Mastering Newspaper & Online Ads – A Tactical Guide with Craigslist & Zillow Marketing Plan

Mastering Newspaper & Online Ads – A Tactical Guide with Craigslist & Zillow Marketing Plan

Source: www.REISkills.com
Module Goal: To systematically generate leads from both passive reading (FSBOs) and active advertising (“I Buy Houses” ads), including modern online platforms.

Executive Summary

This module teaches a dual-pronged advertising strategy: prospecting for motivated sellers who are advertising themselves (FSBOs) and attracting motivated sellers directly through your own compelling ads. The principles of classic newspaper advertising are directly applicable and highly effective on modern digital platforms like Craigslist and Zillow. Success hinges on consistent execution, tracking ROI, and presenting yourself as a credible, cash-ready solution.

Part 1: Finding Deals through FSBO (For Sale By Owner) Ads

This is the “prospecting” approach—you find the seller.

Core Strategy:

• Identify All Local Papers: Don’t just read the major metropolitan paper. Find small community papers, penny savers, and especially their online editions, where many FSBOs now list first.

• Know the Schedule: The most important day is typically Sunday, followed by Wednesday/Thursday for pre-weekend listings. Make reading these days a non-negotiable habit.

• Target the Right Sections: Focus on the “Real Estate for Sale by Owner,” “Houses for Rent,” and even “Houses Wanted” sections. A “For Rent” ad can signal a tired landlord who may be a motivated seller.

Action Plan for FSBOs:

1. Create a Contact Spreadsheet: Track the property address, seller contact info, date of ad, key details, and your follow-up dates.

2. Make the Call Immediately: The first caller often has the best chance. Have a script ready that focuses on their problem:

   • “Hi, I’m calling about the house you have for sale. My name is [Your Name] and we provide quick, all-cash offers for homeowners. I know you’re trying to sell it yourself, but if you get tired of dealing with showings or financing fall-throughs, we can provide a guaranteed closing. What is your ideal timeline?”

Part 2: Placing Your Own “I Buy Houses” Ads

This is the “attracting” approach—sellers find you.

A. Crafting Compelling Ad Copy:
The goal is to stand out and attract motivated sellers while filtering out unmotivated ones.

• Headline is Everything: Use bold, benefit-driven headlines.

  • Examples: “WE PAY CASH FOR HOUSES IN ANY CONDITION,” “Stop Foreclosure Now,” “Tired Landlord? We’ll Buy Your Rental.”

• Focus on the Solution: The body copy should address specific seller pains.

  • Key Phrases: “Close in 7 Days,” “As-Is, No Repairs Needed,” “No Commissions or Fees,” “We Solve Problem Houses.”

• Call to Action (CTA): Make it clear and easy. “Call our 24-hour recorded message at [Phone Number] for a free offer.”

B. Strategic Ad Placement & Logistics:

• Filtering Junker Houses: Wording like “Any Condition” attracts sellers with properties in disrepair. If you don’t want these, use “Fair Condition or Better.”

• Getting to the Top: In classifieds, ads are often listed alphabetically. Using “A1” or “AA” at the beginning of your ad text can place you at the top of the column.

• Consistency is Key: Run your ad consistently on the same days (e.g., Sunday and Wednesday) to build brand recognition.

• Professionalism in Response: Use a professional answering service or a dedicated business line to ensure all calls are answered 24/7. Never let a call go to a personal voicemail.

• Track Everything: Use a unique phone number or ask “How did you hear about us?” for every ad. This data is critical for knowing where to spend your marketing budget.

Part 3: Modern Marketing Plan for Craigslist & Zillow

The principles from newspaper ads apply directly here, with some platform-specific optimizations.

Craigslist Marketing Plan

Craigslist is the modern digital classified section. It requires frequent posting and vigilance.

1. Ad Strategy & Posting:

• Frequency: Post new ads every 2-3 days. Craigslist ads get buried quickly. Repost or refresh them regularly.

• Geotargeting: Post in the “real estate – for sale by owner” AND “real estate – wanted” sections of your specific city and all surrounding suburbs.

• Ad Copy & Images:

  • Use the same powerful headlines and body copy from your print ads.

  • Do NOT use photos of random houses. This is deceptive. Use a professional graphic with your headline and phone number, or a photo of yourself/team to build trust.

  • Include your website (if you have one) and a strong, trackable CTA.

2. Prospecting on Craigslist:

• Scan the “FSBO” Section Daily: This is your digital newspaper. Contact every new FSBO poster using the same script as for newspaper FSBOs.

• Monitor the “Rental” Section: Look for “lease to own” or “rent to own” ads, as well as landlords who may be tired of managing tenants. They are prime candidates for a sale.

3. Compliance & Safety:

• Craigslist has strict rules against spam and duplicate posts. Vary your ad copy slightly with each post to avoid being flagged.

• Use a business email and phone number. Avoid personal information.

Zillow Marketing Plan

Zillow allows you to position yourself as a local, cash-buying expert directly on the platform where sellers are researching.

1. Create a Zillow Profile (As an Agent/Other Professional):

• Even if you are not a licensed agent, you can often create a profile under “Other Professional.” Fill this out completely with a professional photo, bio, and contact information.

• Bio should state: “Local real estate investor specializing in quick, cash offers for homes in any situation. We help homeowners facing foreclosure, inheritance of unwanted property, or needing to sell a house as-is.”

2. Proactive FSBO Prospecting:

• Use Zillow’s “For Sale by Owner” (FSBO) filter. This is a goldmine.

• Contact Strategy: Do not use Zillow’s instant messaging for your first contact. It’s impersonal. Find the seller’s phone number through the ad or use a service like Whitepages to skip-trace.

• Your Script: “Hi [Seller Name], I saw your home on Zillow. I’m a local cash buyer, and while I know you’re selling it yourself, I wanted to let you know I’m prepared to make a fast, all-cash, as-is offer if it would be helpful for you to have a backup option. What’s your target closing date?”

3. “Make Me Move” & “For Sale by Owner” Listings:

• Monitor Zillow’s “Make Me Move” section, where homeowners set a price they’d move for without actively listing. These are potential off-market deals.

• Contact these owners directly with a respectful letter or phone call, introducing your services as a serious, cash-ready buyer.

4. Leverage Zillow Reviews:

• If you successfully buy a house, ask the seller to leave you a review on your Zillow profile. Positive reviews from sellers you’ve helped build immense credibility and attract more motivated sellers directly to you.

Key Performance Indicators (KPIs) to Track

To measure ROI and refine your plan, track these metrics for each platform (Newspaper, Craigslist, Zillow FSBO calls):

• Calls Generated Per Week/Month

• Leads Qualified Per Week/Month (A lead is someone who provides details and is genuinely interested)

• Appointments Set Per Week/Month

• Offers Made Per Month

• Deals Closed Per Month

• Cost Per Acquisition (CPA): (Total Ad Spend) / (Number of Deals Closed)

Conclusion: By combining the timeless principles of direct-response advertising with the vast reach of modern platforms like Craigslist and Zillow, you create a powerful, multi-channel marketing engine. The investor who consistently executes this plan, tracks their results, and refines their message based on data will always have a steady stream of deals.