Q: Are you putting finishing touches on property advertisement copy that will appear in this weekend’s real estate section of your local newspaper?
A: Before you send copy to a newspaper, put it to this test. Ask these questions:
- Who says? Unsupported hyperbole won’t convince sophisticated home shoppers. Don’t offer opinion only. Provide as many facts as you can about a property that substantiate a claim. Let’s say the ad is about a golf course property. You use the headline “Room with a view.” Support this headline by mentioning that the property is 4,000 square feet, is situated on the 15th fairway yet surrounded by trees for privacy -- and a view of nature.
- So what? Buying a home is not trivial. Don’t bombard buyers with the inconsequential. Most every home has central air in Florida. So why waste space mentioning this feature? Instead, mention the ones that are attractive to most buyers or which would appeal to a specific market segment.
- Could you be more specific? Ads promoting you and your company need to be detailed. Vague promises of good service won’t be very convincing. Instead of saying, “XYZ Real Estate provides the best service in town,” cite specifics that will lead consumers to conclude for themselves that your firm does, in fact, provide the best service in town. And remember to keep in mind the target audience. This will make a difference in which services you choose to promote.
Meet the Expert:
Joe Klock is a real estate coach, trainer and national speaker. Joe holds CRB and CRS designations and is the former dean of Coldwell Banker University and a 50-year veteran of real estate.
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Ask the Expert
Q: I see my competition offering “New Agent Nights” as a recruiting tool. Should I do the same?
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