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YOUR RESEARCHI need your expert opinions on my 911 Ad
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Repair repairs were made through the dealership and the car
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ALL repairs were made through the dealership and the car was repaired perfectly (no expense was spared).
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Suggestion
(ie, will it be rebranded by a new buyer?) Also, many ins cos use Carfax to check VINs when offering quotes to new buyers.
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Suggestion
As someone else stated, it would appear to be above KBB even with a clean/accident free history.
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Suggestion · Original poster
So I was hoping you guys could take a look at my autotrader ad and tell me if you think I should change anything, re-word it, etc.
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Suggestion
Everyone, just remember that if someone is actively searching for a 996 and purchases a 30 day ulimited pass for carfax, they will run the carfax, see it was in an accident with frame damage, and move on.
Test drive, look it over, you'll show them all the
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Suggestion
Tell them to come down, take a test drive, look it over, you'll show them all the repair paperwork, and if they can tell anything ever happened, you'll make an allowance in the price.....
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Ok, I will admit I'm not a good salesman. So I was hoping you guys could take a look at my autotrader ad and tell me if you think I should change anything, re-word it, etc.
Thanks, in advance...
click here
Personally I would leave out the part about the divorce being the reason for the sale.
Gives the impression it is a "distress" sale open to all sorts of low-ball offers.
John
What he said and I would get rid of the last 3 sentences. Keep the "serious buyers, No sol... no exceptions part but ditch the Guarantee starting with "However ..."
It makes your ad sound desperate.
And I was always told (by professional speech writers) that if you have to use the words "honest or honestly or truthfully" you are implying that you are not honest or truthful with regards to what you are stating.
Ditch the open engine lid pic.
Show a pic of the drivers seat.
Some excellent suggestions. One additional one you may want to consider is to use paragraphs - it makes it a lot easier to read. When I was searching for my car, some of the ads were unreadable due to a lack of paragraphs and I would tend not to read them in full!
need a pictures of the:
drivers seat and bolster
close up of front bumper showing any chips or not
picture of option label on the underside of the frunk
GL
my re-write is just for ideas.... I dont think yours is bad, I just changed up the order a bit....
One of the last 996s to come out of Germany. Originally custom ordered and fully loaded it features, Electronic Sport Seats w/ Porsche Crests in the headrests, Thicker Steering Wheel, White gauge faces, Carbon Fiber accents, Tiptronic and more.
Additional upgrades after delivery include EVOMS CAI, Gyrodisk Front Rotors, L&N Spin-on oil filter, Modified exhaust, LED lighting.
This is an excellent example of one of the finest cars ever made. It has always resided in California where I am the 2nd owner. Meticulously maintained inicluding Oil changes every 5k miles and new Sumitomo HTRZ Tires. I know this car inside and out, and can answer any questions you might have. My intention was to keep it forever. Life doesnt always work the way we plan.
Disclosure: The car was in a minor accident over a year ago. I have pics, as well as documentation. ALL repairs were made through the dealership and the car was repaired perfectly (no expense was spared). I have driven it for 26k miles since, and there are absolutely NO issues. I am so confident in the repairs and current condition of the car that If any major issues are found during PPI (pre-purchase inspection at reputable shop of your choice), that the Tech feels were DIRECTLY related to it, and cause you to walk away, I will pay for the cost of the inspection myself (up to $300).
Ok, Ed's suggestions have been added as well. It takes a while to update, so for some reason the text is now a mishmosh of original and edited wording.
As far as spacing goes, I have paragraphs in my text box, they don't seem to carry over into the ad. Am I missing some little trick to keep the spacing?
I will work on the pics tonight.
Good stuff!
I am not sure what this means, "It tracks perfectly, no uneven tire wear, no mechanical problems."
I assume you don't mean you have taken it to the track!? It's not clear to me. However, if you have you probably don't want to advertise that!?
Wow, this was a great idea as there are lots of critics here.
As a person who is shoping here are my thoughts:
If you have the window sticker, include a picture. If not, include a picture of the option code sticker under the hood. Also, do you have all the keys? If so, note that too. Is the accident noted on a carfax? If not, that would be a plus as the buyer would not have explain an accident when they go to sell or trade it in. If the accident is on the carfax there is some diminished value.
