In the vast stream of ads, a car seller has only a few seconds to interest a buyer. Avto.ru experts shared how to make an ad truly "selling" - from the first shots to the final touches of the description. According to Maxim Manaenkov, head of the professional seller relations group, it is important to skillfully combine photos, text, and reputation, because all these elements directly affect the success of the sale.
First impressions are always made by photos. It is better to keep the camera at a level of 1.2-1.5 meters, stepping back from the car by three to four steps to avoid distortion. The horizon line should be straight, and the car should be clean and well-lit. It is optimal to shoot in natural daylight, especially at dawn or sunset, when the colors are soft and voluminous. The background plays an equally important role: a modern parking lot or a new building courtyard will add neatness, while old buildings with graffiti will only distract attention.
To build trust in the ad, it is important to show the car from all sides. Among the mandatory shots are front corners, front and rear views, the engine under the hood, the trunk in two positions, door openings, the dashboard, wheels, and rims. The more high-quality pictures, the higher the trust. But you should be careful with retouching: excessive processing raises suspicions and can scare away buyers. Any imperfections in the body or interior will still be revealed upon meeting, and the buyer will feel deceived.
No less important is the "cover" of the text - the title. Here you need to not only indicate the make, model, and year of manufacture, but also emphasize the advantages. For example: "Kia Sportage 2019, 2.0 AT, 1 owner, dealer serviced, no accidents." It is important to avoid incomprehensible abbreviations and inappropriate slang. Add rare features: unique color, audio system, fresh tires, new engine. The more accurate and understandable the wording, the more likely the ad will be opened.
The content of the text should be concise and honest. Artificial intelligence today often helps sellers - ads created with its help are opened 16% more often. But even manually, you can write a strong description if you follow a few rules: indicate recent maintenance, features of the configuration, the condition of the body and interior, mention the number of keys, the presence of a service book and additional equipment. Mistakes and careless language reduce trust, while honesty, on the contrary, encourages dialogue.
You should not hide minor defects - it is better to indicate them directly: "There is a chip on the fender, visible in the photo." This will help establish contact and remove the buyer's wariness. The main thing is to put the key information in the first lines, because they decide whether the reader will study the ad further.
Even a perfectly written ad requires the right publication time. According to Avto.ru, the peak of views occurs in the evening hours from 19:00 to 22:00, and users most actively browse ads on Sundays. Calls are more frequent on weekdays, especially from 11:00 to 17:00. This should be taken into account in order to maximize audience reach.
And finally, a lot depends on the seller's credibility. A filled profile with reviews and ratings helps the buyer to make sure that he is dealing with a real and responsible person. Positive feedback increases the chances of a sale, but criticism should also be handled calmly - thank you for the review, answer to the point, and do not engage in disputes. Openness and politeness form a reputation that eventually becomes the main sales tool.
A "selling" ad is not only about beautiful pictures and successful words. This is a comprehensive work where every detail is important: from the lighting in the photo to the correct publication time and respectful communication with buyers. The combination of these factors turns an ordinary ad into a tool that really works and helps to sell a car faster and more profitably.
