Friday, February 19, 2010

Listing of the Day - El Paso TX

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.

7937 Khouri Circle El Paso TX 4 + 4 $249,900

The photos do not do justice for this listing. In the link shown above, there is only one photo. Upon first glance, there is no way one would ever guess this is a 4 bedroom 4 bath house. Frankly, the primary photo, showing two vehicles parked in the driveway, should never have been allowed. It is not only a security threat to show specific vehicles, but they also block part of the view of the home, and make a skeptical potential buyer wonder why those vehicles are parked outside and not in the garage.

There is a link to another web page for this listing with a group of interior photos. However, these photos do not take up the entire photo block and continue to make this house appear way smaller than it is reported to be. This is especially significant when you read the start of the description copy and learn this is on a 9,800+ square foot lot.

While the description copy hits several good selling points (basement theatre room, fireplace, large bedroom, upstairs loft), there is also too much space taken up with lesser amenities. Being told that "refrigerator stays with property" and "breakfast area, dining room and living room w/fireplace sit on the main level" are taking up space that should be used to promote the size of the property, the area, and exactly what is meant by "1 full and 3 3/4 baths".

The left column adds that the house itself is approximately 3,300+ square feet and that it was built in 2008. Again, this is not at all reinforced by the exterior photo. A potential buyer who proceeds by clicking on the link to another web page about this property will see some additional selling points, such as this house being on a cul-de-sac.

However, this ad is presented as going from "small to large" in scope. The listing agent doesn't get it. This listing is among several in the same area and price range. You have to hit potential buyers with your best selling points early on, or they will be on to the next listing before getting to the selling points that could have kept their attention and grown their interest.


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!

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