One of the more routine activities of a Realtor's(c) job is to write copy for the ads that are used to support your listings. Whether those be online, print, brochures, or flyers, the goal of these ads is create a positive explanation of the property that will increase the flow of traffic to that ad from interested buyers. And, let's face it....that is the ultimate goal in this form of advertising. However, it is fairly easy to fall into the 'grey' area and start to make statements that aren't necessarily true...perhaps even blatently false...and even worse, bordering on discriminatory.
Now, I know that no one actually intends to write copy that is discriminatory. But, the fact of the matter is that some of the text used can be just that depending upon who is reading the ad. I recently discovered an article written by Roselind Hejl in the November, '07, issue of BROKERAGENT NEWS written on just this subject.
** QUICK PLUG FOR ROSELIND!! I have worked with Roselind before on some of my blogs and again contacted her for permission to use some of the information that she had posted in the article for the purpose of this blog. Please check out her and her company by going to www.weloveaustin.com. Roselind is a fantastic and very dynamic agent with an incredible knowledge about her market and a very passionate love for her profession.
Now, back to the meat of this...Here are some of the reminders that I have compiled both from some of the listings I have seen and the list that Roselind had supplied for this blog:
1. Describe The Features Of The Property -- Remember to stick to the facts about the property. Obviouisly, you can embelish a bit to make the langue more fun, but dont blow it out of proportion. Also, don't 'profile' your potential buyer by focussing the ad on one specific style of buyer. We all have some idea of what type of buyer will suit the need for the property, but isnt every financially qualified person a potential buyer? Here are some examples of what you should say:
- Condo with exercise center and pool
- Historic home with wrap-around porch
- Qualified Senior Housing
- Located On cul-De-Sac
- Bring your Hammer and lots of ideas!
- Extensive Remodeling including windows, new floors
- Bright and Sunny living room
- Comfortable and Spacious
- Designer colors!
Avoid phrases that focus on the buyer. Also, consider subtle little things that might be interpreted wrong by a potential buyer:
- Empty Nesters Paradise (Are kids welcome??)
- Great family neighborhood (Will singles be allowed??)
- Hispanic Community (Uhhhh...Do I need to elaborate??)
- Near Indian grocery (Is this the Indian part of town??)
- Pefect for a single guy (Is it not safe for a single female????)
- Bring your kids! (Uhhh....Sorry, but I dont have any)
- Totall remodelled (Really???)
- New heat and AC (The entire system or just the unit itself???)
- New carpet! (Well, it was new last year...)
- Wonderful neighbors (Rock bands are fun neighbors!)
- Kept in perfect condition (Oh yeah?? Is that what the inspection report will tell me???)
- All new appliances (Does that include the water heater and the furnace?)
2. One thing that agents like to do in the ad copy is make descriptions of the neighborhood that the listing is located. This is all well and good and adds a sense of the community, as well as the home itself. Some good examples are:
- Gated neighborhood
- On golf course
- Horses allowed
- Tree-lined street
- Secluded off-street location
- Close to Shopping
Now, remember...it's perfectly OK to talk about the neighborhood. But, it is NOT OK to talk about the neighbors! Dont use language that establishes a preference to the type of person that will fit with the 'local flavor'. Phrases to avoid:
- Exclusive area (Really....excluding whom???)
- Elite neighborhood (Who qualifies for this???)
- Country Club location (Are non-members allowed to buy there??)
- Surrounded by young families (So...elderly need not apply.)
- Mature area (So, you young people...you go somewhere else.)
3. Whatever you do, do not offer up assurances about what CAN be done with the property. Not only can adding onto the existing home be more difficult that you anticipate, but the buyer could take your statement at face value and then be very disgruntled later on. Between permits, easements, building codes, and neighborhood opposition...who knows. Anything could stop them from being able to do what YOU said could be done. So, avoid things like:
- Un-obstructed view of the lake (From now til when???)
- Perfect for a bed and breakfast
- Add a second story and see all of downtown
- Ready for a new master bathroom
- Plenty of room for a pool (Of course, we ahve to move your sewer line and the underground gas line and the......)
