Real estate sales may not sound like an emotional topic, but in truth, it’s all about evoking a feeling. Creating mental imagery in your descriptions is vital in getting that sale. For a buyer, the deciding factor is how the house makes them feel. Do you have a dry list of features in your advertising, or are you using creative language to draw your reader in? The more you learn to leverage your audience’s feelings, the closer you are to converting leads to closings.
Think like a buyer: write creative ads for real estate
As a real estate agent, you’ve probably seen the same old ads with the same old language. Now, imagine how much of that a potential buyer has seen. How can you stand out from the run-of-the-mill ads?
The key to succeeding at creative ad language is to think about what you’re selling. It might be just a house to you, but your potential buyer is looking for a place to live their lives, raise their kids, and expand their hobbies or business. A buyer might be just fine with a bathroom count, but they will be captivated by the description of a new gourmet kitchen inside a chef’s dream home. Need help? We have a digital ad template for you.
Not a writer? Not a problem!
Writing isn’t everyone’s cup of tea, and that’s okay — sometimes real estate agents prefer coffee! But that doesn’t have to stop you from creating compelling ad copy. When you visit a listing, what are the descriptive words you think of? Don’t judge them, just record or write down the first ones that pop into your head. Is it cozy? Kid-friendly? Adorable? Secluded? Luxurious? If you can capture those words, you’re already on your way. If the words don’t come easy, grab some ideas here. Try interviewing your seller and capture what they loved about the home when they first moved in.
Real estate headlines with appeal
How does your ad sound: like a real estate agent wrote it, or like a buyer wants to read it? Of course, the features need to be listed, but your descriptions can take your ad from good to great and improve your appeal.
Real Estate Agent Perspective: Three bedroom ranch, great starter home, stainless appliances, lots of upgrades.
Home Buyer Prospective: New stainless appliances AND granite in my price range? No way. YES WAY!
Create content that compels
We’ve talked a lot about the importance of descriptive words, but don’t go overboard. Too much fluff starts to sound deceptive or phony. Be succinct and clear.
Enjoy the quiet of nature from the comfort of your couch! Breathtaking four-bedroom lodge in a quiet woodsy community. Floor-to-ceiling windows, luxurious master bed and bath, marble tile, and expansive multi-level deck to see all the flora and fauna in full bloom.
Don’t forget a call to action (CTA)
Be sure to give people a clear way to respond to your ad, i.e., a call to action (CTA). Here are some simple tips:
- Make sure there is a benefit to responding (e.g., no closing costs).
- Add some time urgency (e.g., offers already coming in).
- Never use the word “submit” on a CTA button (e.g., going fast; don’t wait; call now).
You can get more tips here on digital marketing at the Adwerx blog.
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