Thursday, July 15, 2010

Listing of the Day - Advertising Critique - Jackson MS

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.

14 Eastparke St. Jackson MS 4 + 4 1/2 $649,000

This advertisement is a classic example of "set it and forget it" that far too many realty agents do. I would think that the listing agent might want to make an effort to generate a commission on a $649,000 property.

The primary photo makes the house look impressive, but the "photo spread" is an insult to the intelligence of a potential buyer of a home in this price range. It wastes our time to click on the 2 additional pictures when they are really the same shot taken a few feet further down the street. Makes me wonder if the photographer even bothered to get out of the car. As a result, we have no idea what the inside of this home might look like, or where the residents park.

Those who continue to review the advertisement are then greeted with "New construction!" as the first words of the description copy. Normally, that isn't a bad way to start. Except that the upper left portion of the ad states that the home was "Year Built: 2007" and that it was added to this advertisement listing in March of 2009. Seems to me that 3 years is well past the "new" anything stage, but plenty of time to add more photos.

Although the description copy targets the "georgous finishes, huge bonus room, great keeping room" and more, there is nothing visually or within the description copy to support that. Or to tell us what a "keeping room" is. The final sentence of the copy reads "All the best." It certainly does not describe this advertisement.


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!

No comments: