Getting The Maine Listing Info Across

As we prepare for our upcoming Chicago area advertising/marketing workshops, our focus will be on specific advertised properties and where there needs to be improvement.........

This example is a listing in Riley, Maine:

http://www.mainelistings.com/RealEstate/Details-Page/1/Index/1#leaf

The photos in this listing ad are excellent - with one significant exception. The problem is that the exception is what shows up as the primary photo. The all important first impression.

While the description copy starts out highlighting the views and proximity to the nearby river and mountains, the primary shows mostly bare trees and bare tree shadows and nothing to indicate any of the supposedly wonderful views.

Those that stay on the page to review the remaining photos will see some very flattering interior shots, and a couple of exterior shots which do provide an idea of the surroundings.

The lesson is to make certain that the best photo available comes up as the primary photo, and that the description copy supports or reinforces the photo.

Although the need for energy and heating is important for a large sized home in Maine, this should not come in place of a more detailed description of the nice looking interior!

All the copy refers to is the "beautiful gourmet kitchen, dining area, living room", as if just that information makes this home special or appealing.

Yet, there is nothing in the description about the covered deck which appears in the primary photo.

Based on our search at press time, there were no other properties in this general price range listed in this area. I'd like to think that whoever took the two minutes to throw an advertisement together and hope someone would respond to this limited and unappealing information would have verified this is the "lowest priced home in the area with....." and listed more features. 

Sorry, but people aren't as concerned about the heating methods ahead of everything else for a nearly half-million dollar property in Maine.

In addition, this advertisement shows the listing real estate office, yet does not have the name or any information about who the listing agent is.

Not exactly the personal touch. Houses do not sell themselves. Marketing them does.

Another Problem Listing Ad

Just because this is a small 2 bedroom home in Salt Lake City is no reason to not put an effort into how it is advertised.

The primary photo shows how poorly the exterior is landscaped and, frankly, is not overly flattering to the building itself. The second photo in the spread shows the unit without window dressings in the living room and how very close the neighboring unit actually is.

Photo spreads are supposed to enhance the listing ad, but in this instance the first two make this home look worse instead of better. Not having window dressing is bad enough, but showing how close the neighbors are does not make for a favorable first impression.

Even though the remaining photos are reasonable, chances are that any potential buyer that looked as far as the second photo didn't stick around to pursue this home any further.

Those that do go as far as the description see the headline of "Great remodeled condo with a fabulous location.....".

That is some remodeling job when the very first photo shown of the interior doesn't include any window dressing or even highlight any ability to hang curtains or install blinds without an additional cost and/or effort on the part of the buyer. If that ad said "Needs remodeling" it would be acceptable.

In the remainder of the description, we are told that the "amenities are a hot tub and fitness center", and that the building has a "shared laundry room".

This means that none of these listed "amenities" are within this supposedly remodeled unit.

When you consider that the headline - the first copy a potential buyer sees - is about this "Great remodeled condo" goes on to have NOTHING about exactly what had been remodeled after the first two photos fail to enhance this listing.

Yet, this listing ad shows as having been updated within the most recent five days of finding this.

Sorry, but listing advertisements are supposed to contain reasons to entice a potential buyer to inquire. This one does not.

http://www.homes.com/property/742-s-400-e-salt-lake-city-ut-84111/id-700017793809/