So you have decided that you want to post your house for sale by owner. Without the support of a real estate agent, getting the exposure that your house deserves can be difficult, so the importance of writing a great real estate ad is even higher when you won’t have a professional and their network supporting your marketing efforts. Remember, you are trying to market your house, so try and maintain a critical distance from it and understand what potential buyers are looking for. You might think the sauna or your custom dog washing station is an amazing feature, but the reality is, most buyers are not going to consider that a top selling point. Read the house listings for homes that generated a lot of interest in your area and try to emulate the parts of them that apply to your home, and follow our tips to create an ad that will generate attention.
Highlight unique features (provided they are desirable to most). A walk in pantry, wine cellar, en-suite bathrooms, and other stand out features that most people will want should be highlighted in any house for sale ad.
Entice. Remember, you want people to come see your home, so provide just enough information that they will want to see more. Focus on attributes that have a wide appeal, such as finished basements, high ceilings, bay windows, fireplaces, etc. Don’t focus too much on “upgrades” that may not appeal to everyone, such as pools, second kitchens, saunas, panic rooms, etc. Mention desirable brand names if applicable (if you shelled out for Bosch or Viking appliances on your new kitchen, mention it).
Mention upgrades. If you have kept your home in good condition, make it clear. A well maintained and recently upgraded home is very desirable. Buyers are especially interested in recently replaced roofs, windows, and heaters.
Consider your language carefully. Use lots of descriptive words to really illustrate the character of your home through words. Do not use any negative words – think “cozy” over “cramped”, “character” over “old”, and so forth. While you don’t want to bore the reader by writing too much, make sure you have a solid description that will answer some of the major questions that readers will be asking, and get them to imagine themselves in the space you are illustrating through your words.
Don’t profile the buyer. Anyone with the money could be buying your property, so don’t assume based on your neighbourhood or price what that person will look like. You might have fond memories of raising your family in your home, but that doesn’t mean the prospective buyer cares that has a room “perfect for a nursery”, or that the basement apartment is “ideal for the in-laws”. Focusing too much on what you think your buyer should look like might alienate other potential bidders on your home.
Be findable. Remember, many potential buyers are searching by area, so do your best to appeal to both search engines by listing the postal code, well known nearby landmarks or prominent intersections, the name and any nicknames for the neighbourhood.
State your price. If not there, people will assume high, and serious shoppers may think you are out of their price range.
Posting your ad on Kijiji? Get more views by sharing your ad to social networks, and purchasing ad upgrades such as the top ad feature. Learn about how to create an effective Kijiji ad.