Have you heard about the principle of treating others the way you want to be treated? That is the universal golden rule.
In real estate advertising, it is no different. The golden rule of real estate advertising is to reach out to your target audience just how you would appreciate it if you were a target audience yourself. So if you would not love a dull and less engaging real estate advert, then don’t expect your audience to love it either.
A non-converting real estate advertisement is synonymous with having no advertisement at all! It then means that if you must get your desired result, you should be ready to do all it takes to change your ‘for sale’ signpost into ‘sold’.
To do that, you will need an elaborate marketing plan and a marketing mix that’s effective in engagement. As simple as this may sound, you need a real estate marketing agency to make it work. Why not a regular advertising agency, you might want to ask?
A real estate marketing agency is a niche company focused on just the advertisement of real estate in all its forms. Hence, as regards adequate and current knowledge about market prospects and trends, they have that at their fingertips, talk about the latest designs and approaches that your target audiences can relate to, they have the information you seek.
Real estate marketing agencies know how critical real estate advertising is to accomplishing successful sales. Now the question is, how strongly do you want to push for sales?
If the answer to this question is very strongly, here are three (3) steps to follow to create real estate advertisements that convert, obeying the golden rule of real estate advertising.
Advertise with the truth
Advertising with the truth means what it is- The truth! It goes a long way to build customer trust and showcase your brand’s integrity. You may have the best designs, engaging contents and beautiful property but, if the truth about your property is unclear, not communicated, or deliberately left out, then your audiences will not be willing to engage you.
And if they do engage you, you will have many problems on your hand afterwards because what they expect may likely not be what your property offers. So what is your truth? Your truth is the main features of your property.
So, if your property has 2 bedrooms, no gym facility, a little garden, state it. It is much better to sell what is than what is not.
Advertise with an emotion
Have you seen an advert that tugs at your heartstrings, inciting some emotions in you, and instantly, you felt you could relate to the advert? You must have. That is what advertising real estate with emotional appeal entails.
But the trick to this is that you must decide first on the feeling you want to provoke from your audience bearing in mind that the ultimate goal is to get them to buy.
Relatable images and very impactful text helps you appeal to your audiences’ emotion when advertising. Always bear in mind to channel one emotion per real estate advert.
Advertise with a story
Advertising real estate with a story is one way to ensure your audience would not forget you in a hurry. Everyone loves a good story, so find the story behind the home you are about to advertise.
Remember that marketing is not about you, and it can never be. It’s all about your target audience. Make your buyers the subject of your story then you will find it easier to communicate the property value.
Do you have a unique property you wish to sell?
Alexander Nelson Consulting is a unique real estate marketing agency that brings its experiences to bear when executing advertising projects for its clients. With our expertise, we help bring you closer to your target audiences. We match your home with suitable buyers.