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:
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.