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How To Write Ads To Help Sell Your House

How To Write Ads To Help Sell Your House

Many articles of this nature concentrate on the pictures you use to sell a house, and even though the images you use are “Vitally” important when selling a house, we offer help here on how to write ads to help sell your house. The fact is that it is hard to find tips and advice about how write adverts to sell your house, and the biggest reason for this is because people think the estate agent should do all the work.

A sleazy looking salesperson

Do not leave the sale of your house to the under-motivated people who only see selling your property as another day on the job. It is your money, so it is up to you to make the perfect online advert.

 


Lead With Your Strongest Selling Points


Write the first sentence (the lead sentence) at the very end when you have finished your entire advert. Go back and write your introductory sentence because at this point you will have all of your house’s selling points in your mind.

Lead with six or seven of your strongest selling points. Put them into a paragraph, or put them in bullet points.

Nobody can say what your house’s strongest selling points are. Maybe one of them is your energy efficient roof, another may be that you are in the catchment area for a great school, or maybe your home is in an area where property prices are both high and stable. Also, do not use too many abbreviations. Even though most readers know what they mean, it does become confusing and difficult to read after a while. Plus, there is always the risk that your viewer thinks the abbreviation means something that it doesn’t.


Mention The Kitchen And Talk It Up


For some reason, more and more people see the kitchen as the heart of the house. The living room used to be the heart of the house, but since family time in front of the TV is becoming obsolete, people are starting to see the kitchen as the heart of the home.

Child sat in front of the TV

Mention any of the modern fittings that you are leaving behind, and make it clear if there is room for a refrigerator (small or large), if there are fittings for a drier and a dishwasher. State if the oven is gas or electric, and mention how clean and airy the room is. Even though you have pictures of your kitchen on your advert, you need to mention the fact that it is clean, airy, light, and comfortable.

If it is big, then highlight the fact it is big and that there is plenty of room for more modern appliances. Mention cupboard space and storage space. Also, mention any safety features such as fire suppression systems, alarms, CO2 detectors, dehumidifiers, air filtration systems, food disposal, trash compactors, and air vents.


Label Each Room And Create A Section For Each Room


Do not just describe your house as a whole. Start by describing it as a whole, and then create sections where you describe each room. The image below is a snapshot of the sort of thing you should do. As you can see, they have mentioned the size of each room , which is a given, but I will mention it again later for people who are skim reading.

Description of each room in a house for sale

Write a section on each room of the house, and load as many selling points into each section as possible. It is amazing to me how people will write plenty about the master bedroom, and then fail to do the same for the other bedrooms. Do the other bedrooms not also receive lots of light? Are the others not well ventilated or roomy? Do sellers think that people only care about the master bedroom and that all the others will be used to store recycled pickle jars?

The image above is not terrible example of how you describe each room, but put a little more effort into when you do yours. Add more selling points and write with a little more passion. The person you are selling to is probably going to use your house as a home, so try to write with a little more passion (without going over the top).


An Easy To Operate Shower And/Or Bathing Facilities


People who have rented a few times will have a love-hate relationship with bathroom showers. There are some homes with great showers that have devices on them that save water wastage, that work at the right temperature, and that give out enough water. Then…there are shower systems that go hot and cold when they want, that have heads that are too small, that have higher water pressure for the hot tap than the cold tap (or visa-versa). It may not sound like a big deal to you, but having a good-quality pre-installed shower system is a big selling point if your buyer has rented a few places in his or her time.

Also mention all the other bathing facilities. For example, if you have a bigger than average bath, then mention it, or point out your high quality faucet fixtures, or your massive mirror, or your heated towel racks, or underfloor heating. Even mention if your bathroom has shaving sockets or additional lighting. Mention if it has dehumidifiers, fans, or a clever heating system. Even if you do not have a fancy or modern shower system, make mention that there is plenty of room for one. If the house has space for the bathroom to be expanded, then mention that too.


Matching Your Text With Photos Featuring Breathable Linen And Plush Pillows


When you take a photo of your bedrooms, your beds need to have beige, light or neutral colors. Even if they are not those colors, you should still cover your beds with breathable linen and plush pillows. You need to set the scene where your bedroom looks safe, comfortable and clean. You need to do this because the buyer needs to imagine himself or herself in the bedroom.

