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For Sale by Owner Articles • Owners.com - Advertising and Marketing Your Home

The Write Stuff That Sells Homes

By Broderick Perkins
 
Multiple Listing Services' standardized plug-in approach pretty much carves in stone what your listing will say, but you get a better shot at pitching your home when you write a classified ad, fact sheet or Internet listing for your home's sale.
Written advertising is a key component in your home sale marketing effort. The key is to avoid esoteric industry jargon, embellishments, exaggerations and cutesy phrasing, while using industry-standard phrasing and abbreviations.
Classified ads
The classified ad is your marketing plan's tried-and-true staple.
It should include the price, the fact that you are selling your own home, price, number and types of rooms, special amenities, location information, financing facts, if any, open house schedule and a phone number for appointments. Include the address unless you prefer to encourage phone inquiries. If you omit the address, include your home's neighborhood or community.
Leave room to extol your home's virtues.
"Rather than selling the bricks and mortar, sell the experience of living in your home. Maybe your home is appropriate for baby boomers. Maybe someone is looking for easy access to things, airlines, art galleries and that kind of thing," said said Bonnie Sparks, a Davenport, Iowa-based broker and author of "If You're Clueless About Selling Your House," (Dearborn, $15.95).
Fact sheet
A stack of fact sheets -- brochures or fliers -- gets popped in a holder attached to the for sale sign in your front yard. You'll also distribute it at your The sheet contains all the pertinent information about your home, as well as its highlights. Include the address, with a cross street, if warranted, age, square footage, number of levels, style of home, number and type of rooms, kitchen features, appliances included in the sale, yard and landscaping information, garage, lot size, view and "sex appeal"-- a few items that make your home unique, fun or otherwise appealing. Don't forget to include school district and community information, zoning, special financing terms, home warranties, homeowners association information, open house schedule, availability for appointments, at least one color photo and, last but not least, the price.
"Price is not unimportant, but place it at the end so potential buyers see all the 'goodies' before seeing the price," said Devine.
Electronic listing
Internet services let you add bells and whistles to your written advertising effort, including interactive options.
Taking advantage of special Web-based features help buyers find and access your home's listing, related community information, and other pertinent data you can link to your listing.
 
  Broderick Perkins, has been a consumer journalist for 20 years. Experienced in print, electronic, and consulting journalism, he is chief executive editor of San Jose, CA-based, DeadlineNews.Com, an editorial content and consulting firm.
 
© Copyright 2000 by Broderick Perkins. All Rights Reserved.

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