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Sign into your accountWrite the Best Real Estate Headlines (with help from a master copywriter)
May 10 2017
There was a time when having a website was enough to demonstrate a company's marketing acumen.
We didn't have to strategize ways to push people to it or invent tactics to get them to stay there. A good-looking website with some shiny Flash animations told everyone your company was modern, tech-savvy and worth hiring. Automatic credibility.
The trajectory of online advertising was similar. Clicks came easily — at first.
Those days are long behind us. The Internet is only getting louder and more powerful. However, with the right digital display ad sending people to the right landing page, customers can come easy. Or easier, rather.
But what makes a good real estate advertising?
For real estate advertising, it's the same thing that makes any ad worth responding to: a great headline.
Advertising legend David Ogilvy espoused that a headline is 80 percent of an ad's worth. Get it right, and it'll be a winner. Unfortunately, it's so easy to get wrong.
Ogilvy's favorite headline was for an automobile ad:
"At 60 miles an hour, the loudest noise in the new Rolls-Royce comes from the electric clock."
That line describes features and capabilities (60 mph / peace and quiet / electric clock), introduces the product (New Rolls-Royce), and uses contradictory car ad language by not discussing engines, wheels or other internal combustion technologies.
How can you apply these ideas to an ad about a house? Here's an idea:
"There's one thing missing from this 4-bedroom: game night."
It might not be David Ogilvy, but it does describe the home while reaching out directly to a person looking for a home. It sets a scene instantly. Instead of "telling" the reader this home is great for get-togethers, the headline "shows" that same attribute.
It suggests the home is ideal for entertaining, has many modern amenities, and above all else, is for sale.
This is also known as selling the "sizzle" and not the "steak." What makes the steak delicious? The sizzle. What makes a real estate ad intriguing? A story.