Any realtor, especially at the beginning of his career, asks himself the question: how to find clients? The most effective methods are monitoring online sites with advertising from owners, viewing a database of real estate properties, and posting advertisements. But this is the 21st century. Does anyone else really look at these notice boards and read what is written on them?!
Proper posting of advertisements
Information content
Create an ad with as much useful information as possible
.
Parameters such as the size of the apartment, floor, availability of an elevator, Internet and concierge are now included in the electronic form of the advertisement, so we will not talk about them unless you are submitting an advertisement to a website on the Internet.
If you submit an ad in a newspaper, you must indicate them.
How to describe the property for sale? Start with the advantages of your apartment
.
For example, “it’s warm in winter and cool in summer,” say two words about good neighbors, cleanliness of the entrance, a cozy courtyard with a playground, etc. For many, this is important information.
Indicate specific facts - the presence of repairs, improvements, redevelopment. If it exists, is it legalized?
For many, the infrastructure of the area where the apartment is located is important.
. You can write about the proximity of shops, pharmacies, a kindergarten or school, a clinic, a public transport stop, or the presence of a parking lot and a barrier at the entrance to the yard.
Each of us in our lives has had to repeatedly write all kinds of advertisements - in a newspaper, on some website, or even paste information about our offer on the doors of other people's entrances, lamp posts. And, as we can see, composing an advertisement correctly is not as simple as it seems at first glance. Incorrect and ineffective content will inevitably lead to either a complete absence of buyers, or incomprehensible calls and messages from people who, having read your “writing”, present the situation a little differently, ask the same stupid questions and, ultimately, from the offer refuse. That is why it is very important to understand how to write an ad correctly by learning a few simple rules and becoming familiar with well-written samples and examples.
Hall for guests and leisure
Before we bought this apartment, we had a three-room apartment. And there was never a living room in it where relatives and friends could stay overnight. But now we have a place not only for guests, but also for a pleasant pastime.
Our cozy hall is an ideal room for entertainment, games, and leisure. There is a corner sofa here that folds out and becomes incredibly large. In the living room there is a computer, which my dad likes to sit at, a large plasma TV, a coffee table and a closet where my mother stores various dishes. The interior of the room is designed in such a way that it correctly combines several shades at once:
- grey;
- light green;
- white.
It is in the living room with the arrival of the New Year that we put up a gorgeous Christmas tree. The room has access to the balcony.
So how do you write these ads?
After analyzing dozens of spectacular offers on message boards, I have prepared for you five tips that will help you quickly find buyers. So let's get started.
- The description must be detailed. Provide the most truthful information about your product. Yes, the main emphasis should be on the advantages, but you should not forget to point out the disadvantages. This will save you and your customers time and stress. Try to be literate and not overdo it with abbreviations. It won’t be very pleasant to read something like “2 km. sq. in Leninsky district, pl. 45.5". And vice versa, by describing in detail the apartment, the furniture located in it, transport links, etc., you have a better chance of attracting the interest of a potential buyer.
- Add photos. An ad without a photo is like a pig in a poke. A high-quality photograph will show that the advantages of the product you described are not fiction, but fully correspond to the real state of affairs. It is advisable to take several photographs from different angles so that the information is as complete as possible.
- Set reasonable prices. Before you break the bank on an item for sale, take a look at similar offers from other sellers. It is quite possible that somewhere you are going too far. There shouldn’t be any significant differences, either up or down. In the first case, you will have to wait forever for a sale, and in the second, it will simply be a loss for you. For the same reason, you should not succumb to the persuasion of resellers who, in an attempt to reduce the price, do not disdain any methods.
- Try to make an impression. When posting advertisements on forums, websites or bulletin boards, remember that although not written on paper, they are still business proposals. This means avoiding a ton of exclamation points, emoticons, and nicknames. Once I happened to see an advertisement for the sale of an apartment - at the bottom was written a mobile number and the signature “Murzik”. I don’t know about you, but I wouldn’t buy a home from a person who introduced himself as Murzik.
- See through the buyer's eyes. By imagining yourself in the shoes of a person who decides to buy your product, you can choose exactly the ad content that he expects to see. Write the selected phrases and phrases into the text. If the ad is written specifically for the Internet, you can insert keywords there, thanks to which your offer will be seen not only by regulars of the forum or board, but also by Internet users passing by who decide to “Google” this or that request.
