Ad Wording and Response Tips

Tip 74: Do you want to write a house story?  Try the home section, not the classified ads

Think twice, even three times before you get that pencil or word processor moving.  Avoid flowery words.  Avoid expressions like "it will capture your heart", or "a house of your dreams", or "here's a house where you can have many memorable days". 

People are not really looking for something to captivate their hearts or memories.  They're looking for a real house to live in, for a roof over their heads.  The dreams and memories can come later, but at this point, buyers are only interested in a physical structure that they claim ownership of.

Tip 75: What should I say?

Word your ad so that it answers the questions that buyers would want to know: location, the fact that you're selling it yourself (no brokers or agents please), brief description of house, a starting reasonable price. 

Mention that you'll take the best reasonable offer, and put your area code and telephone number.  These are the only points that buyers are initially interested in.  Other details like amenities and extras and true value can be discussed face to face or during a follow-up telephone call.

Tip 76: This is EXACTLY how I want it

Bill Effros recommends that your ad should be positioned as follows:  location, upper top left and "BY OWNER" right hand side top. 

Type of house (condo, duplex, cottage, etc) on the next line. 

Brief description of major feature on the following line. 

Then your starting price, e.g. "$150,000 or best reasonable offer" on the next line, to be followed by inspection times (e.g. Sat-Sun 10-5). 

Last line on low bottom left, the words:  "HIGHEST BIDDER", and your telephone number beside it. 

Note:  your ad is meant to give you as many callers as possible.  Details about the property can be provided to them on the phone if they request them. 

And to play safe, email or fax the copy of the ad exactly as you want it to appear in the paper.  You could be dealing with an ad taker who is taking ads for the first time and may not understand what "flush left" or "flush left" mean.

Tip 77: Screen calls.

If you're a busy person with a full time job, you may want to filter your calls. Before you call the paper to have your ad put, make sure you set yourself up with an answering machine or an answering service. 

You don't want to be called in the middle of the night or at meal times to answer questions about your house and be forced to make a visit appointment.  With an answering machine, you decide who you want to call back. 

You will also be able to tell who the serious buyers are versus the frivolous ones.  People who leave their names and numbers and are brief in their message make a good impression. 

You want to avoid receiving callers who talk incessantly or ask questions the answers of which are already in the ad. 

Be wary of people who also try to negotiate the price down over the phone without even asking to see the property. 

This should raise your antennas to the fact that one, they probably can't afford the price to begin with, or second, they can't get their bank to finance that amount.  

Tip 78: Add "Or best reasonable offer"

A famous real estate writer says that it's not so much the description of the property that will get you a sufficient number of callers; it is the stated price on your ad. 

If it is within their price range, they will call.  If not, they'll go on to the next ad.  So make sure you don't omit this detail but add, "or best reasonable offer."

Tip 79: It's my favorite day of the week!

Only you will pick the days you want your ad to appear.  The approach is to reach as many readers as possible.  In the United States, Sundays are when the ads run in the hundreds, and in Canada, Saturday has the highest number of readers. 

Wednesday is also ad day in Canada but to a lesser extent than Saturday.  Don't let the ad taker convince you to put your ad on certain days of the week.  Go with what you know and what common practice is. 

Bear in mind that unless people are really looking for something particular in the paper, they don't look at the paper during the week. 

They are more relaxed during weekends and are likely to pick up the paper from the kitchen table.  For anxious buyers however, they deliberately read the papers every morning with the hope that they find the "house of their dreams".

Tip 80: Would you repeat that please?

Once your ad is published, buy the paper and read your ad a few times, ensuring that all details are correctly listed. 

Look at your phone number and make sure it was listed correctly.  Do not forget to list your area code. 

The same city may have two different area codes - one for the east end district and another for the west end side of town.  You could lose hundreds of potential buyers with this omission.

Tip 81: How do I sound?

So the ad has been placed.  Brace yourself for calls! They will increase in number as people read your ad and then pass it off to friends and family. 

Rehearse your lines.  You'll want to give the impression that you're a serious seller, so you expect the same from them as buyers. 

Don't panic if you're getting too many calls or none at all on the first day.  Take a deep breath and get ready for the avalanche.  While having an answering machine is a good idea for the sake of filtering serious callers from the frivolous, it's perfectly alright for you to take the call yourself if you feel like it.

Tip 82: Take it down

Have pen and paper ready.  Take down each caller's name and number.  Jot down their questions.  This will give you an idea of future questions, and you'll know how to answer them properly the next time.

Tip 83: Are you a (phone) grouch?

When you answer calls, come across as friendly.  The impression you DON'T want to give is that of a tired, harassed seller who's sick and tired of answering questions on the phone. 

Practice basic courtesy.  Be professional.  And sound like one!

Tip 84: Let's get serious here.

Here's an important tip:  if you get 25 calls by the third day, your ad worked.  Getting 25 calls means that 25 people read your ad and dialed your number. 

Don't expect 25 buyers though.  Callers and buyers are two separate people.

The next category of tips we cover: Showing Your Home -->