Think you're a property advertising wordsmith? Five common real estate ad failures

With agencies fiercely competing on their marketing expertise, it is remarkable that the majority of real estate advertising remains so poorly written.

While a growing number of agencies are now hiring professional writers, mostly the task is still left to agents who have never been properly trained to write an ad. Despite having the gift of the gab, their way with words is often challenged when it comes to creating effective advertising.

Endless entertainment can always be had by flicking through the real estate section and picking out the most calamitous advertising disasters. For agents who’d prefer their ads stand out for the right reasons, there are some very basic measures they can take.

1. Keep it real

Most home buyers have at one point had to stand on tippy-toes to spot a “fabulous water view” or visited a “spacious apartment” only to discover cat-swinging would be extremely hazardous. This tendency towards exaggeration is perhaps why real estate agents are ranked near used car salesmen on the scale of least trusted professions.

While it makes sense to point out the best features of the property, there is little value in fudging the truth. As soon as prospective buyers walk through the door they will discover that “charming cottage” is actually a dilapidated wreck, leaving the agent with all the credibility of Milli Vanilli.

Advice to agents: Don’t lead buyers on with an amazing description only to disappoint them at the open house. When buyers can trust your ads they are far more likely to trust you.

2. Refrain from writing over the top flowery nonsense

Language is much like make-up – lay it on too thick and you end up looking like a clown. So extravagant is the language used in many real estate ads that the agents may as well rock up to the open house on a unicycle while wearing oversized shoes, baggy pants and a red nose.

Example: Elegantly dress circle positioned on a big block, this sun-splashed hideaway has been restored/renovated for poolside entertaining. With significant frontage yet incredible privacy amidst low maintenance gardens, this remarkable home combines grand classic traditions with modern essentials & large proportions.

When flicking through countless advertisements home buyers want information, not confusing waffle regarding how some “sun-splashed hideaway” is “elegantly dress circle positioned”. It really does pay to keep it simple.

Advice to agents: If you feel the urge to write something flowery it may be time to compose a love note to your spouse. Most home hunters would much prefer you show a little restraint.

3. Stop composing ridiculously long and confusing sentences

The way many agents attempt desperately to cram everything into a single sentence, you might wonder whether someone was charging them for full stops. The results are often so bewildering that even lawyers who are expertly trained in gobbledygook have little chance of deciphering them.

Example: Serenely and privately tucked away in one of Randwick's most exclusive pockets and awash with natural northern light, this exceptional semi on a large 304sqm of land ensures a lifestyle of character, space and quality over one well proportioned level. 

While this attempt to convey nine selling points in a single sentence may be considered valiant, it is still more than a tad confusing. Were the same selling points broken down into two sentences the ad would become infinitely more coherent and easy to read.

Advice to agents: There is a sure method to work out whether your sentences are running too long. Simply read your draft out loud. If you can’t comfortably get through the whole sentence in a single breath it’s time you threw in a full stop.

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4. Avoid awful headlines

All agents know the importance of creating the right first impression. That’s why they drive flash European cars and wear expensive suits. Inexplicably many still choose awful headlines for their ads.

One of the most common traps agents fall into is an overenthusiastic use of exclamation marks.

QUALITY! SIZE! LOCATION! INVESTORS TAKE NOTE!!!!!!!!!!!!

Others opt for headlines which are convoluted and nonsensical.

BRAND NEW TIMBER FLOOR AND FRESH PAINTED Large size 2 bra

Some are just plain boring.

A home to suit your needs

There are also agents who believe it best to cram every single feature of the property into a ridiculously long headline.

"The Odeon" Due-North Penthouse Lifestyle, State-of-the-Art Finishes, World-class View, Double Terrace, Double Parking

Rather than aggravating their audience from the start, agents should try their best to craft a headline that is short, sharp and focused on the property’s key selling points.

Advice to agents: Avoid long-winded, boring or clichéd headlines and try with all your might to avoid using more than a dozen exclamation marks.

5. Get the basics right

There are few better ways someone can demonstrate their incompetence to the world than to publishing an ad riddled with mistakes. As well as irritating the audience, this is sure to anger the vendor who has just laid out thousands of dollars for their campaign. At the very least vendors should be able to expect a lack of spelling errors and something resembling correct grammar.

Example: lUXURY LOCATION & A SUPER LUXURY PROPERTY 

This beautiful and super luxury 3 stories house located in the sough-after street of Castle Cove, which is closed to anywhere and takes minutes drive to city CBD. Its features offer you more than what you can imagine and request. 

Clearly this agent has a tenuous grasp of the English language and could benefit from calling in a professional. For others a simple spelling and grammar check could work wonders.

Advice to agents: Don’t ignore all those red and green squiggly lines on your computer screen and make sure someone else reads over your ad before it is put out there for the entire world to see.

Jamie Watson is one of Sydney’s most experienced real estate writers. His newly launched REwrite workshop teaches agency staff how to write better real estate ads.

You can contact Jamie via email.