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by
Hal Douthit Thirty
years ago, real estate ad writing took a turn for the better. The introduction
of pictorial homes magazines allowed advertisers to write longer, ergo better
(usually) ads. Instead of buying space by the line or word in the newspaper,
they were buying units split between picture and copy. If they wanted to write
longer, the picture could be cropped, allowing additional words that cost
no more.
Today, with the Internet,
there are essentially no restrictions on length of copy (thats especially
true on your own Web site), which for proponents of "selling is telling"
is very good news indeed.
My advice for the Internet
is to include as much as you can about the house, but do it in a narrative
mannerdont just list features. If you have difficulty writing,
here are two tips:
- Determine what is unique
about the property. Lead off it with it, whether its a setting, large
trees, covered patio, etc. Then close with the same information. Why? Because
people remember the first thing they read followed by the last.
- Write the same
way most people describe their homeby taking a tour, starting outside
(style, number of stories, etc.) and ending in the backyard.
Technology is also leading
the way to two new developments in advertising:
- The wave of the future
in media to showcase listings will be touch screens, either in kiosks or
as wall units found in malls, supermarkets, bank lobbies, real estate offices,
airportsanywhere the public is. These screens will do everything the
Internet does (in fact, they interface with the Internet), and are out in
the public. Best yet, they require only the use of an index finger.
- Global positioning
devices allow you to do a wonderful sidebar to your advertising, showing
the distance from the house to attractions such as the nearest shopping
mall, city hall, the high school football stadium, the nearest interstate
exit, whatever. All stuff that turns guys on. And remember, they buy houses,
too.

Buyers & sellers,
visit www.texasrealestate.com.
REALTORS®, visit www.tar.org.
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