In real estate advertising successful appeal can be made either in display or classified columns to certain emotions.

i. Pride in ownership.

A person who owns’ his home or a piece of busi- ness property immediately assumes a position in the business and social life of his community which be- fore he did not possess. He is a better citizen. He is proud to show his friends the new acquisition and point to it as “my home” or “my building.” It is a most elevating feeling, and to appeal to it is easy.

The fact that a home has been designed by an architect of renown, interior decorations supplied by a recognized specialist, or landscape laid out by a skilled authority in this class of work, is a definite appeal to pride in ownership and usually quite effec- tive in home advertising.

Calling attention to the homes of distinguished neighbors also carries great weight.

Excerpts from advertising giving examples indicating appeals to pride in ownership :

Home ownership identifies a person. Stately Tudor Home. Berkshire District. Your wife is entitled to the social prestige that a home of her own will give.

2. The desire to design and build.

As children our first toys are building blocks. Later on we build castles in sand, or we acquire structural toys or carpenter tools. This desire fol- lows us through life. Therefore an appeal to a per- son to buy a lot and build his home is an appeal to a natural desire.

Example :

Watch it grow ! Build your own home. Brookside offers ideal sites.

3. The saving impulse.

A stamp collection is one of the earliest evidences of the desire to save. A boy usually has a collection of agates, and a girl of dolls. Firearms take the fancy of some, rugs of others. Sometimes it is pennies, sometimes dimes. Accumulated savings are an immense satisfaction. Therefore an adver- tisement which offers a home or other real estate or security on the savings plan, requiring only a small payment at the start, with small monthly payments to follow, presents a human appeal that is certain to compel interest and attention.

Examples :

Rent Receipts or Your Own Home ? Which ? Easy payments make you your own landlord.

4. The parental appeal.

No appeal is greater to a mother or father than proper presentation of the advantages real home life will offer children. When a child comes into a household the entire family regime changes. Every thought is centered in the child. Its comfort and future are almost the sole objects of the parents’ life. An appeal of this sort is almost irresistible.

Examples :

Will your children have pleasant memories of home? An income from real estate will help educate that grow- ing son.

5. Ease and comfort.

An advertisement setting forth the advantages of having an income from real estate or real estate securities as a means to comfort in old age will gain the interest of investors.

Apartments, family hotels, and similar properties may be rented by appeals to desire for ease and comfort.

Example :

Every mechanical convenience, and every comfort of serv- ice offered by the Alton Arms Apartments.

6. Curiosity.

A reader’s curiosity can be aroused to the point

where he investigates. If the appeal is not strong enough to bring about the desired action, or if it does not provide means of contact it should not be used.

Example :

Prominent downtown store lease expiring. Not on gen- eral market. Call us.

7. Investment.

In advertising real estate it is possible to make a powerful appeal to those who are conservative in their wants, and demand the maximum safety. In- vestment properties and real estate securities should employ this sort of appeal. The cautious investor demands security, but is willing to take modest re- turns on his money.

Examples :

An Income for Life.

Wise Investors buy our 6% Real Estate Bonds.

8. Speculation.

The desire to speculate is human. The gambling instinct sometimes is stronger than the law of self- preservation. Often a person is willing to take every chance in a desire for quick gains, or great wealth. It is a natural and with some an al- most consuming human desire. Prospects of big returns in real estate, although the hazard is patent, will therefore strike a responsive chord in many.

Example :

Ten years ago, $100 per foot; today, $500; Tomorrow???

9. Love of outdoors.

The effectiveness of such an appeal is at once apparent. The call of out-of-doors always has been irresistible to mankind. The love of outdoors was with our ancestors, and is handed down to those of the present time. It is one of the strongest appeals that a real estate advertiser can use.

Examples :

Commanding view of mountains and valley from front porch.

Vacation! An income from Real Estate will help you enjoy it.

The basic principles of newspaper and periodical advertising are the same whether it be display or classified. Display space, however, gives room for greater range of ideas and opportunity for effects that cannot be obtained in classified columns.

Classified advertising is less expensive and more generously used. It is effective both for the large and small dealer. Its clientele is composed largely of “live” prospects. The readers either want some specific real estate or are interested in it, or they would not be looking in the classified columns.

For the purpose . of establishing the name and character of a business, brokers often conduct general advertising in the classified space. It reinforces other advertising and because of small expense can be repeated often. The same care should be exercised to make a classified advertisement the dominating influence as in display advertising.

Brevity usually is the thing most to be desired in advertising. In “want ads” this is too often over- done. The small advertisement should tell a complete story, present a definite appeal and suggest action.

This classified advertisement did not get results :

“Neighborhood store $25. Steam heat without extra charge in winter months. Junction Rockhill and Country Club car lines. Established business center/’

This one was successful :

A Woman’s Opportunity

“New store room suitable for apron shop, dry goods and notions or art furniture. Rent $25 per month ; heat included. Located in South Side business district, 43rd and Main, at junction of Rockhill and Country Club car lires. Open 9 a. m.”

Another contrast is presented:

“For Sale lo-room suburban residence. Dining room, living room, kitchen and den, ist floor; 4 bedrooms and bath second floor ; priced reasonably.”

The above lacks human interest, and has little to commend it.

“For Sale A hospitable country home in a beautifully landscaped setting. Pear trees, gooseberries and currants form border of vegetable garden ; 4 sunny, well ventilated bedrooms, hot water heating plant with oil burner ; 10 rooms in all. Close in. Call us for appointment.”

This requires more words, but tells the story, presents a real human interest appeal, and suggests a means for the reader to establish contact with the seller.

Very often it is best in a classified advertisement to emphasize some one particularly appealing point of interest about the property advertised, trusting to that to bring the inquiry, such as a description of kitchen conveniences, the fact that there are 23 outlets in the house for electrical appliances, that a storeroom covers a 40- foot span without pil- lars, that a certain tract of ground provides an opportunity for gravity unloading.

Do not waste space in classified advertising with inconsequentials such as the fact that a home is equipped with a kitchen. Of course it is. But be sure to tell an interesting story. If there is some- thing particularly unique or attractive about that kitchen tell what it is. It may arouse a woman’s curiosity to the extent that she will call and inspect the property. Do not lose sight of the definite appeals that can be made. Curiosity is one of them.

A test to apply to a classified advertisement is to submit it to the following questionnaire :

Does it appeal to any of the human instincts or emotions enumerated?

Does it give detailed rather than general or vague information?

Does it offer a definite suggestion?

Does it suggest action?

In specific advertising the most important phase is a correct analysis of the property to be adver- tised. For what is it best suited? A real estate problem properly diagnosed is fifty per cent solved.

Appeals to lofty ideals are not always success- ful. Syncopation is entertaining to some where grand opera is pleasing to others. An advertiser should endeavor to appeal to the class of persons who reasonably might be expected to be buyers of what he has to sell.

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