Of course, no one forces you to adhere 100% to the canonical ad writing system. Sometimes, for example, it is appropriate to say a few words about the positive emotions that are associated with a particular product, about the fact that you really don’t want to, but have to sell it. Helps add zest to the ordinary and attract attention.
Examples of correct ads
Frankly, no theory can help you write a better ad than copying the successful sentences written by other sellers. Let me give you a few typical examples.
Advertisement for the sale of an apartment sample
Written in simple and accessible language. The content provides answers to the most common questions, which eliminates the need to discuss them with each potential buyer.
Sample advertisement for the sale of a car
Composing this kind of proposal is quite difficult. When selling a car, it is necessary to tell the buyer a number of its characteristics, such as mileage, year of manufacture, condition, engine size and a lot of other important points.
Reviews from people
It's too perfectly written for me. The ad can be significantly shortened by indicating one or two competitive advantages (price, I think, will be the most interesting of them), but such a huge ad will cost many times more money, but whether it will give the same effect is a question.
I can say about the advertisement for the sale of an apartment - I had to draw up a lot of them at a real estate agency - this advertisement was actually compiled by the seller. Why? He points out first of all those details that are unlikely to interest the buyer.
It is very good if there are photographs of the objects being sold on the Internet. Even in a standard apartment, redevelopment can be done, or you can agree to sell an apartment with furniture and household appliances, having seen all this in the photo, especially since many sellers seek to sell an apartment with furniture and household appliances, for example, when traveling abroad.
The ad is written in great detail, but no description can replace photographs of the object itself. For example, if, when selling a private house, you indicate that there is a vegetable garden of 10 acres and a garden of 5 acres. In the photo the buyer can see the condition of it all. After all, a garden and vegetable garden can be well-groomed, or it can be an impenetrable jungle.
This is the first impression and in order to attract the buyer and generate income, naturally, during the inspection, a more in-depth examination was already done there, you need to take a good mechanic with you, if you have one. I give a minimum announcement, only important ones, and at the meeting all the details. I bought my car from an ad.
lenorstar, when writing an ad, in addition to the basic parameters, we also indicate which meters are available, or whether there are apartments on the first floor of a residential building where there is a descent to the basement, which is equipped as a cellar, which is also a desirable option for many.
Angelica
I believe that in an advertisement for sale it is necessary to honestly indicate all the advantages of the object for sale and its obvious disadvantages, competently justifying the proposed price. In this case, you will immediately win over a potential buyer. However, you should not follow his lead and agree to all his conditions and not give in on the price more than the pre-established discount.
A friend of mine was selling one car, a normal medium sedan. She sold it for a long time, the times of crisis had just begun, although we had everything covered, both of us had been driving since 2005. As a result, one day she freaked out and wrote an ad in the style of “here, the hostess betrayed me, chose someone else, and I’m good, take me in, I don’t eat much” and everything in that mi-mi spirit. By the evening, a queue of 4 men lined up, and this was only from Avto.ru. So go understand these buyers.
The market is a place where two fools meet, one sells. The other one buys. Describing everything honestly and pointing out all the shortcomings means deliberately underestimating the price of the product. Besides, not everyone will appreciate your honesty.
No one writes about the shortcomings when selling a property, but only all the positive things. They will not read the large text, since in addition to your ad there is a lot more, they also need to be viewed. There are rules for writing advertisements that realtors are taught. For example, if the ad does not indicate a floor, this means that it is either the first or the last.
And hiding the obvious shortcomings of a product, which significantly affect its quality, is deception and fraud, if you call a spade a spade. Moreover, if the buyer detects an attempt on your part to deceive him, then the deal will probably fall through, and you will receive the status of a swindler, including on the Internet, and are unlikely to sell anything at all.
It is easy for a buyer to identify shortcomings, even by asking a question about the floor on which the apartment for sale is located, if such information is not in the advertisement. If unscrupulous sellers hid shortcomings in an advertisement for the sale of real estate, this will easily be discovered during an inspection of the house or apartment. But when buying a car on the market or through an advertisement, you need to be very careful. Many hidden shortcomings may surface immediately after the start of operation.
Svintus, if the shortcomings are not hidden, then the apartment may not be sold at all. For example, a friend of mine had an excellent apartment that suited her, but one day, “she crossed the path of her neighbor,” on the landing, who began to intrigue her in every possible way, throw curses after her, and she was forced to move to another place and sell her apartment, while hiding what her neighbor is like.
