Thursday, October 1, 2009

Listing of the Day - Wichita KS

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.

1344 N. Pine Grove Wichita KS 5 + 2 $249,000

This home is not the most nor the least expensive in this area.

On first impression, this photo spread is excellent. One of the best I have ever seen for a residential listing, especially for one priced under $300,000. It has an excellent sequence, showing that the proper planning and detail went into it.

The primary exterior photo immediately shows the detail, size, scope, and good landscaping of the home. The group of interior photos which follow give the potential buyer an impressive but realistic view of the various rooms. There is the right amount of furniture and pieces in the home to give it the "lived in" feel that I find important, rather than too much clutter or an empty room.

The viewer of these photos has enough to get a perception of what his/her furniture could look like in these rooms. The one of the island kitchen is ideal, making the kitchen look both large and stylish, while keeping it real.

Wrapping up the photo spread with an exterior shot from the back works extremely well in this situation. It convinces potential buyers that the house is well kept all around. (Face it, some homes are not exactly as sharp from behind as they are from the front, but this one appears to be.)

Just as this home would build up my hope as a potential buyer, the description copy sets it back from the first line forward. "One owner home immaculate" communicates to messages; however this is not a sentence. "A lot of trim work" does not come across as a selling point. The skeptical potential buyer could have a number of interpretations of "trim work". Does this refer to interior? Exterior? Is it because it was badly in need of "a lot" of trim work?

Why is this such a big deal? Because there is a list of properties in this area within this price range. With so many properties to choose from, an ad or description which loses the potential buyer's interest gives him, her, or them a reason to click on to the next listing. The second thought should be a more significant selling point, which, based on the photo spread, this home has.

The remainder of the copy is grammatically incorrect. I found one spelling error, and that was from reading this. (It's not like I put it through spell check.) As of this writing, part of one sentence reads "Mst bdrm is hugh with master bath suite." Hugh? Worse yet, much of the copy fails to 'sell' this home.

Look at the last sentence, which reads "Electric dog fence, the lawn service is for common area only." This is the last sentence of a potential buyer's "first impression". A dog owner might not even want an electric fence, and a potential buyer without a dog doesn't care. I would like to think that "the lawn service" is not something that a new owner is forced to keep. And if it is, why would a seller want a negative to be known at the start?

Then again, that last sentence comes after the "5 don't miss showing this home.", which I am quoting directly.

Frankly, if I were the seller of this home, I would be furious with this ad. It appears on the leading local newspaper web site. Obviously, there wasn't so much as a proofreading before it went to press. Other than the excellent photos, the description overlooks several good selling points and contains errors.

The photos and the presentation of contact information are strong enough to raise this one grade point.


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.

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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