It's no secret that human beings react to words, and any edge that a seller can gain - starting with the house ad - is vital.
While advertising your home is not an exact science, some words seem to give a listing more power than others. "Beautiful" rather than "move-in condition" translated on the average to three percent or more on the sale price - that works out to $9,000 on a $300,000 house.
Words that denoted "curb appeal" or general attractiveness - such as good neighborhood or excellent upkeep, for instance - helped property sell faster than those that described "value" and "price."
There is always something that can be said in an enticing influential way, which will force a buyer reading the ad to see opportunities. It is always important to help elaborate on the home's assets by providing descriptive details and giving the buyer a visual.
Placing a spin on the advertisement is the best opportunity to getting people in the door. You may chose to say, 'professionally designed,' 'Laura Ashley-inspired,' 'designer decor' or 'gourmet kitchen,' ".
It is also important to use proper terminology to enhance a feature. For example, heated floors in a master bathroom should be referred to as 'radiant heating' or a 'spa-like master bathroom.' If an owner claims there's nothing new, it can be referred to as, 'lovingly maintained’.
Many times sellers can make overstatements about the home. Your realtor will perform a walk-thru and ensure all the characteristics of the home have been considered; real estate agents create that visual romance that potential home buyers are looking for.
Is it Help or Hype?
Everything these days is about price and timing; potential buyers know a good deal is possible. Combine that with a properly worded advertisement, and you have the better chance than the next seller.
Buyers are attracted to verifiable amenities – the new roof, new carpeting, updated kitchen, beautiful landscaping, finished basement, golf course community, lakefront, or a gated community. If a property has a finished basement, it should be fully finished – not just one room in the basement.
Constructing your Ad
1.Start with a strong opening statement about the home
2.Mention the one or two key benefits that will attract buyers' attention and spark their interest
3.Include the significant facts about the property, such as the number of bedrooms and bathrooms
4.Use words that appeal to the emotions and senses
5.Be accurate. Prospective buyers are bound to feel disappointed or manipulated if the home doesn't match your description.
Lastly, always close with a statement that encourages prospective buyers’ – don’t leave a blank slate. "Call today" is a call-to-action statement that translates into ‘catch me now while the getting is good’.
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