The other day, a gentleman selling Cessna 172 called our office. It seems that the first time he placed the aircraft on our site, he got several inquiries from potential buyers. A couple of them even made offers. However, he held out for better offers since it was getting a lot of action. Maybe that was the right decision, maybe not. Regardless, after a couple of months the inquiries started to slow, and ultimately stop.
He wanted some advice on getting the response he was receiving initially. I figured that if he wanted these tips, several sellers out there could use this advice. I sat down and compared 25 aircraft that have received the most inquiries – not just views – to see what they have in common with each other. Here are a few of the things I found.
Photos, Photos, Photos!
Take a look at this Cessna 182. As you can see, there isn’t a lot of detail included – but there ten photos of the outside, the interior and the panel in the Image Gallery. "A picture is worth a thousand words" is an old adage for a reason – short of seeing the aircraft in person, nothing comes as close to putting potential buyers in cockpit like a series of clean, clear and bright photos. More photos also tells buyers that you have nothing to hide from them!
Imagine you only have ten seconds to tell someone everything about your aircraft. Can you do it? You had better figure it out, because that is about the maximum length of time a person will look at text when they’re skimming. We live in the Age of Instant Access, so make sure you can attract buyers instantly.
Here’s a good example of a summary that’s making an impact – this 1978 Sundowner. They touch only on specific value-added items, plus appeal to the ease of taking this aircraft to the skies. Everything about this aircraft screams "turnkey and ready" – no wonder it has received over ten inquiries in three months!
Speaking more towards the fast-paced society that we experience, sometimes you only have a few words to get out before that potential buyer moves on. The shiniest object in the room gets noticed first. This is where the Highlight tag (also known as Teaser Text) comes in handy.
When you drill down to a specific aircraft type, next to the photo on GlobalAir are a few words highlighted in red. Imagine this time that you only have two seconds to define the aircraft you have for sale. This should be a statement of value, such as "Only 130 hours SMOH" or "Price Reduced". Also effective are things that make your aircraft a rare find, such as "Totally Rebuilt" or "Millennium Edition". Even something as simple as "One Owner" or "Always Hangered" speaks to someone. The biggest crime here is leaving it blank, as you’ll be surrounded by aircraft that "speak louder" than yours.
Vote Early, Vote Often
While everything I’ve listed so far speaks to creating the most effective ad for your money, this tip speaks more to your continued involvement. The worst mistake you can do is believe your aircraft will "sell itself". It doesn’t matter if you have the most pristine, low-time and/or cheapest aircraft on the market – if you’re not actively pushing it, it will take longer to sell.
So how can you be more active in getting your plane in front of the passive buyers (the ones that wait for the right deal to present itself instead of going out to find it themselves)?
One of the easiest is with your social media pages. At the top of every page on GlobalAir.com you will see quick links to Facebook, Twitter and Google+ - log into your social media account, click on the link, and post your ad to your personal page, and encourage your friends to share it. You already do this when playing games or sharing funny cat photos – may as well use your friend network to spread the word!
Feeling aggressive? Another option is a broadcast GlobalAir sends twice a month called Plane Mail. Imagine your aircraft e-mailed to over 50,000 aviation professionals and enthusiasts at once! Even if they aren’t buying currently, they probably know someone that is. And it’s an astonishingly inexpensive approach!
So what is the ultimate takeaway from this list? It boils down to 1. Set your ad up right, and 2. Stay involved in promoting it. If you think that’s too much to do, be prepared to have that aircraft for a while the go-getters snag all your potential buyers.