Its all about cut through - making online advertising stand out
Each month well over 100,000 new advertisements are listed for the first time on realestate.com.au and realcommercial.com.au. These advertisements cover sales, rentals, new devleopments and share accommodation. With this many new advertisements being listed each month, it is important to stand out from the competitors.
One innovative agent in Victoria, Woodards of Carlton North, has taken a more innovative approach to advertising a home in Nth Fitzroy that is in a dramatic state of disrepair. Check out the ad at www.realestate.com.au/103087227.
So what did the agent do?
Eye Catching Title
"Archaeological Site" grabs the readers attention. It stands out from the crowd and entices the reader to look a little closer.
Interesting Pictures
The agent was not afraid of using confronting pictures. All 5 pictures show the house for what it is - perfect for renovation --- well demolition.
Quirky and Witty Text
The agent has used fun text to get the message across.
"15 RARE SPECIES OF MOULD, BATS, MICE AND COCKROACHES DATING BACK TO CIRCA 1910"
"A finer collection of early Victorian fungi, rodents and insects would be hard to find, kept safe by this controlled dark and damp environment."
"The house is currently being considered for a Commonwealth vermin/fungi protection overlay which, if successful, will see the CSIRO physically removing the house from the block and reinstating it at the Royal Biological Museum in Canberra."
"This offers a buyer a chance to build anew on a prime piece of Fitzroy land in the knowledge that this was once a site of great biological importance."
Comments
Not really interested in Australian examples like this as they do not have the Property Misdescriptions Act to contend with!
Posted by: Michael Day | April 11, 2006 09:09 AM
Michael, thanks for your comment.
This was posted as a bit of fun to show that not all houses have to be promoted in a serious manner. At the end of the day, the objective of marketing is to get cut through.
We will continue to highlight and show interesting example of property advertising from around the world, not only in the UK.
Posted by: Simon Baker | April 11, 2006 01:25 PM