Angelica
Well, this goes both ways. If your friend would honestly tell the apartment buyers everything about the conflict that led to the change of housing. then perhaps they would have been less surprised by the new neighbor’s story about how dishonest the previous owner was. So it turns out that she ruined her reputation with her secrecy.
Unfortunately, not all ads can be adjusted to the canons proposed by Topicstarter. For example, in a number of cases, when selling an apartment, you should not indicate the price, because you can bargain quite decently (sometimes up to 100-200 thousand rubles), and options for one or another amount, with which an interested buyer comes to select (for example, with furniture, which costs a little more or not). But it’s worth describing the surroundings in more detail, in my opinion: public transport routes will tell little to an inexperienced buyer in the area!
In an advertisement for the sale of a car, it is not always necessary to indicate the mileage: it can be incredibly low, and the car is “killed”; the mileage should be judged by indirect signs, which will be indicated by a friend who knows about cars, prudently taken with you for viewing (if you yourself, Of course, you don’t understand cars that well). But in general, such dry, restrained advertisements are, of course, good and evoke a response.
Ostrovitjanin, how can you not write the mileage? Look from the buyer's point of view - I won't even go and call if such important characteristics are not indicated. Moreover, I successfully sold my “implausible” car - it had 18 thousand miles in 6 years. People didn’t call, they were afraid that the mileage was too long, and I won’t prove to everyone that situations in life are different. There is always something to be said against “friends” too, to be honest. Especially when such friends try to reduce the price, pointing at me in front of the buyer that you have a lot of sealant here, the car is broken. I've never laughed so much before.
The advertisement for the apartment is too strange. It looks like a specially written selling text, which is used by all sorts of resellers who save their time answering frequently asked questions. The car ad does not contain all the important data, namely the mileage is missing. Well, and finally, there are exclamation marks everywhere. I have always been amazed by people who put the same symbol everywhere. They get this feeling: you don’t know what sign to put up? - put it!!! or or …
alyans, and I’ll go, if only out of interest, what kind of “swallow” is there without mileage. I repeat: mileage is not always an indicator of the “health” of a car. But to prove or not to prove is your business; if you don’t want to prove anything to anyone, that’s your problem, which means you’ll be selling for much longer. About friends.
I didn’t write that I use their advice, because I already understand the nuances of the car market quite well, I think that this is a matter of experience (I’m now driving my fifth car, so I have experience!). Approximately the same can be said regarding the purchase of apartments, however, with the adjustment that most people change apartments, naturally, much less often than cars, and therefore “understand” them worse.
My personal opinion is that the advertisements presented here are designed for people who are not particularly knowledgeable about either real estate or cars, and therefore they are “tempting” in nature and a little “show off” in the eyes.
Any advertisement must not only be attractive to the buyer, but also truthful. Of course, it should describe all the advantages of the product being sold, but some disadvantages, if of course they exist, should also be outlined. Then the potential buyer may gain confidence in the seller and a mutually beneficial transaction will take place.
about selling an apartment to stand out among so many offers? We share advice from experienced realtors.
What to write in an ad?
So, how to write an advertisement for the sale of an apartment?
To begin, indicate basic data (number and area of rooms, floor and number of floors of the house, type of layout, etc.). We will not continue the list - all the parameters are in a special form for filling out. Don't leave fields blank: Real estate websites have a tag search system that allows buyers to find what they need. There are not many of these fields on message boards, but they require the most basic information. Advertisement form on Avito Source: avito.ru
Specialized sites have more informative forms to fill out.
Form to fill out on “Yandex.real estate” Source: realty.yandex.ru
Most sites and boards have a field in which you can talk about the property in more detail and colorfully. Description is a powerful tool, it is important to learn how to use it!
An example of filling out a free field from Cian.ru Source: cian.ru
3 nuances to consider when creating advertisements
Not all data is needed.
You should not write in your ad about a happy childhood spent in an apartment, or talk in detail about the reasons for moving. If the buyer is interested in this information, he will ask himself during the meeting.
Not all formulations are clear.
Everyone imagines a spacious kitchen in Provence style differently. “Kitchen 12 sq.m. with parquet floors, beige wallpaper and a light green built-in set” sounds much more specific.
Not all abbreviations are clear
. It’s better to write longer, but more clearly: not everyone will understand that you meant “apartment in the 2nd entrance of 6” in the strange code “2PD/6”.
