Homeseller's Guide Part V

Writing A Good Ad

The vast majority of buyers who will contact you will have found you either on the Internet or from a classified ad in the newspaper. So you definitely want to place classifieds. However, even small classifieds in large newspapers can cost a bit, especially if you end up running your ad for weeks, or even months. The secret, of course, is to keep your ads simple and short. The difficult part is to keep short while still creating interest This chapter is dedicated to showing you how to do just that.

Ideally, your ad will provide just enough information to make buyers want to know more, but not so much that the ad costs you a small fortune to run. Concentrate on price, location and highlighting the major benefits. That's right - benefits! Most of the ads you read will list the features, such as "close to schools", or "Jacuzzi". But as most professional advertising folks would tell you, it is far more effective to list the benefits that such features provide - to "sell the sizzle, not the steak". For example, if your home is close to schools, fine - write your ad in a way that shows how this will make the buyer's life a little better, such as "Mom can sleep late - schools within walking distance". If your home does, indeed, have a Jacuzzi, you may want to say something like, " Unwind & relax with a personal massage in your own Jacuzzi". Remember - people do not buy features. They buy benefits. If you offer them benefits they can appreciate, they will buy.

So, you know what to put in your ad. Now, ya gotta make it short. Perhaps the best way to shorten any ad is to include a URL - the address of your web page. In this way, buyers can find out more, immediately (and in full color) with anonymity. You classified just arouses curiosity - let your web page do the rest. With a good web page, your classified need not say much more than, "By Owner - nice 3 bd, 2 bath brownstone in great neighborhood. Take a look at www.myhouse.com, or call 555-1212 for appointment. $125,000, Boston".

That's about as short as it gets, folks! You gave the location (Boston), the price range (so you don't waste time with people looking in lower or higher ranges), and provided the curiosity factor, along with two methods to satisfy their curiosity - call, or visit your web page. You have also told them that they might save, because you have listed it as "By Owner".

If the specific neighborhood in which you live is desirable, you may want to list it, such as "Nob Hill area, Boston". If you have other good assets, such as a large yard, or acreage, include it. And, if you don't mind advertising that you are willing to pay $2000 toward closing costs, by all means say so. These things create interest. If price is below the appraised value, make sure you state that in your ad. Revamped to include such things, your ad might read:

By Owner - 3 BD 2 BA brownstone, Nob Hill area, Boston. Large yard. Seller pays $2000 toward closing; priced below appraisal. $125,000. Take a look - www.myhome.com or call 555-1212 for appt.

Larger ads placed on bulletin boards or local newsletters can contain much more info, but anything beyond the basics shown above should be limited to those benefits mentioned earlier. If allowed, and cost effective, include a photo. This ad can be printed up as flyers, also.

NEXT: Using The Internet To Sell Your Home