Writing Effective Ads [back]

Well written classified newspaper ads and short descriptions for online internet ads can attract potential buyers. Remember that you are competing with thousands of other ads for the attention and interest of qualified buyers looking for properties.

Not only must you attract the attention of your potential buyers, but you must do it in a very limited amount of space and with few words, so it's important to choose your words carefully. Your ad text, whether its for a classified ad or for an online For Sale by Owner ad "teaser", should not exceed 250 characters - so every word counts.

Consider your potential buyers and focus on your home's features most attractive to that market group rather than the general public. For example, is your home suited to a family with young children? Are schools nearby? Retirees? Close to golf courses or senior activities? Working couples? Easy commute? Close to shopping? Most buyers will want to know three things right away - the asking price, the location and the number of bedrooms.

Below are ten very important questions to ask yourself prior to posting a print/Internet ad:

  • Have I used an attention-getting opening statement about the property?
  • Have I included the big three: asking price, location and number of bedrooms?
  • Have I listed several of the most desirable features?
  • Have I used words that appeal to all of the senses?
  • Have I considered using a theme of urgency in the ad such as "Relocating"?
  • Have I avoided using confusing abbreviations just to save space?
  • Have I avoided exaggerating features that I like best? The buyer may not agree.
  • Have I included my name, phone number, email address and web site (Internet Ads)?
  • Have I used photos showcasing the best features of the property (Internet Ads)?
  • Have I ended with a call to action, "For a private showing, call 555-1234 today"?

Spend time researching FSBO ads (both print and Internet) and other classifieds to get a feel for what others are doing. Make sure to get it right before posting!

Brian Serpone can be reached in the Harwich office of Today Real Estate at 508-568-8104.