Friday, May 14, 2010

Listing of the Day - Advertising Critique - Boston MA

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.

2360 Centre St., (West Roxbury) Boston MA $249,997 3 + 1,1-ns

This one is typical of listing advertisements I like to use when meeting with a realty agent or group of agents who are potential clients. Here is an example of a home that has challenges but could be presented much better than this agent is.

The primary photo provides little more than an example of why agents need to ride herd over the photos of their listings. There is absolutely no reason for this to be such a wide shot from further back. All that does is show what a dreary weather day it was and the bare trees. (I found this ad in mid-May, so it is obviously an older photo, which is another negative.) We see a vehicle parked in the drive way on the right, and a poorly landscaped open stretch on the left. Both of those, plus some of the bare trees, would not have been in the photo had it been taken from closer in.

There is only one other exterior photo in the photo spread. While I understasd they want to show the "large yard", the photo that shows it with a clearly temporary fence not even completely upright and what looks like mud taking up much of the space. It is poorly landscaped. This photo does more harm than good, which is also the case on a couple of the interior photos shown.

Overall, the photo spread does more harm than good. Especially when it is obvious by the bare trees that it was taken weeks ago. Frankly, there is no excuse for these photos to be in a Boston Globe advertisement weeks after the fact.

Those who stick around long enough to read the copy read a careless description. It is then that we find out it is only the 2nd floor unit that is for sale. Because the primary photo is so far removed, it appears to be the entire house for sale. Nothing about this being a duplex or two-flat.

How about the copy reading "newer replacement windows"? One would think that an agent from a nationally known firm would know not to have "newer" and "replacement" together like that. Another red flag to a potential buyer. The "private driveway for 1+ parking" is not a plus when it tells us there is no garage while the exterior photos were taken on a rainy day.

At the end, the last sentence is "Walk to T, commuter rail....." and names a school. Besides "walk to" being an outdated term for Realtors in recent years, naming the school without telling a potential buyer whether it is a grammar school or high school does not help very much.

Based on a couple of the (good) interior photos, and with an exterior one taken to show this home properly, combined with description copy written by someone with expertise, this could be presented as an attractive property. This seller should be extremely disappointed in how their home is being presented.


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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