Friday, June 18, 2010

Listing of the Day - Advertising Critique - Hampton Bays NY

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.

Oak Lane, Hampton Bays NY 3 + 2 $1,500,000,0,,Price_Sales,1-ns

My first reaction to seeing this advertisement was "What was the seller thinking?". A home listed at $1.5 million, with less than two lines of description copy?

Not only that. The photo spread also leaves a lot to be desired. I found this advertisement by seeking out the leading newspaper in the area's web site in the middle of June. Yet, the primary photo has trees with no leaves coming in to the photo from two sides. One would think that, especially for a 7-figure property, the agent would have the common sense to update the photos.

The second photo looks across a small waterway. However, there is no description copy to tell a potential buyer whether or not the house on the other side of the water is the one that is advertised, OR if this is a view from the back of the home for sale. Considering that what little description copy there is indicates there is a "private beach", this photo is probably more of a negative than a plus.

Plenty of solid interior photos help to "save" the photo spread from total disaster. However, without captions or even an adequate description, we have no idea what is upstairs or downstairs, and whether or not there is a basement, or any idea of the quality of the bathrooms.

There is no information about the size of the house, number of rooms, or parking. There is nothing about a garage, if there is one. As if this isn't embarassing enough, at the very top of the ad (above the outdated primary photo), the square footage indicates "0". Nowhere in the remainder of this ad is that even addressed.

Meanwhile, the exact street address of this home does not appear within this ad, nor does it appear on the real estate office's web site. One can't even drive by to try and get an idea of the size and scope of the home.

To top it all off, the mere almost 2 lines of description copy end with "Truly A Must See!!". Gee, thanks.


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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