Writing An Effective Ad
What’s the secret for writing an effective ad? It’s really easy: tell the buyer what they want to hear. Don’t forget to tickle the buyers imagination so they’ll want to find out more about your property.
Most buyers will want to know immediately price, location and # of bedrooms. Remember not to give information to the buyer that might disqualify your home. For example, do not write that the home needs repairs or anything like that. Many times, buyers will end up buying something very different that what they initially wanted. Therefore, your ad should leave enough to the imagination so that the buyer will want to know more about your property and what it offers.
The following items should be read and studied carefully. Much care should be taken in writing an ad so that you may attract the largest possible number of potential buyers. If you are advertising in "4 Sale By Owner" magazine, remember, you can change your ad every issue and edit your Internet ad as well.
We recommend the following guidelines to assist you in writing your ad:
- Look at advertisements for other properties to learn how other sellers write their ads. A good resource is the current ads in 4 Sale By Owner magazine and online.
- A great ad gets straight to the point. At the beginning of your description you should include the price of the property. This will allow prospective buyers to see if the property is within their budget. If price is negotiable, you should mention it.
- Mention the number of bedrooms and bathrooms at the beginning of the ad (including maid’s room and bathroom).
- Mention the location of the property (town or city, and province).
- List the 5 most positive things about your home; then use them.
- Be aware of your properties' vital statistics other than number of bedrooms and baths: such as total square meters of the property and of construction, tax value, schools, churches, bus stops, proximity to important roads and shopping centers, etc.
- List several of the most desirable features of your property. Don't forget to include features such as: tv room, dining room, garden, garage, decks, storage building/s, landscaping, trees, stream, etc. Since many buyers purchase properties for emotional reasons, such descriptions as "cozy" bedroom, "sunny" deck, or "stunning" view are very effective.
- Emphasize any features or desirable financing that your property may have.
- Don’t use abbreviations.
- When you are describing your property, don’t jump from inside to outside because it might confuse buyers.
- Home prices are usually advertised with either $500 or $900 at the end. Property that is priced at $199,900 will look $10,000 cheaper than one marketed at $200,000.
The best ads are short and precise. They serve the most important purpose, to convey the information the buyer wants to hear.
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