How to list pets on PetRescue and get them noticed!

This guide will help you get the most out of your PetRescue listings and give you some ideas of what works, what doesn’t (and why!) and how to use all PetRescue’s tools to build a successful rehoming program.

This guide outlines; how much to charge and how to write an effective pet profile.

But first, let’s look at the kinds of people who visit PetRescue.

 

Who visits PetRescue

The people who visit PetRescue, are by large professional people visiting the site from home or work. They find us when researching acquiring a new pet online and so generally, are people who have a little bit of an idea of what they might be looking for.

When people visit PetRescue they are bombarded with positive messages about rescue; how great rescue pets are, how to find a group that will meet their needs and many happy stories from adopters.

Because we work in rescue and are so often exposed to suffering, we sometimes forget that getting a pet should be one of the most joyous times in a person’s life. Their new animal is going to be with them as a companion and friend for up to the next 15 years, so it’s kind of like choosing a life partner. That giddy ‘infatuation’ feeling new adopters have is an important part of the bonding process and will help the pet keep it’s new home while it settles in , before the bond becomes ‘true love’ and the pet becomes truly a part of the family.

Visitors to PetRescue have many different requirements from their pet and may have some ideas about what kind of pet may suit them. Sometimes this is based on incorrect notions about the traits of a particular breed, or information from movies or the media. Part of our job is to help them find a pet that really does suit their needs and lifestyle by focussing on details such as exercise and grooming requirements, the personality of each animal and of course the personality of the adopter.

Potential adopters may also come with many different ideas and expectations of pet ownership. Just as we wouldn’t chastise a pet who has never lived indoors for having an accident, we have to remember that adopters come with differing levels of skill and experience. A positive message and demonstration of how to do things ‘the right way’ is much more effective than a ‘smack with a rolled up newspaper’

Adopters may ask ‘silly’ questions, but by spending time explaining your reasoning you have a chance to teach someone how to become a great pet parent, creating more homes and saving more animals.

PetRescue is the easiest way to reach hundreds of thousands of adopters. The exciting challenge for all rescuers is matching them with the perfect pet.

How much to charge?

PetRescue encourages every rescue group to charge to cover their costs (including vaccination, desexing, vet care) in order to keep on rescuing and to allow them to build up resources for use on more needy pets such as ones who need extra vet attention or expensive operations.

We firmly believe that discount adoption fees or ‘free to good home’ pets only send the message to the community that rescue pets are ‘cheap’. And ‘cheap’ means faulty, or damaged, or common.

PetRescue visitors are adopting for many other reasons other than price; they’re good people who want to make a difference. They’re conscientious and want to do the socially responsible thing and adopt instead of supporting a puppy mill. They want to be able to tell their friends how they ‘saved’ their pet and get to feel like a bit of a hero.

They are the good guys who are willing to support the great work that you do. As such we recommend charging an adoption fee of around $200 - $500 for dogs and $100 - $300 for cats when listing pets on the PetRescue website.

 

What to avoid

As PetRescue grows exponentially, we learn more and more about our potential adopters, what works for our listed pets and what doesn’t.  One of the biggest concerns voiced by PetRescue visitors is that frantic adverts make them feel bad, rather than empowered when they visit the website.

See this feedback from a visitor;

I have recently adopted a rescue puppy and she is amazing and when we move into our new place we will be looking to adopt a companion for her so I still regularly scan the pages.  You guys and the rescuers do a great job and all credit to you.  I am finding though that I am becoming increasingly reluctant to look at the dogs available now since people are posting puppies who have been put to sleep since no one adopted them.  I know everyone has their own opinions but I just find it really upsetting and so don't look on here as often. If I feel that way, I am sure there are probably others who feel the same and this then decreases the number of people you can potentially reach.

As I say I don't mean to criticize as you are all doing an amazing job but there is nothing anyone can do if the poor little dogs have already been euthanized and it is quite distressing.

Perpetuating the idea that rescue is depressing and adoption traumatic, actually interferes with our adoptions and reduces people’s desire to search for a pet on PetRescue. Stay positive!

