Thursday, October 29, 2009

Listing of the Day - Louisville KY

In an effort to improve the impact of the marketing of listings, I randomly choose current listings around the country in a variety of price ranges and comment on their effectiveness. No current clients of mine are used, nor do I know any sellers or buyers or have any additional information about the property.

7818 Alyssum Dr. Louisville KY $189,900 3 + 2.5

The first impression based on the primary photo and the appearance of the web page is somewhat positive. However, it stops there.

I can see that there is a series of more exterior and interior photos just under the primary photo. However, after clicking on each picture more than once and the arrow at the end of the line, I could not get any of them to come up. In other words, a technical glitch. Sure, these things happen. But this was my only visit to this page, so I don't know if this just started to happen or if this ad has always been this way. Regardless, it is a negative for a potential buyer who can click on to the next property in the area.

Upon further review of the one photo we can see in detail, this was not taken from the best angle. We see the electrical boxes sticking up fron the ground in the forefront, and the not-matching white fence is more prominent than it needs to be at the lower left of the house. This could have been eliminated by taking the photo from the driveway side. Would have come across as a much more attractive house to start out with.

Next, the description starts with "Better than new 4 yrs old". From there the description fails to prove how it is "better". A simple "Only 4 years old" would have done better. So much for the first impression on the description.

The rest of the description is well written when compared with many other listing descriptions. It is not filled with abbreviations and what I call "Realtor fluff" such as "must see". It does a solid job of presenting the selling points of the interior.

While I understand the intent of putting it in the copy, the "owner says great neighbors" comment comes across like a job resume where the applicant uses his or her parents as a reference. Straight out of the "What would you expect them to say?" category, instead of more copy that sells a specific feature.

I also like the mention of "Basement family room with office area or possible 4th bedroom". This provides a potential buyer with a chance to let his/her imagination run wild and think of what they could do with an extra room. Excellent addition to this copy.

The "Additional Details" section is basically ignored in parts. Sorry, but "2 floor(s)" and no other copy as an "Additional Detail" doesn't cut it. Especially when there is another chance to reinforce the "extra room" aspect. Instead, it gives a final impression to a potential buyer that there isn't anything additional of note to present. Not good at a time when a possible buyer is about to decide whether to pursue this property and contact the agent or move on to look at another listing. It is points like this that detract from the obvious time and effort spent on the mostly positive description copy.


Note: This commentary is uncompensated and for marketing purposes only and is no reflection on the featured property. Its accuracy is not guaranteed. Neither Dave Kohl nor First In Promotions shall be held responsible for any representations.

At this time, I have openings for more realty agent/office clients to critique current and brand new listings on an hourly basis. No current or past client listings are featured on this blog.Random listings are chosen around the country.

Your comments are most welcome!

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