4. Lastly, in the attempt to remain perfectly accurate, dont use brand names in generic ways...
- Jacuzzi tub (Umm, its says Whirlyride on the drain...)
- Jennire grill (Umm, it says COLEMAN on the side...)
When it comes to marketing a home, the goal of the ad copy is to describe the features of the home and to attract quality buyers. It is increasingly important to use accurate language. But, more than that, it is vitally important that you do not violate anything within the COE or the Fair Housing laws. NEVER refer to the sex, racial origin, family status, or age of ANY potential buyers or current residents of a particular area. And remember, if you direct your advertising to target a specific type of buyer, you are discriminating against other buyers that may be just as capable -- perhaps even more capable -- of buying the same property. And even more importantly, if you submit an offer from a potential buyer, and the offer is rejected, the buyer could feel that the rejection is a result of some form of bias against them based on the descriptions put in the ad.
Roselind had one of the best lines when it came to writing ad copy. Ignore the ambiguous meanings...Remember that YOUR REPUTATION IS AT STAKE!
If you would like information about www.recr.com and how we can bring you more buyers, please contact Clint at 800-977-7058
I look at the articles and copywriting I like best and imitate. There is no need to reinvent the wheel.
Adam -- That is a fantastic point. If you can emulate a style the exists already, good. Im all for working smarter, not harder. :-)
Clint, great reminder of our Code when writing an advertisement.
Oh, this is good to know. I didn't realize the comment about al lnew appliances. I see this advertised all the time. I recently had a transaction where the buyers thought they were entitled to the fridge b/c it was featured on the virtual tour (although it was not included in the contract).
Frank -- Thank you. Vitally important that Realtors(c) remember the COE at all times. That way, we can ensure that nothing ever comes up that will lead to an issue.
Rachel -- That is precisely the type of misconception that can cause issues when going to the closing table. Hopefully you were able to save that one! :-) Thanks for the comments!
Clint, great post and helpful guidelines for the agents!
Hey, is that you in the photo? To funny on the paper....
Duane -- Nope, not me. Im not nearly as photogenic as this guy. LOL Just some random pic I pulled out of google at some point. And yes, the paper is hilarious...thats why I chose it for this post. :-) As far as the post goes....Thanks! Im a bit surprised that it didnt get a bigger response, but hey....you win some, you lose some. I hope you and your family have a wonderful weekend, my friend.
Clint, maybe now that the members are waking up, they will swing by hopefully. It's a great post. Good job.
Duane -- We shall see...By the way, when I logged on, there was 37 people online. :-)
Great tips Clint, when I read ads I often think that many of us could use a liitle refresher course.
Bob -- Thanks! Yeah, I have seen some pretty interesting language on listing ads. Its difficult to word things that dont discriminate against a potential buyer. That is why I wanted to put up this blog. Have a great weekend!
Clint, it's happening! Wow, 37 on-line, that's amazing.
Duane -- Yeah, I was in shock. But, I didnt know about the upgrade either. So, being down for that long, Im sure it will take a while for the masses to arrive.
Great post Clint. Thanks for the reminders. We so often get in an hurry and don't pay close enough attention to what we are saying.
Laura -- Thanks! Yeah, I even saw one listing that said that it was "perfect for a daycare". How many people are looking to buy a home to start a daycare?? Probably a pretty small percentage of actual buyers. :-) Thanks for the comments!
Hi Clint,
Great tips. Thanks for sharing and have a fantastic Memorial Day weekend. Michael A. Caruso
Michael -- Thanks! And you as well...enjoy your time this weekend!
SO true on the what not to use in the ads. Pigeon holding people by saying phrases like baby boomers, etc... you are excluded people.
Kim -- Baby boomers!! Thats a pefect example! Nice call, Kim. Thanks for adding to my list...lol
Great advice and so appreciate your sharing with us! It is so easy to fall in to one of the categories that should be avoided without even realizing you did it. I will keep these tips in mind for my next ad copy. Have a great weekend.
