Wednesday, January 6, 2010

Listing of the Day - Hinsdale IL

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.

16w751 90th St. Hinsdale IL 3 + 3 $269,900

Only one photo to create the first impression. Yet, upon randomly choosing this advertisement during the first week of January, the one photo has green grass and blue sky from what looks like a summer day. Keep in mind that Hinsdale is a quaint and upscale suburb of Chicago. Right off the bat we can easily guess that this home has been listed for a long time, or if not then it is not a current photo. Either way, that is not a good start.

In addition, the angle of the photo is not as good as it could be. It is too wide of a shot and does not feature the exterior details, nor does it make it clear that it has a 2-car attached garage.

The description copy begins with "New in '06:" and goes into an abbreviated list of amenities. Some would think that the house was built in '06 from that way that is written, while others would have already seen the line to the left showing that this home was built in 1978. Three year old improvements are not "new" enough to make that the first selling point. Features such as "kitchen cabs, appls, front door, crown molding & trim, ceiling fans in all bedrooms" which are more than 3 years old?

Next, we are told that the house is being sold "as is" and "needs a few repairs, mostly cosmetic". I understand that this has to be explained. Yet the "mostly cosmetic" essentially negates the entire description we had just read, which highlights the 3+ year old amenities.

Next, we get what I call the "fluff" copy about the seller being "very motivated". Sorry, but it sure doesn't show, at least not from this agent. Showing a summer photo in January? "New" from 2006?

It's only when we read the quick facts below (which a lot of people who check out this advertisement won't even stick around for) that we discover there is a 2-car attached garage and central air. These are better selling points than most of the ones listed.

Nothing about the community, schools, or the neighborhood either to entice a potential buyer.

While I understand the mention of "possible short sale" is intended to encourage offers, it doesn't work in the context in which it is presented. Factor in the photo, the 2006 reference, and the other negatives, and the vast majority of this page really says "Offer anything and get this property off the market ASAP" without offering nearly enough reasons to do so.

It is even more disappointing to note that I randomly selected this listing via the Chicago Tribune web site, which is one of the busiest real estate web sites in the country. The lack of effort from the listing agent comes across throughout. I wouldn't be surprised if I check back in 6 months and see the exact same ad, even if the photo would then appear to be fresh.


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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