Nicola Kelland - Advertising

Is the advertising copy for your home attracting the right purchasers, or are you getting a long list of unsuitable buyers?

Last week, I looked at the power of good photography when marketing your home.

Good marketing copy goes hand in hand with great photography. While the photography may attract the purchasers first, the advertising copy keeps them interested and prompts them to view your home. Your marketing copy must be written to attract your target market.

So what makes great advertising copy? I am currently reviewing all our advertising for the past year to select what I think are the best marketing examples created by my salespeople for our annual awards night. When reviewing en masse like this, it is very easy to identify the stand out copy. We are in the market of “selling dreams” to potential purchasers, so copy that starts with “This four bedroom home…..” does little for the imagination or capture the customer. While “ Wander down the tree lined path to this wonderful family home…..” starts visual imagery in your mind.

You need to sell the benefits of your home, not just what it has in terms of bedrooms and bathrooms etc. Those can be listed in bullet points within your advertising copy, so purchasers can easily scan for the detail of the home.

While the size of your print advertising will dictate how much copy you can use, the Internet listings allow a greater opportunity to unleash your, or your salesperson’s, creative copy writing. As the power of the Internet increases to capture potential purchasers for your home, use this medium to fully enhance the benefits and the lifestyle that your home provides.