Conseils pour créer des annonces immobilières à forte audience
"Your ad on 20 different real estate portals!" - while mass publication was still a central argument of some providers for successful real estate marketing a few years ago, it has become increasingly less important today. For the marketing of special properties such as castles and manor houses, it does not necessarily bring added value. Especially not if the respective real estate sites predominantly serve the local and consumer-oriented mass market. If your experience suggests that a property offer will take longer to market, it may make more sense to focus on one or a few specialized providers. But also here it is important not to rely solely on the presence there as well as indicated user numbers or the popularity of a provider.
REALPORTICO, for example, offers you the technical prerequisites to reach your target groups at home and abroad. In order to create a perceptible offer with permanent inquiries, a property for sale must of course first have a basic potential. Read in our guide how you can decisively influence the reach of your real estate advertisement on this basis and how you can receive more inquiries from prospective buyers.
1. Meaningful Title
The heading of an offer is one of the most important elements of a real estate ad. In the search results, it helps decide whether the offer is interesting enough for a user to call up the detailed view. It also gives you the opportunity to make your offer clearly findable via search engine queries. Therefore, it is of central importance to include relevant keywords in the title. Unsurprisingly, very many real estate ads still use weak standard headlines. Slogans such asSpace for your dreamor
Special offer!are used in the daily housing market but in this particular segment they tend to have a negative impact on potential buyers. Such phrases make your listing hardly noticeable or findable outside the published real estate portal. Also, the use of superfluous punctuation and special characters does not create any added value in terms of reach and visibility. Their use in connection with non-localizable phrases is particularly unfavorable:
+++Top property for capital investors!!+++
A good guideline for meaningful headings is, for example, the combination of adjective, type of property, (relevant) special feature and location. The individual criteria can be used more than once, but should be used no more than twice. Headings consisting of six to a maximum of ten words are ideal. Adjectives with an objective character (
monument protected) are weighted more heavily than subjective catchwords (
dreamy).
Charming renovated château in privat location near Paris
Large country house in Alsace, France
Cannes: Historic villa in the south of France with panoramic sea view
Tools such as the Google Keywords Planner can help if needed, find high-reach keywords and terms. Also, keep regional specifics in mind when choosing a property type. Terms such as
castle,
manor,
hall,
palace,
châteauor
country estateare often used synonymously, but are used differently in individual regions. Also the combination of these designations can be meaningful:
Romantic castle/manor near Lyon, Rhône-Alpes region
2. Meaningful Pictures
Images are the most important medium on the Internet. A good photo is the first entry point for attention, especially because in the age of social media, people read long texts less and less often. It is frightening how many real estate offers in the six-figure range are advertised with snapshot-like photos. Although prospective buyers also get a first impression from blurry cell phone pictures, if aspiration and quality are dispensed with at this point, the result is that users tend to spend less time on a real estate listing page.Did you know that many prospective buyers do not use real estate portals as their first point of entry, but direct search queries?
Castle for sale Saxony
traffic engines.
Therefore, high-resolution, expressive images in combination with the correctly chosen motifs are the second big building block for more reach!
Image checklist for real estate ads
- Use current and meaningful media in good exposure, sharpness and as high a resolution as possible (min. 1,600 pixels wide). Large-format images attract more attention, but do not cause longer loading times!
- Refrain from using sample photos, dominant watermarks or image overlays with advertising messages - they disrupt the homogeneous appearance in the search results and hinder attention for the actual motif. If necessary, place logos discreetly and slightly transparently in a corner of the image.
- Class instead of mass: 20-30 carefully selected images are more than sufficient for most offers.
- "Fair weather photos" are generally recommended, but not mandatory.
- Avoid excessive use of photo effects that distort a property or its surroundings.
- For interiors: focus on space and interior design, not on photographing private objects.
- For vacant properties or properties in need of renovation: Clear away existing trash, boxes, private items, and any debris.
- For drone pictures: A drone doesn't automatically take good photos - pay attention to weather, light, sun position and subject. A shot of the roof from above, for example, is less suitable as a preview image.
- Pay attention to photo alignment and use, for example, free tools like ShiftN to give your images a more professional look.
- Make sure to use meaningful file names and assign a relevant keyword to the images to make individual photos of your ad visible in the image search as well.
- On our Instagram channel @therealportico you can find many examples of high-reach images. Get inspired!
3. Use modern presentation formats: Video, virtual tours, home staging
On REALPORTICO you can upload videos to a real estate ad and provide a link to a 360-degree tour.
