How2 Write Better Ad Copy

The classified ad is dead. Dead as a doornail. No one is going to waste time looking in the paper at a small five-line ad when they can search on the web. It’s like churning your own butter.

So why are we still writing classified ads online? Why are agents still using abbreviations, as if they have to pay for each line? Why are they still using as few words as possible, when they can write many, many more words. And why are they not proofing their work, leaving typos and misspellings for all the world to see week after week, and month after month?

Obviously, one of the problems is that we rush to get the descriptions in under the 24 MLS deadline, and then we just forget to go back and re-write them. But mostly it’s because many agents are not comfortable writing longer descriptions, because they’re used to the limited format of the classified ad.

The best overall piece of advice I can give you about writing better descriptions is to actually write them. Sit down in a quiet place. Turn off your phone. Turn off your email. Take out the pictures of the property. Start brainstorming ideas of the kinds of things you want to highlight, just write them down on a piece of paper in a haphazard fashion. Just get them all down:

• Big master bedroom, granite countertops, wood-burning fireplace in living room, oversized second bedroom, finished basement, Sub-zero refrigerator, some kind of tile (look it up) in master bath……

Then start writing whatever comes to you. You can edit it later, but just write out as much as you can possibly think of, using a thesaurus if you want to come up with a more descriptive or interesting word. Just write. And when you’re done, edit your work. Proof it. Re-write it. Fix it. Then submit it.

Here are some tips for writing better descriptions:

1. Don’t Use Abbreviations
You have the space, just eliminate those abbreviations from your descriptions. It’s simply ridiculous that people still write “2 bths”.

2. Have an Opening Line
Try to use something interesting to grab the attention of the reader, without resorting to clichés. Think long and hard about what would interest a buyer about the property, and use that as an attention grabber.

3. Use All Your Space
Why in the world would you write a three-line description for any property you have ever listed? I have seen fine homes that are on our front page that have a two-line description for 4,500 square feet and three acres. Describe the entire house. Describe each room. Describe the outside. Describe the neighborhood. You want to attract attention, and get someone interested in the house.

4. Write in a Word Processor
You need to write your descriptions using a tool meant for writing. A word processor like Microsoft Word has a thesaurus, a spell-checker, and even a word count. If you don’t know how to use those tools, just click on “help.” But while you’re writing, you should use a writing tool. Then you can cut-and-paste your descriptions into whatever you need. If you don’t type, then write long hand and have someone type it into a word processor for editing. Don’t just upload it directly into the system.

5. Proof Your Work
I shouldn’t have to include this tip, but apparently I do. Read your work, and proof-read it. Eliminate misspellings and typos

6. Be Specific
Try to write ads that are specific about the property, that use words that are descriptive about the property. Think about the rooms, think about the land. Try not to use vague, general terms that could describe every other house on the market.

• Don’t just say “hardwood floors.” What type of wood floors? What are they made of?
• Don’t say “new appliances.” What are the appliances?
• What kinds of trees are there in the back yard?
• What size are the rooms?
• What specific features do the rooms have?

Studies have shown that more specific descriptions yield more effective ads. Buyers are used to reading the same old tired descriptions of things. They want specificity, not generality.

7. Avoid cliches
Try to avoid clichés in your descriptions, things that everyone says about every house:

• Too good to be true!
• Shows like a dream!
• One of a kind.
• Owner anxious!
• Must be seen to be believed!
• Anything with an exclamation point!

And don’t WRITE IN ALL CAPS!

The bottom line is that the description should sell the house. It should get someone interested in the house. You owe it to your clients to spend some money actually writing something worthwhile.