The question is “What is the most important part of a real estate listing ad?” Is it the price? photo? text? headline? the broker’s Realtor logo? the media placements? Maybe it’s the smiling agent’s face?
According to NAR, and most advertising experts, the headline is the most important element in an ad’s success. (Photo is second–dang!). So what makes a good headline?
According to Brian Clark of Copyblogger, the essence boils down to promising a reward or benefit to the reader if he invests his time in reading further.
Citing from well respected sources, he describes the various effective headlines. For example, there is the very powerful “How To” headline (works for Brian, works for us) which has so much charm that many copywriters say that anyone who begins with “how to” can’t write a bad headline. He also cites the compelling “Reason Why” (”No Closing Costs, Close in 7 Days”), “News” (”Birdie Meadows” Wins Best Golf Community Award) and “Question” headlines (”Who Wants to Live Like A Millionaire?”). There are others.
Clark mentions the 50/50 rule that says spend (obsess) half your time on the headline and the 80/20 rules that says that while 80% of people will read the headline, only 20% will get past it. Then there are the four U’s: Useful, Urgent, Unique, Ultra-specific.
For the full effect, read his two excellent blog posts entitled Writing Headlines That Get Results and How to Write Headlines That Work.
To learn even more on writing effective ads, consult the bible, The Copywriter’s Handbook by Bob Bly.
Among many other benefits, Sellsius members can post unlimited listings for any type of real estate, including businesses for sale, on the website. The enhanced listings contain bold headlines on not only the individual listing page but also on the search results page, as well as 20 photos, the agent’s smiling face & company logo.
Sellsius’ members can contribute their own useful content in articles and tips which wil be available to visitors on the site–all links will go to the member.
2 Responses to “How To Write An Ad That Sells Real Estate”