Often, owners, wanting to attract maximum attention to their advertisement for the sale or rental of an apartment, get carried away and unleash their unbridled creativity on applicants, which is not always good for the business. The RIA Real Estate website asked realtors to tell us how to correctly compose an ad so as not to scare off the client.
Basics
The text of any advertisement for the sale of an apartment must necessarily indicate all the necessary information about the property: address, number of rooms, footage, living area of the apartment (both general and residential), size of the kitchen, details and bathroom, notes the head of the city real estate department and rental "NDV-Real Estate" Svetlana Birina.
The Est-a-Tet company reminds that when describing an apartment it is also important to focus on transport accessibility.
“An important point in the description of the apartment being sold is the legal status of the apartment: how long the apartment has been owned, how many owners, and how many people are registered in the apartment, whether the transaction is alternative,” emphasizes the deputy director of the company’s new buildings department, Alexey Olenev.
As for the advertisement for renting out an apartment, as General Director Maria Litinetskaya notes, it is based on the same principle as when selling an apartment, but here you need to emphasize some nuances that are not so important when selling. First, you need to write about the rental period: daily, several months, long-term. Secondly, describe in detail the condition of the apartment: renovation, availability of furniture and appliances, cable or digital television, Internet.
And in order to reduce the number of unnecessary calls, it is advisable to immediately indicate your wishes to future tenants: “I will rent the apartment to a married couple,” “no animals,” “can be with children,” adds the Metrium Group expert. If necessary, you should indicate the maximum permissible number of residents, the attitude towards the accommodation of small children, elderly people and pets. It is imperative to indicate at the end or beginning of the ad the seller’s contact information: name, phone number, desired time to call.
Anchor rule
The text of an advertisement for renting or selling an apartment must have an “anchor,” that is, a description of the features of the apartment or house that can be focused on by buyers, notes the general director of Metrium Group.
For example, if the apartment has undergone a good renovation, this must be emphasized, notes Olenev, but do not forget to indicate the date of the repair work and give a short list of them.
Often buyers are interested, for example, in where the windows of the apartment face. “You can make a positive emphasis, for example, that the apartment is bright because the windows face the sunny side, or quiet if they overlook the courtyard,” adds the agency’s interlocutor.
Linguistic aspect
According to Litinetskaya, when describing the “anchor” it is better to abandon dry language and use short emotional phrases. With their help, you can quickly “reach out” to the client.
In order to emphasize the advantages of the property, it is advisable to use the following epithets: “spacious, cozy, bright apartment”, “inexpensive 24-hour supermarket on the ground floor”, “furniture and appliances as a gift” or “wonderful view of the evening sunset”.
Olenev insists that the description of the apartment for sale should be concise and structured; it is better to save all complex phrases for literary research. The main principle is nothing superfluous, but present everything necessary with a positive attitude.
“For an ad to attract buyers, it must be unusual, memorable and unformatted. For example, an ad with the headline “I’m selling an apartment and a cat as a gift” will at least attract the attention of a potential buyer, and he will go to the page to read the description of the property,” says Olenev.
However, not all phrases can be used when writing an ad, says Litinetskaya; some will have the exact opposite effect and scare off the buyer.
For example, if you indicate that “there is a multi-lane road nearby without traffic jams,” which means there is constant noise from cars and air polluted with exhaust gases, then this is unlikely to be of interest to the buyer, says the expert. The same situation applies to the label “the windows overlook the school playground” and “a promising, actively developing area.” In the latter case, “the truth” most likely will not work, since no one wants to live on a construction site for several more years.
In addition, you need to be careful with wording like “walking distance to the station, from where you can easily go in any direction.” This phrase seems to indicate good transport accessibility, but on the other hand it can be associated with dirt, large flows of people, or even worse - with the complex crime situation of the place.
Playing with fonts
Often, a buyer, viewing advertisements, perceives them as a picture, including the text part, provided that the fonts are chosen correctly. Therefore, it is best to use regular and easy-to-read fonts in your ad, such as Arial, Times New Roman, Calibri. It is better to avoid exotic options, since such advertisements are simply difficult to read,” warns Olenev from Est-a-Tet.
He also adds that standard methods of emphasis, such as italics, underlining, or bold, are preferred. It is better to show creativity in the presentation itself, as has already been said, this is what sets the buyer in the right mood.
Not all sites can allow their customers to change the ad font. For example, in the Avito interface there is no way to change the font or even its style, experts say urgently,” “attention,” “cheap” is prohibited here,” they say in Avito.
The agency's interlocutors warn that only Russian must be used in advertisements, and transliterations like “Sdam kvartiru v Moskve,” as well as unreasonable use of capital letters and special characters, are also not allowed.
