Who buys land on Avito and how to write an ad for the right client
Introduction
One of the most expensive mistakes in selling land on Avito is that it's harmless. A salesman writes an ad for "all" and he thinks it's a way to expand his audience. The opposite is true, when the text is written for everyone, it doesn't get to anyone.
This is especially true on the ground. The buyer of an apartment can forgive the general text, because he will quickly finish the picture of the object. This does not work with the ground. The land almost always requires an explanation. And this explanation should be addressed.
If you're looking for a family plot, you don't have to read dry investment rhetoric. If you're looking at the lyrics of silence and air, you don't understand the economy. If the glamping operator doesn't see the placement scenario in the announcement, you walk by. If the developer reads the text as a private buyer, they don't take the object seriously.
So the third lecture is to move from understanding the type of site to understanding the type of customer, because the object itself is not for sale. It is sold through the task of the person who is willing to buy it.
Why an audience error destroys a sale before you first contact
When a seller doesn’t understand his buyer, he makes three common mistakes at once.
The first mistake is to get the wrong accents, like writing a lot about the beauty of nature where the customer wants to understand the liquidity, the revenue scenario and the perspective of the neighborhood.
The second mistake is to put the wrong tone: some people respond well to a calm, clear and personal pitch; others expect business language, specifics and the logic of capitalization.
The third mistake is not what's important, the family buyer is more concerned with the sense of security and convenience, the travel operator's sense of topography, the atmosphere, the entrance, the territory and the possibility of format placement, and the investor's sense of not only the picture, but also the strategic sense.
And that makes even a good site look weaker than it really is, not because the object is bad, but because the feed is talking to the wrong person.
Principle: Advertisements must respond to the motive of purchase
The buyer of a plot of land is always motivated not only by the object but also by the motive, and until the seller understands the motive, he cannot put together a strong ad.
There are different motives: one person wants to leave the city and find a place to live; another wants to save capital or enter a growth territory; a third seeks a tourism site; a fourth looks at land as part of a future development project; a fifth just looks for an understandable inexpensive entrance in a beautiful natural area.
It's important to understand not only the client's formal status, but also the client's inner purpose, because two investors can behave differently, one looking for quick resale potential, the other looking for long capitalization through development of the territory, two family buyers can also be different, one looking for peace and privacy, the other a place with good access and convenience.
So the right question is not, "Who is my audience?" But, "What is the most likely buyer of my site?"
The main types of buyers of land on Avito
Family and personal buyer
This is a person who is looking for a plot for a house, a cottage, a ancestral space, a place of rest or a quiet personal base, and for him what is important is the sense of the environment, accessibility, silence, water, view, ease of access, understandable surroundings and everyday realism.
He rarely thinks in terms of capitalization, liquidity, development or phasing. He needs to see if the place is suitable for living or relaxing. So a too cold investment ad often doesn't work for that audience.
For such a buyer, it is important that the text is clear, calm and concrete, and that the photos should create a sense of reality, not abstract advertising.
Investor
The investor looks at the site differently. He's interested not only in the location, but also in what happens to the area next, and he's looking at the development stage of the area, the strength of the natural asset, the likelihood of interest in the location growing, the future liquidity, the monetization format and the exit scenario.
It's important for an investor to understand why this object might be interesting not only today, but in a few years, and it doesn't have to be overloaded with emotion, it doesn't have to be hooked by a dry bureaucracy, either, but it needs a strong, mature, logical text that translates natural value into investment sense.
The investor is particularly interested in the accuracy of the wording, and he can read quickly when the seller exaggerates or masks weaknesses with beautiful words.
Buyer under glamping, recreation center or tourist format
This person doesn't just buy land. He buys the opportunity to create a product. He's interested in how the place will be perceived by the guest, whether the place will be possible, whether the location is attractive, whether there is an atmosphere in it, whether it is convenient to get there, whether there is a point for which the tourist will pay.
So, the customer thinks in terms of the scenario, and it's important to see not only the site, but the future model of use, so the text should have more design meaning: relief, panorama, water, forest, privacy, logic of the placement of houses, baths, terraces, walking environment, common area.
If the seller writes for such a buyer as for a regular summer resident, he loses a strong part of the demand.
Developer and buyer of large scale
It's not retail logic anymore. It's looking at the array, the territory, the ownership structure, the scale of development, the development queues, the connectivity, the engineering logic and the economics of the future project.
It doesn't have lyrics without structure; it doesn't buy "a beautiful piece of land"; it evaluates whether it's possible to build a concept here, how to divide a project into stages, what a product might be, how to form a territory.
If the facility really fits that level, the ad should sound different: less household details, more design logic, scale, and strategic sense.
Low-entry buyer
This is a separate type. This person doesn't always have a big budget, but wants to enter the market, and his motive can be mixed: personal interest in Altai, investment in the future, and the desire to not miss the low cost of entry.
What's important to this audience is the combination of accessibility and perspective, and it's good to have a fair pitch, not to try to make a premium object out of a weak spot, but to explain exactly what the person is paying for now and what the horizon is for that purchase.
The buyer of the long horizon
This is a person who can look at complex, remote, agricultural or non-obvious areas if he sees the potential of the territory in them. He doesn't expect immediate results. He looks to the future. But he doesn't need a promise, he needs logic.
There are fewer buyers, but they are more sensitive to fair, long-term delivery, and they care about scale, neighborhood direction, silence, scarcity of space, strategic undervaluation.
