Classified ads can help you reach a target audience (readers of a local paper or a church bulletin.)
Advertising is a balancing act. Without it, the result is little or no new business – but on the other hand it is an expense of time and budgeting. Identifying just the right kind of advertising that works best in your area is essential, which requires trial and error. One particular advertising medium brokerages and agents have often utilized is traditional classified newspaper advertising.
Not everyone reads the classifieds daily of course, but those who are inclined to are usually in need of something specific, and that happens to us all at one time or another; especially when people are looking for homes or plots of land for sale.
If you choose to dabble in classified print, below are some tips to help you create effective real estate ads.
1. Write down a list of Headlines (within the space allowed)
If you want your ad-text to be read, this step is quite important. The fine print of your ad will just remain fine print without a headline that grabs people’s attention!
This is to make sure your advertisement targets the right buyers (or sellers) and stands out as much as possible from all the other surrounding ads.
It may be helpful to pass your headline ideas by your family or friends, through a text message perhaps, to get their opinions.
If you are selling an expensive house or condo, here are some examples:
- * Luxury Downtown House – Viewing Today!
- * Move right in: New 2/2 Condo w/Mountain Views
- * Remodeled 4/2 Home, Burnaby School District
- * New Market Gem: 3/2 within Gated Community
2. Putting the best Photo Forward
If you choose to attract eyes to your ad with a photo, which is quite effective, but perhaps cost-prohibitive depending on the newspaper, make sure it is one that will create the best effect. Almost always a shot of the exterior front of the property works best; unless it has a gorgeous kitchen or dining room. Keep in mind studies show that prospective homebuyers gaze at the photo of a front of a house longer than any inside view. Your newspaper probably only prints in black and white, yet including a photo will draw a greater response.
3. Master the Use of Abbreviations
Abbreviations save a lot of precious ad-space, but perhaps not everyone can properly translate “real estate-eze”, so some real whole words are definitely necessary too – especially words that drive an emotional response such, such as “luxury” and “views”.
Bsmt – basement ; bkporch – backporch ; Det – Detached ; Ref- Refrigerator ; wbfp; Wood Burning Fire Place. etc. There is no need to type them all here, after all, you are a real estate agent, and you already speak the language!
4. Always Include Your Link
Your phone number is of course mandatory for a classified ad but in today’s digital world a link should always be included. Google “URL shortener” for a way to shorten an otherwise longer link. This will help people view the listing online through your website and increase the chance they will call you. They will also be much better informed when they do call you. If you have a domain for the designated single property website, like 220BirchwoodSt.com, certainly use that one, or a link to your real estate agent website.
The above are the basics, but don’t be limited by the suggestions above. Your own creativity and personal flair will add additional attractiveness to your classified ad.