Sometimes I have been called “ The King of Cheap Advertising “. My competitors often remark how Spartan my ads seem. (They are normally not more than 3 or 5 lines in length.)  In fact a Large ad for me would be a whole 6 lines. I have even written many ads that were only 2 lines long. How do you keep your Seller’s happy with ads like that, they ask?. If only they new. Do you know?

                                            What’s the Purpose of Advertising ?

The Old man had worked for the OREGONIAN Newspaper in the real estate advertising department for most of his life. He went on to say “ I recognize many of you who have signed up for this class in advance by the poor examples you have submitted to the paper for us to publish. You guys and gals just don’t get it. ” That was soon to change.

The Old man went on to explain how we should look at advertising as if we were looking through the eyes of an unemployed worker who half heartedly is searching through the help wanted section.

You first must thing like the consumer. Contrary to popular belief they are not there to find anything. In fact just the opposite is true. Let me demonstrate how the average consumer reads the classifieds. ” Nope I aint no brain Surgeon so I cant do that, I don’t have a college degree so I cant do that, I sure don’t have over 10 years of experience so that wont work for me either. ” And so it goes with those many Buyers who are afraid of finding the right house as well. ” Nope not enough bedrooms, Nope to small of garage. Nope not my kind of neighborhood.”

You need to stop giving your Buyers the ammunition to shoot your AD down. “So what kind of ad will work you say?” I’m glad you asked he answered before anyone could say a thing. Try something like this.

Caption :  ” Owners Sad.”

Body : Their Loss can be your gain. Be sure to call Herb today for this Charming home with Spacious rooms and a Great yard. ( Add the Price and Contact info and your done.

Here are some additional Captions ;

• Big Ugly House   ( for fixers )
• Call Now or Kick Yourself In the Morning
• Anthony Renaldo Smithe once Slept Here ( use any name of a previous owner )

“Obviously”, the Old man said “ the Caption is there to draw attention.“ You cant sell anyone anything who wont stop long enough to hear your message.

When it comes to the Body be a little vague. Build a story or emotion. Stop telling all of the details. Use descriptive phrases to make your point. Let’s say your listing is a Bungalow home with hardwood floors and French Doors  etc.

Here is an example for the body :

The moment you step into the sun-filled room you can feel the warmth sweep over you. Your pace quickens as you pass over gleaming hardwood floors, past the shimmering glass panels of the French doors until your standing on the edge of a SECRET GARDEN.

I left the seminar Full of ideas. I couldn’t wait to get back and employ my new found techniques. That weekend my first ad debuted. I went with the Owner’s Sad headline.  I had tried on multiple occasions to sell this house without success. My previous ad attempts had pulled in about the normal response rate, 3-5 calls.

The ad was set for Sunday. I received my first call on Friday afternoon from the Typesetter at the Newspaper who was placing my ad. By Monday Morning I had received over 75 calls. By Wednesday I had a backlog of 125 Buyer’s who had responded to the Owners Sad ad.

What truly amazed me then and still amazes me today is that People will make up the Story if you don’t tell them. In my Owners Sad ad people were sharing there sympathy’s with the Seller for their Catastrophic Illness, or loss of a Loved one. Some people even were wondering about the Divorce. How they ever come up with those ideas from my little ad I will never know. What I do know is, What’s The Purpose of Advertising!

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