Moving images and interactive presentations give prospective buyers a better overall impression of a property and its surroundings. Real-Estate-Videos
A few years ago, they were considered more of a nuisance on websites. Today, videos are more popular than ever. However, they also carry the risk of premature abandonment. The key here is to convince the potential buyer in the first three seconds. This is usually best achieved with professionally produced videos that also take into account psychological aspects of film and advertising.But "in-house productions" can also be convincing. Here, pay attention to the added value that such a film can deliver. It makes sense to show areas that cannot otherwise be captured with a conventional camera. Think, for example, of a drone approaching the property for sale at a slow speed, flying around the property or the plot from above, showing a few details of the facade and finally going inside through the opening entrance - if you manage to create a wow effect with your video, these are the best prerequisites for giving your real estate ad attention and visibility.
Virtual real estate tours
With the emergence of the corona virus and limited visiting options for real estate, the demand and provision of virtual tours has increased significantly. Cell phone apps such as Google Street View or special cameras meanwhile make it possible to create such tours with manageable effort even for non-technical users. On youTube, for example, you can find numerous instructions on how to create such 360 Grand Tours yourself. Incidentally, by including a complete tour, you can also avoid requests for additional images, which interested parties often request.Home staging: stimulate the imagination of potential buyers
Many prospective buyers have clear ideas about a purchase object. However, they have equally diffuse ideas and do not have all criteria, possibilities and alternatives in mind. Home staging can be an impulse generator here and stimulate the imagination of your customers. Especially for redevelopment-needy and vacant real estate, a good interior design opens up new possibilities and perspectives. Skillful and tasteful arrangements give an individual touch to a sales offer and can become a trigger for a viewing appointment.Modern presentation formats: Conclusion
Of course, modern real estate marketing using videos, drone flights, 360-degree tours or home staging involves significantly more effort and cost and is certainly not equally necessary or worthwhile for all sales objects. However, those who opt for at least one additional type of presentation give their potential buyers a more comprehensive impression, which can avoid further question and encourage inquiries.Especially when it comes to marketing properties that require a longer marketing period or that address an already small target group due to special characteristics such as size, purchase price or investment requirements, a seller should pull out all the stops that are conducive to successful marketing.
4. Consider foreign interested parties
What hardly plays a role in the sale of high-demand single-family homes and apartments is imperative in the marketing of historic properties and real estate in the high-price segment: Think of potential buyers abroad. Many private individuals, investors and companies are interested in acquiring foreign real estate and maintain residential and secondary residences or company locations in other countries as well. This potential target group will not necessarily find your ad where you would expect them to. Therefore, you should always provide your offer at least in one selected foreign language as well. It should be taken into account that a foreign potential buyer may not know the location of a property for sale and tends to search for foreign properties on the basis of a country or region. For example, if you provide a headlineEnglish Title: "Renovated mansion in Albenga, Liguria"
it may be advantageous for other languages to give priority to a region or the country and to dispense with the specific location in the headline.German Title: "Renovierte Villa in Ligurien, Italien"
In this way, you multiply the potential of an ad and create the basis for interested parties in in addtional target countries, to take notice of an ad. Again, the interest in your offer depends on many other factors. Providing additional languages alone does not guarantee success, but it should not be neglected. 5. Maintain ad - keep content up to date
Surely you also know real estate offers that were already created a long time ago and have been persisting somewhere on the Internet for year and day without any changes. For users and especially for search engines, outdated content is not very attractive. Even if you have disclosed all the facts about an offer for sale, it is important to modify texts and the headline at regular intervals or to supplement them if necessary. In particular, you should also provide new images or, if necessary, other media at longer intervals. Only continuous maintenance grants "long-term candidates" a chance to remain visible in the search engine ranking. Of course, this does not include real estate listings that have been marked assoldor
archivedand are still publicly available.
6. Use #hashtags
The use of hashtags has become established especially in social media for finding content. However, you can use hashtags just as much on any website to enrich texts with any keywords. Google, for example, has supported hashtag search for a long time. Although the search results prefer to display content from social media, the targeted as well as sparing use of individual hashtags can - without a guarantee - help to give even a real estate listing more visibility. If you want to make use of this possibility, you should also think about tags that have been little used so far, but are nevertheless self-explanatory. You can place tags at the end of your description, for example. Try it out and feel free to be a bit creative.Examples:
However, this technique should be used very sparingly overall. We recommend a maximum of 5 hashtags per language!#manorforsale #schlosskaufen #manorsgermany #coolproperties #realportico #palacepoland #dreamvilla #chateaufrance
7. more reach for real estate ads: Conclusion
Among all the possibilities mentioned, the actual description or exposé must not be neglected. Here you need to find the right balance between relevant information and manageable amount of text. Keep comprehensive information to interested parties, but also make sure that the description contains the most important information. Also address potentially new interested parties and inform them, for example, about estimated renovation costs or sample calculations.An orientation to these guidelines forms the basis for outreach and prospect inquiries.
If a property has still not changed hands after a very long time, despite a large range, a called purchase price is often the first adjusting screw that could be retightened.
