How to Write Real Estate Ads that Sell Properties - Fast!

First, how not to write real estate ads.

Take a moment to think about this real estate ad that appeared in a suburban newspaper recently:

A babbling brook runs through the back yard of this spotless cape with new furnace and cabinets. Asking $350,000. Sellers anxious. Call 888-8888 today.

I don’t know how that ad strikes you - it describes a brook, a furnace and the agitated psychological state of the current owners. But I think that you will agree that it does very little to get the house sold, for one very simple reason: It fails to address the desires and needs of the people who are the target buyers for $350,000 homes in the area, who are young couples with children who are relocating from the city nearby - and buying their first houses. It also fails to mention the number of bedrooms or baths - critical information that people need.

Now that you know what not to do, let's discuss how to write real estate ads that do sell.

With young first-time younger buyers in mind, that ad would have stood a better chance of selling the house if it highlighted this information:

• Schools - The town where the house is located has one of the top school systems in the state - and a town elementary school is within walking distance of the property.
• A family-safe environment - The house is located on a small street with minimal through-traffic. Plus, there is a fenced backyard where kids can play while being watched from a kitchen window.
• A short commute - The house is located within walking distance of a train station with direct service into midtown.
• Green construction or systems - If you’ve got them, mention them. They are a big real estate selling point with younger buyers today.
• A deck - Access to the outdoors is a big plus for young couples who are moving from cities to suburbs for the first time.
• Reasonable costs - First-time buyers are skittish about costs. They don’t want to stretch to buy a house that will hit them with unexpected costs afterwards.
• Owner financing - It doesn’t matter to buyers if the sellers are “anxious.” But it might matter if they are offering owner financing. That’s a benefit that grabs buyers’ attention.

How to Write Real Estate Ads that Get Buyers to Call

Dr. Gary Eldred of our real estate faculty says that successful real estate ads need to incorporate four critical factors that he calls AIDA:

1. Attention, created by a headline that trumpets the specific benefits that your targeted buyers are looking for
2. Interest, sparked by a description of condition or affordability
3. Desire, triggered by prized features and benefits that speak to the target buyers
4. Action, offered by an open house and a number to call right away

If we apply the AIDA yardstick to the property ad that started this blog post, we end up with this:

Walk to Connors Elementary School from this spotless charming cape with deck, fenced backyard play area and bright family room. Family-friendly, low-traffic street. Eco-friendly heat/central air system with 10-year warranty. 3 bed, 2.5 bath. Offered at $350,000, owner financing possible. Open Sunday 1-4! Call owner’s cell at 888-888-8888.

But remember . . .

A successful real estate ad needs to address the specific needs and desires of your target buyers. They could be young families, retirees who like to play golf, or aging seniors who want to live on one level. So before you start crafting your ad, take a moment to understand who your target buyers are and how to write a real estate ad that sells - then write an ad that speaks directly to them. 

To learn more powerful ways of getting your start in real estate investing and development, become part of Trump University’s Real Estate Investment Training program.

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