Hallway and storage room
I can’t call this room a full-fledged hallway. It is not particularly big, rather, it resembles a corridor. The apartment design is designed in such a way that it is from it that you can get into any other room. There is practically no furniture here. To the side, on the right side, there is only a closet in which we store outerwear. There is a small cabinet for shoes here.
My grandmother, who lives in a small Russian village, has a basement where she stores her twists and other products. Since we live in a city apartment, there is no such space here. Luckily, you can access a small storage room from the hallway.
Mom stores various products and means in it:
- twists;
- canned food;
- pasta;
- cereals;
- juices;
- detergents;
- various household items.
Everything is arranged correctly and neatly on the shelves. A small room completely solves the issue of food storage. Thanks to this, our kitchen is not cluttered and is always in perfect order.
How to stand out?
Write beautifully
The description should not be dry, like an excerpt from a technical passport.
Use emotional epithets “cozy”, “bright”, etc. If you have a beautiful view from the windows, then write about it. Friendly neighbors? New renovation? Write everything! This will make the ad more attractive. An example of a successful ad Source: cian.ru
Alexander Ivanov, private realtor, Moscow:
- There is no clue to sell faster. The realtor himself must be creative. Make each ad stand out so that it is read to the end. Avoid standard phrases and describe the object very colorfully.
Highlight with CAPS
Want to attract attention?
Use CapsLock. For example, to highlight the advantages, distinctive features of an apartment (rare layout, located in a new building) or favorable conditions for the buyer (from the owner, without intermediaries). But just don't overdo it. An example of a successful ad with a caps Source: cian.ru
Talk about what the client cares about
Imagine yourself as a buyer: what would you ask first? Some people care about the condition of the pipes and quiet neighbors, while others are concerned about the issue of documents. However, it will be a big plus for everyone if you indicate the basis for obtaining the apartment (purchase and sale, will, gift), the number of owners, and the number of years in ownership. This will tell the buyer how safe the transaction is.
Is there a secret that will definitely help sell an apartment? Unfortunately no. All apartments are different, and there cannot be a universal recipe.
Maxim Karkachechev, realtor from the Etazh real estate agency:
- If the apartment is on the ground floor, clients are interested in whether the windows are located high above ground level. And when on the last one - the presence of a technical floor on top. The apartment is on the second floor - then many are interested in whether the windows overlook the entrance canopy, or whether there is a store below. If the house is located along the road, then they ask which side the windows face and whether road noise can be heard.
Take normal photos
In order for a potential buyer to respond to an ad, it is important to make a good impression. And photographs play a big role in this, so they must be of good quality.
- Photos should be informative and
show all rooms from different angles. Plus the front of the house and the yard. Do you have a nice view from the windows? Take a photo of him too. - The apartment needs to be put in order.
Hide personal items, remove all unnecessary items from tables and bedside tables. Turn off the TV and computer - the screen should be black. - Take pictures in cloudy weather,
but if you take pictures on a sunny day, then do not stand in front of the window - the frames will be overexposed. You can shoot in the evening with the lights on, but then the rooms will seem smaller. - Don't block the horizon.
For the photo to look neat, its edges should be parallel to the baseboard or jamb. - Choose good angles.
Photos taken from an angle with a wide-angle lens look good. Such shots look more voluminous, and the room in them is more spacious.
Compare for yourself: which of the two apartments seems better?
Examples of photographs of apartments
How to write an advertisement for the sale of an apartment? In general, in order to conduct a transaction with residential real estate, it is better to use the services of a real estate company that has a good reputation coupled with many years of experience. The specialists of this company will advertise your offer, and will also check the transaction for legal purity: they will establish the presence or absence of claims of third parties on the property being sold and will find a responsible and solvent buyer.
When contacting a real estate agency, it is important to know that an agency employee may be present during the settlement of the contract, he assists the client in selecting buyers and advertising the apartment, advises on all kinds of legal issues, that is, he acts as an intermediary, but is not a party.
But you can also submit your own advertisements. It is important to compose them correctly from the point of view of attracting potential buyers, especially if your offer is not the most profitable in comparison with others. Let's consider the features of composing “sales” advertisements, taking into account the psychology of the buyer and his needs.
Key phrases in the text for a real estate agency
Search engine promotion is extremely important for a real estate agency in the text. The queries that RuNet users enter in search of housing are simply amazing in their diversity. And it’s very good if these requests come specifically to your real estate website.
