How to create compelling property adverts
Now, more than ever, when marketing budgets are strained or non-existent, what can you do to improve the effectiveness of your current advertising – without extra spending?
Wherever you advertise properties – in magazines, on your own web site or on property portals – there are 5 simple steps you can take to make them attract more buyers.
The good news is, it costs exactly the same to create compelling marketing material as it does to produce mediocre property adverts. This 2-minute, 5-step checklist will help you make a big difference to your campaigns today.
1. Tell a story
When advertising space is limited and you don’t have the luxury of fully describing each property, what should you include or leave out? Which of these teaser descriptions do you find more compelling?
- Modern second-floor apartment with three beds and two baths. Five-floor block has lifts, communal gardens, tennis court and swimming pool.
- Roomy and light family apartment in modern block with immaculate pool, gardens and tennis courts. Spacious south-facing terrace perfect for relaxing.
When you have more space available, you can take this principle further and engage the reader’s imagination with more detailed and specific information. Remember though, just because advertising space on the Internet is unlimited, you don’t have to use it all.
2. Paint a picture
Do the enquiries you get from your web site or advertising portal simply say “Send me more photos”?
Of course, you display multiple, high-quality photos of each property. However, rather than the standard shot of every room, think about which rooms and angles enhance the story told by your words.
Picture an outside dining area in dappled shade, complete with a sumptuous lunch, ready to eat. Imagine the same scene but with an empty table and washing hanging in the background – which one is most likely to elicit a better response? More photography hints and tips
3. Speak their language
Until recently, most foreign interest in Spanish property came from the UK and Ireland. Today, buyers from France, Germany, Switzerland, Holland, Belgium, Denmark, Sweden and Norway are more active. Imagine the rapport you could build with these new buyers if you could advertise properties in each of their languages.
Now you can. Use this free translation tool to convert common property features between English, French, German, Dutch, Spanish and Danish. Just copy and paste the descriptions into your property adverts.
4. Educate them
Many choices made by a buyer concern the location, rather than the property itself. When you make it easy for them to understand a town or a region, you make it easier for them to say ‘yes’ to buying a property there.
In print, this is almost impossible to control because of space and editorial limitations, but on your own web site, or on property portals, make sure you anticipate and address these common questions:
- Location – where is it?
- Pictures – what’s it like?
- Weather – how will it feel?
- Airports – how do I get there?
- Other information – what else should I know?
Without this information, many buyers are simply unable to take the next step of purchasing a property in a location they’re unfamiliar with.
5. Make it easy
If you want a buyer to contact you by telephone, make your phone number very bold and very visible. Similarly, if you want them to email you, make your contact details stand out – don’t make the visitor work more than necessary.
Whatever you do, resist the temptation to require web site visitors to register before you provide them with useful and complete information. Only after you begin a meaningful dialogue with them will they be motivated to trust you with their contact details.
Summary
Don’t be fooled by how basic these 5 steps appear to be. By taking just a little more time in preparing property advertising, most estate agents and developers can dramatically improve their results – without any extra spending.
Kyero.com is the leading Spanish property portal for foreign buyers because it comprehensively addresses their questions about property in Spain. By advertising on Kyero.com, your properties will automatically and instantly succeed in these 5 key areas – and many others too.
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