Writing real estate ads that work.

Seven seconds. That’s how long a listing has to capture the attention of a homebuyer who’s sifting through hundreds of real estate listings on the computer. Will your listing make their short list?

According to the National Association of Realtors, 41% of homebuyers begin their search online. They spend an average of 7 seconds previewing a real estate listing online before deciding if they’ll look deeper or move on. In a recent Homes & Land Magazine readership survey we see similar data. When someone sees an ad in Homes & Land Magazine that captures their attention, either by a picture or description, they follow up by going online 72% of the time.

Too many MLS listings and magazine ads are poorly crafted and fail to capture the buyer’s interest, meaning the opportunity with that buyer is lost forever. Studies have shown that once a buyer bypasses a listing, they don’t return to it for a second look. This does not serve your seller or your real estate business.

It benefits you to craft your public remarks and ad captions from the seven-second perspective by writing real estate ads that work. Choose your words carefully. Studies show that certain words help a listing get more attention. What should you put in the “public remarks” section of your listings? Here are some ideas to writing real estate ads:

Paint a Word Picture… but don’t be flowery or vague. For instance, “enjoy the large backyard and open floor plan” is a bit vague. But “sleek mid-century 4-bedroom home on a lush ¼ acre yard” paints a solid picture. Weave data into your word picture.

Meaningful adjectives: “Lush backyard” paints a picture of green vegetation. “Nice backyard” says nearly nothing meaningful. “Beautiful backyard” conveys a general sense of order and attractiveness. Sometimes being different gets more attention. The words “cool” and “unusual” get attention, as in “very cool design for entertaining”. Too slangy for you? Look at it from a buyer’s perspective. Are the buyers of this home likely to be younger or older? Other words that can get attention are “fresh”, “unique”, and “inviting”.

Turnkey or move-in-ready: Many buyers want to move in right away without making any major renovations. This appeals to buyers who can’t or don’t want to fix up their new home.

Handyman special: At the same time, a lot of people like to get their hands dirty. Some customers like to repair, renovate and remodel a house to their personal tastes. “Handyman special” or “needs a little TLC” appeals to a certain demographic, just as “turnkey” attracts another type of buyer. There’s always been a debate about how to handle problems with a property in real estate listings. Do you handle the things that might turn buyers off, or do you downplay those problems? You know the jokes… “Charming cottage” means small; “easy freeway access” means right next to the on-ramp. Some agents believe this positive spin helps buyers see the bright side of the problem. Other agents believe in calling a dog a dog using humor: “Very small home, fit for gnomes and newlyweds”.

Put it all together

Check out this example that puts all the above advice together: “Sleek mid-century 4-bedroom home on a lush ¼ acre yard with a very cool backyard entertainment space. Beautiful fountains cover the hidden, nearby street noise. Bright kitchen and fresh appliances. Turnkey property with 2 fully remodeled baths. A unique home that will pleasantly surprise you.”

Next, we’ll address how property photos impact the seven second rule.