Now that you have set the stage with your photos, you need to bring it up within your text. As you mention each room, you need to highlight the fact that the room is comfortable and very clean. Point out its best features such as space, light from the windows, areas for closests, extra power sockets, fancy lighting, etc.

Within your text, you need to slip in that the room is comfortable, and that it is clean, and mention that it is safe. What you are doing is labeling what the reader sees in his or her mind. They are matching your words with what you are showing in your images. Using your images and text in this way helps the reader passively agree with what you are pointing out. If your user is truly interested in your house, then he or she will look at the photos numerous times except that next time the user is going to look at your bedrooms and agree on how safe, comfortable and clean they look.


Show The Measurements Of Each Room


Give your readers measurements in centimeters (cm) or meters (m) as well as in inches (“) or feet (‘). Some people have also added the sizes of each room to the bottom of their images of each room, but it may be a better idea to put room sizes on a blueprint plan/ floorplan layout of your house. The image below shows you the sort of thing you should add to your advert. Note how the addition of a blueprint plan/ floorplan layout (with measurements) helps the reader judge how large each room is.

Simple blueprint of a house

This shows a floorplan layout (simple blueprint) of a very small house. It has the sizes listed in feet and inches. When showing off your floorplan like this, do not include a full technical blueprint. Give them a simple layout blueprint image such as this one. If your buyer wants a full technical blueprint, then they will ask. A simple floorplan blueprint/layout like the one in this image is all that is needed.

Don’t forget that you need to add the size of your rooms to your written text, and onto a blueprint image of your house. Miss the room sizes, and most of your inquires will be a waste of your time as they ask for room sizes.


Mention Potential Rental Income


Some people buy houses so that they may let them out to other people. Ask an estate agent, and do a little research, and find out how much is a fair amount to charge as rent for your house. Take the number, knock of 10% and list that as potential rental income.

Why knock off 10% from the most plausible rental income amount? Because misrepresenting/over-estimating the amount of potential income is a federal crime and investors who discover your exaggeration are prone to recoup their money by suing your ass.

Let’s say that your estate agent says that your house could earn $425 per month, and the different estate agencies around your area are renting houses out similar to yours for around $425 per month. You need to knock off 10% and say the potential rental earning income is around $380 per year/ $4560 per year. Not only does this thoroughly protect you from being sued, it also gives the investor an extra incentive to buy when he or she does his or her research and discovers that you have low-balled the amount that can be earned in rental income.

Take note of how rental income of $380 per month sounds crappy, but how $4560 per year sounds like more of a juicy plum. Some people only list the annual rental income per year, but this is a mistake because the person looking at your advert is only going to divide your annual sum by 12 to see the less impressive $380. It is best that you write the monthly income potential and follow it with the yearly potential rental income because it has the best outcome.


Local Selling Features


Mention things such as how close you are to the highway, or the excellent schools in the area, or how there is a dog-walking park nearby. Mention how close the hospital or police station is.

  • Are there buses, trains and trams that stop nearby, or will elderly visitors have to walk for miles to get to your house?
  • Is the area safe, crime free, and does it have gangs of wild dogs nearby?
  • Is the local community a selling point?
  • Do you have off-road parking or a garage?
  • Are the signs in Spanish and English?
  • Do you have friendly or quiet neighbors?
  • Are there great restaurants nearby, or is it only a short walk to the local club scene?
  • Are there entertainment and drinking places nearby?
  • How many takeaway places are nearby?
  • Are there places for kids or family-friendly places nearby?

When I was looking to buy a house most recently, I even saw an advert that said a PokeStop can be reached from their garden, (a Pokestop being a feature of the Pokemon Go gaming craze).

Pokestop at the whitehouse


What Are Your Most And Least Favorable Local Rules?


Do not make the mistake of only listing the good local rules such as no skating rules and fines for dog mess. You must list the negative local rules too both because you have a legal obligation to be honest, and because many times a negative local rule turns into a selling point from some buyers.

For example, a negative local rule may be that no dogs are allowed within the homes, on the street, or even as visitors. These may seem like negative rules, but there are people who hate dogs, and your most recent viewers may be willing to pay extra to live in a street where dogs will not be barking at night.

