How to write an effective real estate ad?
Writing an effective ad requires brevity and precision. Potential tenants or buyers of your property must immediately be able to find the main information relating to the accommodation. Also, sentences should be short and simple in a style that is easy to access, factual and pleasant to read. Be careful of spelling and syntax errors, limit the text (a few lines are enough), air it out and avoid inserting capital letters.
How to stand out? Real estate agencies say it bluntly: today, the majority of rental and sale procedures are done through the Internet. Also, the ad must be impactful while highlighting the positive points of housing. A tagline representing the advantages of the property is mandatory. So for example: “Two bright rooms with a large exterior balcony facing XXX (monument, sought-after location)“. Locating the property in its environment is also recommended (near transport, schools, etc.).
Good to know: the technique which aims to insert the defects relating to the property as soon as the announcement is made is not a good strategy. Indeed, their mention risks discouraging potential visitors who, falling in love with the accommodation, may decide to put up with imperfect exposure, too much overlooking or somewhat high co-ownership charges.
Finally, photos that allow consideration of the property under various volumes, angles and brightness are an undeniable asset. Their quality is essential. Always for the sake of efficiency, publish an announcement with virtual tour saves considerable time later. In fact, only potential buyers/tenants who are truly interested will make the trip to see the volumes in person.
What elements must absolutely be indicated in a real estate advertisement?
The property and its main characteristics must be described in detail, namely:
- Geographical location (municipality, department)
- The type of property (house, apartment)
- Surface area, number of rooms / bedrooms / bathrooms / separate WC (or in the same room, if applicable)
- The floor for buildings and the presence of an elevator or not (the number of floors in the building)
- Additional surfaces (balconies, terraces, gardens, cellars, parking, garage, etc.)
- The presence of one or more parking spaces
- The condition of the property (new, to be renovated)
- THE energy performance diagnosis which mentions the energy classification of the property
- The heating system (gas, electric, heat pump, etc.), the presence of a fireplace
- The insulation from which the property benefits (single, double glazing, etc.)
- The exhibition and the presence or absence of opposite
- The presence of storage (built-in cupboards, dressing rooms, etc.)
- Year of construction of the dwelling
- A statement relating to the state of natural and technological risks worded as follows: “Information on the risks to which this property is exposed is available on the Géorisks website: www.georisks.gouv.fr“.
Good to know: elements relating to heating and insulation will be included in the energy performance diagnosis (DPE) attached to the sales/lease contract. The mention relating to the DPE in the advertisement must be legiblein color and specify the energy classification by letter. When the property is classified F or G, the advertisement must include the following mention: “housing with excessive energy consumption”.
For a sale of one property in co-ownershipit is also necessary to mention the number of lots in the co-ownership, the Carrez law surface area of the property, the annual amount of charges paid by the seller and any recovery procedures in progress. Finally, in all cases, the sale advertisement mentions the price of the property with the amount of the fees including tax if a real estate agent intervenes, the price without this amount, the percentage of the fees as well as a mention relating to the payment of the fees (payable by either the seller or the buyer).
For rental, the ad must of course specify the living space, the amount of rent and rental/recoverable charges. When the property is located in an area subject to a ceiling, the mention “area subject to rent control” with mention of the minimum/maximum rent is required. The security deposit amount is also required. Finally, if the property is rented furnished, this must also be specified and the equipment made available.
If the sale or rental operation takes place through an agency, the advertisement must specify this. A SIREN number and mention of the real estate agent’s registration at the one-stop shop for business formalities are necessary.
What are the obligations when you are an individual?
Whether you are an individual or a professional, the same information obligations apply except for mentions relating to the real estate agency and its references. Since real estate professionals are required to include the amount of their fees on their advertisements, this mention will also be removed.
Where can I find examples of real estate advertisements?
Examples of ads can be found all over the Internet. Simply log in as needed and consult different sites (PAP, Se Loger, Bien ici) and take an example from the ads that seem the most attractive. Copying and pasting advertisements is not currently prohibited, as this type of content is not subject to copyright protection. Be careful, however, to ensure that the advert is adapted to the property concerned.
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