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Top 3 Real Estate Ads and 3 Powerful Competition Crushing Letters (Part 2)

by J. Lamar Ferren on March 6, 2010 · 4 comments

  
Post image for Top 3 Real Estate Ads and 3 Powerful Competition Crushing Letters (Part 2)

Although last week’s post didn’t generate a huge response (I think I know why…) I’m going to stick to my word and give you my opinion on the most unique ads I feel probably generate the most leads based on the competing ads I laid out last week.

I’m also going to give you some tips on how you can stand apart from your competition within your market. If you read last week’s post, then you know we can sum it all up with 3 powerful letters, which I’ll get to in a minute. With that said, let’s take a close look at the top 3 ads that I feel could be getting the most action and why:

In Third Place

Guaranteed Home Sale
We’ll buy your home in 120 days
or buy it for cash. Guaranteed!
(Website goes here)

It’s something about the word Guarantee that really stands out to me. It’s been said that using the word Guarantee in your ad can reduce the risk your target prospect may feel, increase their confidence in your services, and instantly add credibility to your business. Just be sure you can deliver on what you promise because your credibility will be quickly driven into the dirt if you don’t!

In Second Place

Sell Your House In 9 Days
Get in offer in hours. Any Area,
Condition, & Price Range-Visit Now
(website Goes here)

I really like this ad. With a soft promise of selling your home in 9 days it also tells the seller that they can get an offer within hours. It’s not specific as to how many hours, but it gives the impression that it will be quick. It’s also not specific to whether it will be a cash offer or not, however it does gives that impression based upon the fact that the home can be possibly sold in 9 days. Finally this closes out with a call to action. Saying the words, “Visit Now” or “Click Here” or “Call Now” in your ad can tell the prospect exactly what you want them to do. Surely this can be implied based on the nature of the advertisement, but you always want to have a clear call to action in your ads to eliminate any and all confusion as to what you want your prospect to do.

Again, be sure you can deliver on your promise. Steph Davis wrote an awesome post on How To Sell Your Wholesale Real Estate Deals  in 7 days or less that is worth a look.

And In First Place (drum roll please…)

We Buy DC-VA-MD Houses
Cash Offer within 24 hrs. No fees.
We Buy As Is. Wash DC based.
(Website goes here)

This was a tough decision, but I think this was the top ad. Remember, last week I told you that I Googled, “Sell my home fast” as if I were a seller and found all these ads in the Google search results. One thing to note is that I’m located in Virginia, so all the ads I saw were based on advertisers who targeted my location. Not everyone will choose to advertise nationwide. Some can get specific to the state, or even the city.

In my opinion, this ad would seem to stick out more to a local seller. Not only that, but we also have the Cash offer in 24 hours promise; this is specific and of course a seller knows that a cash offer can get their home sold faster. Buying “as is” would be another benefit and the phrase doesn’t blend in with the rest of the ads that say, “Any Condition”. Yes, they have the same meaning, but because you’re using different words, you’re not blending in with everyone else.

It’s all about standing out.

3 powerful words that can Crush Competition

Your U-S-P or Unique Selling Proposition is what separates you from your competition. It should be specific, beneficial, focused on a certain location or niche (target prospect). Therefore you USP must be a unique and compelling message that speaks directly to your prospect while  promising a great benefit, value, or service that gives them a a really good reason to choose you over anyone else.

One example that is often used is the old Dominos Pizza example:  “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”

Not only will I get my pizza fresh and hot, but I don’t have to go pick it up and it will be here in the next 30 minutes or I get it absolutely free? Calling now…

That is the message you want to have in your USP: Great Benefit, Quality of Your Service, and a unique Promise You Can Deliver on.

Other things that can make you stand out are giving away informative reports, dvds, audio messages or fact sheets that educate your prospects on topics like, their market, why they should work with you, how you can deliver on your promise, etc.

Here’s an example:

Get a Cash Offer in 24 hours
Free Video Reveals How to
Sell Your DC home Fast-Click Here
(website goes here)

The ad above has not been tested and is just a sample. FYI

It’s all about what you can do to stand apart from others.

Hope that helps…

To Your Success,

J. Lamar Ferren

“New Breed” Investor

ps. Do you agree or disagree with the results I chose? Why or Why Not? Leave a comment below.

Photo: Salvatore Vuono

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{ 3 comments… read them below or add one }

Mark S. March 10, 2010 at 10:10 am

I’ll definitely have to agree with your top pick for all the same reasons you chose it. I’ve come to realize that in advertising, you need to stop and think about the customer when creating your message. Many people just shove the info they want to share out without considering how the recipient is going to process the info.

Reply

J. Lamar Ferren March 10, 2010 at 3:33 pm

Thanks Mark! And you make a great point, if people considered the thoughts of others before writing their ad, whether it be 3 lines or a full page ad, I’m sure they would get better results. Doesn’t hurt to test
.-= J. Lamar Ferren´s last blog ..Real Estate Ads: 3 Letters That Can Crush Your Competition (Part 1) =-.

Reply

James March 28, 2010 at 6:43 pm

Mark nailed it. You have to know your customer’s mindset as well as the state of mind they are likely to be in when they read your ad. Good Post.

BTW, J, I agree with your number 1 choice. Specificity, Baby!

Reply

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