People come in all shapes, sizes, colors, temperaments. Real estate is the same way.So when Joe or Josephine Broker take pen in hand or sit down to the keyboard to create a real estate advertising piece, it is not one size fits all. If the ads in the Sunday paper seem to be all the same vanilla plain jane and even interchangeable, that newsprint and space is being wasted. If the ad is written in the hurry it shows. If the person writing the ad has never been to the property, to be safe, it is bland. Or they are grasping at something to post that is different, remarkable, worth mentioning. This copy is lacking the highlights, the sizzle of the steak. Maybe all the writer had was the hard to read hen stratchings on the comment notes when the listing was hurriedly created, thrown on a desk and not posted by the lister, the guy who has walked thru the place, taken the pictures and video.
When you create an ad, do you describe the property and assume the standard position on same ole same ole blurb? Why? If you were looking for real estate, wouldn't it be great if the ad spoke to you about the property. If it asked a question like "How does this yard grab you?"? And instead of a front straight on shot with four cars in the yard at sunset with bright sun obscuring the view as it floods the camera, shutting down the exposure for a dark image, you show the spectacular rear yard, or sweeping staircase as the lead photo? Or the big backyard with a home inset from an attractive angle? Isn't that creating eye candy, the copy making your ad stand out, expecting an answer or opinion of the reader, viewer? Asking questions is the best way to learn about someone, something and to elicit an opinion, indicating you care what the other person thinks or you need a reaction, a comment. And if you also put yourself in the moccasins of the reader, viewer and hit a chord with the ad that is so timely, so tailored to their life need at the time.
For example, three day Memorial weekend just happened. Wouldn't it have been nice to have a place on water in say Maine to run away to for burgers, friends and family around a camp fire with loons crying, the moon out and dancing small diamonds off the smooth as a bottle lake you get excited about from your lawn chair? Do your ads hit a need, relate to the special niche audience you are after or are they always one size fits all copy, images, video or blog posts?
The ad headline for this property could be "What Do You Want To Be Doing Next Memorial Day Weekend? or "You Work Way Way Too Hard, Have A Lawn Chair, Take A Load Off Your Feet". Both are not charging into the "Nice Place On A Lake With Nice Lot" standard procedure. Brokers are not robots and their ads should reflect the excitement, passion about what the property has to "speak" to others about. Do your local real estate ads talk or are they sleepy, boring, pretty much interchangeable and look like most of the others on the weekend edition herd in your newspaper or on line in a marketplace collection? Do you show the benefits to owning the property, the activities the buyer is going to enjoy, the area it is in in your videos, the copy write up and image array? Why not? Isn't that what would hook your interest, not just seeing a tired not even rewritten lack luster ad copy week after week with the same mls photo never rotated or revisited when the snow is off the ground?