5 tips for writing better real estate ad descriptions

Nowadays, agents have to write ad descriptions for a variety of outlets. Here are some tips to make ads more attractive to buyers.

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I understand, there is no written component to the state real estate license exam. Writing ad descriptions is difficult for some agents.

But you don’t get paid for your prose. It’s your expertise in navigating the market that earns you those monthly checks.

However, it never hurts to go over the little things between check deposits. And today’s marketing best practices, especially when it comes to the variety of tools and tactics an agent needs to know, require that every ounce of content you create contributes to your brand’s weight.

Eliminating typos and proper grammar should be table stakes. It is not about that.

Instead, here are some other ways to think about the standard list description. Flag this page for review after signing your next enrollment agreement. And if you don’t write your descriptions, send them to the person in your office who does.

Marketing on the Web? Stay basic

Since many CRM and marketing tools automatically replicate content across multiple marketing channels, leading to the use of the same descriptions in “new list” emails and text graphics in video tours, you you must then keep your list language relatively flat and platform independent. .

You never know where your prospect is going to come from. For this reason, focus on what will stand out for the most people, avoiding unique features that appeal to a more specialized audience.

Not everyone wants a hot tub. And a lot of people aren’t familiar with concrete countertops. Allow these amenities to reveal themselves during a screening. Here is an example :

Home buyers looking for space and versatility will no doubt want to visit 3435 Thirty six St. in the community of Numeric Heights. Unlike its neighbors, this home sits on two lots with mature green space offering shade, privacy and endless landscaping possibilities. Inside, the finished basement and bonus room are ripe for a new owner’s imagination, as is the expansive kitchen, recently fitted with upgraded appliances and neutral colors. In short, this house has as much potential as it does charm, location and livability.

Targeted advertising? Tell a story

If your marketing leverages personas, that is, matches available audience data with existing buyer profiles to determine who (a persona) should see an ad, use your ad description. to tell a story.

Create an identity around the ad by merging the way the house overlaps with that person’s typical lifestyle. This is a more targeted approach, ideal for high-end homes, specialty construction opportunities, or listings in specific neighborhoods.

If you happen to catch a lead bycatch, so much the better. The point is to use your words to create a brand in the house.

Have options

A creative brief is a document that advertising professionals use to summarize a potential campaign. What are its strengths? Who is the audience? Why will this theme work?

Think of your MLS description as your creative brief; use it as a source from which to extract ideas for other marketing instances. For example, how can it be used on Twitter? What about Instagram and its heavy use of hashtags?

Prepare multiple versions of your ad copy for direct use in other locations, even YouTube video summaries and postcard copy.

Don’t tell us what we already know

Most multiple listing services don’t leave a lot of room for agents to describe a property. Brevity is essential.

Don’t waste characters telling the person what they’re looking for. Your ad was posted because they searched for three beds and a few bathrooms on Elm Street; no reason to insist on this point.

Use the space provided to specify which MLS requirements only allow sharing in one field. Is there a basement? Great. I want to know if it’s over or at least ready to be. Is there an outside exit? And the outdoor workshop, is it wired and properly licensed?

The 100 word description that is allowed to you might not be a lot, but use it for all it’s worth.

In fgeneral

Again, every list description you create should be grammatically strict. It’s okay if you don’t feel comfortable as a writer, which is why people outsource or take advantage of marketing staff. Whenever possible, keep the following points in mind:

  • There is no need for explanatory points; it is better to leave them for a fictitious dialogue.
  • Room names or house features do not need to be capitalized, unless it is the official name of a brand, such as a manufacturer of appliances or lighting. . Don’t capitalize for emphasis.
  • Leave out superfluous narratives, such as “motivated sellers”, “a price to sell”, “a good neighborhood” and the like. Buyers and cooperating agents will know, or should, know these things.

Like anything, writing takes practice. In fact, nothing written is ever really finished. We can only write in the opportunities that time permits.

And you only have about six months.

Email Craig Rowe.

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