realty Times, Oct. 9, 2006).
The importance of writing an effective classified rental ad, (Landlord.com, 2005-2006).
A Picture is worth a thousand words…right?, (Wicked Wordcraft, 2005).
Creating an advertorial policy, (Realty Times, Oct. 8 2003).
A Classified advertising consultant discusses real estate advertising advertising, (Realty Times, July 11, 2003).
What makes your phone ring, (Texas REALTOR®,May 2002).
Stop wasting money! Maximize your print ads, (Realty Times, Apr. 10, 2002).
Write better ads: Can you really write more-effective ads in less time? You bet. Just keep a few things in mind..., (Texas REALTOR®, Mar./Apr. 2001).
How to write motivational copy that sells, (Business knowhow.com, 2001).
How to run a profitable classified ad campaign, (Realty Times, Dec. 14, 2000).
Fair housing law basics for real estate agents, (Homebuying.about.com, 2007).
Fair advertising practices, (REALTOR® Magazine Online, 2007).
Advertising guidelines checklist, (Michigan Association of REALTORS®, 2005).
Advertising checklist, (Texas REALTOR®, Mar./Apr. 2001).
Is it illegal to advertise loan terms and down payments?, (Realty Times, Jan. 5, 2001).
How fair housing laws affect marketing, (Landlord.com, 2000-2001).
Writing ads requires a fair shake, (REALTOR® Magazine Online, Apr. 2000).
Reducing your risk when placing advertisements, (Realty Times, Feb. 8, 1999).
HUD guidance regarding advertising, (REALTOR.org, n.d.).
Will Real Estate Classifieds Disappear?, (Realty Times, Sept. 19, 2006).
Classified Intelligence, Realty Times Partner On REALTOR® Advertising Survey, (Realty Times, Aug. 30, 2006).
Are sickly newspaper revenues behind attacks on the real estate industry?, (Realty Times, June 22, 2006)
Newspapers continue to price themselves out of ads, (Realty Times, Mar. 9, 2005).
New report shows Internet eroding newspaper real estate advertising, (Realty Times, Sept. 24, 2005).
Can print and web get along, (Realty Times, Aug. 3, 2005).
Good, bad news for real estate advertising, (TownNews, Feb. 5, 2003).
Real estate newspaper ads thriving, (Professional Builder, Dec. 2002). Q
Newspapers seek real estate niche in changing world, (Realty Times, Nov. 19, 2002).
Books, eBooks & Other Resources
eBooks.realtor.org
The following ebooks and digital audiobooks are available to NAR members:
Do-It-Yourself Advertising and Promotion: How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Websites and More! (Adobe eReader)
The Do-It-Yourself Lobotomy: Open Your Mind to Greater Creative Thinking (Adobe eReader)
Books, Videos, Research Reports & More
The resources below are available for loan through Information Central. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Information Central at 800.874.6500 for assistance.
Real Estate Advertising Made Easy, (Ontario, Canada: Sheldon Griffon Graphics Inc., 2005). HF 6161.R3 R15
How to Get Supergreat Results From Your Real Estate Advertising, (Albany Creek, Australia: Advertising Book Publishers, 1999). HF 6161.R3 P93h
How to Write Real Estate Ads That Compete Fairly: Your Guide to Successful Real Estate Ads and the Fair Housing Act, (Vienna, VA: Newspaper Association of America, 1999). HF 6161.R3 N47h
The Big Book of Real Estate Ads, by William Pivar, (Chicago, IL: Real Estate Education Co., 1997). HF 6161.R3 P23b Rev. Ed.
From Ads to Riches: How to Write Dynamite Real Estate Classifieds and Harvest the Results, by Joan McClellan Taylor, (San Francisco, CA: Mansion Press, 1994). HF 6161.R3 M22
Classified Secrets: Writing Real Estate Ads That Work, By William Pivar, (Chicago, IL: Real Estate Education Co., 1988). HF 6161.R3 P23 Ed. 2
Successful Real Estate Advertising, (Los Angeles, CA: California Association of REALTORS®, 1987). CT237
The Pocket Ad Writer for Real Estate Professionals, (Canton, OH: Carmel, 1987). HF 6161.R3 B62pa
Field Guides & More
These Field Guides and other resources in the Virtual Library may also be of interest:
Field Guide to Marketing Tips for REALTORS®
Field Guide to Effective Online Marketing
Field Guide to Fair Housing
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