Buyers today don’t see any difference between your listing and the dozens of other homes for sale even in one neighborhood.

Fortunately, there are 3 rules borrowed from the advertising world that can make your listings stand out and get them sold quickly.  These rules are about branding — not the company logo but what the company stands for.

Branding is really about communicating to a potential buyer who your product is for, and who it is NOT for.  Here are a few examples:

• You know that eBay stands for online auctions where you can sell your goods fast to anyone, but also have to compete with the world.  Their brand attracts people who want to sell to or buy from a global marketplace, but who don’t mind the tradeoffs that come from overseas competition or purchasing from a vendor in another state or country.
• If you were asked where most people go when they want a strong cup of coffee, there is only one answer:  Starbucks.  That’s who they are and they don’t mind that some think it’s too strong.
• You know that Neiman Marcus means “expensive” but also “quality”.

These are excellent examples of the results of effective branding, but what can a real estate agent learn from these companies to sell more homes?

To get a home sold you’ve got to find what’s unique about the home — why someone would buy it versus other homes on the market — and make that central benefit the “theme” of your listing promotions.  Let’s look at each of these three rules and I’ll apply them to real estate one-by-one…

The 3 Rules of Listing Promotions
Every Agent Should Know

Rule #1:  Sacrifice

Branding’s bedrock principle is sacrifice.

Marketing messages work best when you intentionally sacrifice the majority so that you can make a strong connection with a small group that has a burning desire for exactly what is offered. This is a proven concept from the advertising community that can be applied to real estate.

I wrote an ad that sold a home in sixteen days after it had already been on the market for a year. The difference was the marketing message I used.

The house had no back yard at all.  The previous agents never mentioned this in their marketing. I used the “non-yard” feature as the theme of my ad. The home sold instantly to a senior citizen who told me the lack of a yard was a benefit for her.

When you try to appeal to everyone you fail to connect with the very audience who wants what you have. If a home has a small yard, say so. If a home is wildly expensive because of its unique architecture and quality, don’t feel apologetic for this — use it to get the attention of those who would appreciate it.

Rule #2:  Don’t Copy Others, Promote Your Uniqueness

Many a retailer has gotten into trouble trying to piggy-back Wal-Mart’s claim of low prices.  K-Mart went broke trying to win the “low-price” war.  Target was smarter.  They conceded (or “sacrificed”) that turf to Wal-Mart by going more upscale with their marketing, store design and merchandising.  Falling into the “me-too” trap is easy to spot in the real estate business.

Here Is A Common Advertising Mistake For Agents: In most larger cities, there is one school district that is the most sought-after. Agents will routinely try to promote one of these listings by emphasizing the school district in their flyer.

But why would you highlight a feature that is guaranteed to be matched by ever other seller in the region? You always want to market in a way that makes your listing stand out from the others, not blend in.

For the same reason… I would be careful about using an ad, flyer or any marketing material that stresses a feature like “waterfront” or “stunning view” if there are many competing listings that offer the same thing.  Promote what is unique about your listings.  They’ll get noticed and sell faster.

Rule #3:  Substantiate Your Claim!

Al Ries once said, “Branding is nothing you do to the product.  It takes place in the mind of the consumer.”

If you can get comfortable with this rule, you will do much better with your marketing.

Consider the example of a local car dealer hawking the idea that he has the lowest prices — you likely hear this message all the time in your own market, but I doubt you give it much credibility.

For starters, it is a claim used by too many car dealers to be believable.  Second, do they really offer any proof?  Not usually, so messages like this are not typically very helpful.

Branding is not just something you do for a corporation.  You should absolutely “brand” each listing you take on.  For example, don’t just say your listing was architect-designed.  Explain, in detail, what the consumer will notice about the house when they come to see it.

Here Is The Perfect Example…

I once took on a waterfront home that was designed by an architect who specializes in lake houses.  When I asked him why he designed the house the way he did, he started describing one interesting aspect after another.

When I interviewed him about his home, he walked me around to the back side of the house—the waterfront side. He pointed out that instead of a flat wall across the back, he visually re-created the same appearance that you’d get from the streetside view—there was a deep porch with impressive columns, high-pitched roof over the “back” door, shutters on the windows, etc.

