Thursday, March 18, 2010

Listing of the Day - West Chester PA

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.

330 St. James Rd., West Chester PA 3 + 1 $297,500,1-ns

Overall this advertisement is well done. The photo spread is prominent and includes numerous interior shots to give the potential buyer a fast but thorough overview. More importantly, it gives reason to continue along to the description, which gets right into the selling points without fluff copy. All of this combines to lend credibility to the agent, who clearly worked on presenting this advertisement.

If I was a potential buyer looking at this property, I would be satisfied with this advertisement, probably enough to want to follow up. If I was the seller, I would be pleased with how the home is presented and feel as though the key selling facts are included.

Yet, I see the need for some touching up that would take this ad up another notch.

The primary exterior photo does not do all that it can and should to present this home. This photo needs to be re-shot from a side angle over the left (from our current view) and extending the shot out to the right. Even though this shot gives a good perspective on the house, my feeling is that a potential buyer over the age of 50 would not go any further.

From this angle, we do not see a sidewalk or walkway leading toward the front steps. We do not see the garage or its proximity. But we do see a huge front lawn. These are concerns for many middle-aged and seniors who prefer a single level home but are more concerned about easy access. This house may have easy access, but it doesn't show on this photo. Granted, a young family needing a 3-bedroom home is probably enticed by the big and roomy front lawn, but in this market properties need to be well presented to all age groups.

While the description copy hits upon selling point after selling point (which is a big plus), a few simple changes would take this from a good advertisement to a great one.

One of those changes, however, is to fix the typo which appears as this is being written. The term "double oven" shows as "double overn". Yes, mistakes happen, but for the agent to take the time he did to formulate this advertisement, a few minutes to check and double-check upon publication would have saved him the embarassment. (I have had several agents and consumers tell me it is a red flag when another agent leaves any type of error in a listing, especially one in the $300,000 range.)

The other part to fix is the last part of the copy, which reads "outside entrance to attached 1 car garage". The idea of having the last few words be a selling point instead of the "must see!" type of fluff is excellent. However, this choice of words sends potential buyers out on a lesser note, right at the point where he/she is deciding whether or not to contact the agent and pursue this listing.

I'm confused. Is there a SEPARATE outside entrance? Is there ONLY an outside entrance? I don't know that I could go from inside the house right into the garage or if I would need to go outside, which partially defeats the purpose of an "attached" garage.

Since there is a 1-car garage for a 3-bedroom home, there are 2 better ways to handle presenting this. If, for example, there is a driveway with room for more parking (and we don't know based on what we see here), this would be a better way to go. Better choices to present this would be "parking for 3 cars" or "attached garage".

Overall, this advertisement is a few minor changes away from excellence.


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:

Agent Nadia said...

I am getting a lot of rental requests. Home buying seems to be very weak. If the rent goes up, they might go back to buying homes but for now West Chester Rental Homes by AgentNadia is my main business