I don't want to bash your car, but it has 3 problems:
1) Tiptronic
2) Higher miles
3) Accident history
Now look at your competition. Here is a similar car to yours. It has less than 1/2 the miles, is a manual, is certified and being sold by a dealer (full retail). The asking price is 42K, just 5K more than yours. I'd bet one could get it for $39K.
http://ucl.porsche.de/ucl/plsql/usa/...&pnr_=1&lnr_=4
http://cgi.ebay.com/ebaymotors/2003-...item5638bd5d36
On your car, the KBB Private Party Excellent Condition value (in my zip) is $35,500. I wouldn't list it higher than that.
Just my thoughts.
Since it is a Tip (no judgement) you might get potential buyers who really are not enthusiasts. The good news is that it broadens you potential group of buyers, the bad news is they may say to themselves "what the hell is a 996 and why was this one of the last of them? I thought this was a Porsche 911?"
Every enthusiast will know what it is but you may scare away the guy who wants a great looking Porsche, doesn't have a clue about them, and can't drive stick.
Just throwing it all out there....
Good luck.
Jim
you mean about the accident?
I was on the fence too.... do you disclose that right in the ad or wait.... its a tough call (one that I also have to deal with.) Since it was in the original ad, I opted to leave it in my re-write which is just for ideas anyhow......
Ahhh, yes the disclosure clause, which was actually my primary reason for this post, but I didn't want to steer any comments.
Yes, the accident is listed on the carfax. It does indicate frame damage on the report. I have paid for the report so that everyone can view it for free, so I'm not hiding anything. And I am fully prepared to give FULL disclosure to anyone that asks. The car really is in perfect condition now. I have noticed no ill effects from the accident, and I have nothing to hide.
So, the question is...include my little paragraph in the description and risk scaring buyers away prematurely, or take it out and answer on an as needed basis??
What do you guys think??
Good suggestions.
I do have the window sticker, 2 keys, and the accident is on Carfax.
Interesting that your area KBB lists it at $35500 b/c mine listed it $2k higher. Anyway, the price will be dropped at regular intervals until it sells.
Thanks for the analysis. Very helpful.
I would:
1- include that you are a Porsche enthusiast (and if you are a PCA member, then also mention that);
2- include the option codes w/ the options you list and/or take a pic of the option code sticker
GLWS!
///Michael
Will the carfax damage report affect a buyers titling process? (ie, will it be rebranded by a new buyer?) Also, many ins cos use Carfax to check VINs when offering quotes to new buyers. Despite being repaired, it does impact value and insurability.
As someone else stated, it would appear to be above KBB even with a clean/accident free history. To me "frame" damage on a Porsche is an easy 10-20+% off a "good car" price, maybe more. Same to me as a salvage title. Also, 80K miles is high for what is typically thought of as a 3rd, or 4th car.. a toy.. a luxury.
I imagine you don't want to sell but need to sell. Playing the pricing changes of $1k or so every couple of weeks won't help much. Be realistic about the minumum you will take for the car and put it on ebay. Minimum reached? car sells.
not sure i call sumitomos an "upgrade" on what was originally a $90K car
Pic of mirror/radar detector? why? show me trunk.. option sticker.. seat bolsters and driver side carpets.
Hey Aaron, I would make the disclosure on the phone, people may be just jumping to the next ad and not considering your car because of that.
Tell them to come down, take a test drive, look it over, you'll show them all the repair paperwork, and if they can tell anything ever happened, you'll make an allowance in the price.....
I agree to take out the accident clause from the ad.
For local buyers I would wait to discuss until they show up in person or waint until they ask about paint work. Then break out the photos of the documented repair.
For out of town buyers I would wait to disclose until they call you on the phone. Emailers are not that serious. Those that call are.
In either case I would not call it an accident. If you really feel it was minor, call it a "love tap" or a parking lot "inncodent". Softens the blow a little.
Here is another comparable. The guy emailed me on one of his other cars for sale and I saw this in his inventory:
http://web.mac.com/autokennel/iWeb/A...27D-47FE-9492-
Everyone, just remember that if someone is actively searching for a 996 and purchases a 30 day ulimited pass for carfax, they will run the carfax, see it was in an accident with frame damage, and move on. Best to disclose the accident in the ad IMO.
Instead of "life doesn't always work out the way we plan"
You might Say "I'm motivated to sell but this is not a distressed sale. If I wanted a low ball, quick sale I would simply sell the car to carmax. My goal is to place the vehicle in the hands of another Porsche enthusiast at a fair price for both parties. Bring your very best offer and I will consider it."
