Take a cue from professional copywriters; prepare your ads several days in advance, and then edit them down. You’ll have a more effective ad. Abbreviate whenever possible to keep costs down on print ads. Keep in mind that you are advertising a home. People who are reading these ads want to know about the home features, the area, school district and price.
Educate your clients
When you first list a home, tell your clients that print (newspaper) advertising is only a small part of the marketing process. A much more important factor is the exposure the home gets via the web, and through the MLS. Be sure to indicate that even though their specific property is not being advertised weekly, comparable properties are attracting buyers to the company. Point out that qualified customers are shown the sellers property as well as any property advertised. The facts are that 92% of all homes sold through marketing means other than advertising. Today’s buyer started their search for a home 9 months prior searching the internet. And, more often the number one reason customers call about a listing is because they saw the sign on the front lawn.
Point out to your client that the purpose of putting an ad in the paper or posting it online is not to sell the home but to make the phones ring. Being deliberately vague in an ad not only saves you money it  gives the reader a reason to call. We can debate the use of print advertising till the cows come home. Fact is in many, many markets across the country there is no newspaper advertising for listings at all. Syracuse appears to be a bit lagging in that respect. If you chose to write an ad for the newspaper, chose your words wisely.
Before you put an ad in the newspaper to sell a home or post an online listing on your Facebook page, stop to think about the words you choose. Choosing the wrong ad words can cost you a buyer, but even more important, choosing the wrong ad words can result in a fine of $10,000 or more. Many people are unaware of which advertising words constitute discrimination and violate the Fair Housing Act.
The popular online classified site, Craigslist, was sued a year ago by a group of lawyers for allowing discriminatory housing ads on its site. Now, you may not agree with the Fair Housing Act, but nonetheless, it is the law, and seven classes are protected. I receive a lot of emails from agents who question why they are not allowed to advertise that a home is located near a church, for example.
Writing effective ads to sell a home are as easy as choosing the right home selling ad words. Although you may know that a picture is worth 1,000 words, home buyers are also enticed through the use of ad words that sell. Some words carry more weight than others.
Getting Started Using Home Selling Ad Words
It’s easy to be overwhelmed while staring at a blank monitor or an empty page. They call it writer’s block, and the only way to get past writer’s block is to write. Start by listing all the adjectives and nouns that describe your home. Let the words flow. Don’t worry about the order or spelling; just write them down as quickly as they pop into your mind.
Avoid Negative Ad Words
What you may see these as honest and straight forward, a buyer will view them as a drawback. Look over your list of words and cross off any that sound negative or misleading. For example, these are bad word choices:
Small or tiny – Your home or condo might be cozy but it is not small.
Outdated – It may be original vintage but outdated denotes too much work.
Oversized – If your home is the largest home in the neighborhood, it’s a white elephant and should be priced accordingly; however, there is  no need to draw that fact to the buyer’s attention.
Upside potential – Unless you’re clearly selling a fixer upper.
Cramped – A home might be comfortable, but it is never cramped. Cramped can’t be fixed.
Basement unit – Basements are hard to sell. If given a choice between looking at a basement or penthouse, which would you choose? A better choice is “lower level.”
Ugly but cute – You might think this is clever, but a buyer may not get past the “ugly” part.
Decorating allowance – If you need to replace carpeting, for example, just do it. Buyers don’t want extra work.
Appliance credit – If your appliances are on their last legs, replace them before putting your home on the market.
On bus line – Although public transportation is important to urban buyers, most people picture listening to buses and smelling fumes when you mention it. A better choice is “public transportation available.”
Near railroad tracks – Not everybody appreciates hearing train whistles or feeling the rumble of trains roar past.
Needs paint – If it needs paint, paint it. Then you can advertise “fresh paint.”
Leaking roof – I don’t know anybody who sets out to buy a house with a leaky roof. In fact, most buyers are afraid of roofs that need work. Replace it and offer a roof certification.
Motivated seller – A motivated seller is a desperate seller, and desperate sellers sell for much less than market value. Instead, try “all offers considered.”
Ad Words That Sell Homes
Sell the sizzle, not the steak, is an adage that rings true. Think back to when you bought the home. What made you buy it? What single feature made you write that offer? Then play up those factors. Here are desirable words to use:
Beautiful – Every home buyer wants a beautiful home.
Turn-key – If your home is ready to move into, say so.
Lovingly maintained – One of the greatest home buyer fears is having to pour money into a home after closing. Homes that are well maintained tend to require less initial upkeep.
Spacious – Buyers envision buying a home large enough for their needs.
Back-yard paradise – If your landscaping speaks volumes, play it up.
Fabulous layout – If your square footage is small, a great layout will overcome objections to the size. Good flow can maximize space.
Remodeled to perfection – Let buyers know if you’ve made updates that enhance the home.
Huge master suite (or retreat) -Reciting the number of bedrooms or baths won’t tell buyers the master has its own bath, which is a desirable feature.
Choose Short Descriptive Headlines
If you could choose one word to describe your home, what word pops into your mind? What is most attractive about your home?
If it’s location, style size or updates, sell those features in the headline.
Here are a few examples:
Stunning Classic
Magnificent Mediterranean
Prestigious Location
Finest Street in (name of neighborhood)
Entertainer’s Delight
Charming Cottage
Sparkling Pool & Private Spa
Beautiful Bungalow
Amazing Arts & Crafts
Fabulous Water Views
View of City Skyline
Secret Gardens
Upscale Urban
Beware of Fair Housing Law Violations
It is unlawful to discriminate against protected classes. They are:
1. Race — do not advertise “minority community”
2. Color — do not advertise “integrated neighborhood”
3. Religion — do not mention nearby churches or places of worship
4. National Origin — do not say “Hmong community”
5. Sex — Bachelor apartment can be viewed as discriminatory against women
6. Handicap — Mentioning walking distance is arguable if a buyer is unable to walk
7. Familial Status — You could get sued for saying “perfect for young couple”
About Author
This should e sent to all the agents….seeing is believing.