In other words, he made the house look just as nice from the back as it did from the front.  He said, “A waterfront house should look just as inviting to guests you bring in by boat as it does for those who pull up in the driveway by car.”

Re-telling this in my ad helped substantiate the high price.  Potential buyers were able to visualize this unique benefit since I used descriptive “picture words” and compelling photographs.

Other agents turned this seller down because of her desired price. My ad pulled two full price contracts in less than thirty days.

A Summary

These are the rules of branding:

1. Sacrifice.
2. Promote uniqueness.
3. Substantiate your claims.

For real estate agents, your primary theme for listing promotions must involve sacrificing the majority — not selling to anyone and everyone but focusing on the people most likely to buy the home. Say what makes the home unique and you will attract that right buyer. But also be careful to not get caught up in copying others. Say what makes your listing special and write a story with passion and detail that proves it!

Take time this week to review your current listing promotions and try to apply all 3 rules to each of your properties.  I guarantee it will make them stand out and you’ll attract qualified prospects who are ready to sign a purchase contract.

[Ed note: Copyright Stan Barron. Reprinted with permission. If you, or someone you know wants to sell a house, please give Stan a call at 512-345-8585.]

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Recently, some friends asked me to sell their condo.  There were competing condos for sale with the same floorplan, built with the same materials, etc.

Sales activity had been very slow, and we were going to have to compete with a lower priced, foreclosed unit.

The good news was that every other unit was being marketed with a typical flyer that just told the number of bedrooms and baths. I used a “story ad” (example below), and the listing sold in under 60 days.

While I did not go over the top in my description, I did write an interesting story that enthusiastically told what the home was like.

Here’s the full ad…

(click the image to download the PDF example)

This example brings to mind the most common question I get about real estate advertising…

“What do I advertise when my listing is similar to other homes in the area?”

Not only real estate agents, but many companies face this marketing dilemma:  What marketing message do you use to attract buyers when you’re selling something similar to what’s available?

First of all, you must be objective, and in some cases, you must have the wisdom to recognize there are no major differences between your ‘product’ and others.

Consider this sage advice from the world-class copywriter, Joel Raphaelson:

“In the past, just about every advertiser has as-
sumed that in order to sell his goods he has to
convince consumers that his product is superior
to his competitor’s. This may not be necessary.
It may be sufficient to convince consumers that
your product is positively good. If the consumer
feels certain that your product is good and feels
uncertain about your competitor’s, he will buy
yours. If you and your competitors all make ex-
cellent products, don’t try to imply your prod-
uct is better. Just say what’s good about your
product—and do a clearer, more honest, more
informative job of saying it.”

Translation… put some “Showmanship” in your ads.

Many of us forget the excitement of buying a home (or condo in this case).  Buyers, especially first-timers, are thrilled if you simply do an enthusiastic job of describing what they’ll get by having their own property.

The problem isn’t that you’re selling a boring home, it’s that you’re using a boring ad to sell it.  The way to get your listings to stand out and find the right buyer is to simply do a better job of being honest and informative about what the property has to offer.

I’m not referring to a list of what the home has…instead…describe in a story what this home will DO for them if they buy it and weave those details (like square footage, roof construction type, etc.) into your story.  A common mistake I see time and again is just listing the features of the home in a bulleted fashion.

If you’re selling an average-priced home… describe the better lifestyle the buyers will get in a narrative format.  Here are some ideas:

1. Describe the yard and the fun and excitement of entertaining friends or “a private hideaway to spend quality time with your sweetie”…
2. Use visual words to describe the “full-size entertainment area to melt into the couch and relax after a long day of work” or “watch your favorite sports game with room for all your friends to come over”…
3. Don’t simply say it’s a “gourment kitchen” but give an example of how the kitchen is “perfect for the budding chef” and “so much space you’ll soon be the next Julia Child as you impress friends and loved-ones with your new cooking skills”…

OK, that last one was a touch over the top, but you get the idea.  You can see how I did this in the example ad above.