The fact is that the phrases “URGENT!” written in capital letters! 2ND APARTMENT IN YAROSLAVL!” or “I’ll rent out an APARTMENT for $$$$!!” are poorly perceived by the reader and will cause more wariness than interest.
Price list with reservation
Price is one of the most important points in an advertisement for the sale or rental of an apartment. For a successful sale, it should be average or slightly lower than in the area, Litinetskaya believes.
“If you need to quickly sell an apartment, you should not write about “urgent sale” in the advertisement. On the one hand, this is perceived by buyers as possible fraud on the part of the owner. On the other hand, clients can ask for an additional discount,” explains the expert. According to her, it is obvious that neither option is beneficial to the seller.
“If you write “bargain” in the ad, you will immediately declare that your apartment is not worth the specified price,” adds the general director of Metrium Group. Here she notes that you can also use the same “anchor”. For example, if the price of the property is slightly lower than the market, you can write in the ad “the best price in the area.”
Photos are attached
An advertisement for both the sale and rental of an apartment must be accompanied by a good quality photograph.
“The most common mistakes that occur in every second sale advertisement are either there are no photographs, or they were taken on a phone and the image is blurry, or the photographs were taken in the evening,” notes Olenev from Est-a-Tet.
To avoid various incidents, he advises that before photographing an apartment, you must clean it, because photographs of rooms where things are scattered and disorder reigns make a repulsive impression.
“The photographs should show all the rooms in the apartment, the house itself, preferably if there is a good view from the windows. It’s also not possible to take a photo of the adjacent space,” the expert notes.
Plus, he continues, the photos should reflect the presence in the apartment of built-in furniture, pantries or dressing rooms, storage niches, loggias and balconies, if any.
The first thing you need to pay attention to when selling a home is that it is not an impulse purchase. Before buying a house or apartment, a person weighs the pros and cons for a long time. If you want to write the best selling text for a real estate agency, handle objections competently. And the advertising examples given in this article will help with this.
The property itself has no value. What makes it valuable is the client. And the realtor’s task is to present these same values to him beautifully and easily. A sales text for a real estate agency is a litmus test for assessing the company’s seriousness in its approach to business.
The key task for a good realtor is to remove the first word from the phrase “possible client”. Specifics and evidence are what interests a potential buyer. And not populism in the style of Ostap Bender and his “New Vasyukovs”.
What to write in a text about real estate: checklist
- Raise the client's concerns;
- Make your presentation as specific as possible and as minimal as possible;
- Support your words with facts;
- Handle customer objections;
- Draw a portrait of a potential client: income, professional field, age, gender, lifestyle and habits;
- Offer some services as a gift or for free.
Text for a real estate agency on the radio
Example of a radio advertisement for new buildings (35 seconds duration)
The pleasure of change is yours – our concern and responsibility. Sales of new buildings in 18 cities of Russia: St. Petersburg, Moscow, Kazan, Kaliningrad, Krasnodar, Sevastopol and other cities have become closer. Make profitable investments in eternal values. A masculine approach to business and many years of experience. "Partner-Real Estate", Arkhangelsk, st. Karl Liebknecht, 19, 4th floor, office 406. Tel. 477-994 Make an appointment: 477-994 Come to us and live better!
Example text for real estate advertising on radio example No. 2 (timing 30 seconds)
June 22 and 23 – open day at the new office. Free consultations on legal issues, selection of apartments and mortgage programs. Chelyabinsk, Bratev Kashirinykh, 151 Unified reference phone - 776 27 27 Partner of Sberbank of Russia LLC. General license of the Bank of Russia No. 1481 dated August 30, 2010.
Text for real estate advertising on radio sample No. 3 (timing 20 seconds)
Real estate agency "Global". Purchase, sale, exchange of housing in Tolyatti and the entire Samara region. They work with housing certificates “Young Family” and “Maternity Capital” and discounts for their owners. Registration of a mortgage in our office. Guarantee of legal purity of the transaction and insurance of the apartment as a gift! Real estate agency Global 33-66-99
Text for radio advertising of real estate abroad example No. 4 (timing 20 seconds)
(Balkan tunes are heard. Different announcers speak in turn) To Turkey by bicycle.
To the Czech Republic by car. By moped to Greece. On a yacht to Italy. Live in Bulgaria - travel around Europe. Apartments and houses on the Black Sea coast in Bulgaria. The average cost is 32,000 rubles per square meter. Real estate agency in Bulgaria Sw et Home . Telephone in Krasnoyarsk
Where is the best place to place it?
In order for the ad to attract the attention of as many potential landlords as possible, it needs to be placed in several places at once. It is best to come up with a separate text that can be hung in the desired areas in paper form, and separate texts for each of the real estate ad sites (if you use one ad on all sites, it will look like the work of real estate agents, and this fact can scare off homeowners).
