1. Effective Print Advertising
Creating Great Ads
7 Steps To Writing Your Ad

2. AIDA: Four Basic Principles of Advertising
1. ATTENTION – your headline should attract specific prospects
Target it to the buyer, e.g., "Golf Course Living.“

3. 2. INTEREST - Get the prospect to read the rest of the ad.
Avoid terms like "Features Galore." Spell them out.
Avoid industry jargon, e.g., "w/w carp.”
Provide facts. Avoid clichés. Who wants to read about another "dream home?"

4. 3. DESIRE – Use descriptive copy
Edit the copy to emphasize the best selling features
Make the house come alive through word pictures, e.g., "living room with exposed beams and lake view."

5. 4. ACTION – Make it easy for the prospect to respond
Close with a call to action, a person to ask for, a number to call, an address
Include Web site address- THIS IS CRITICAL- You must include your direct URL address in every ad.
It enables every listing in the MLS to have it’s own unique website. Your sellers will love that their listings have their own website
- $25.00 One Time Set Up
(Prudential is already set up)
Source: USA Today

6. Primary reason for making a housing change…
Desire to own a home
More space/ larger home or downsizing
Relocation
Closer to job, school, relatives
Source: NAR

9. 7 steps to writing effective copy

10. Step 1: Describe the Prospect
The first step is to understand your target market. Who is the person or family most likely to buy the home?
Marital status
Age range
Size of family
Income range
Occupation
Lifestyle
Who is the secondary prospect?

11. Step 2: Describe the Home and Community
Location
Neighborhood/Area
Access to conveniences
Address/Directions
Size
Number of bedrooms
Number of baths
Square footage

12. Step 3: Evaluate the Features Try to evaluate the property
List the features of the home or community in order of importance.
Try to evaluate the property
as the prospect will see it.

13. Step 4: Create a Headline (lead line)
The headline is the most important element in your ad other than the photograph. Take the most important feature of the property and turn it into a benefit. Make that your headline.
Value: (Example: Buy Your Freedom)
Safety/Security: (Example: Built to Endure)
Status: (Example: Prestigious Tudor Under the Elms)

14. Step 5: Write the Body Copy
In the first line, tell the prospect how he'll achieve the promise you've made. Speak of features in terms of benefits, include the property basics and justify the price.
Benefit Headline: ______________________
Body Copy: ___________________________

15. Step 6: Signature
When appropriate, add a sense of urgency to your ad and a call to action.
Action Line Ideas:
Act Now!
Tee off today
A rare opportunity - call

16. Ask the sellers why they purchased the house
Ask the sellers why they purchased the house. They may describe the features you need in an ad.