As consumers, we are inundated with online advertising, telemarketing, and recently, mobile marketing. It’s no wonder, then, that we’ve developed a way to ignore ads that was initially called ad-blindness and now ad-blindness. People no longer easily click on ads in the same way as before. They even perceive them as annoying.

However, that largely applies to ads that are pushed on them, not ads that they like or search for.

Wait a minute! Did you just say that people search for ads? You must be kidding, what people are looking for ads nowadays?

Yes, I said that. And I’m serious.

I’m talking about people who search for classified ads on sites like Craigslist, some even on a daily basis. Those consumers aren’t just looking for ads for fun. They are looking for products and services marketed using those ads. They are potential buyers looking in specific categories for the things they want to buy or sell. Classified sites are not information sites. They are online shopping malls where category links replace shelves. So far, here is the list of benefits of marketing on classified ads sites.

1. Classified ads are not annoying as they are not imposed on anyone. They are simply placed there for those who are interested.

2. They are visited by buyers, not by information and gift seekers.

3. They have categories to target specific buyers.

4. Buyers are already tempted to buy on the promise of a bargain.

Ads That Sell vs. Those That Don’t

Simply posting ads is not enough. It’s the making of them that does it. Selling a house the traditional way goes through a three-step cycle:

  1. Put a sign in the yard.
  2. Set up an open house.
  3. Persuade and sell.

When we try to create ad copy online, we ignore that cycle. We assume that the same advertising principles offline don’t apply online. So we can slap anything and it should work.

But it does not work.

Even more confusing, the success rate varies, is unstable and unpredictable. That’s because it never worked in the first place. You were lucky because of the lack of competition. An ad that sells must have two elements with an optional third:

  1. Title that attracts
  2. Captivating message.
  3. A call to action (in the body of the ad).

Attractive Title/Headline

The first job of your ad is to grab the attention of the people who scan the ads. The ad has a few seconds to grab their attention, so they pause their browsing and click on it. The prospect is to make a profit. After all, they are reading and comparing offers to achieve just that. So you can only attract your readers (potential customers) by explicitly stating a value/benefit. Optionally, you can add an emotional hook. This is an example of a rental ad:

Wow! Spacious and sunny 2br in the heart of the city

The emotional hook that captivates them is, of course, the adverb WOW. The benefits are [Spacious], [Sunny] and [the heart of the city]. Since there is no one size fits all and people are pleased and persuaded in different ways, it is best to create two versions of the same ad. Post one and wait for your response rate. Then post the second one after two or three days. Create one with descriptive adjectives and the other with just dry facts. An example of this latest version for an apartment rental ad would be:

… , 2400 m2 ft, 2 big windows, 2bd Yonge

[Wow removed], [spacious], [sunny], [downtown]

The only difference is that the latter provides details. For example, specifying road names in downtown Toronto is more useful, since the downtown portion of a cosmopolitan city like Toronto covers a large area. Both versions convey the basics and value. Try to avoid vague emotions like beautiful and charming. Readers understand what it means spacious and light. But beautiful as in what? How charming? Victorian and historical building you mean? Or live in the country on the lake?

A confused reader will move on to the next ad, so you need to give them an exact idea of ​​what they’re getting into. The details will save time and speed up the sale by eliminating unnecessary calls and emails. That, of course, if your ad has no competition, which is unlikely. Let’s break down the ad structure above into the do’s and don’ts.

What you should include in the title:

  1. Price: An important detail that pre-qualifies prospective renters/homebuyers.
  2. Unit basics: number of bedrooms, bathrooms (if more than one), and unit size.
  3. Main features: an important benefit that the buyer can obtain when buying or renting his property.
  4. Location (at least one named area or zip code).

What to avoid in the ad headline:

1) Hype and old marketing tactics like “Dream home”, “Won’t last long”, “Location, location, location”.

2) Layoffs such Sale, sale of my house, rent. You should already be posting in those categories.

3) Skip the price field or the exact amount. The following alternatives fail to pre-qualify potential buyers: “Negotiable”, “Best offer”, “Please contact”.

4) Skip the number of rooms

5) Skip the location field.

6) Include phone number or email address. It is not necessary to include this detail in the title. It only includes information about the unit and a benefit. Contact information is also not.

Captivating and pre-qualified offer

In the body of your ad, elaborate on all the basic details included in the headline. Breaking down the basics serves a dual purpose. The first is to pre-qualify your prospects. In other words, it will filter out those that do not meet your requirements. There’s no point in a tenant calling you if he can’t provide “landlord references” while you need them. Or they don’t agree with the “security deposit amount”.

Once all the basic details are listed, expand on the features that will benefit them. Here, too, your job is to attract and hold the prospect’s interest as they discuss all the details and value you’re offering. The best thing to remember is to make your offer stand out from the competition. They are likely providing something similar. Take a look at their bids and get an idea of ​​what you’re up against and how they’re building their ads. You want to give your sales pitch a distinctive tone. You may also need to adjust your rent amount to match the competition or to be even more competitive.

Excellent home rental/sale ad copy MUST contain these three elements:

1) Detailed information about the property. A complete inventory of no less than 10 items. Visit rental ad sites or real estate listings to build your listing. Include as many features (services) as you can think of. Allowing pets is a benefit, as are appliances, dishwasher, washer and dryer, central air and heat, cable, internet, windows, backyard, deck, BBQ grill, and good neighborhood.

2) Persuasion. Now your prospect can see that you are offering good value and that your property is what they want.

But they are still not completely convinced or they are just undecided.

It is still your job to encourage them to take action. It may be that:

  • it’s easy to do business with you.
  • You will support them until the end.
  • You are always available to help.
  • You are transparent and trustworthy (if you haven’t already, please disclose who you are and what brokerage/agency you are working for).
  • Do you have a website for them to learn more (list it).
  • It has a dedicated phone number and is waiting for your call NOW.

Here are some sample calls to action that you can use:

• Send me an email or call me today at… No obligation.

• Visit my website at… for more information on…

• Check out what other happy and satisfied customers have said about my service.

3) Photos of the property

Potential online customers take the visual for granted. They want to see the place where they are going to make their home. The investment decision is too important to base it on an imaginary house. Provide enough indoor and outdoor outlets. If you can’t take those photos, hire a professional photographer. It’s worth it.

The focus of this article is on real estate and rental ad copy. There’s a little more to creating ads that sell. To stay on top of the other items, please check the resource box below.