The fact that overground surface sprinklers are not allowed in your street may seem like a bad thing, but some people believe that these sorts of rules help to keep the prices of houses up, which is going to appeal to an experienced buyer.


Privacy Technology And Privacy Features


Mention and show your high walls, or high fences, or how the foliage of your trees blocks out other people from seeing into your garden. Mention how the other houses in your area are laid out so that nobody’s windows overlook your garden. Comment and show people how it is hard to see through your windows from the street.

Mention if you have privacy technology such as beepers that go off when somebody goes down your drive, or the types of downstairs windows where it is hard to see inside without getting very close. Do you have private rooms or soundproof rooms or even a storm cellar? Can people get some alone time in your house? Are the walls paper thin, or can you hold a rave without your neighbors knowing about it?


Security And Privacy Technology


Do you have integrated security systems, gate controls and even door controls? Do you have cameras where you can see who is approaching, and do you have an alarm system? Is your alarm system wireless and does it have its own power source? Is your fence difficult to get over or difficult to knock over?

Are your doors made of wood, or are they ultra-reinforced plastic and metal? Do you have a secure garage? Just how easy is it for people to get into your back garden so that they may peer inside your house when you are out? Are drones restricted up to 250 feet in your neighborhood?


How Close Is Your House To A Grocery Store?


I have seen people post simple maps of their local area that show where the house is and then shows where the nearest grocery store is, the closest takeaway, bus stop and so forth. It may not sound like a big deal, but there are always times when people run out of stuff and they do not have their car for whatever reason. That is when a grocery store nearby comes in very handy. Some of your potential buyers are sick of running out of stuff and having to drive four miles to find a shop, which means some people will smile when they see that a grocery store is very near by. Mentioning this won’t sell your house, but it won’t hurt your chances.


Plenty Of Sun And/Or A Sunny Balcony Or Garden


Having a nice garden and/or a balcony is a good selling point and it typically helps to keep the price of your house up unless your balcony is overlooking a landfill, or your garden looks like a cross between Jumanji and the toilet in the movie Trainspotting. However, the fact that a garden or balcony gets a lot of sun is also a very subtle-but-useful selling point. When a person reads that a place has a balcony or garden, they do not instinctively think that it is usually overcast and/or dank, and yet some gardens and balconies are. If there is a place on your property that gets a healthy amount of sun, then tell people in your advert.


Storage Space And Room For Storage


Quoting uses for a room is quite common when estate agents show people around a home. They suggest that a room may become a man cave, or a nursery, or a storage area. You can do the same, but pay attention to areas where people can store things.

Mention storage space in the garage, cellar, attic, and places such as under the stairs. Storage space is a somewhat intangible selling point that makes people feel more comfortable with the idea of buying your property.


Comment On Local House Prices If Necessary


Your buyers are going to do their own research into house prices and how they have developed over the years, but you can comment on house prices if necessary. Just be careful when you do because you need to avoid or address the question of why you are selling.

For example, I have seen adverts where the seller claims that the new tram system or the new office buildings that are planned are going to help increase the value of the house by X%, but then the most pressing question becomes, “Why are you selling?” If something is planned that is set to increase the value of a house, then why sell now? The most obvious reason why you are selling is because you believe the new building or planned change will lower the value of the house.

For example, I have seen adverts where the seller has claimed the house prices have gone up by X amount or X percent every year. This may sound good, but it again brings up the reason why somebody would sell. Plus, such a claim may make a house sound overpriced. The promise of an asset that will increase in value is good, but people also want a bargain, and a house that has been rising in value each year doesn’t seem like a diamond in the rough or a forgotten treasure. My point is that you should be careful when making such claims because your interpretation may differ from that of your possible buyers.


Give Your Reasons For Selling


In reference to the last section, one may consider giving reasons why one is selling. It seems like a good idea, but it is a very underused idea. Is it underused because it is a bad idea? No, giving your reasons for selling is an underused idea because most house adverts are written by estate agents, and agents do not know your reason for selling.

