Background:

How many ways can you say “Old” ? – Writing Ads, Part 1

newspaperad1One 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
Classic
Traditional
Timeless
Venerable
Aged
Long-Established
age-old
time-honored
Antique
Historic
Ancient
Adjectives that suggest authenticity- It’s a “real” old house with “real” old house features. Original
Authentic
Genuine
Pedigreed
Period
well-preserved
Treasured
Storied
Legendary
Adjectives that express   antique qualities Picturesque
Nostalgic
Old-Fashioned
Old World
Finely Crafted
Elegant
Graceful
Some useful Nouns often associated with older houses Craftsmanship
Character
Warmth
Grace
Elegance
Dignity
Charm
Style
scriptorium If you’re ever at a loss for descriptive ad copy, try combining one of the adjectives from the first three categories with a noun from the last- advertise a house with “vintage style,” “timeless elegance,” “nostalgic charm,” “period craftsmanship,” “classic character,” or…. you get the idea.

Are we missing any words or phrases you’d include ? Have a great idea for an ad ? Add your comment below or send them to us- we’ll feature the most creative examples in future posts, along with a link back to you and your house listing.
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.”

1 Comment

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