Ten Tips for a Home-selling Ad Description

101 Ways to Market Your Home

Your beautiful house is likely to sell faster than your affordable house, though having a motivated seller just may slow down the sale. According to Paul Anglin, a Canadian professor who teaches real estate and housing trends in Ontario, the words that people use in their real estate ads and home descriptions have a very definite effect on sales – but it’s not always the one that you expect. Here are ten tips on how to write a compelling real estate description that will really move your audience – and your home.

Remember to obey all fair housing laws when running any advertisiments. For more information check out Fair Housing Laws at the HUD website.

Focus on the positive.

Keep the overall description positive. That doesn’t mean that you should hide the less than positive things about your property – just that you should put them in the best terms possible. Do be aware that most people these days automatically translate “real estate speak” in their minds, so be careful of overworked words. “Cozy” is great if it really is cozy, but most readers will translate that as small, so why not just say “small” – and then make the most of it? “Good things come in small packages, and this beautiful home is the proof” will draw more buyers who will appreciate the honesty.

Turn features into benefits.

A patio is a feature. “Lazy afternoons on the sunny patio” is a benefit. A gourmet kitchen is a feature. “Make cooking a pleasure with ample counter space and professional equipment” is a benefit. “Sustainable materials throughout the house” is a feature. “Be kind to the environment without sacrificing style” is a benefit.

Be honest.

If your home is a handyman special, say so. If you can see the beach by leaning out the second floor window and craning your neck to the right, don’t call it an ocean view. You’ll end up disappointing your prospective buyers, and that’s never a good way to start off.

Point out unique features.

Make a list of the things that you most love about your house and use them in your ad. “Walk out sliders to deck for easy entertaining”, “Extra bathroom on the second floor means no waiting for the shower”, “Landscaped with native plants for low-maintenance beauty year round” all help your prospective buyer visualize themselves living in your house, and that’s the first step towards a sale.

Don’t forget to mention the neighborhood.

Home buyers are buying more than a house – they’re buying into a community, so give them a taste of it in your ad. “Luxury gated community with unobtrusive security” says a great deal about the community. “Short walk to shopping and entertainment” or “quiet cul de sac”, “superior schools”, “close to public transportation” all offer important information about the community or neighborhood in which the home is located.

What’s new?

People do love new, so if you’ve added, remodeled, replaced or repaired, mention the updates in your ad. New roof, new carpeting, new windows? Don’t get stuck on the word “new”, though. There are many ways to focus attention on upgrades and repairs. “Recently remodeled kitchen”, “Updated master bedroom”, “Renovated for comfort and beauty” are all examples of bringing in the new.

Appeal to the emotions.

What you really want is to evoke an emotional response in your readers – one that makes them want to see and hear more about your property. The two biggest appeals to home buyers are comfort and status. Close your eyes and think about your home. Which one springs to mind? If your home is built for comfort, use target words like “relax”, “enjoy” and “indulge”. Attract status buyers with words like “prestigious”, “exclusive” and “unique”.

Use the all powerful YOU word.

You’re not just selling a home. You’re selling a dream. When people buy a new home, they’re buying a step closer to living the life they imagine, and your job is to help them imagine living it in the house you’re selling. Make your ad personal, and speak directly to your reader. Take a look at what personalization does for this bare bones descriptive ad:

Charming 3 BR home on wooded one acre lot. Fenced yard and large patio, eat in kitchen, formal dining room. Quiet cul de sac short walk from stores and parks.

Now let’s personalize it.

This lovely home offers all the room your family needs to prosper and grow. The modern kitchen is a culinary dream featuring updated appliances and a central dining/prep island for versatility. Double oven is ideal for hosting family dinners and entertaining friends, and the built-in wine rack allows you to show off your wine collection while keeping it safely and neatly tucked away.

See the difference? And that’s just the kitchen.

Drop names if you’ve got them.

We’re a brand name society. If your home features brand name appliances, windows or other amenities, go ahead and drop them. Corian countertops, Moen bath fixtures, Jennair ranges – if your home’s got ‘em, flaunt ‘em.

Proofread.

Before you hit submit on any real estate ad, proofread it carefully. Use a spellchecker and be sure that everything is grammatically correct. It may seem like a trivial thing, but even one typo or misspelled word will make your efforts seem less professional and compelling.

Date: Monday, November, 19th 2007 @ 04:32:51 PM
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