There are 2 tasks at once: to succinctly and emotionally describe all the advantages of housing, and at the same time, discreetly write key phrases in the text so that people come from a search. Particular attention should be paid to the long trail of key queries. Phrases like “buy a one-room apartment with a balcony in Nizhny Novgorod st. Akademicheskaya, 6” is written once every five years, but it is precisely such phrases that will bring “warm” buyers to your website or ad, ready to buy or rent housing right away.
Therefore, you must not forget about the keys in the text. I have already described this process in an article about construction, so I will not dwell on this in detail.
It is precisely getting into the person’s value system that will help successfully complete the transaction. And the creative text “About the company” for a real estate agency is the first filter that filters out “our” and “not your” options on the part of realtors and clients.
How to write sales text for real estate? Tricks and life hacks
Don’t say empty words like “magnificent”, “fantastic”, “cozy” without backing them up with facts - this will only cause mistrust.
No : Newly renovated.
Yes : Cosmetic renovation was done 2 months ago. New bathroom, freshly glazed balcony.
No : Cozy apartment.
Yes : Apartment in a new building on the third floor in a quiet area with windows overlooking the park.
Yes : Stalinka, with high ceilings and oak floors, in the historical center of the city, overlooking the square.
Yes : The windows face the sunny side from the courtyard, so the apartment will be bright and quiet.
No : Best apartment.
Yes : The only apartment in this building with a two-story layout.
Yes : The very first row from the sea.
Selling text for a real estate agency
The success of an ad depends on how useful information the consumer receives for himself and how adequately he can process it. And a headline written according to the 4U formula will also increase the conversion of text for a real estate agency.
Avoid cliches, bureaucracy, complex phrases, and unclear terms. The client must see clear benefits for himself and a selling structure in the presentation. And, of course, we must not forget about a catchy headline and call to action - the alpha and omega of copywriting.
And remember that there is no ideal home. An ideal is an ideal because you have to strive for it!
Deadline restrictions work very well. The rule “who gets up first gets the slippers” has not yet been canceled.
Imagine your target audience. A young couple without children, or a huge family. Noisy youth or an always busy businessman who loves silence?
If the apartment is in a new building, after renovation, highlight this in the title. An apartment without renovation is an apartment from scratch. Cheap price - 20% below the market is beneficial to investors. It is also advisable to indicate a district or street in order to more accurately determine the target audience.
How to write an advertisement for the sale of an apartment: a sample of a successful and unsuccessful advertisement
First, let's look at two examples of ads.
- “I’m selling a 2-room apartment with a separate room, a bathroom section, and a balcony.”
- “I’m selling a clean, bright apartment in a green area. After cosmetic repairs, new pipes, new plumbing, view of the river from the window, spacious glazed loggia, separate rooms and bathroom, quiet area, good neighbors, close to a bus stop, shops, school and kindergarten. Clean sale, all documents are in order, bargaining is possible.”
Both apartments are approximately the same in cost and characteristics. But which ad do you think will attract more attention from a potential buyer? The answer is obvious.
Hence the conclusions:
- give the most complete description of the apartment in the description (later we will look in detail at what must be included in the ad);
- try to attract the buyer with the advantages of your apartment (they must correspond to reality) - a good view from the window, recently completed renovations, developed infrastructure and other advantages;
- indicate the possibility of bargaining or try to attract with some kind of bonus: for example, promise to leave a built-in kitchen (it usually always remains and is included in the price of the apartment, but the buyer does not need to know about this) - in general, promise additional benefits.
In general, show all your imagination, find all sorts of benefits from buying your apartment and offer them to the buyer.
Wash area
To put it briefly, we have a fairly large and spacious bathroom in our apartment. It houses both a shower cabin and a bathtub itself. In addition, there is a wide sink in the room, above which hangs a long and large mirror.
The bathroom is designed in a modern style . Black plumbing matches perfectly with the dark gray tiles that line the walls.
Every morning I come here with pleasure to wash my face and brush my teeth before school. As for water procedures, I like to lie in the bathtub rather than take a shower.
I took a short tour of the apartment I live in with my parents and younger brother. I can say with confidence that in all respects our housing is ideal. The interior of all rooms is designed in a certain style.
The house itself is located in a quiet residential area, but is located close to the center. I hope we don't move anywhere anytime soon.
