If you're thinking of selling your home in Boston this winter, you're likely to have already considered different approaches to making it stand out from other properties. Will you repaint in the entryway? Stage the living spaces? Should you upgrade the appliances - or leave them as is to keep the asking price as low as possible?
Those are all pivotal decisions, and I would be delighted to offer advice on how each is likely to affect the sales effort. But there is also a less prominent element you may not have considered: the impact the text of your advertising will have on your marketing and - potentially - the overall results. The regimented way listings are presented tend to impart them with a similarity that may not be warranted. Overcoming that effect can make your message draw attention... and prospects.
According to real estate conversion content specialist Karen Hutton, next to the main photograph, the headline is everything. Hutton's territory is Queensland, Australia, which goes to show how universal marketing truths are. Says Hutton of the headline tactic, "It must arouse curiosity, use meaningful specifics... and be intriguing."
Some of my favorites noted on her marketing website?
- Keep Your Cool: Coffee Is Just Around the Corner
I'm not sure what this means - it's why I'd have to read the ad!
- Designer Retreat in the Heart of Town
A perfect marriage of two sales points in just seven words
- Go Slow: A Home for Relaxing and Entertaining
A lifestyle pitch that sounds entirely credible
- An Urban Getaway to Complement Nature
Instant appeal to city-dwellers who wish they could live in the country
- Good Bones: Ready For Your Inner Designer
Clever way to avoid the negative sound of 'fixer-upper'
If you're thinking of selling your home in the Boston area this winter, I've got many more sources of inspiration for creating standout marketing designed to get your home S-O-L-D. Contact me today to schedule a strategy-building session. There's no obligation, and the ideas we discuss can make all the difference on how you approach the many options that are immediately available in today's market!