As someone who has sold a few cars and recently a 911 in 2009, and made my share of mistakes, I can offer these observations:
1) I listed my car (2002 C4 Cab 55K miles) for what I thought was a reasonable initial asking price ($35K) in the summer. I anticipated selling it in the mid $30K's It took me 6 months to sell and I had to drop my ask price to $31K before I sold it (sold it for $30K). It wasn't until I lowered the price to $32K before I got any serious lookers and only a few offers. Don't make the same mistake I did. Set a low enough asking price so you generate interest in the car and many looks and offers. That way you can pick and choose among potential buyers. If you price it too high, you might only get 1 potential buyer who has a huge negotiating advantage over you. The 3 things that will draw eyeballs to your car are the asking price, the mileage and the location. There is nothing you can do about the latter two - not legally anyway. I found that most buyers don't seem to want to haggle much, there is the occasional low baller, but if the price is too high most buyers will just skip the ad and not contact to haggle.
2) The idea is to attract as many buyers as possible to read the ad and contact you and look at the car and make an offer. Buyers like clean, well functioning, reliable, well maintained cars owned by meticulous honest private sellers - for a reasonable price. They don't want former track toys or a customized street rod. Stock and OEM is good. Don't give buyers a reason not to call you.
3) There are many many cars out there for sale. It's a buyer's market. Your ad has to attract the buyer's attention right away. List the important information that a buyer wants to know about the car in an easy to read manner. The buyer will only look at your ad for a second or two so if the car's features are buried in the middle of a paragraph, it will never be read. Make sure it is accurate and clear (not everybody knows the Porsche nomenclature so write Xenon Headlights instead of Litronics. Important to list: Exterior and interior color (Arctic Silver?), interior trim levels; leather; tire and wheel size; all wheel drive; traction control; stability control; xenon headlights; stereo system; maintenance history; PCA membership etc.. Some people only want a car that has certain options e.g. PSM so make it easy for them to find. Don't assume everybody knows what come standard and what are options on your particular model.
4) It is just as important to leave out certain things from the ad. Skip the biography (yours and the marque's). A buyer looking at your car knows why they are interested in Porsche. Leave out the aftermarket mods. Anything that makes the car seem modified for the track or heavily customized to your personal taste is a negative. It is the rare buyer that is actively seeking aftermarket mods. Most buyers want a good reliable vanilla car. It's just like staging a house for sale. Leave out the damage and any negatives, you can discuss that in person or on the phone, after the buyer has contacted you.
5) Without going overboard, use evocative words to describe the car. I copied these from the brochure: "razor sharp rack and pinion steering"; "crisp handling"; "race inspire 5 speed Tiptronic"; "unbridled engine" etc.
6) Read Dan Ariely's Predictably Irrational
GLWTS
Disagree.
I say ditch the whole deal. The reason your selling is not something that needs to be described up front, but if you feel like you want to mention it, you can put in whatever BS line you want. The bottom line is that why your selling just doesn't matter. Make up whatever you want.
Also, don't call it a super car, it isn't one.
All good suggestions...changes have been made again.
I paid for the carfax link from the get-go. Everyone that looks at the ad can click the link and see the car's report for free. Therefore, I have decided to take out the long disclosure. I agree that it's not good to lead w/ potential negatives.
I just got a scanner, so I uploaded the sticker. Have to say I really like that. Good suggestion.
I still can't figure out how to space out the text. Working on that.
I'm not good at sales and my heart really doesn't want to let this car go, so I knew that the ad was weak. Thanks for all the comments so far.
Not sure if you can take more pics, but I agree with the previous poster who suggested you ditch the pics with the hood open. At first glance it looked to me like you had some kind of aftermarket wing on there.
Great suggestions on the text, I think you've got a good ad.
Yes! I had to leave the engine open, but I managed to MAKE it fit. See, you didn't have to sell yours.
BTW...after yesterday's changes, hits on the ad have almost doubled.
We might be inclined to charge you a consultant fee but all is free for folks who treat animals well.
Off topic:
I loved your sig line "He is your friend, your partner, your defender......
Why did you change it?
I copied that quote and I have it hanging in my office.
Never watched another Eagles game (life long fan) after they signed Vick.
Peace and good luck with all that you have going on.
Jim
Jim,
I changed it for the time being because I thought this one was short and to the point. My two pups have been great support recently. More than they will ever know. I really do think they have a lot to teach us about life, love, and loyalty.
Yeah, Vick is a POS. Hopefully some dog lovers on the opposing teams will end his career early, but I digress.
Couldn't agree with you more on the Vick comment.
Animals are wonderful all the time but they really do help getting through the tough times.
My wife and recently rescued a Mastiff pup that didn't have a very good 1st year of life. We also have a diabetic cat that we have inject with insulin every 12 hours. I wouldn't trade them for anything.
