MMR Worksheet for Advertising Copy
Instructions to Submit Ad Copy:
Combine your ad copy into one word document and submit without underlines, bold formatting, and caps. There should only be one space between sentences. Do not include a call to action, as this is implicit in the ad. Save your file in the following naming convention:
Owners Name.Agent Initials.
For example: Livingston.JMC.doc
For example (multiple properties or lots): Smithlot4.JMC.doc
Submit this worksheet and ad copy by fax or email to Marketing Services for all new, revised or updated listings.
Copy will be refined as needed by the Marketing Services Department. MSD may suggest grammatical and punctuation changes, and tighten sentence structures. A Proof will be sent back to the assistant and the agent.
Proofs will be returned to agent and assistant within 24 hours.
A Master Copy of the final document will reside within the Marketing Services FTP site. Your assistant will have full access to final copy.
Changes to Copy:
Any changes to ad copy and price must be submitted the same way. Submit all changes or revisions to MSD, proof within 24 hours, final version resides on Marketing Services FTP site.
Owner:Agent:
Property Type:Price:
Town/City:Area/Subdivision:
Property Address:
Helpful Suggestions on How to Get Started
1)Identify the profile of your Buyer (Clue: When writing copy it is important to know who your buyer is!)
2)Keeping the Buyer in mind, identify the single most compelling reason to buy the property. (Clue: why did the Seller buy the property?)
3)Describe the property to the perfect Buyer. (Clue: Order items as you would if you were taking a buyer on a tour of the home.)
4) List other unique features about this property and its location.
5)Facts:
Bedrooms______Baths ______
Year Built ______Style ______
Other______
Examples: Acreage, Extra Rooms, Year Remodeled, or other material facts that you have not covered yet.
Headline
Keep short and sweet … 3+ words is ideal. Attract the individual to read further. Try to stimulate thought by being more explicit. Differentiate your listing. Do not use the location in the headline since our advertising reflects the location already. Identifying the area in your headline is good.
Some examples: Aspen | West End Pied A Terre Aspen | Town-To-Mountain Marvel
Basalt | Be Captivated. Again. Carbondale | So Much In A Location
Glenwood | For The Active Lifestyle
Headline: (Do not use the location in the headline)
Short Copy (35 words or less, includes price and address where applicable):
Sample Short Copy:Carbondale | Dazzle Your Senses
Luxurious golf course home in Aspen Glen. Perfect for entertaining, yet so very livable. Wonderfully bright and open with lots of windows, custom fireplace and hardwood floors. Extensive decking with fabulous view. Luxury you deserve. $1,050,000
Michele DeChant |
Long Copy (50 – 60 words):
Agent/Seller Quote (1 concise sentence):
LOCATION (Subdivision, Area):
HIGHLIGHTS:
STREET ADDRESS:
LEGAL DESCRIPTION:
CITY:
COUNTY:
SQUARE FOOTAGE:
Lot SF:square feet
Lot Acreage: acre (Per)
ALLOWABLE FAR: square feet
UTILITY SERVICES:
Water(name of provider):
Sewer(name of provider):
Electric(name of provider):
Gas(name of provider):
WATER RIGHTS:
MINERAL RIGHTS:
ACCESS:
PROPERTY TAXES: $/year (2006)
ASSESSMENTS: $/yr Homeowners Association
REAL ESTATE
TRANSFER TAX:_% of purchase price paid by Buyer
PRICE: $
TERMS:
POSSESSION:
EARNEST MONEY:
MLS #:
Describe incomplete sentences, the saleable characteristics of exterior featuresof the property.
PROPERTY FEATURES:(Descriptive)
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ADDITIONAL FEATURES: (Improvements)
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POSSIBLE USE: (Bullet)
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INCLUSIONS: (Bullet Format)
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DOCUMENTS ON FILE: (Bullet Format)
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DISLOSURES: (Bullet Format)
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DIRECTIONS: