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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.
3460 E. Nugget Canyon Place, Tuscon AZ, 3 + 2 $275,000
http://www.tucson.com/homes/resalehomes/index.php?action=view&ml_number=20926912
This is a terrible photo spread. From what I can see of the house through the trees and broken shrubbery in the photo, I cannot tell if this is the front or the back or tell where an entrance is.
Only 1 of the 6 photos in the spread does an acceptable job of presenting this property (the one with the front entrance and part of the driveway). One of the photos looks like 2 chairs that were thrown out into the forest. (And I doubt those chairs would be a bargaining point for a potential buyer.)
The description picks up on "several patio areas and a screened-in patio!", along with the 2-car garage. That is fine and dandy for someone that wants to spend the maximum amount of time outside. However, this is a house listed for more than 1/4 of a million dollars, and a potential buyer needs more than "large master suite with separate reading area and a big walk-in closet" and "fireplace" as the entire description of the interior portion.
There are at least 10 other homes in the area at the exact same price as of press time. That translates to at least 10 other reasons to click on the next property.
While the description itself has only a small amount of "Realtor fluff", the web page has a larger profile of the husband and wife agent team than it has a description of the property itself. Granted, it is the format of the advertisement and not the fault of the listing agents, but because of that situation these agents need to work a lot harder to market this listing. They fail to present enough reasons to contact them about this or any other listing.
If I were a betting man, I would bet that these agents are the first to tell colleagues that "we're not getting any calls and there is no business out there". Not if they keep driving it away.
GRADE: D
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!
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.
7937 Khouri Circle El Paso TX 4 + 4 $249,900
http://www.homefinder.com/TX/El_Paso/59187911d_7937_Khouri_Cir
The photos do not do justice for this listing. In the link shown above, there is only one photo. Upon first glance, there is no way one would ever guess this is a 4 bedroom 4 bath house. Frankly, the primary photo, showing two vehicles parked in the driveway, should never have been allowed. It is not only a security threat to show specific vehicles, but they also block part of the view of the home, and make a skeptical potential buyer wonder why those vehicles are parked outside and not in the garage.
There is a link to another web page for this listing with a group of interior photos. However, these photos do not take up the entire photo block and continue to make this house appear way smaller than it is reported to be. This is especially significant when you read the start of the description copy and learn this is on a 9,800+ square foot lot.
While the description copy hits several good selling points (basement theatre room, fireplace, large bedroom, upstairs loft), there is also too much space taken up with lesser amenities. Being told that "refrigerator stays with property" and "breakfast area, dining room and living room w/fireplace sit on the main level" are taking up space that should be used to promote the size of the property, the area, and exactly what is meant by "1 full and 3 3/4 baths".
The left column adds that the house itself is approximately 3,300+ square feet and that it was built in 2008. Again, this is not at all reinforced by the exterior photo. A potential buyer who proceeds by clicking on the link to another web page about this property will see some additional selling points, such as this house being on a cul-de-sac.
However, this ad is presented as going from "small to large" in scope. The listing agent doesn't get it. This listing is among several in the same area and price range. You have to hit potential buyers with your best selling points early on, or they will be on to the next listing before getting to the selling points that could have kept their attention and grown their interest.
GRADE: C
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!
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.
1500 Elm Brook Trail, Dayton OH 4 + 3 1/2 $250,000
http://classifieds.daytondailynews.com/real-estate-homes-apts/all/single-family/listing/636710/?sale=for_sale&q=dayton%2C+oh&minprice=150000&maxprice=250000&bed=2&bath=1
So what if the primary exterior photo is not from a bright, sunny day. The first impression photo is very real. Snow on the ground and a cloudy day in the background. Yet, the size and scope of the house comes "shining" through to a potential buyer. The wide driveway and 3-car garage as part of this large 2-story home are immediately evident.
This ad has one of the best photo spreads I have seen in years, and not because there are 20 photos overall. A couple of them wisely duplicate a room but provide different angles to give a more positive perspective. From having seen the photos, and seeing a large amount of description copy to read, I already feel as though this is a very professional presentation of an upscale listing.
The description does not let the reader down either. I didn't find any spelling errors or confusing abbreviations. Better yet, there is absolutely no "Realtor fluff" (such as "shows well", etc.), leaving every phrase to bring out selling points.
Many of these selling points are unique, and the agent carefully brings them out. Points such as "sunny morning room", "bay window", and "basement is plumbed for an additional bath" add a ton to the first impression. This is important when you consider there are several other homes in this price range also available right now.
I especially like the "finished basement features a media room wired for 7.1 surround sound" line. A movie or music lover understands he/she could have a state-of-the-art system right off the bat. If a potential buyer doesn't care about that, it still shows the precision and capabilities of the property, becoming an immediate future selling point.
Even at the end of the description, major sales points are still flowing. From the "oversized shower" and "double sinks" of the master bath to then pointing out it is a 3-car garage, the benefits continue.
This agent even includes "high speed internet" among the "Interior Features" below. A great strategy, especially for a 4-bedroom home where chances are more than one computer would be in use.
Mentioning features such as the surround sound, internet, and double sinks are huge because they tell us exactly how the buyer can and will use the home on a regular basis. These are practical amenities that some homes either do not have or fail to point out.
