Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Effective Print Advertising...

Fidelity National TitleINSURANCE COMPANY

NATIONAL TITLE SERVICE

Effective Print Advertising

Creating Great AdsCreating Great Ads

7 Steps To Writing Your Ad



AIDA: Four Basic Principles of Advertising

1. ATTENTION – your headline should attract specific prospects

Target it to the buyer, e.g., "Golf Course Living.“



2. INTEREST - Get the prospect to read the rest of the ad.

Avoid terms like "Features Galore." Spell them out. Avoid industry jargon, e.g., "w/w carp.” Provide facts. Avoid clichés. Who wants to read about another

"dream home?"



• 3. DESIRE – Use descriptive copy

Edit the copy to emphasize the best selling features

Make the house come alive through word pictures, e.g., "living room with exposed beams and lake view."



• 4. ACTION – Make it easy for the prospect to respond

Close with a call to action, a person to ask for, a number to call, an email address

Include Web site address- THIS IS CRITICAL- You must include your direct URL address in every ad. It enables every listing in the MLS to have it’s own unique website.

Your sellers will love that their listings have their own website www.mls#.domainname.com - $25.00 One Time Set Up (Prudential is already set up)

Source: USA Today



Primary reason for making a housing change…

1. Desire to own a home2. More space/ larger home or downsizing3. Relocation4. Closer to job, school, relatives

Source: NAR



7 steps to writing 7 steps to writing effective copyeffective copy



Marital status Age range Size of family Income range Occupation Lifestyle Who is the secondary prospect?

Step 1: Describe the Prospect The first step is to understand your target market. Who is the person or family most likely to buy the home?



Location Neighborhood/Area Access to conveniences Address/Directions

Size Number of bedrooms Number of baths Square footage

Step 2: Describe the Home and Community



List the features of the home or community in order of importance.

Step 3: Evaluate the Features

Try to evaluate the property

as the prospect will see it.



The headline is the most important element in your ad other than the photograph. Take the most important feature of the property and turn it into a benefit. Make that your headline.

Value: (Example: Buy Your Freedom)

Safety/Security: (Example: Built to Endure)

Status: (Example: Prestigious Tudor Under the Elms)

Step 4: Create a Headline (lead line)



In the first line, tell the prospect how he'll achieve the promise you've made. Speak of features in terms of benefits, include the property basics and justify the price.

Benefit Headline: ______________________

Body Copy: ___________________________

Step 5: Write the Body Copy



When appropriate, add a sense of urgency to your ad and a call to action.

Act Now!

Tee off today

A rare opportunity - call

Action Line Ideas:

Step 6: Signature



Ask the sellers why they purchased the house. They may describe the features you need in an ad.

Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Effective Print Advertising...

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