Start putting enthusiastic details in your ads and you’ll sell more real estate.  I guarantee it.

You’ve heard of the research firm called Gallup, right?

They’ve studied human nature and behavior for more than 75 years.  And even in their early days, they knew that respondents do not always give reliable feedback.

In face-to-face surveys about radio, Gallup’s people would start by asking, “Which would you rather hear on the radio tonight—Jack Benny or a Shakespeare play?”

If the respondent said Shakespeare, they knew he was a liar and broke off the interview.

Ask one hundred people today if they make buying decisions based on emotion, and they will all say “No”.  But, this is equally unreliable feedback.  In the American psyche, emotions are shunned.  They are viewed as a sign of weakness.  The truth is we all rationalize with facts, but we buy on emotion.

Understanding this is one of the key elements that separates money-losing advertising from profitable advertising and top-income earners from agents who are barely scraping by.

Common Traits Of Novice Marketing

Novices tend to market the obvious—that which is tangible.  If they are selling a product, this usually means a dry description of features.  In the real estate business this is why you see a house promoted with a simple flyer that lists items such as the number of bedrooms, baths, etc.  Computers are routinely promoted with nothing more than a list of specifications such as the processor speed or size of the hard drive.

And if a company provides a service instead of a product, you see the same tired promises over and over.  “Me-too” claims from this school of thought often take the form of brag-and-boast promises about quality…or “Our customers are number one” or “We have 47 years of combined experience” themes.

Examples Of Emotion-Based Marketing

At one time, the hottest segment of the auto industry was Sport Utility Vehicles (SUV’s).  But were they being purchased because consumers have a genuine need to traverse the outback?  Don’t kid yourself.  The closest thing most SUV’s will ever come to rugged terrain is a speed bump in a shopping center.  SUV’s are purchased for the lifestyle image they project—pure emotion, and this is okay.

And do people shell out $10,000 for a Rolex watch because it keeps time accurately?  No, people buy a Rolex for its prestige.  You have seen Rolex ads for years.  Their marketing doesn’t try to impress you with its quality materials.  Rolex ads are normally done in the form of a short bio about a famous person or adventurer.  They associate their product with successful people.

Want another example? The average business person would likely agree that “good food” is crucial to the success of any restaurant business.  But are you sure?  McDonalds sells more hamburgers than anyone in the world, but do they make the best hamburger?  Not by a long shot.  For years, McDonalds has used emotion-laden TV commercials with kids as the theme.  When you think of McDonald’s you don’t think of the unique flavor of the food, you think fast, clean, consistent.

How To Sell More Homes By Putting An
EMOTIONAL Angle In Your Ads

If you want to win over more customers, try to get at the real — the deep-seated — reasons that make them buy.  Don’t tell them about you…tell them how they will benefit from purchasing your service or product.

Because I was fortunate enough to receive firsthand “advertising agency” experience, my ads include an emotional appeal instead of straight facts.

The good news is, you can quickly learn from my years of experience by looking closely at the following example of an emotion-laden homes ad.

The house featured below had been on the market for over six months.  The previous marketing (shown below as ‘BEFORE’) was a typical flyer that simply described the physical structure such as, “ Parking: 3-car garage, Foundation: Slab, Fireplace: One, Kitchen: Gourmet Island,” etc.

The ad I used (shown below as ‘AFTER’) told what it would be like to live in the house—an appeal with much more emotion.  It sold the house quickly.

(Click the image to download a PDF of the full ‘AFTER’ ad)

Using a similar approach in your homes ads can help you sell more homes, in a fraction of the time.

Have you ever heard of the 80/20 rule?

It suggests that 80% of sales are made by only 20% of the salespeople—a pattern found in almost every industry.  But, the same is true of advertising—some ads sell more than others.

The famous copywriter, Claude Hopkins, said:  “A mediocre salesman effects part of your business.  But, mediocre advertising effects all of your business.”

I have a feeling you didn’t get in to real estate to be mediocre.   Question is, will you take the time to learn and apply what I’ve taught you through this example?

