I always tell our advertisers to provide as many details about a property as they can (whether online or in print). Some advertisers think by not providing certain information it will force the customer to call or email for additional details. I believe you're missing out on a potential lead by not supplying the information. Today we received a copy of a REAL lead which came in via our website from a listing which was posted to Zillow (one of our partner sites). I have removed the listing details as well as prospect:
"I am writing to you as a service to you and your associates. I came upon this listing on Zillow and frankly I have been disappointed many times by the lack of detail posted online for properties. Frustrated is probably a better word. I'm searching Zillow and many other sites for information on properties, and I am just like MLLIONS of others just like myself. I reside in Yuma, Arizona and am looking for property in Tennessee and when virtually no details are included in a listing, I simply move along to another property, hoping to get some better information. The phrase "Get ahead for a change" means nothing to me. I've been getting ahead for my entire lifetime. Millions of people search for property for retirement purposes and many of us do it online before we travel to see property and there are so many listings that we do not have time to email for further information on a property which has no, or almost no, basic information included in the listing. You will have much greater success if you give a reasonably complete description of a property instead of simply dumping it online with no details. Also, often there are photos but they rarely (very, very rarely)include any information as to the view. We, who seek property, would like to know whether we are looking at, or from, the property. I would like to know whether there is a HOA and the fees, if applicable. What about water other utiities? For example, High speed internet access is VERY important to me, while I couldn't care less about cable TV. I do not mean to be critical of you (in particular)in saying this, but my frustration level just happened to peak out as I viewed this listing. It was entirely random that this letter was written to you. I've never done it before, and I never will again. I am NOT applying for a job, but I can state to you, without qualification, that if I were on your staff, as the internet interface person, your sales would soar! Baby Boomers (me included) are looking for a place to retire and there are at least 25 Million of us. Stop them in their tracks by giving complete information online. You will be glad you did! No one else is doing it and you could really stand out if you do. Sincerely, (name removed)"
Details, details, details. Consumers want it and if you're not providing it either online or in print then you're missing out on a potential lead. With Homes & Land, we give our advertisers the option to have both a print caption and a web caption. Obviously, you can fit more detailed information online then you typically can in print. Make sure you take advantage of this feature and give details!
