Wednesday, March 10, 2010

Listing of the Day - Knoxville TN

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.

844 Tanner Lane Knoxville TN $249,900 3 + 2 1/2

This listing agent spent more time on this ad than many other agents do, yet there is room for improvement - with the advertisement. The primary exterior photo is a very good photo for presenting the size and scope of the house and clearly shows the 2-car (or more) attached garage and the attractive landscaping. However, there is a very noticeable shadow covering the front lawn. Even though the house itself is in sunshine, there is no clear explanation for the shadow on this photo, leaving us to speculate.

It could be another home or building close by, thus limiting the amount of sunshine onto this property. My hunch is that it was a big cloud rolling in and the photographer was in a hurry to snap this photo while the house was still in sunshine. Sorry, but either way this doesn't cut it with me. The photographer didn't have to be in that big of a hurry, since he or she is helping to get a quarter-million dollar property sold. He or she could have taken the exterior photo from a different angle and not had that huge shadow be such a negative to an otherwise attractive property.

On a positive note, the use of extensive interior photos, including showing everything including the kitchen sink (literally) with most rooms from different angles is excellent. We can clearly see that this home is well taken care of based on the layout and the coordination of the furniture and appliances.

The description does what it is supposed to do, which is to begin with strong selling points right away. In this case the focus is on the community, and the copy sets the scene quite well. The best terms are "Landcapted yard - fenced and fully private w/large patio", and "filled with natural light". Terms like this which describe a definitive positive image in a few words are key in advertising an upscale property.

However, there is too much "Realtor fluff" instead of what are additional selling points. The use of "stunning showplace!" doesn't help a large family which isn't looking to entertain in this 3-bedroom home. The "Look no further - this is it!" at the end is a complete waste of space.

Instead, the facts found below in the description are left out of the places they would have had much more impact. For example, we are not told anywhere on the page (or I couldn't find it - and I was specifically looking) anything about the size of the attached garage. Facts such as this home being just over 5 years old are among those which would "sell" a lot better than "This is it!". Once a potential buyer loses interest, he/she/they are not going to continue reading below to see if there are additional selling points.

What starts out as a description with punch slowly deteriorates into Realtor fluff, and there were more sales points that should have been used.

A few changes to the description and the seller and agent would have a winner.


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:

Knoxville Real Estate said...

It is best to ask a real estate agent for some services regarding real estate properties. They can provide you listings and certain informations about the property that you are interested with.