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And
now, here
is your latest subscribed edition of "The
Sales Coach" by
Sales Champions, your Australian Real Estate Sales Coaches.
The
Sales Coach is your fortnightly eNewsletter that includes
tips and articles for helping you to get more
Listings and Sales.
This
edition is going to look at Writing
Good Real Estate Ads - and what it can do for
your business!
We will be away in Sydney and also The
Entrance, next week. If you have friends
and colleagues who could spare a few minutes to meet us, (we'd
love to know about real estate issues in that area), forward this email to them and
get them to contact us on Mob: 0412 251 196. Why The Entrance? Narelle
has an interstate coaching client and we're really looking
forward to meeting Cheryn face to face! Plus the
Australian Business Women's Networking Conference is on in
Sydney. Dennis is thinking about borrowing a skirt so he
can go!
Warm
regards, Narelle & Dennis
10
Tips for Writing Great Real Estate Ads
by
Narelle Stratford & Dennis McMahon
We
passed a Property sign the other day that included the words
"Architecturally Designed", and that prompted the
question "What's the benefit for the buyer?" We
were hard pressed to find the benefits as we have seen some
architectural disasters - and the memory of those overrides the
great architectural designs that must be out there.
When
writing real estate signs or advertisements, there is a formula
you can follow:
1.
Attention
- Attract the attention of the reader with a good headline
2.
Interest
- Maintain their interest or pique their curiosity with the
benefits of the property.
3.
Desire
- whet their appetite for more
4.
Action
- Make sure that they respond to the ad with a Call to
Action; they pick up the phone or come and see you straight
away.
Think about this for a specific property, and next time you are
writing an ad, ask yourself these questions:
-
Who
is my target market? Or, what is my profile of my ideal
buyer? What kind of person will love this property?
-
Does
my headline attract my target market and hold their
attention?
Maintain
interest through whetting the imagination with the benefits of
the property. Ask yourself:
For
example:
-
3
bedrooms (F) gives lots of space (B);
-
Timber
deck (F) equates to a cool entertainment area (B);
-
Big
shed (F) equals a place for Big boys and toys to play
(B);
-
Gourmet
kitchen (F) should read "anyone easily creates gourmet
delicacies" (B) for sumptuous eating pleasure
(B);
-
Open
plan living (F) usually means spaciousness (B).
For
an investor, you might want to focus on the features, rather
than the benefits.
-
Does
the property give rental yield or capital growth? And write that
into the ad - tell your potential investor what they want to
know. Then do the sums and have the answers
ready when someone calls you. If it's negatively
geared, which investors will it suit, if any?
-
What
potential benefits are there? Is this a
property that can be subdivided? Is it zoned Res B and
suitable for a home office?
Build
Desire into your ad, through one or more of the four
mediums:
1.
A sense of urgency - Vendor needs to sell
because...;
2.
Popularity - will appeal to all buyers
looking for...;
3.
Scarcity - one of a kind because of this price,
this location, this....;
4.
Words that evoke
feelings and the imagination - 'the spaciousness lets you
relax so easily'.
Be
truthful in your descriptors though, because if you are doing
your job properly, buyers will want to do business with you in
the future.
1.
Conclude
your ad by telling readers what to do:
Call Narelle NOW on
...;
Email me and quote No. 1234;
Come and see me today at xy
address.
Don't rely on readers knowing that they need to
contact you, tell them to do it, so that it acts as a conscious
command to them, if they are even slightly interested.
2.
Whenever
you can, think of ways to make your ads funny, quirky and
interesting. Here are some headlines:
A
great book that you should read is called "Bugger the Real
Estate Agents, I'll sell it Myself" by RJ Semple. It
has pages of great ads already written, and you could learn even
more about what clients are looking for in their real estate
agent.
Have
you written some great ads that got great responses? Care
to share them? Send
them to us and we can compile a resource page (or more)
to provide to everyone and help make life easier.
Just for something
different, and a smile, here are some of MURPHY’S Law
of Contact (of Murphy's Law fame)
-
If
the enemy is in range, so are you.
-
Incoming
fire has the right of way.
-
Don't
look conspicuous, it draws fire.
-
There
is always a way.
-
The
easy way is always mined.
-
Try
to look unimportant, they may be low on ammo.
-
Professionals
are predictable, it's the amateurs that are dangerous.
-
The
enemy invariably attacks on two occasions: a. When you're
ready for them. b. When you're not ready for them.
-
Teamwork
is essential, it gives them someone else to shoot at.
-
If
you can't remember, the claymore is pointed at you.
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Policy
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do not rent, sell, or provide any other person, business or
organisation with your name and business address, or email
address, EVER.
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DIRECTORS:
Narelle
Stratford
61
+ 0412 251196
Dennis McMahon
61
+ 0438 728 161
61 + 7 + 3255 0739
Email:
coach@saleschampions.com.au
Website: www.saleschampions.com.au
Sales
Champions
26
Cordeaux Street
West
End 4101 Qld Australia
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2304 241 2603
Until
next time, enjoy this quote - and the first one to tell me who said
it will win a fantastic Business Report (valued at $59)
called Writing Good Real Estate Ads to
help you really sell!
Who
said this? "If men can run the world, why can't they
stop wearing neckties? How intelligent is it to start the day by
tying a little noose around your neck?"
(That
is so true, particularly with the heat in Brisbane last week!)
Last
week we asked you, who said this?
"One
hundred percent of the shots you don't take don't go
in."
Answer:
Wayne Gretzky
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