Terrie -- Thank you for your kind words. Yes, it is easy to fall into that trap. The only problem is that trap has a tiger at the bottom of it. :-) Have a great weekend!
You're HYSTERICAL!!! Just have fun with your ad. Add anything that makes it stand out of the boring norm!! That always catches people's eyes.
Definitely stay away from BORING ADS... Those are a dime a dozen and most people pass them by...
Have fun!!!
;>)
Clint,
What a great tool to have. I will print this off and keep it as a cheat sheet. Thanks For the Help!!
Heidi
Great post, thanks for the reminders. We need to remember, not all Buyers are alike and their reason for buying a certain home is different with each Buyer.
Ann-Marie -- Thanks for the compliment! I have to agree with you that anything that makes the ad stand out from the crowd will get you and your listings noticed. I had one broker that used to dress up like the Lone Ranger for his ads....Only, he was The Loan Arranger...
Clint, Thank you for this info. I will keep a copy to use as a guideline. Have a safe weekend!
Great post. I have never thought to use the phrase "tree lined street" before.
Heidi -- Thank you for the compliment! And, I hope that you arent just feeding my ego. :-) You are welcome for the help. Have a great weekend.
Geneie -- It is always important not to idealize the buyer based on the qualities of the home. We all have an idea of who the house might fit, but limiting your search by posting bad language could slow the sale and force you to lose many potential buyers. Thanks for the comments!
Doreen -- You are very welcome! Please do....and if I can help in any other way, please do not hesitate to ask. Have a wonderful weekend!!
Barb -- Yeah, I liked that one....the other one I liked that I didnt include in the post was "sidewalks out front" or, if its a corner lot, "sidewalks on two sides". Another good one is "Paved driveway". Hope these help along with the others! Have a great weekend!
Good information about writing ads. And I loved the picture of the tortured writer!
Barbara -- Thanks for the comments! I knew what blog I wanted this pic to be on as soon as I found it. It works perfectly...lol. Have a great weekend!
Great post Clint. Thanks for taking the time to share your tips with others
This is a useful post Clint and great advice. I will bookmark this for future reference.
Truly a productive and "wise" post, Clint -- thanks for sharing your information!
Roland -- Thanks! Much appreciated. And, you are welcome. Anything I can do to appear like I know what Im doing...lol Have a fantastic Memorial Day.
Wayne -- Thank you for the compliments. Im glad that you find it useful. It's good to know that all my hard work isnt for not...lol Thanks for the comments!
Terry -- You are quite welcome. Im glad you enjoyed it as much as I did writing it. Although, I think I qualify as far less wise...and more wise-crack. :-) Have a great weekend!
Good post. It is interesting how you see some descriptions on the MLS and then go to the home and you think you read the wrong information.
As a degreed journalist,...I agree....I would add to really appear professional...run the spell check..
Check out Reputation....
Excellent Guide! Everyone can benefit from these helpful suggestions! Well done!
Bob & Carolin -- Thanks! And yes...Ive actually been there. "New doors and windows" The closet doors were missing completely. Gone. Im pretty sure they would have qualified as 'doors'. LOL
Sally & David -- I can not believe I didnt catch that....More over, I cant believe that someone didnt say anything about it until now...Good catch! Thanks for the comments!
Allison -- Thank you. Im glad you feel that way. Hopefully, you are right and everyone can benefit from this list. I appreciate you taking the time to comment. Have a great weekend.
Good stuff. I am writing a LOT of copy right now and more help is always good...
Hi Cclint, Very well written post. Not always easy to balance being specific and avoiding the overused .
Lane -- Thanks! Well, that is a good problem to have...Lots of practice and hopefully a bunch of new buyers! Best of luck with it!
Bill -- Thank you for the compliment. Yes, it is hard not to use the same things over and over again.
You have a great checklist here. It is a very informative post and will help agents write better and more accurate copy.
Joan -- Thank you! Im glad that you think so...that was my intention when I wrote it. Well, that and to prove a point on how some of the things agents say or some of the things that they have available on thier website can be used against them. It's ann about the initial impression!