How to Write a Great Used Car Ad

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Have you noticed that a thoughtful house for sale ad can create a picture of the perfect home with just a few flowery words? You know what I'm referring to. The right words can take a rundown two bedroom and turn it into the very picture of the idyllic home. For instance:

"Bashful bungalow on a shaded Victorian street is close to shopping and entertainment hub. Two massive bedrooms, a vaulted ceiling, and claw foot tub for soothing unwinding. Add a sunny porch to enjoy fruit trees in the sloping backyard with partial mountain view."

What you actually get is a tiny cottage built 100 years ago with ancient electrical and plumbing and a loud bus stop right in front of it. The massive bedrooms might have been "massive in 1924" but today, you can barely fit a bed in them. Add a sunny porch means the house has no porch and the sloping backyard means you are situated on a cliff. The partial mountain view is only seen when standing on the roof, which is probably rotting.

Super Clean, Low Mileage

Words have power, and in car buying, how you present your vehicle is very important. Another thing to consider is that used car ads are short, composed of only about 50 to 75 words; that's not a lot of words to get your point across. For instance, this paragraph is 52 words.

With that in mind, let's look at what you really need to say and how to say it. We began this section with the headline, "Super Clean, Low Mileage" because those are the sort of key words that buyers are looking for to entice them to reader further.

Do Your Research

To begin with, it is a good idea to read other used car ads for vehicles like the one you are trying to sell. Do your research on successful ads for cars like the one you are selling. Look at online versions of the car you are selling with the same year, make, model, and trim level. For the purpose of this article, let's look at a five-year-old car that is a popular make and model; a car that is known to be safe and reliable, and good on gas. Let's choose a 2018 Toyota Camry LE. 

The headline for such a car ad might be any of the following:
  • "Great Mileage and Reliable"
  • "Best Car I ever Owned"
  • "Great Running Car"
  • "Efficient and Fun to Drive"

Here's a typical ad for such as car:
"Have maintained the vehicle and have all records. The Camry LE is fuel efficient and super reliable. Rides well and has new tires. Just turning 70K miles and in great condition inside and out. EPA estimated range 32 mpg combined." (40 words).
Writing your Ad
Think about all the reasons why you chose to buy the car in the first place. What makes it a great buy? You want to know that the vehicle has been properly maintained. You may want to say something about being the only owner and that you have all the maintenance and service records. Potential buyers want to know what condition the car is in. You might say, "Perfectly maintained vehicle. Pristine condition." But only if that is true, of course.
Speaking of, always be truthful in your car ad. It is better to let prospective buyers know that the car has a slight ding in the front fender and show a photo of the damage rather than keep that fender bender from hopeful buyers. Often, sellers explain why they are selling the car. In a world where online car buying has streamlined the entire process, this is less important. But if you think it is important to say, "Having a baby and need a bigger car," that addition might soothe a buyer's worries about why you are selling.

As in our example for the Camry, it is important to say that the car has been properly serviced and maintained. This will give the buyer peace of mind and let them know you have taken good care of the vehicle. If there is something that you know of that is wrong with the car, let the buyer know. If it needs a new serpentine belt, mention it. Honesty really is the best policy, and you don't want to waste the buyer's time.

Be sure to include information on how you expect to be paid. Don't accept money orders, cashier's checks, or personal checks. Do not negotiate a payment plan. You want to be paid in full, up front. Set your negotiating terms in the ad. Mention if your price is firm, best off, or negotiable. Consider contactless payment from PayPal or Zelle as these payments come directly from financial institutions to your bank account.
Paint a picture in the buyer's mind of the car's condition.  Most buyers are looking for a vehicle that looks like new inside and out. A proper detailing is a great idea. It is easiest to sell a car that is just a few years old, is in excellent shape, and has low mileage.

When it comes to taking photos of the vehicle, be sure to include views of the entire car that profile the left and right side, the front, the rear, close ups of the conditions of the tires, the odometer (to show mileage), the interior seats, dash, and the trunk. Make sure all photos are crisp and in focus. Make the car the star and don't shoot it in front of busy backgrounds.

Mention any additions to the vehicle such as an upgraded stereo, seats, or performance tires. Lastly, if the car is still under warranty and if the warranty is transferable, mention that in your ad.

High Mileage Car Ad

Here's a used car ad from Autotrader for a vehicle with higher miles. Note that the car is not in perfect condition but is in excellent mechanical shape:

Just had our first child and are selling to get a family car. Non-smoker and excellent interior. Runs great and gets 33 mpg. All scheduled maintenance and regular oil changes. Maintenance records and mechanical inspection report available. Driven mostly highway miles. Small scratch on right side from minor fender bender. No frame damage. Perfect first car. Price negotiable. Cash, wire transfer or local money order only (66 words).
Last Words
Never list your car for two different prices in two different places. Trust is everything when selling a used car. Research other similar cars for sale in your area and don't overprice your vehicle. Always mention the year, make, model, and any special options that add value to your car. A detailed description with the right keywords and plenty of excellent photos will sell your car for you. Companies such as Kelley Blue Book and Autotrader offer excellent ad packages that will get your used car in front of thousands of shoppers. 

If all this sounds like too much trouble, try Driveway. Visit the website and fill out basic info about your car including the VIN number and mileage. We will offer you an instant offer on your used car that is good for seven-days. We will pick up your vehicle at a day and time that is right for you. Our Driveway Valet will give your car a quick inspection and provide a simple and transparent breakdown of how we determine your car's value. With your stamp of approval, we'll haul away your old car and take care of the rest. In a few days, your cash will arrive, and you'll be good to go. Just a thought. Visit driveway.com for more info.