Simply put, this is one of the most well done listing ads I have seen in years. The sellers should be pleased with how their home is being marketed.
GRADE: A
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!
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.
1767 Plantation Blvd., Jackson MS 4+2 $175,000
http://www.homefinder.com/MS/Jackson/49615989d_1767_Plantation_Blvd
The primary photo brings a very strong first impression to this southern mansion with the exterior shot highlighing the surrounding trees and the size and scope of the home. The remaining photos are used wisely, showing the exterior from behind, and the interior photos showing off the different rooms including giving the viewer a good idea of how the furniture would fit.
While the description copy does well at bringing out several of the selling points of the home, it suffers only slightly from too many abbreviations. Stating "nearby study/br" is confusing, as is the phrase "Master suite is down + 1/2ba. 2 br/1 ba up". If after personally seeing property ads from around the country every week for the past 20 years I am somewhat baffled by the description, I would bet that many potential buyers experienced confusion from those phrases.
Those points could and should have been better explained. The "word limit" excuse doesn't fly. Instead of the "fabulous feeling house" and "move-in condition" phrases, there should have been a more thorough explanation of selling points.
Yet, the use of "closets galore" says a lot in just 2 words. Good writing technique. However, even though it may not be the agent's fault, having a misspelled word (breakfast is spelled incorrectly in the description) always relflects poorly on the agent. Sorry, but agents (or at the very least an office secretary) are supposed to know to check and double check their advertising.
Having a 2-car garage plus 2 parking spaces is also a plus, although this is not pointed out until below in the "exterior details" section. Buyers looking at a 4-bedroom home are likely to be very concerned about parking possibilities.
The right information and a very solid photo spread should make a potential buyer want to pursue this property, even though there is room for improvement.
GRADE: B-
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!
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.
2 Rimrock Ct. Columbus GA 3 + 2 $176,500 http://www.homefinder.com/GA/Columbus/53434353d_2_Rimrock_Ct
http://www.coldwellbanker.com/servlet/PropertyListing?action=detail&ComColdwellbankerDataProperty_id=71758252&page=property
The only thing I can gather from this advertisement is that neither the seller nor the agent cares if this home ever sells. I found the first ad linked via the Columbus newspaper's web site, listed among several others listed within that same price range.
At first I thought that this listing agent must not have known that this listing was even appearing to the public when I clicked on the Coldwell Banker office link for the ad of this same property (shown here as the 2nd link). I very rarely show a 2nd link, figuring that a potential buyer wouldn't go that far. To my amazement, the office site has the same lack of information.
Incredibly, both "advertisements" to the public refer only to showing the home and to not let the pets out of the gate. I was going to give some credit to the ad on the Coldwell Banker office site showing several photos. However, there are problems with those. One of them is with the garage door open and shows 2 vehicles parked inside. This creates a security risk for the property by enabling the public to see the cars by the people who live there. It is wrong to publish those.
One of the interior photos shows only an excercise machine on a wood floor (I couldn't even see a mat) with no other furniture. Of course, we have no idea whether or not the excercise machine comes with the house. Others are taken at poor angles.
Combine this with absolutely no description, no "sizzle" to bring out selling points, and nothing about the neighborhood or unique amenities, and you have a total disaster of an advertisement.
There is absolutely no reason for anyone to follow up about this home. Sorry, but the only viewers who could benefit from this ad are criminals.
GRADE: F
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!
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.
8318 N. 5th Ave., Phoenix AZ 4 + 2 $300,000
http://www.homefinder.com/AZ/Phoenix/58745409d_8318_N_5th_Avenue
The first thing I saw was the photo and I made a guess that this listing was a 2 bedroom house. Turns out it is a 4-bedroom home. No way anyone could possibly tell from the angle of the photo. It would have shown much better taken from a corner which would have made the home seem large enough to hold 4 bedrooms, and not allowed for so much sky. It's Phoenix and we know it's going to be sunny.
Next, the description copy consists of about 80% of what I call "Realtor fluff". The first sentence and its "just driving up the pristine street you'll feel the appeal" demonstrates this. People are looking online to see whether or not they would be interested in driving by. It goes on as if you are entering the home. While it is not the fault of the agent that only one photo is used in these ads, the copy is written as if the potential buyer can see these things, which they cannot.
We are then told how the "formal living room is currently used as a formal dining room". How does finding out that one of the rooms is currently being used for a different purpose makes us want to check into this home?
Topping it all of are a pair of grammatical errors, which always reflect poorly on the listing agent. The "interior will make you feel like your in the pottery barn" not only should be "you're in....", but provokes the image of a barn instead of a well kept house. After a misspelled word, the end phrase is "just bring your clothers, don't miss out!". What are 'clothers'? And if we "just" need those, does that mean the home comes furnished? The run-on sentences with changing thoughts make it appear that the agent spent about 30 seconds looking up buzz words and even less time actually describing any unique selling points the home might have.
Nothing specific about the neighborhood, schools, or playgrounds anywhere on the page. For a 4 bedroom home??
OK copy for a $19.99 kitchen utensil, but miles off the mark for a $300,000 home when numerous other choices exist.
GRADE - D
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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