We love to have a home with a great number of features desired by buyers. So, what do we put in the ad, what do we leave out, and how do we rank the items? Even if we grab them with our headline, we can lose that prospect at any point in the ad if they get bored or lose interest.
Let's logically assume that we want to place our feature bullet points into our ad in order of greatest interest to our prospective buyers. We can get some help in how to order these items from a recent National Association of Realtors Profile of Home Buyers and Sellers. Buyers gave the factors influencing their neighborhood choice. In order of greatest importance first, here are the top ten:
- Quality of the neighborhood
- Convenient to their job
- Overall affordability of homes
- Convenient to friends or family
- Quality of the school district
- Convenient to shopping
- Design of the neighborhood
- Convenient to schools
- Convenient to entertainment and activities
- Convenient to parks and outdoor recreation
There are more, and the order changes a bit if you're dealing with a resort or recreational community. You'll just have to buy a copy of the report if you want more detail. However, we can use this information to our advantage. Compare your listing's best points to the list. If several are there, then you might want to place them in this order. Hitting the hot button for the prospect as early in the ad as possible is what we want. By the way, convenience to airports and public transportation were at the bottom of the list.
I'm just hitting some high points out of 100 pages of critical information. The smartest $50 you'll ever spend - get the 2007 NAR Profile of Home Buyers and Sellers.
