Scrolling on your laptop, you see a property listing. You hadn't really planned to check out any housing advertisements, yet here you are, closely scrutinizing all the little details.
Such is the power of effective property listings. They can capture attention powerfully.
In your own property listings, you want this kind of magnetizing effect. In a sea of marketing ads, you want yours to stand out.
As a property owner, how do you create listings that are magnetic and attention-grabbing? Here are some strategies you can use to effectively reach your target market.
Writing Effective Property Listings
Headlines Should Attract the Eye
The first thing you notice when you see an advertisement is most often the headline. That’s why most headline fonts are typically large and bold: to direct the eye to the most important part of the ad.
The text in a headline must be concise and specific. It must contain what the ad will be about. If it’s interesting, the reader will automatically scan the rest of the post.
The headline is what sells the property so it’s best to craft it as best as you can. Write several headlines and mull consider the impact of each. It’s not just décor; it’s the central point.
The headline must speak to the target market. It must be specific so the reader can learn what type of property is being marketed. In fact, you can even create the outline of the property listing first before deciding on a headline.
Know What to Include and Exclude
There’s a fine line between offering useful information and flooding your listing with too many details. It’s best to strike a balance between the two.
Important details that the reader will appreciate are the highlights and features of the rental property. What makes it stand out from the rest? Why should a prospect choose property over anyone else’s?
Talk about what makes your property special and interesting. Is it in a historic location? Is the home designed with modern architecture? Is it near nature and a safe haven from the noise?
You can also discuss the amenities in the neighborhood so that a renter can have a vision of the lifestyle in your rental area.
What shops, restaurants, parks and entertainment facilities are available? What activities can one participate in? Are there local festivals and community events?
Use concrete descriptions of the neighborhood and amenities to avoid confusion and to create a realistic setting. You should also know what particular details to stress.
If your target market is families raising school-aged children, talk about the schools located in the area. If it’s young professionals, talk about transportation options.
Mention Specific Numbers
Transparency is vital in a property listing. How much is the monthly rent? How much is a parking lot fee for renters who own vehicles? Specify the square footage of the property and the number of bedrooms and bathrooms.
You want to schedule property viewings only to those who are financially capable of making rent payments. This way, you’ll be automatically filtering and saving your time, as well as your prospect’s time. It's always best to be transparent.
Other things you can mention include: the amount of security deposit, types of amenities provided, HOA fees, and the type of lease. This is all crucial information that prospects will want to be aware of.
If you welcome pets, it’s best to include your policies, such as the types of pets you accept and how many a renter can own. It also helps to specify how many renters a property is allowed to have.
Post Professional Photos and Videos
Even if your listing describes the property in a fascinating manner, most people are visually orientated. It’s vital to showcase excellent images.
Professional images will support your textual description. The images and text together will strengthen your property listing and ramp up interest. Brush up on your photography skills to capture your property in its best possible light.
All photos should show the property looking immaculate. Take the time to clean up the place before taking pictures. Good lighting is important too, so mind the time of the day when taking your shots.
Take multiple pictures in different angles and formats to have close-up shots of property features. Between 12 and 15 photos should be sufficient to showcase the property. Include shots of the curb appeal, the back lot, and the neighborhood area.
Videos have also risen in popularity in property listings. This is because people can very accurately gauge the property when they see a moving record.
More inquiries normally accompany listings with videos, since people prefer dynamic movement. The video should also be done in a tasteful and professional way.
Find Time to Review and Proofread
To avoid errors and prevent any negative connotations for your property, set aside some time for reviewing your property listing. You want to be alert to unintentional mistakes. Be sure to familiarize yourself with local fair housing laws, too.
It’s advisable to let a professional proofreader review your property listing. This way you’re able to catch any biases, missing details, and you'll get a fresh perspective at the same time.
Read your property listing out loud to youtself. If something sounds vague, rewrite it. It's much easier to find awkward phrasing when you're speaking out loud. You can also gauge if the tone is dull, or overenthusiastic.
Bottom Line
A good property listing will convey the right information to the right audience. It is the most basic form of marketing that carries heavy weight if you use it strategically.
Your property listing is also a chance to clearly lay out the policies you enforce, such as the responsibilities of your tenants and their visitors.
Polish up your property listings into excellence and watch your prospects increase.