Monday, February 8, 2010

Listing of the Day - Phoenix AZ

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.

8318 N. 5th Ave., Phoenix AZ 4 + 2 $300,000

The first thing I saw was the photo and I made a guess that this listing was a 2 bedroom house. Turns out it is a 4-bedroom home. No way anyone could possibly tell from the angle of the photo. It would have shown much better taken from a corner which would have made the home seem large enough to hold 4 bedrooms, and not allowed for so much sky. It's Phoenix and we know it's going to be sunny.

Next, the description copy consists of about 80% of what I call "Realtor fluff". The first sentence and its "just driving up the pristine street you'll feel the appeal" demonstrates this. People are looking online to see whether or not they would be interested in driving by. It goes on as if you are entering the home. While it is not the fault of the agent that only one photo is used in these ads, the copy is written as if the potential buyer can see these things, which they cannot.

We are then told how the "formal living room is currently used as a formal dining room". How does finding out that one of the rooms is currently being used for a different purpose makes us want to check into this home?

Topping it all of are a pair of grammatical errors, which always reflect poorly on the listing agent. The "interior will make you feel like your in the pottery barn" not only should be "you're in....", but provokes the image of a barn instead of a well kept house. After a misspelled word, the end phrase is "just bring your clothers, don't miss out!". What are 'clothers'? And if we "just" need those, does that mean the home comes furnished? The run-on sentences with changing thoughts make it appear that the agent spent about 30 seconds looking up buzz words and even less time actually describing any unique selling points the home might have.

Nothing specific about the neighborhood, schools, or playgrounds anywhere on the page. For a 4 bedroom home??

OK copy for a $19.99 kitchen utensil, but miles off the mark for a $300,000 home when numerous other choices exist.


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!

1 comment:

sellmyhouseinaz said...

Another useful guide for real estate advice. Excellent!

AZ real estate