Being able to sell or rent a house successfully and in a short time is sometimes not an easy undertaking, even for those who have years of experience in the real estate market. This is due on the one hand to the high level of competition, and on the other to the fact that we often focus more on subsequent moments such as visits to the property, compiling all the necessary documentation, negotiation, to the point of neglecting the first and fundamental step, namely the creation of a perfect real estate ad.
Do you want to increase the effectiveness of your real estate ads? We are here, ready to offer you useful advice, which will allow you to capture the attention of potential buyers, and therefore give more strength and energy to your business.
Title of your real estate ad
The statistics speak for themselves: only one in five people pause to read the entire ad after reading the headline. This means that the user, looking for the house of his dreams, makes a first selection of the ads based exclusively on their title. This certainly demonstrates the great importance of the title of the real estate ads, which appears to be, together with the photographs of the property, the main factor capable of arousing interest in the reader.
To make the title as effective as possible, it is important that it contains an adequate message in line with the needs of the target you have taken as a reference. In this context, the buyer personas can certainly help you, as they allow you to customize the communication based on the characteristics of the customer.
A good title must undoubtedly contain a benefit, actual or potential, for the reader, but in addition to this, it must contain unusual and different elements or factors, capable of arousing the curiosity of your audience.
Beyond that, remember that you are not just selling a property, but a real lease on life. This is why it is important that the potential buyer already feels part of the house, even before actually visiting it. Also, for this reason, it is important to send the right message to the right people, in order to increase the effectiveness of the advertisement itself, together with captivating and interesting photographs.
Text of your real estate ad
Have you cleaned up, tidied up and rearranged the property you want to sell so that you can take memorable photos? Well, all these things are absolutely very important in order to sell a property in the shortest time possible. But that’s not all: these images will have to be included in a real estate ad. Therefore, even the latter must be set up in such a way that it can attract the attention of the potential buyer, on the one hand thanks to captivating images, on the other hand, thanks to the presence of clear and explanatory information.
Here is a series of useful tips for writing a real estate ad.
Remember to be original
If you want to write ads that are able to differentiate yourself and be noticed, do not conform to the crowd. Doing what others do, for fear of making a mistake, is the first step to ending up in oblivion. In this case, in fact, differentiation and originality are fundamental, since they allow you to obtain greater visibility. So the first and most important tip is: Think outside the box!
Make sure you communicate, within the ad, the real value and all the potential that the house has. Many ads use overly subjective language instead of descriptive one, such as “you will love building your memories in this beautiful house”. This “information” has no value for the potential buyer, who just wants to understand what the specific characteristics of the property are. For this reason, make an exhaustive description of the property, trying to highlight the salient features, accompanied by appropriate images.
An analysis conducted by Zillow, one of the most important American portals in the Real Estate sector, highlighted that the description of the property should be made of about 250 words, which means that you have all the space necessary to expose the main characteristics of the house, without however dwelling on subjective aspects.
An example? Don’t talk about how cute and adorable a property garden is, but rather point out that, for example, there is a barbecue area in the garden.
Remember to highlight the most interesting features: thanks to the definition of buyer personas you already know what your customers are looking for in a house, so we recommend that you highlight these peculiarities in the description of the real estate ad.
However, it is also necessary to mention some types of data that are requested by the vast majority of users and which, for this reason, are considered very important parameters: precise address of the property (obviously only if you have the exclusivity!), Map, floor plans and price. Leaving out this data would significantly reduce the visibility of your real estate ad.
Finally, we advise you not to use too technical language, but rather terms that even those who have no experience in the sector can easily understand. For example, when you classify the type of property, use terms such as “apartment” or “villa”, rather than purely real estate terms such as “semi-attic duplex”.
… But not too descriptive!
Potential buyers don’t want to read endless papyri, but rather short and comprehensive descriptions. So it’s important to let them know immediately if the house they find in your listing has all the features they are looking for.
So go straight to the point: enter the main reasons why a person would want to live there and also spend a few words on the description of the neighbourhood.
More or less effective words
Zillow, using data from its own portal, was able to extrapolate the words that have the greatest ability to attract potential buyers. Here are some examples: luxurious, fascinating, flawless, immaculate, panorama, and more.
At the same time, however, there are phrases or words for which it is proven that they do not arouse any interest in the reader, or that even evoke negative images. The analysis reported by Marketleader.com highlights among these words: transfer conditions, clean, motivated, calm, and empty. Taken individually, these words are not negative, but compared to those listed above, they are boring and certainly do not evoke positive feelings. So the next time you write a real estate ad, just remember that there are words that are more effective than others.
Tease people’s imaginations
Write phrases in the real estate ad that allow the potential buyer to imagine himself inside the house. So, instead of saying that the property includes a garden, you can say that the property “has a garden in which your children can play”. But be careful, this trick should be used in moderation (only for one or two spaces of the house), otherwise, it will be extremely artificial.
Publication on real estate portals
We are now ready for publication on the best websites to sell homes online, so if you enter your real estate ad in a portal, be careful not to repeat yourself. These real estate portals already contain specific spaces in which to enter, for example, the number of rooms, the number of bathrooms, the square footage, the energy class (we take this opportunity to remind you of the obligation to indicate the energy performance index of the properties in the ads, fines ranging from 1,000 to 5,000 euros) and much more. So there is no need to enter this data in the description, otherwise, there would be an unnecessary redundancy of information.
To summarize: the steps to compose a performing ad
There is no doubt that images play an important role in a real estate ad, but the real added value is played by the presentation of the house.
Since in most real estate web portals you have the opportunity to write only 100 or 1,000 words maximum, you need to understand how to describe a house for sale in a concise but exhaustive way. So give space to your originality and imagination as a real estate agent and provide your ad with a good general structure, but also leaving space for details and details.
An example of how to organize the description of your perfect real estate listing could be the following:
Title: Its purpose is to attract the reader’s attention.
Opening sentence: be polite and get straight to the point, briefly anticipating what the broader description of the following ad will be about, so as to immediately trigger a healthy curiosity in the reader. An example? “Visit now this one-of-a-kind farmhouse, with rustic and welcoming interiors, with a panoramic view of the sea!”
Narrative description: in this section, you should include not only the main characteristics of the property, such as rooms, square footage, dimensions, location, etc. but also extra services and points of interest present in the neighbourhood or otherwise nearby. Add some phrases about the property using some typical words of real estate web marketing and let the reader breathe the atmosphere of home.
Promotional Message: If you want to get your readers to take action, use special phrases that indicate exclusivity and promotion. What more can you offer? Here are some examples: limited time, small discounts, free additional services, the best licensed real estate agent around, etc.
Call to Action: Add a final Call-To-Action (CTA) to remind you why the reader should contact you, call you, take the opportunity to visit the property right away, e.g. “Contact us now to enjoy this spectacular panorama!”, “What are you waiting to call? Don’t miss it! ”, “Book a visit to this incredible property!”