 TIP #5
Classified Ads
Despite the rapid and continuing growth of
the Internet, classified advertising in local
newspapers remains the first place potential
buyers will look in their search for properties.
Internet exposure for your property is not a
substitute for the regular classifieds, but
rather a powerful complement to them.
The content of a good ad is determined by its
function. The sole purpose of your ads
(and Internet exposure too, for that matter) is to
generate phone calls from qualified buyers. Therefore . . .
- You put in the term "By Owner" or "Private
Sale": the possibility of sharing in a saved
commission is itself a feature, even though serious
buyers will pay close to full market value if the
house is what they want.
- You put in the price: its absence will lose you
calls from perfectly qualified but totally annoyed
prospects; its presence will weed out buyers not
qualified for your price range.
- You put in the number of bedrooms: also a
major criterion for many buyers. But include only the
bedrooms above ground - ones in the basement will
be a pleasant surprise if not mentioned, possibly a
letdown otherwise.
- You put in the style of house (bungalow, bi-level,
etc.): important to some buyers, not to others -
the purpose here is to eliminate those prospects who
definitely don't want the style of house you happen
to have.
- You don't put in the address (though you
do name the neighborhood or general part of
town): leave interested buyers a reason to call.
- You put in an inducement to act: some unique
reason for the right buyer to call now before
someone else does. A fireplace or deck is not unique
these days, and a pool or huge yard may actually be
a drawback to some buyers. But can you offer
special financing? Is there a lovely stream at the
back of the property? A golf course down the street?
To confirm uniqueness, check the competition: if
they're all advertising streams at the back of
the property, you think of something else!
- You put in your phone number: sheer genius!
- You put in "see us at
www.privatelist.com": this single line at
the end of your ads not only increases their impact
(by leading to your full-color display on the
web-site) - it enables you to benefit from similar
ads run by our other clients in your area!
And that's it for content! Test several
variations of your ads, but keep them small.
A heavy border and some white space will help them
"leap off the page", but too much verbiage simply
dilutes your message.
When and where to advertise? The days and publications
that carry the most ads attract the most buyers.
When they call, ask where they found out about you.
Cut back in publications that don't seem to be
producing any results, but use the others
regularly.
Be prepared to spend some money! Aside from price,
exposure is the most critical factor in achieving
a sale. An effective advertising campaign will be
costly. But so will missing qualified buyers,
having the purchase of your next home fall through
because you couldn't sell your current one, having
two properties to carry, or ending up listed with
a realtor.
So grit your teeth, pay for the exposure you need, aim
for an early sale, and remember the thousands of
dollars in equity you're saving by doing what needs
to be done - yourself!
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