What do house sellers want? Buyers. And where do buyers come from? Very often they look for houses in newspaper real estate ads. It follows that house sellers need well-written, attention-grabbing ads.
How can a homeowner write an enticing, come-and-see-my-house ad, and how can he or she judge whether the Realtor writes productive ads?
A house ad has four basic parts: the headline, lead, body and close. A photograph is an optional fifth component. Real estate firms use photos because “many times buyers call about something in a house picture that caught their eye,” explains Claudia Germann, a sales agent at Baird & Warner in Downers Grove.
For the headline, announce the house’s primary high point. Ralph Martin, president of Wm. L. Kunkel & Co. in Des Plaines, asks owners: “Why did you buy this house? What do you think is the house’s major feature?” Usually the owners’ answer provides an idea for the headline.
If the current owners bought an “energy efficient contemporary” or a “convenient city colonial,” these are reasons that can translate into ad headlines to attract buyers.
Motivation
The lead motivates the buyer to keep reading the ad. It should build on the headline. The energy efficient contemporary could attract buyers who want “big space on a small budget” or a “woodburning fireplace.” The convenient city colonial might offer a “short walk to public transportation” or a “remodeled family-room-size kitchen.”
“If the location or price of the house is the most desirable feature, use it for the headline or the lead, but certainly mention the price and the town someplace in the ad,” says Germann.
Martin agrees. “Always use the location and price. For an `open house’ ad, use the price in the lead.”
Some Realtors deliberately leave out the price to generate phone calls. “Many Realtors do not state the exeact price of the house, but use numbers like `under $100,000′ or `in the low ’80s’ to incrase calls,” says Sandy Cece, a full-time business and real estate instructor at Triton College in River Grove.
After the headline and lead, comes the body of the ad. It’s the guts of the ad. It should focus on the house’s other attributes. Begin the body with the house’s location or price if they were not mentioned in the headline or lead.
According to Cece, “The ad body can present the number of bedrooms and baths, kitchen style, formal dining room or attached garage. The body can state the amount of living space-a great room, family room, finished basement or patio. Spotlight special amenities in the body of the ad: master suite, whirlpool tub, cathedral ceiling or hardwood floors, for instance.
“Also,” adds Cece, “maintenance-free aspects interest buyers.”
Martin adds that an in-law arrangement or possible separate living quarters appeal to many buyers.
Be positive
For older homes, Martin recommends accenting the positive points-the captivating charm of an established neighborhood, original, refinished woodwork or the house’s style. Martin suggests ad writers “use words like vintage, traditional, gracious or elegant. State any modern improvements like a new heating and air conditioning system, roof, a remodeled bath or a kitchen with new appliances.”
What if an older house needs work and has not been renovated? Concentrate on practical attractions like price. Germann suggests, “Use words like `bargain,’ `low price range,’ `value,’ `great buy’ and `priced right.’ Try tempting buyers with phrases that focus on the neighborhood, school district, lot size or transportation access.”
Avoid the word “fixup” and think positive with phrases like “diamond in the rough” or “comfortable house wants handyman.” State if the basement or garage has room for a workshop.
“The condition of the house is very important to most buyers,” says Germann. ” `Clean, excellent condition, spotless’-these words attract buyers.”
Cece offers some ideas about how sellers can present a house’s negative points in a more positive way. “If the house is built on a slab,” she says, “has only one bath or a one-car garage, omit it from the ad. If the house sits on a main traffic thoroughfare or an unattractive lot, don’t mention it. Wait for callers to ask questions. Be honest with your answers, but positive.
“Offer tradeoffs and options to prospective buyers,” Cece adds. A seller might describe how the lot is large enough to expand a small house into a family room or extra bedroom and bath. Could the lot accommodate a two-car garage? A house on a busy street might be noisy, but it could also be convenient to transportation and shopping.
If a house has a basic flaw, be practical, Cece says. Price the house in a realistic range that takes its defects into consideration.
Go for the phone call
The closing of the ad should motivate the reader to make a phone call. If the headline, lead and body showcased the house’s top features, and the house is listed at market value, state the price. Germann suggests that sellers write a close that talks about money indirectly, like “top location at a low price.”
Sometimes a dramatic or personal close impresses buyers: “See it, or you won’t believe it!” or “Future home for your family.”
Germann recommends using enticing words and phrases that pique buyers’ interest, but suggests omitting some aspects about the house in the ad. “If you tell buyers everything in the ad, they have no reason to call,” she explains. “Maybe describe a stone fireplace but leave out the room.
Buyers might ask, `Is the fireplace in the living, family or great room? Does the room have skylights or a patio door? What is the view?’ Now the seller has given a caller an invitation to come and see the house,” Germann says.
End the ad with the phone number, Cece says. Home sellers who can accept calls at work can list day and evening numbers. If an answering machine is used to record calls make sure that the message is clear, concise and businesslike.
Cece suggests sellers write a fact sheet about the house, and place one at each phone with paper and pen so callers’ questions can be easily answered. The ready paper is handy for noting people’s names and phone numbers.
Be straightforward in answering prospective buyers’ telephone questions about the house, Martin advises. Otherwise, valuable time can be wasted showing uninterested or disappointed prospects.
Remember the cost
Homeowners can scan newspaper real estate sections for ad ideas and formats. But when it comes time for your own ad remember: Words cost money. Major papers and many suburban ones have telemarketers trained to deal with individual home sellers unfamiliar with writing an ad.
“If there is a choice between words and cost,” Martin says, “absolutely use enough words to describe the house and attract buyers, and forget the cost.” But, in the fall and winter, don’t waste words depicting gardens, patios, decks or landscaping.
Real estate agents are trained to write ads, Cece points out. A real estate firm should run a house ad on a regular basis. Before signing a contract with a real estate agent, ask about the company’s policy on running ads and taking photos. Ask which papers the company uses to advertise property.