 

How to create an effective pet profile

A well-written, descriptive and upbeat pet profile can often be the difference between clients feeling intimidated by the adoption process, or feeling excited and getting on the phone to arrange to meet "their" new pet. So how do you create a great pet profile that will have people leaping to adopt?

Far and away the most important part of your PetRescue listing is the photo. A great pet photo will have potential adopters falling over themselves to adopt from you. Some tips include; 

• Always show the animal looking at the camera. Potential adopters need to be able to make eye contact with the pet in order to feel connected to it. Pictures of a dog sniffing or a cat looking sideways aren’t anywhere near as engaging or adoptable.
   
• Try to catch the pet looking calm. Although sometimes difficult in a shelter or pound setting, if the pet looks relaxed (rather than anxious, agitated or the worst, aggressive) then it’s more attractive to adopters. Signs include a relaxed jaw (in dogs a lolling tongue), soft eyes, and a smile for the camera!
   
• Include one face shot and one body shot. You want to include one close up of the face and eyes (list this one first so it shows up on the thumbnail in the search results) and a second one with the pet standing or sitting. For dogs, include a person’s legs in the picture to give some idea of size.
   
• Try not to take photos from outside kennels; people tend to assume all pets ‘behind bars’ are aggressive and it can block important details such as eyes and expression.
   
• Work it baby! Taking photos is often a two person job; one to hold and control the pet, the other to make ‘smoochy’ noises, give treats and take the pics.

Next comes your description. When listing several animals on the site it's tempting to write in the description "contact us for more information", however pets without descriptions get overlooked.

Always give the pet a name (even if you have to make one up from how the pet looks) as this helps the pet seem more ‘real’.

Lots of pet adoption adverts go something like this;

Larry is a active boy so he needs lots of exercise. Larry needs high fences. Larry needs a family with someone home during the day. Larry needs your help.

This ad might get Larry adopted, but it forgets one vital detail that could make Larry seem much, much more adoptable… and that detail is; all relationships are a two way street.

Larry has needs, we get that. But what about his potential adopters needs? Larry has to meet them too, or else it’s not a healthy two way relationship (we see examples of pets that don’t meet their owners needs all the time - they’re called “homeless”).

So how does Larry meet his adopters needs? Well, first we need to think about what the needs of Larry’s perfect adopter would be. Would they need an active pet or a couch potato? Would they want a clingy dog or an aloof one? Would they need a handsome pet to be happy with it, or would a scruffer suit them?

If you match your profile to meeting Larry’s perfect adopters needs, then you’re setting them both up for a healthy mutually beneficial partnership together.

Larry loves a run so if you’re looking for a jogging companion or someone to take long walks with you, then Larry’s your man. He does needs a secure yard with high fences, but his long legs make Larry a very good looking boy, with everyone commenting on how handsome he is - a real head turner. He’s also very loyal and will want to spend time with his family, so someone home for part of the day would suit him best. Be Larry’s hero!

Adopters have dozens of choices as to where they can get a pet, but if you show them how this pet meets their particular needs, you’ll make it easy for them to choose your adoptee.

What to avoid

Terms such as “death row”, “urgent” and “she hasn’t got much time” or graphic details of past abuse, actually turn potential adopters away from rescue as the emotions invoked start to be that of sadness and helplessness, rather than empowerment and excitement about getting a rescue pet.

Remember, a pet is a long-term relationship and you wouldn’t choose a partner just because you felt sorry for them!

Not permitted on PetRescue

• an expected euthanasia date
   
• negatively emotive references such as URGENT, DEATH ROW or those that imply the person should hurry “please rush”, “save him” , “she doesn’t have much time”, etc.
  
  Suggested positive replacement terms include “be <pets name> hero”, “if you can offer <pets name> a great home, please contact us”.
   
• The overuse of CAPITAL LETTERS (this is read as yelling)

Need help writting a great profile?

If you need some help to get started visit our site for great profile ideas for dogs (cat's coming soon), or if your talents don't lie in profile writing, recruit a volunteer who's do! 

See also: How to Write a Great Pet Profile
 

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