One of the challenging tasks when marketing a historic home is writing the ad copy for the newspaper and online advertising. In the real estate classifieds, you’ll see the same words again and again- “lovely,” “beautiful,” “spacious,” “charming” and a few others. They may be true, but they’re pretty boring and overused, and not especially meaningful.
A good real estate ad, one that catches the reader’s attention and holds it, appeals to buyer’s emotions. It uses descriptive words that capture the flavor and personality of the advertised house. The ad reaches out, grabs the reader, and wraps them in the feeling, ambiance, and aura of the home that could one day be theirs. That’s especially true for advertising historic homes.
Using “old” in describing a house just makes it sound a little decrepit and, well, old. “Historic” and “antique” are good, but can get overused and don’t always paint interesting mental pictures. The best ads tug at those emotions… readers ought to be able to experience something of the house through the ad’s words. So…you need the right words. Here is our list of useful adjectives to use in advertising the older home. Some are descriptive, some evoke certain emotions, some tap into old memories. Keep this list handy and let us know what words you’d add to the list.
|Adjectives that suggest Age and “Oldness”||Vintage
|Adjectives that suggest authenticity- It’s a “real” old house with “real” old house features.||Original
|Adjectives that express antique qualities||Picturesque
|Some useful Nouns often associated with older houses||Craftsmanship
|Watch for Part 2 for more copywriting advice you can use and… we’ll search for some different ways to express that frequently-used chestnut- “yesterday’s charm with today’s conveniences.”|