How to know who your buyer is in a particular area
You need to ask yourself some precise questions.
The first question is, what is the main advantage of a site? If it's water, views, atmosphere and comfort, it's more likely to be a family or tourist buyer. If the perspective of the area is strong, the rarity of the location, the scale and the long horizon is more likely to be an investor or a strategic buyer.
The second question is: what use case is the easiest to read for the facility? House, cottages, recreation center, glamping, investment retention, development, queueing.
The third question is, what kind of person would understand the value of this site faster without a lot of explanation? That's what your base customer is.
And the fourth question is, what are the weaknesses of the object? Like the difficult driveway, the remoteness, the land category, the lack of everyday readiness, these weaknesses will immediately show who should not be put in the center of the ad.
And that's where professional sobriety comes in: you don't have to forcefully sell the object to the wrong audience, you better write straight to someone who can actually see value in it.
How to change the ad for different audiences
The same facts can be presented in completely different ways.
If you are writing for a family buyer, the emphasis will be on the environment, safety, sense of place, tranquility, nature, logic of life and recreation.
If you write for an investor, the same facts should be translated into capitalization: not just “near the river and beautiful view”, but “location with a strong natural asset that generates sustainable interest and increases the liquidity of the object”.
If you're writing for glamping, it's important to show how space works for a tourist product, not just a "site in the woods," but "a territory with an atmosphere that allows you to create a chamber format of accommodation."
If you're a developer, you need to do a different way of thinking about speech, and what matters more is the scale, the structure, the queues, the terrain, the access and the design role of the territory.
The point is that the text should speak the language of the client’s task.
Why a weak ad often contains too much excess
When the seller doesn't understand the audience, he starts uploading the ad to everyone at once, adding emotion, investment, construction, personal life, future business, infrastructure, childhood memories and a dozen other unrelated arguments, and the text becomes noisy.
Noise is the main enemy of accurate sales, it creates the feeling that the seller does not understand what his object is, and if the seller does not understand, the buyer will not understand.
A strong ad doesn't have to say everything, it should clearly reveal the main motive of the purchase and support it with a few additional arguments.
How to choose the main and additional angle of submission
For most areas, it is enough to choose one main angle and one additional one.
So for example, the main angle is the family corner, the additional angle is the investment corner, and it works well where the land is suitable for both living and long-term retention.
Or the main angle is touristy, the extra angle is natural-emotional, which is suitable for glamping, base or small recreational locations.
Or the main angle is investment, the additional angle is long-term perspective, which is logical for agricultural land or growth areas.
But if you get three or four corners, the text usually breaks down, so you have to be very disciplined: one big promise, one or two that reinforces the meaning.
How to know if the ad is written for the wrong audience
There are a few signs.
One is that you have views, but there's almost no meaningful message, which often means that the ad is opened, but they don't recognize the purpose of the ad.
Two, people write for whom the object is clearly not suitable, so the pitch is attracting the wrong audience.
Three: you have to re-explain the basic meaning of the precinct in the correspondence, which is a sign that the text hasn't done its job.
Fourth, buyers are only interested in the price, but they don't move on to the next step, which often means that the value of the object has not been sufficiently disclosed.
Five: you can't tell yourself who's the best place to be, and then the market won't know.
Frequent mistakes when working with the audience
The first mistake is to write an ad as if anyone could buy any land.
The second is to use the same tone for the family buyer and investor.
The third is to ignore the scenario of using the site.
The fourth is to promise different types of audiences everything at once.
Fifth, do not change the first line or photo to the type of client.
Sixth, overestimate interest in the subject and ignore that the real audience is narrower than it seems.
Seventh, argue with the market, rather than accepting the real role of the object.
Practical conclusion
Strong sale of land on Avito begins with the correct answer to the question: who is suitable for this object in the first place.
Not at all. Not theoretically. Not in a perfect world. But in a real sale.
If you know that a family needs a site, write to the family. If you see an investment potential, translate it into the language of capitalization and growth territory. If the site fits the tourist format, sell the product script, not just the area. If it's an array, go into the language of project and scale.
The main conclusion of the third lecture is that the ad becomes strong when it begins to speak not about the land in general, but about the task of a particular buyer.
Questions and answers
Can a single advertisement cover several types of buyers?
Partly, yes, but only if the object has a really mixed role, and you still have to choose one main angle of presentation, otherwise the text will become blurry.
How do I know who my buyer is if I think the site is right for everyone?
It's usually a seller's illusion, and you have to look at what's actually read the fastest in the object, and who's the easiest to explain it to.
Do I need to write different versions of the ad for the same site?
Yes. It's a strong practice, especially if you can disclose something in two different ways: like as a private place and as an investment.
Why aren’t the people I want to attract written?
Most likely, the text, the first line, the photo or the price of the object is presented to the wrong audience.
Can I sell the farmland to an investor?
Yes, if there's an honest long-range logic, scale, location and clear perspective, but without false promises and artificially high expectations.
Internal linking
After this lecture, it is logical to lead the reader to the following pages: “How to prepare a land plot for placement on Avito”, “How to write a strong announcement about the sale of a land plot on Avito”, “How to put a price on a land plot on Avito”, “What land plots are sold on Avito better and why”.
You should also leave backlinks to the first pages of the course: "How to sell land on Avito: a complete system of placement and sales", "What land is sold on Avito better and why."