The only problem you are going to have with giving a reason for selling is if your reason isn’t convincing. You have to balance your reason with being professional. For example, saying, “I am selling because I got a new job in XX, so I am moving to XX” sounds like a perfectly good reason for selling, but it may look out of place on a professional advert. Maybe try something such as, “Selling because of work relocation” or “Selling assets after divorce.” Be careful if you say you are selling a house because you inherited it because your buyers will assume somebody died in the house.


Reasons Why It Is Child-Friendly, Elderly-Friendly And/Or Pet-Friendly


If your house has features that make it suitable for kids, the elderly or pets, then make it known. Create a new section that explains why your house is child/elderly/pet friendly. For example, an elderly-friendly house may already have a stair-lift installed, or may have ramps and no steps, or the median age of the people in the area may be above retirement age.

If you took my advice, then you should be writing a section for each room. It is okay to mention in those sections if a room or area is something-friendly, but you can really push the point home if you give it a section of its own. There are people out there who are searching for child-friendly, elderly-friendly And/Or pet-friendly houses, and mentioning it in your advert is really going to draw those people in.


Eco-Efficiency And Energy-Efficiency


Most people who are able to afford a house are not going to care too much if their house is destroying the environment in one way or another. Once people leave college, get jobs, and start living a real life, their childish ideals start to drop and they see the world for what it really is. People with mortgages do not go on marches to ban petroleum products.

Nevertheless, few people want a home that is wasteful and/or excessively damages the environment, and most people would welcome a home that protects the environment (even if it is not a priority, it is still a nice feature to have within a home).

If a home is eco-efficient, then it may not sway your viewers into buying, but it is a nice touch (like a second coat of wax on a car). If the home is energy efficient, then that may sway some people. The cost of energy and utilities keeps going up and is going to keep going up until the world’s fossil fuels are gone and we can finally start using renewable energy. Energy-efficiency can be so valuable and such a money saver that it actually helps to sway a person about his or her house purchase.


The Title Should Be Descriptive And Not Short


I was reading an article on how to write ads to help sell your house and they said that short titles for adverts are the best…but they are not. The article claimed that they got more clicks, but that is because the house was pictured and the title was crap. It would be like putting a great picture on the front of the book and then naming it “A Book.” Most of the people who click on the advert will take a look and leave because the title set no expectations. Create a descriptive and engaging title, and people who are interested in your house will click on your advert.

Good and bad house selling titles

Short titles such as, “Spacious house” or “Lovely Little Sun Trap” is just not good enough. Try something such as, “A three-bedroom townhouse newly renovated,” or “Beautiful brick two-story house on the waterfront.” Longer descriptive titles are more enticing than, “Cozy barn conversion.”

Do not make your title a question because the articles and social media posts that claim questions are a clever marketing move are written by writers who have never owned a home. When you see title such as the one below, it looks more like spam than a house advert.

house selling advert with question title


Spend A Long Time Looking For Similar Houses


I left this tip until last because even though it is the most useful, it is often the most overlooked. The best way to write ads to help sell your house is to look at what other people are writing. You steal their great selling points (assuming your house has similar selling points), and you learn from their mistakes. Go hunting for houses that are similar to yours and see the sorts of mistakes that people are making when they are writing their adverts. Here are a few of the mistakes that I most commonly see on house selling websites.

  • The written copy is too short
  • The title is too short
  • Poor or unbelievable reasons are given for wanting to sell
  • Repeated use of the phrase, “Has been cleaned”
  • Not giving details of each room
  • Giving inadequate descriptions for certain rooms
  • Too many selling words without any real substance
  • Trying NLP tricks
  • Not showing the price of the home (leading people to believe it is more expensive)
  • Giving reasons why the house will increase in value without explaining why they are selling
  • The use of words WITH CAPITAL LETTERS become very annoying very quickly
  • Any lie…even small ones
  • Failing to start with an opening paragraph or bullet list of selling points
  • Writing “Calling all first-time buyers” or “Calling all investors.”
  • Adding any pressure or time limit such as, “Will be snapped up quickly.”
  • Jumping between title case, sentence case and capitals
  • Missing commas and/or using Emojis
  • Improper use of punctuation that makes the text look like it was written hastily

Want more tips on selling your house, then try our article on Home Seller Photography Mistakes.

About The Author

Ash The Great

After a varied career in different industries from the hospitality industry to the financial consultancy industry, Ash now spends his days working as a professional writer.

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