By Ian Grace
In my last article, where I talked about putting people’s photos into the ads, I mentioned the ad with the headline: Ron and Janet recall the many family barbecues and get-togethers enjoyed on this patio. Here is the photo that was used. Remember, this was the main photo, not the usual front of the house shot. How much more emotive is this? And, how easy for the prospective buyer to visualize themselves in that picture?
That ad also brings up another powerful element you can use in your ads to “humanize” and personalize the ads and the properties for sale – people’s names.
Using photos of real people in the home helps “humanize” the property.
When you use the sellers’ first or last names (with their permission, of course), it immediately creates a picture, that real people actually live in and love the property. Isn’t that what buying a home, then living in it, is all about?
The O’Neales are moving – was the headline from another successful ad campaign, with the main photo showing the O’Neales with their suitcases packed, then leading into the story about how much they have enjoyed living in the home, the neighbourhood and the surrounding area and everything it had to offer. The inference, of course, is that the buyer of the home can look forward to the same enjoyment.
Another property that had been on the market for five months was sold in two weeks with a new advertising campaign. The headline: Tony and Gai will miss the garden, with the photo (yes, you guessed it) showing them sitting relaxed in their garden, with the wording talking about how much they have enjoyed it. The potential buyer can visualize themselves relaxing there in exactly the same way, once they have purchased the property and are living there.
When you use your name in the ad, make sure it is in full and put one powerful little word ahead of it – that word is “me”. Say, “Phone me, John Smith at….”
The minute you do that it changes the communication. “Phone John Smith at…” is a direction, not an invitation. “Phone me, John Smith at….” is an invitation that says, “I have viewed the property, I have written the ad, I am talking directly to you and I am inviting you to phone me.”
You probably realize by now that powerful advertising is a direct personal communication and the readers feel as if you’re talking directly to them when they read the ad.
Most real estate advertising is impersonal, merely talking about the thing for sale – in this case, the property. Powerful advertising first establishes WHO the best possible prospect is, who will see the most value in the property for them and who will therefore pay the highest price. Powerful advertising then talks directly to that audience, showing them and telling them what they will be able to DO as a direct result of their purchase – living there!
Don’t miss my next article, where we will talk about something that is vitally important – using a media mix advertising campaign together and understanding the synergistic effect of getting all your media to work with and complement each other, rather than viewing them in isolation –- powerful stuff!
Becoming the “advertising expert” in your area will guarantee winning more listings, generating walk-in listings and continually picking up expireds and FSBOS. John McKenna, a Pennsylvania Realtor, has not missed one listing in over 2½ years since embracing this advertising system. Hear his story on the homepage of my website at www.iangrace.com.
Known internationally as “Mr. Real Estate Advertising”, Australian born Ian Grace is acknowledged as one of the world’s leading authorities on real estate advertising. Since 1994, he has delivered his programs throughout Australia, New Zealand, U.S.A, Canada and the U.K. His articles about real estate advertising have been published around the world. www.iangrace.com.
