Real estate advertisements... with copywriting flair
When you spend your days reading through the property listings as much as the Property Observer team, and as much as many of our readers have admitted to, cliches and poorly written advertisements become as much of a painful experience as some of the terrible photos we've covered recently (see our article 'Artistically advertised properties: Can these photos really help sell?').
So when we came across an advertisement from real estate agency Hoch & Wilkinson for 2 Lavarack Street, Clermont, Queensland noting "Unlike Alice in Wonderland, there will be no need to drink a concoction that has mixed flavour of cherry-tart, custard, pine-apple, roast turkey, toffy, and hot buttered toast to enter the garden behind this quaint cottage. No need to find a tiny golden key, although there is a great chance you will discover one," we were hooked.
We started looking up more of their properties and found some of the most creative approaches to the copy we'd seen.
The brain behind these advertisements at their agency, Carolyn Moriarty, was more than happy to answer our questions. She told us the Alice in Wonderland property was due to the property feeling like a children's playground with gardens that seemed as though they were from the book.
Where do you get your ideas from?
I get my ideas from the property itself. It's usually the first thing that comes to mind and I run with that. For example, we have a block of land for sale that is 40m by 40m so the fact that it's a square was what I ran with... the headline was "When it's cool to be square".
This is what she wrote:
10 East Lane Clermont
Beauty & the Geek eat your heart out... welcome to the coolest square in Clermont. For sale is one very symmetrical vacant block of land. 10 East Lane, Clermont is for sale to someone who appreciates logic, order and rational reasoning in their life.
This perfectly square block has three fenced sides, is flat, and will be the ideal site for a perfect sized family home. It is situated in a quiet lane with kerb to kerb bitumen, close to the golf course and the gym.
Sometimes songs are the inspiration... a bit of Justin Bieber (such as this advertisement entitled 'Baby, Baby, Baby Oooh')... TV Shows, wine, books, people, words... anything really can be the inspiration!
How long do they take to write?
Some take about 30 seconds, some take hours, it depends on how I'm feeling, how involved I am with the property, how strong the idea is, how creative I feel... a whole host of factors.
What sort of response do you get from vendors and buyers?
I have only ever had one negative comment from a vendor. The property originally had the heading "The Man With the Foolish Grin is Keeping Perfectly Still..." and they didn't like that, which was a shame, so asked me to change it to "Lovely Acreage Close to Town".
Some people come into the office just to read the listings. They're not always interested in buying... they just want to read them!
I did get a negative comment once from someone who read my advertising online... the person wrote - "ARE YOU FOR REAL? This looks nothing like a cottage from Gloucester. have you ever been there?" I didn't have the heart to respond that I hadn't said it looked like a cottage from Gloucester.
Do you think other agents should get more creative with the ads?
Yes. I recently had to ring another agent because they had copied three of my entire listings and listed it as their own. I was flattered... but annoyed... I think my bosses sometimes see the headlines and think, "what is she on about now?" I hope everyone thinks that as that's the correct response, when a headline makes you think that you will be more inclined to read on.
And that's the whole point of writing them. I think agents do tend to rely too heavily on generic terms, and sometimes if I am feeling flat, I do the same. You really do need to have some passion for the property to make it sing in the advertising.
What have been your favourites to write?
2 Mimosa Street, Clermont - I loved the headline of this one - Enormous Cat Swinging Capacity... it is a big house!
This (James Bond inspired listing) also is a favourite - this was probably the quickest one I have ever written, and I loved the whole image created for this property, every time I read it, I chuckle. The thought of international spies analysing intelligence whilst drinking cognac around a fire in Clermont always makes me laugh!
I will eventually explore different ways to expand the real estate writing into other genres as well - I have a few ideas up my sleeve... just need to find the right property!
See over page for Property Observer's favourite example.
Property Observer's favourite listing from Moriarty
9 Cosgrove Court, Clermont
FOR THE NOT-SO-DESPERATE HOUSEWIVES
Situated high at the end of the cul-de-sac not unlike Wisteria Lane, sits this impressive four bedroom, one bathroom modern marvel. The bedrooms are spacious and feature air conditioning, carpet and built ins. The living areas are open and feature large easy care tiles, a neutral colour palette and modern kitchen appliances.
Step from the living area onto the front porch, where guests can be entertained, and the children can play happily with the neighbours. The 801 square metre freehold block has a fenced backyard, a rainwater tank and enough room to unleash your green finger and create a backyard to die for, but not literally of course, unlike those other housewives.
The house is situated close to the primary school, and sporting fields, ideal for the family wanting to relocate and take advantage of the exceptional lifestyle Clermont has to offer.
Contact the local Clermont real estate agent, Hoch & Wilkinson to arrange an inspection today...
LIKE WISTERIA LANE WITHOUT THE DRAMA
$420,000.00 NEG
Clearly, these advertisements get a reaction. Have you seen any that you think are particularly exciting?
RELATED STORIES:
Advertising your property to drug-dealers? This owner is doing just that
Luxury development advertising "no social housing"
The worst real estate photographs you've likely ever seen