I couldn’t pass this one up. A recent article came out in the Seattle PI about writing the perfect listing ad when the listing is "not so hot". As the business of selling real estate becomes more challenging, real estate professionals need to get creative, especially when it comes to writing listing ads for hard to sell properties.
Here is an excerpt from Aubrey Cohen’s article. Here are some classic examples of ad words that emphasize the positive:
- Very quiet interior: You can barely hear the freeway with the windows shut.
- Convenient to shopping: Next to a strip mall.
- Convenient to freeway: Next to the on-ramp.
- Seller has left you to your own imagination: Hasn’t been updated since 1940.
- Great bones: You’ll need to tear it down to the studs.
- Charming: Small.
- Cozy: Tiny.
- Cute: Small and fussy.
- Dollhouse, adorable: Nauseatingly cute.
- Unique: Remodeled by someone on acid.
- Handyman special: Bring boots.
- Motivated seller: They need to sell before they default on their mortgage.
Source: Seattle Post-Intelligencer, Aubrey Cohen (11/21/07)
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