Thursday, April 15, 2010

Listing of the Day advertising critique - Annapolis MD

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 infomation about the property.

2572 Riva Rd. #7B Annapolis MD, 2 + 1 $194,000

This is another example of the carelessness of realty agents and how much it adds to the challenges of today’s marketplace. The seller should be livid over this.

After the good primary photo, it is all downhill from there. The remainder of the photo spread is of the interior, which normally is a solid strategy. However, in this instance it shows that the unit is empty, which does not allow a potential buyer to get a feel for the depth and scope of a room. In addition, there are 2 photos of the bathroom, which does not appear as having been upgraded or anything spectacular.

The agent is also hurt by the headline key facts which show this 2-bedroom unit as reportedly being under 1,000 square feet. The description copy starts out reasonably well even if it only highlights exterior features such as the view and the location. It goes totally downhill from there. We learn that the “condo fee includes pool, gas heat, cooking, water……” and more, yet are not given any indication as to whether or not the fee is a large amount or not. But we need to back up. The condo fee includes “cooking”??? Not to be a wise guy, but does this mean that someone cooks your meals for you? That if the buyer doesn’t cook their own food, they are still charged?

Somehow, the copy gets even worse. I found this advertisement on April 14th. Yet, the last 2 sentences of the description refer to the tax credit, with the last line reading “Must settle by November 30, 2009 for credit!”. The photos were clearly not updated, since even this agent wouldn’t replace furnished rooms with shots of empty rooms. Therefore, this unit must have been empty for at least 7 months by now. With no indication of a price reduction (after all this time!), and zero urgency communicated anywhere in this advertisement.

It is more than just the poorly composed advertisement. How does copy outdated by nearly 5 full months continue running? Here is proof positive that this agent does not do a thorough job. This is a poor reflection on the property, her, and the (large) firm she represents.


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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