Review of services on the Internet
Submit advertisements for rentals on both paid and free services , and you can also provide information in thematic groups of social networks. If we talk about paid services, you can send a mass mailing through them, and information on renting housing will appear on several resources at once.
- JCAT.RU – will place your ad on the most popular sites. The service requires payment, but increases the chances of quickly finding housing.
Let's watch an interesting video about the JCAT.RU service:
ZIPAL.RU – posts information on portals of similar topics. The service is paid, but the site has a wide range of tariffs.
Let's watch an interesting video about the ZIPAL.RU service:
Where can I apply for free?
- AVITO is one of the most popular message boards. It has paid options, but you don’t need to pay for posting information.
- IRR used to be a print publication, but then the bulletin board moved to the Internet.
From all of the above, we can conclude: it doesn’t matter in what form the information is presented - on paper or electronically, in traditional or creative form, the main thing is that this information is truthful, because honesty is the key to successful and long-term business cooperation.
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To independently find tenants for an apartment in a short time and rent out your property at a profit, you don’t have to contact realtors. If the owner has enough time, he can handle the transaction himself. The first and important stage of renting out an apartment is drawing up and submitting advertisements in the media and the Internet.
Dear readers! Our articles talk about typical ways to resolve legal issues, but each case is unique.
If you want to find out how to solve your particular problem, please use the online consultant form on the right or call. It's fast and free!
Example of a real estate agency sales ad
Real estate agency "East-West". Our database contains more than 1,000 objects in Moscow.
Do you want to purchase living space in a specific area? We have a targeted selection of housing!
Do you want to buy with a mortgage? We will assist you in obtaining a mortgage loan!
Services
for owners:
- We help you collect the necessary package of documents and select options.
- We check the legal purity of documents.
- Make an advance payment.
- We draw up a purchase and sale agreement and finalize the transaction.
Services
for buyers:
- Agent's visit to the property and photo session.
- Advertising and selection of potential buyers.
- Making an advance payment.
- Conclusion of an agreement.
We will organize for you a free property assessment and a photo shoot of the property.
Come to the address: Moscow, st. Sovnarkomovskaya 58/4, off. 305.
Call: 000-000-000
How to create an advertisement for renting an apartment in order to quickly attract a tenant?
What should be indicated in an advertisement for renting an apartment?
Here are a few secrets - the so-called “hooks” that will hook your potential tenants.
A short and informative title without vague phrases. For example: “I’m renting a one-room apartment in the city center.”
“Owner” or “without intermediaries”. The likelihood that the ad will be noticed quickly will immediately increase;
"Agents please do not disturb." Agents will still call, so it’s better to immediately clarify when calling whether the person wants to rent an apartment for themselves, or is it an employee of a real estate agency;
The price is adequate to the market. Currently, rental rates have decreased, so the owner should objectively evaluate his living space - from the point of view of transport accessibility, convenience of the area of residence, repairs in the apartment and other criteria;
Description of the apartment: number of rooms; date of last repair; the presence or absence of a balcony (loggia); the presence or absence of furniture and household appliances; area; floor; transport accessibility; parking places; accessibility of infrastructure facilities (school, kindergarten, shops).
Advantages of the apartment: plastic windows, good view from the window, air conditioning, internet, telephone, plastic pipes, etc.
All additional fees: for example, sometimes landlords take a deposit, which is returned to the tenants when they leave the apartment if everything is in order;
Who do you want as a tenant: a family with or without children, a single man or woman. It is also necessary to specify whether pets are allowed in the apartment.
Contact details. Name, telephone number and convenient time to call, as well as email address.
Is creativity appropriate when writing an ad?
The shorter the ad, the greater the chance that it will be read to the end. However, we must remember that reducing the text should not affect its information content.
The text should absolutely not be cumbersome. Lengthy excursions into the history of a house or area are especially annoying for many. The vast majority of tenants do not care who built the house and walked around the area. The most important thing for them is the price and ease of use.
Among young people, advertisements made in the form of infographics are now gaining popularity. However, this format is only suitable for social networks - such a post can stand out among others.
Do I need to include photographs in my ad?
Advertisements without photos are practically unreadable, and calls on them are extremely rare. If the goal is to rent out an apartment as quickly and expensively as possible, you definitely need to post a detailed photo report, preferably with a plan. Photos need to be of high quality, smooth, and easy to view. Among them must be:
— Photos from all corners of the rooms, showing the space of the object;
— Photo of the kitchen, bathroom and toilet.
— There should be exactly the number of photographs that is necessary to understand the condition of each of the rooms in the apartment.
