Friday, September 11, 2009

Listing of the Day - Indianapolis IN

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.

4930 N. Kessler Blvd. Indianapolis $296,000

The photo tour at the top of the listing ad does not enhance the ad. The primary photo shows a wall, leaving it unclear whether or not this is a gated property or where the main entrance to the home is. The home seems off in the distance and thus doesn't seem as large as the description indicates. The photo of the swimming pool is too bright and left me confused as to the size of the swimming portion. The driveway photo shows cracked and two-tone pavement and does not even show a garage entrance. The interior photo is a cluttered room showing wires hanging. If the seller can't keep a neat office, it raises concern about maintenance of the home. Since the photo tour is atop this ad, none of these photos helps toward a positive first impression.

Even as I come to learn of the 3 acres and 5,000+ square feet, after having seen the photos it doesn't seem as impressive. The in-ground pool and full fenced yard are indeed positives to be pointed out early on.

We are then told the "interior is unique" and that we "will be amazed". However, we are not told WHY it is unique. Unique is not always good or functional for a potential buyer. "Unique" could mean hard to find parts or fixtures and be a negative without a reasonable explanation or illustration.

The description paragraph ends with the note that "Dick the Bruiser" once owned the home. I understand the possible appeal of a celebrity having purchased this home. However, in this instance, those old enough to remember him also come to realize this is an older property. Since this is an advertised property, the buyer now faces the possibility of wrestling fans coming by to see the house Dick the Bruiser used to live in, and that is most likely unwanted attention for the buyer and the neighborhood. A description stating "once owned by a nationally known celebrity" might entice a potential buyer to call the listing agent out of curiousity.

It isn't until reading the "Additional Details" that the selling points start to come out. The agent seems convinced that potential buyers will read all the way through. But they need solid reasons to do that, given the assortment of other homes available within the same area and price range.

If I were looking in that area, I probably would have clicked back to the menu after looking at the photos. Even if I had stayed through the description, my interest would have ended there, and I wouldn't have taken the time to learn the positives.

For the sake of this review, I continued to read the ad and THEN learned about the 2 car attached garage, 2 fireplaces, central air, and that this is all on a corner lot.
While it is 4 bedrooms and obviously large, there is nothing specific about proximity to schools or transportation. These are obvious considerations for a large family looking in this area.

What might have been...............


Note: This commentary is uncompensated and for marketing purposes only and is no reflection on the featured property and is its accuracy is not guaranteed. Neither Dave Kohl nor First In Promotions shall be held responsible for any representations.

Your comments are welcome!

No comments: