Tips for Writing an Effective Ad

Tips for writing an effective ad:

DO:

1.  Start with a list of all the features you want to include (be sure to include # BR & Baths)

2.  Now add a few adjectives where appropriate, like "spacious, beautiful, cozy"

3.  Remember what excited you about the house when you bought it (why you bought it)

4.  Include the most important features in the first line -- give an overview of what the property has to offer.  Don't save the best for last -- the reader may lose interest before then!

5.  Try to keep inside features together, exterior features together, so the reader doesn't feel like they're going inside, then outside, then inside again!

DON'T:

1.  ...describe your home in terms of all the changes you've made to it.  The buyer only cares about what it has to offer now -- Not what you've done to it!

2. ...try to "sell" someone -- just describe the property and what is special about it.  You might scare buyers away if they think you'll give them the 'hard sell'! (Eg. "You won't find a better deal than this!")

3. ...put in too much detail in the ad, such as the measurements of each room.  Save it for the feature sheet that you hand out at the showing.  Ditto for the brand names of all the expensive appliances and windows.  It acts like a speed bump in the buyers' formulating a general impression of the property, and makes it difficult to get warm, fuzzy feelings of excitement when you have to keep focusing on facts.

4. ... worry about being poetic, creative or using full sentences!  The buyer is scanning for buzz words and features to get a general impression, before slowing down to study your ad. 

5. ... use your ad to disclose everything.  That's what the Sellers' Disclosure form is for.

Example 1:

(before): "4 BR, 2.5 BA home with stainless steel appliances, granite counters, hardwood floors, 2 car garage, beautiful landscaping. Marvin windows, newly remodeled Master bath with Jacuzzi, freshly painted, new roof in '09, tiled entry and kitchen in '08. Walk-out basement recently converted to in-law apt. with separate entry.  Only 10 minutes to University ABC and hospital XYZ."

(after): "Beautifully landscaped 4 bedroom home on 1 acre with private
in-law apt. in family-oriented neighborhood only 10 min. from University ABC
and hospital XYZ...."

-- Do you see how too much upfront can distract a buyer from the home's key selling points. The second example is easier to read, and immediately lets the reader know if this is a house they want to pay attention to or not? The second example describes the same beautiful house, but makes the reader work through the details to see the big picture...

Example 2:

(before):  Located on Route 2.  4 bedrooms, 2 -1/2 baths, 1800 sf.  New
roof(2001), new stove, refrigerator and microwave(2009), wired for
generator, bathroom remodeled for handicap access(2007), Water tested by
VTrans(2010) excellent, septic(1000 gal) pumped out (1997, 2000, 2003, 2007,
2010). Wood furnace(Sam Daniels) and chimney installed professionally in
2005.  No development possible behind house(Land Trust), Most windows
replaced(2004), propane stove(2004), new 275 gal fuel tank in
basement. Views.

(after):  This well-maintained 1800 sq.ft. 4  bedroom home enjoys views and has 2-1/2 baths, dining room, family room, screened deck and attached 2 car garage.  Carpet and tile flooring. Dry basement. Bathroom recently remodeled for handicap access. Newer roof, propane stove, stove, refrigerator & microwave. Most windows replaced. New 275 gal fuel tank in basement + Wood furnace (Sam Daniels).  Wired for generator. No development possible behind house (Land Trust). Located on Route 2.

-- The before write-up in the second example reads like a disclosure form, not an ad. 
It's distracting, to say the least.