How to write an effective copy for Real Estate Ads

Print ad by Circle One for Reflections@Keppel Bay, Singapore

Writing clear copy in real estate ads is more important than ever. Often the first contact the real estate developer has with a potential home buyer comes through the advertisement. With the speed at which shoppers are able to jump from one listing to the next, especially online, it’s essential that your ads are written clearly and are engaging. And since the first contact you’ll likely have with a potential home buyer will come through this ad, the copy is your first chance to build a reputation and a relationship.

1. Write clear, catchy headlines
Describe the house factually, but add a sense of urgency so the property appears to be highly sought-after and desired. Nearly everyone will read your headline, while relatively few visitors will read the rest of the copy … unless you can capture their attention immediately, that is. A good rule of thumb is to spend half your time working on the headline.

2. Use the best visuals and renderings
The advertisement is the first impression tool for your potential customers. You need to include photos and 3D architectural renderings of the best possible quality to highlight your property. Use low quality photos or bad renderings will not only put your potential buyer off, but will also create a poor image in his mind of your company.

3. Cater to the local market
The more specific you can be about school districts, local parks and businesses, and cultural attractions, the more effective your copy will be. The specifics paint a clear picture of the house while at the same time showing your expertise and familiarity with the local market.

4. Proofread and avoid typos
Nothing can ruin a great headline like a typo in the body of the listing. If you have time, set the listing aside and work on another project so you can proofread with a fresh set of eyes. Even better, read the listing out loud. Not only will you catch typos, but your ear could help you identify a better word or phrase.

5. Highlight your contact information
One of the main goals of an ads is, after all, to schedule a showing. Make sure your phone number and email address are easy to find in the advertisement.

6. Include a call to action
When listing your phone number, don’t simply include the number, but add a call-to-action to entice visitors to take action, for example, To schedule an in-person showing this week, call Robert at 123-4567.

7. Make a sale with copy
If you can write ads that sell, your showings will be much more effective, since your new clients will be in love with the house before they even arrive to take their first walk-through. Ads that sell often include unique details about the house, a list of owner benefits, and something surprising enough to warrant a second look.

8. Be as creative as possible without being too clever
In a crowded market you need to stand out. This doesn’t mean you should throw caution to the wind, and deal in metaphors or inane comparisons. Show off the personality of the home and not your creative abilities. Most real estate developers, in the effort to stand out, resort to copy that ends up confusing the buyer. The buyer needs information and this information needs to be creative and straight to the point!!

9. Present a picture of living in the house
Many ads present facts about a physical house. If you can differentiate your ad by selling a lifestyle, you’ll be at a distinct advantage. Instead of saying a house has three bedrooms, mention that it has three bedrooms, perfect for children, office space or a workout room. Help people visualize themselves living in the house.

10. Make sure the photos match
It’s important that the ad doesn’t over promise or under promise on the house. Remember, this is the first contact you’re having with potential clients. You don’t want them to feel the copy is less than truthful. Instead, take this opportunity to show the house as honestly as possible, and point out the positives.

11. Be consistent with your copy
The tone of a listing, from headline to body copy, should be positive, engaging and professional. Further, if all your ads display that same level of professionalism and expertise, you’re likely to develop a good reputation among shoppers.

How to increase your real estate sales with 3D renderings

Your real estate company can benefit a lot if it uses 3d rendering services to create digital visualizations of properties you are selling. You can increase your sales by using 3d renderings, and they aren’t costly compared to what they offer. They give your customers a chance to check the floor plans as well as the exterior elevations of your building on a realistic and effective way.

Visiting a property customers may be interested on is part of the sale process, you have to give them detailed information about it, details on the location, and other building information. You can save a lot on this by making a 3d rendered visit of the apartment which can be seen either online or on site with the help of an agent.

You could save a lot of time and your customers could visit locations which are further to reach from their current locations from home, ask all questions needed and do everything remotely.

3d computer visualizations are used in the design of most properties today, getting them from architects can be a good opportunity, and using them can help speed up the house or building selling process. Many times builders utilize the best architectural renderings during City meetings to get the needed permits for constructions. These visualizations can be used for promotional purposes afterwards and they can be combined with colored floor plans showing all the interior of the apartments or homes.

Score new sales records and make your customers know their choices before even making a visit to properties they may not end buying. Utilize this new age technology that architecture rendering services can provide to your advantage, you won’t regret doing it.

The Starbucks Counter brand

Prior to the creation of their “Uncola” counter-brand in 1967, 7-Up had survived for 38 years as a lemon-lime soft drink with the slogan, “You Like It. It Likes You.”

As in Judo, the secret of counter-branding is to use the weight and momentum of your opponent to your own advantage. In other words, hook your trailer to their truck and let them pull you along in their wake.

The steps in counter-branding are these:

1. List the attributes of the master brand. In the case of 7-Up, the master brand was “Cola: sweet, rich, brown.” Everything else was either a fruit flavor or root beer and all of those put together were relatively insignificant. “Cola” overwhelming dominated the mental category “soft drinks.”
2. Create a brand with precisely the opposite attributes. To accomplish this, 7-Up lost their lemon-lime description and became “The Uncola: tart, crisp, clear.”
3. Without using the brand name of your competitor, refer to yourself as the direct opposite of the master brand. 7-Up didn’t become UnCoke or UnPepsi as that would have been illegal. But when you’re up against an overwhelming competitor, you don’t need to name them. Everyone knows who they are.

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Brand v/s Counter Brand

 When your business category is dominated by a single brand and all the other brands put together don’t equal them, it’s time to create a counter-brand.

Counter-branding – business judo – is rare and dangerous. But when you’re overwhelmingly dominated, what have you got to lose?  As in Judo, the secret of counter branding is to use the weight and momentum of your opponent to your own advantage. In other words, hook your trailer to their truck and let them pull you on their own fuel.

The steps to create a counter brand  are these:

  • List the attributes of the master brand.
  • Create a brand with precisely the opposite attributes.
  • Without using the brand name of your competitor, refer to yourself as the direct opposite of the master brand.
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