Interior photos (as in glossy magazines) showing individual successful design solutions do not work here.
A potential tenant must visually create a complete picture of the apartment and, if it coincides with his idea of beauty, success is guaranteed.
What should not be written in an advertisement for renting an apartment?
Removable defects of the apartment. It is better to remove cockroaches before renting out housing than to warn about them in an ad;
Words with a negative connotation. You should not evaluate individual characteristics of an object using such words, because for some this particular characteristic will be completely unimportant, but the impression will remain. For example: “parking is spontaneous” - even those who are pedestrians imagine a spontaneous pile-up of cars next to the house with all the accompanying “charms”.
Questions not directly related to renting an apartment. For example, a biography of the previous tenant.
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Key phrases in the text for a real estate agency
Search engine promotion is extremely important for a real estate agency in the text. The queries that RuNet users enter in search of housing are simply amazing in their diversity. And it’s very good if these requests come specifically to your real estate website.
There are 2 tasks at once: to succinctly and emotionally describe all the advantages of housing, and at the same time, discreetly write key phrases in the text so that people come from a search. Particular attention should be paid to the long trail of key queries. Phrases like “buy a one-room apartment with a balcony in Nizhny Novgorod st. Akademicheskaya, 6” is written once every five years, but it is precisely such phrases that will bring “warm” buyers to your website or ad, ready to buy or rent housing right away.
Therefore, you must not forget about the keys in the text. I have already described this process in, so I will not dwell on this in detail.
It is precisely getting into the person’s value system that will help successfully complete the transaction. And the creative text “About the company” for a real estate agency is the first filter that filters out “our” and “not your” options on the part of realtors and clients.
How to write sales text for real estate? Tricks and life hacks
Don’t say empty words like “magnificent”, “fantastic”, “cozy” without backing them up with facts - this will only cause mistrust.
No
: Freshly renovated.
Yes
: Cosmetic renovation was done 2 months ago. New bathroom, freshly glazed balcony.
No
: Cozy apartment.
Yes
: Apartment in a new building on the third floor in a quiet area with windows overlooking the park.
Yes
: Stalinka, with high ceilings and oak floors, in the historical center of the city, overlooking the square.
Yes
: The windows face the sunny side from the courtyard, so the apartment will be light and quiet.
No
: Best apartment.
Yes
: The only apartment in this building with a two-story layout.
Yes
: The very first row from the sea.
The success of an ad depends on how useful information the consumer receives for himself and how adequately he can process it. And a headline written according to the formula will also increase the conversion of text for a real estate agency.
Avoid cliches, bureaucracy, complex phrases, and unclear terms. The client must see clear benefits for himself and a selling structure in the presentation. And, of course, we must not forget about a catchy headline and call to action - the alpha and omega of copywriting.
And remember that there is no ideal home. An ideal is an ideal because you have to strive for it!
Deadline restrictions work very well. The rule “who gets up first gets the slippers” has not yet been canceled.
Imagine your target audience. A young couple without children, or a huge family. Noisy youth or an always busy businessman who loves silence?
If the apartment is in a new building, after renovation, highlight this in the title. An apartment without renovation is an apartment from scratch. Cheap price - 20% below the market is beneficial to investors. It is also advisable to indicate a district or street in order to more accurately determine the target audience.
The initial stage and why it is needed
Today, there are a large number of online resources and print publications in which you can place an advertisement for renting out living space for free or for money. In large cities there are a lot of offers from owners and realtors. For example, about 600-800 rental advertisements appear daily in Moscow. To ensure that your publication does not get lost in this number of competing proposals, you need to compose it correctly.
The advertisement is the first thing a potential tenant looks at. It is by its content and photographs that he determines whether this living space is suitable for him or not. That is why the main task of the owner is to prepare the offer in such a way that:
- it could easily be found among the offers of other landlords;
- As many people as possible responded to it.
A good advertisement is the key to quickly renting out an apartment, and this can be done without intermediaries.
It doesn’t matter what you rent out – luxury apartments or a two-room apartment in a Khrushchev-era building. IMPORTANT! The rental offer must reflect all the advantages of the property, its characteristics and living conditions, regardless of what kind of living space is being rented.
Order text for a real estate agency from a copywriter
If you are a realtor (or just want to sell your apartment), then there are 2 ways: write the material yourself or order text for real estate from a copywriter. In the first case, the ad runs the risk of not revealing its full selling potential, plus for many people writing the text is even more torture! A realtor will write useful information, but will miss important selling components and keywords that bring quality traffic.
Ordering effective text for real estate from a copywriter means unraveling the Gordian knot of successful sales.
Be a player, not a spectator on the field called “life”! May the treaties be with you!
