When you open a daily newspaper, weekend spread or browse media online more, more often than not you’ll notice there are property classifieds or property-related adverts.
“Your listings need to be worded in a way that someone searching online is able to find the property with relative ease, and you need to consider that these keywords add weight to your website’s Google ranking as well,” says Gray.Richard Gray, Harcourts Africa Chief Executive Officer, says the real estate market remains a large advertising contributor to media groups, and rightly so.
Estate agents oftentimes have to compete in selling the same property, and in the modern age where multiple available platforms undoubtedly influence your reach, Gray says structuring your advert is of utmost importance.
“The dawn of modern technology and digital marketing has made the inclusion of keywords in your advert an essential component,” says Gray.
“Your listings need to be worded in a way that someone searching online is able to find the property with relative ease, and you need to consider that these keywords add weight to your website’s Google ranking as well.”
He says many estate agents follow the traditional template of trying to sell the home with elaborate adjectives and hard-sell headings, but "do buyers and your clients selling their homes respond to those ads? Are you providing your client the service they deserve? And, more importantly, are you making it easy for the buyer to find their desired listing?"
“Thankfully, most property portals have a structure in place that assist agents in creating their adverts. However, the descriptions and photographs paired with the advert still lack a strategic approach,” he says.
Gray shares four techniques to creating a better advert:
Photographs can be a great addition, but don’t just snap away. Photos should present the home.Don’t just showcase the house, try and capture its 'feel'.1. Know your target market
The first thing to take note of is who your target market is. This will determine your language as well as what keywords to use.
For example, if you’re selling a home in an area with a large amount of millennial demand, it would be counterproductive to use forceful, traditional jargon. Studies show that Millennials are more informed and often know quite a bit about the property market.
2. Identify unique features of the property
Once you’ve established who you are speaking to, identify the three most attractive features of the home.
Write them in plain, simple language. People browsing for homes want to be informed on the property, not 'sold' on it. Instead of strictly describing the home, add insights that are of value - like the potential investment return. Let the listing speak for itself.
3. Quality photos
Photographs can be a great addition, but don’t just snap away. Often estate agents lack the photographic skill to present the home in its desired manner, and do more harm with their photos.
Try and do the property justice. Don’t just showcase the bedroom, try and capture its feel.
4. Make use of keywords
Keywords and Search Engine Optimisation (SEO), for some, sound like swear words, but they are essential tools for your business and do a great service for your client and the potential buyer.
Choose phrases that the buyer would need to type into a search engine to locate the property. Once you have established these keywords and phrases, don’t just paste them into the body - blend them in with the rest of the description.
“These techniques are basic, and research into these themes will arm you with fantastic knowledge. Wording your advert is how you present your business, your position in the market and customer service to the world. Make it count,” says Gray.
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