I hope you will.  It’s a powerful way to differentiate yourself from every other agent out there, sell homes faster, and make more money.  The choice is yours.

[Ed note: Copyright Stan Barron. Reprinted with permission. If you, or someone you know wants to sell a house, please give Stan a call at 512-345-8585.]

The first step in writing an effective ad to sell a house is to stop using “me-too” flyers.

This is the biggest mistake I see when I hear a home is not selling.  Real estate agents and even builders try to use these ubiquitous “fact sheets” that typically include coma-inducing details such as the address, number of bedrooms, living areas, and the most mind-numbing statistic of all — the SEER rating of the HVAC system.

But it gets worse.  As if it will somehow attract more attention, these flyers are often printed on astro-bright paper.  This is the equivalent of driving by a business that has resorted to renting a giant, inflatable pink gorilla to place in the parking lot for a special weekend sale.  Neither the flyer nor the gorilla is a dignified marketing method for selling upscale anything.

Am I against flyers all together? Not necessarily.  If you can turn your “traditional” flyer into a compelling story ad for a home—one that does a professional job of selling a high-end product, then you can use a flyer, or whatever you wish to call your ad for the home.

Are there better methods to sell homes than the “traditional” flyer? Absolutely.  To get into step with more professional methods of selling homes, think about how other high-dollar items are advertised.

Consider what took place in the cosmetics industry several years ago.  As retailers were stampeded into throwing up a website, they were faced with a problem:  “How does a retailer create a website when it sells thousands of different items?”

What most did was to simply list the product name with a corresponding price.  This did not sit well with perfume makers who rely heavily on the image created by the packaging, shape of the bottle, etc.

When the perfume makers saw their products reduced to a line item and a price, they quickly protested.  They rightfully objected that this practice reduced their brands to a commodity, and it encouraged the consumer to make a decision based solely on who had the lowest price.

A similar objection is called for when a home is marketed with a flyer that simply lists the number of bedrooms and living areas along with a description of construction materials.  Even if you don’t sell “luxury homes” a house is still the largest purchase most will ever make.

If a marketing piece is allowed to boil a house down to its fundamental elements, then the house is reduced to a commodity.

A builder, architect, or seller may know all of the nuances that make a home special, but remember, the consumer will form an opinion based on the marketing material he is exposed to.  If that information covers nothing but the basics, guess what happens?  The consumer will migrate to a method of comparison that makes him feel secure and comfortable… the dreaded price-per-foot analysis.

How To Use A Professional Real Estate Ad,
Not A Traditional Flyer To Sell Homes
In Weeks Instead of Months

Here are six must-have keys to writing effective ads that sell homes in record time:

#1: Use a long ad

Testing shows that long ads sell better than short ads because long ads can educate the consumer as to what makes a product special or unique.

#2: Appeal to the reader’s self-interest

Should a company’s marketing state how long it has been in business?  Is it a good idea to stress a builder’s dedication to quality and customer service?  Or, how the sellers have diligently cared for the home?  Doing so is a novice mistake.

I heard a quote once from a successful copywriter who observed:  “Customers respond when you give them information that appeals to their current belief system.  Don’t tell them about you.  Instead, explain how they will benefit.”

For example, the headline, “At last, here is a modern home on a large lot” has a much greater chance of stopping the reader than does, “Broughton Homes means quality you can count on.”  Or the more pathetic example of:  “Lovely Austin home that is move-in ready.”

#3: Tell an interesting story

The most difficult part of writing is getting started.  To get the ball rolling, imagine the natural flow of conversation if a builder was at the jobsite when a customer stops to say, “I have been watching the progress of the house and really like it.  What made you design the house the way you did?”

A builder would likely be flattered with such a question — and will not talk about the thickness of the insulation or the size of the water heater.  Instead, he probably will talk about his vision for the house, describing what originally appealed to him about the lot.  He may explain how he positioned the pool to catch the maximum amount of afternoon sunlight, etc.  This process can produce fascinating insights that would have otherwise been missed.  Here’s an example…

A well-known architect was interviewed about a house he designed. The house was on multiple lots and had a creek on the grounds. The house was not selling because of one recurring objection:  the entire house was on one level, except for the master suite, which required going down steps to enter.

