Good ads

B - Home Sale Marketing Campaign: Can you effectively organize one?

                          A FEW THOUGHTS

Buyers use the internet to see 'what's out there." Since 70% of buyers live or work in the area where they will be buying, they start driving around neighborhoods and watching newspaper and homes magazine ads.      

The significance of this is that the written media is geared toward local news, local businesses and the local real estate market. It pays to tap into buyer habits when thinking about a marketing campaign. 

What are your ad objectives?

Start with a catchy, yet meaningful headline. Paint a broad picture that will get the buyer to call about seeing the inside of your home. Make sure your ad includes either the address or the general area, along with your phone number.

Create several ads. Read them and ask yourself, “What would make me want to call about this house?” Strive to generate interest with as few words as possible. Don’t list lots of features or attempt to oversell your house.

You want the prospects to envision the "fantastic views" or see themselves cooking in the "gourmet kitchen". 

As a FSBO (for-sale-by-owner) you may feel you don't have the experience in writing ads. Read the ads in your newspaper and by-owner magazines. You'll find that they're nothing to write home about (so to speak). 

Who is your most likely buyer?

Your most likely buyers are your target audience. What is your drawing card; size, layout, home style, price, schools, neighborhood, location? Who has been buying the homes that have sold on your street? Why did they buy? Are they retirees, young professionals, first time buyers, empty nesters, singles? Recent sales are the key indicator for predicting future buyers.

Whether you are moving up, downsizing or have owned your house for a period of time, you will probably sell to younger people. Keep that in mind as you consider your target audience.

Two story homes are cherished the most as they offer more space for the money. They appeal to those with or desiring a family–the largest group of homebuyers. Two story homes offer appeal to those who are seeking value while others are attracted to the look of elegance and prestige (Georgians, Tudors, colonials, etc). 

Single story homes appeal to all ages, especially empty nesters and retirees. These buyers downsize into "quality" ranches in the 1600 to 2400 square foot range. Smaller ranches built in mass during the boom years after WWII, are great starter homes, but offer less appeal to mature buyers who seek either older custom built homes or newer, low maintenance dwellings, often of the patio home variety.

When you originally bought your home, what was your property or neighborhood’s main appeal? What is it now? Is it the local school system? The phrase, “walk to schools” constitutes a desirable feature for many buyers. Location, prestige, security and convenience (proximity to expressways, rec centers, shopping, parks, etc.) are important elements to suggest in an ad.

Smart advertising will include the real hot buttons–the emotional tugs of a buying decision: safety, security, community, neighborhood, quiet street, privacy, prestige, shade trees, etc. These attributes paint a warm picture and offer more emotional appeal than a new roof or a new hot water heater. Upper-end property ads emphasize prestige and status: gated community, golf course community, etc.

Stay away from the shortcomings of your home (like 1 bath) when providing information. Stick with the pluses. Your ad objective is to get them to make an appointment. During the actual showing of a home, the visual presentation and positive feelings often lead buyers to dismiss a home’s drawbacks.

Put the price and location toward the beginning of the ad. Although these are not considered hot buttons, these two items will get your best prospects to read further. Even if your price isn’t in their target range, the area could get them interested. The same can be said for a home with an appealing price in a location that the buyers hadn’t considered.    

Many buyers want a four bedroom home but often settle for three. Those wanting three may look at the layout and realize what a great office, sewing room, hobby room, etc. the forth bedroom would make. By specifying 3 or 4 bedrooms in an ad, some buyers will quickly dismiss the potential of the home. This is a great place to put 3/4 bedrooms and appeal to both.       

How can you get the most for your dollar?

• Weekly community papers have the best rates. Daily papers are the most expensive. Don’t waste money advertising on a holiday weekend. Don't advertise in the same paper every day, despite the price break for a continuous running advertisement. Your ad will get stale, quickly.  

• The internet is cheaper although most viewers are dreamers and curiosity seekers. However, those looking at newspaper ads definitely are serious in their house hunting pursuit.

• Include a picture in your ad, especially if you’re in a major market with a lot of competition. People’s eyes are drawn to a picture–making more likely they'll read your ad.

• Create several ads that highlight different key features. Use dissimilar headlines to appeal to different emotions. Provide the address one week; next week use the name of the subdivision. One ad could be priced at $179,900 and the next week it’s in the $170s. Use pictures from an assortment of angles, distances or perspectives. A variety of ads means you won’t become stale plus, your ad should appeal to buyers with different needs.

• Realty companies are legally required to provide their name in their advertising. Most people are unaware of this. Use “FSBO”, “For Sale By Owner” or “By-Owner” in the ad. People who are reluctant to call an agent will call you. Buyers, discouraged with housing prices, the selection on the MLS or what their agent has shown them, will jump on ads that are for sale by-owner. 

• Serious buyers check the classifieds every day so your ad won’t be missed if it runs once a week. Even buyers using a Realtor will look in the papers.

• Buyers only look in newspapers featuring a lot of real estate ads. Some newspapers are not successful with homes for sale. Forget them. 

• Some newspapers automatically put your ad on their internet, classified site for free. Although craigslist.com isn’t a newspaper, they probably serve your city or area. They charge nothing for posting a classified home ad.

Are there creative ways to reach buyers? 

Magazines and TV

Home magazines continue to enjoy success as a cost effective media. They are kept for a longer period of time than a newspaper so that they tend to be viewed several times. Some home magazines now feature their client's home in both their magazine and on their own web sites. 

Prior to the internet, agents were using TV as an ad option. If buyers feel the TV ads are full of old inventory, they'll jump to a different channel. 

Facebook 

Facebook, MySpace and the social networking sites – are these places you'd look for a house? Aren't you in a different search mindset or have different expectations when visiting these types of sites? Don't look so desperate and don't waste your time marketing your home here.   

Fliers 

Place a flier under the windshield wiper of automobiles at a commuter train station or park-and-ride that's close to your house. This reaches drivers primed for cutting down their commute.

If you have a “starter” home, post fliers in the lobby of local apartments. It’s inexpensive and reaches your target audience.

Forget about sending fliers to local businesses, posting them in stores or on mall bulletin boards. It looks desperate and simply invites real estate agents to call.  

Gimmicks

Offbeat advertising methods are just gimmicks. Ad experts don't use them. Remember, people only buy after they have done comparison shopping for a home. And serious buyers look in the classifieds, magazines, the internet, or drive around in search of for-sale signs.

If you were looking, aren’t these the places you would explore? Employ a few of these techniques and your on your way to becoming an advertising expert. '

Stick with the proven methods. Then do them better than anyone else.

NOTE: Aim to stay in compliance with Federal laws related to the advertising of property for sale (or rent). Any ad or notice for housing prohibits a discriminatory preference based on race, color, religion, national origin, sex, familial status and disability/handicap.

A detailed explanation for the above and for additional laws for your state can be found here, on craigslist.