It was an objection until someone asked the architect to explain this seemingly odd feature.  He used the steps to put the bedroom close to the creek so a person could open the windows and go to sleep to the sound of a running stream.  The marketing was changed to reflect this insight, and the home quickly sold.

Story ads are low-key, but they deeply plant a sales message with consumers searching for unique homes.

Another example is a waterfront home that was not selling.  The other houses on this waterfront street were perpendicular to the street, but this house was turned at an odd angle and did not look symmetrical.  Then the builder explained what happened the first time he walked the vacant lot.

He noticed the lot was uniquely positioned where the lake made a sweeping turn.  He realized that a V-shaped footprint, turned at just the right angle, would yield a long, booming view that spanned the length of the lake instead of merely looking across to the other side.  This served as proof the home had the best view on the lake.  When this story was used, the home received multiple, full-priced contracts.

Here’s an example ad that grabs a person’s attention with the unique element positioned in the headline:

(Click the image to download a PDF of the full ad example)

Builders and architects have a gift for visualizing in beautiful detail what the average person sees as a blank screen.  The best way to describe this vision is to put it into the format of a narrative story.

Not selling a “new” home?  Fine.  Sellers will give similar unique details of their favorite part of their home, if you get them talking.

#4: Strongest benefit goes in the headline

Five times as many people read the headline as they do the body copy, so put the most powerful promise in the headline.

As an example, a builder and his agent were frustrated by the lack of a sale on a perfectly good waterfront home.  As often is the case, they were in competition with many other waterfront houses.  A quick look at their marketing revealed the problem.  What really made the house stand out was the size of the lot — this one was 12 acres — almost unheard of for a lake lot.  But this fact was buried on page two of the flyer.  The ad was rewritten to include this fact in the headline, in bold print, resulting in a sale in less than six weeks.

WARNING:  You have to be careful.  If a home has a view, don’t make this the theme of an ad IF many competing properties can match this claim. The rule is to put the home’s best claim — the one that others cannot easily match — in the headline.

#5: Give details that allow consumers to self-screen

Real estate agents love to withhold key facts like price, address or square footage to motivate a call.  You do get more calls, but not more serious buyers.  Ads work best when all of this key information is disclosed.  Doing so attracts qualified inquiries.  Also, provide a floor plan, site plan and locator map.  Then you’ll know when you get a call, it’s because the person is truly interested and you won’t waste your time showing the property to lookee-loo’s.

#6: Think like a professional

This arguably comes at the beginning of the process of writing a great homes ad.  But I’ve included it as my last tip, because I want you to REMEMBER to think of marketing as an investment.

Just for a moment, pretend there is a new reality show in which contestants compete to see who gets a chance to oversee the next issue of a Victoria’s Secret catalog.  How long would the contestant last if he announced:  “The quality of the merchandise is inherent in the lingerie itself, and everyone knows Victoria’s Secret makes a quality product.  So, to save some money, I refuse to hire professional models or photographers.  Some of the women here at the loading dock have agreed to model the underwear, and a friend of mine is pretty good with a camera.  Also, my neighborhood QwikCopy will handle the printing because it is having a sale on lime-green paper.”

Does this reasoning sound absurd? It is, and unfortunately too often, builders compete to spend $400,000 on a lot to build a $1.5 million house only to refuse to spend $5,000 to market the finished home.  For goodness sake, have the home professionally photographed and printed, on nice paper.  It is not unreasonable to earmark 1 to 1.5 percent of the sales price for the marketing of a home.

The same is true of your typical seller who refuses to spend $1,000 on an ad to will sell their home in less than month.  They’ll regret that mistake when they lower their price by at least $1,000 because their home is still on the market.  It’s your job to sell homes, but also to educate sellers on how you’ll sell their home faster by using professional marketing.

[Ed note: Copyright Stan Barron. Reprinted with permission. If you, or someone you know wants to sell a house, please give Stan a call at 512-345-8585.]