r. and Mrs. Buyer have Do the necessary research:
just seen a listing photo
of a house that's right up When I'm hired to write about the
their alley. It seems to have the benefits / qualities of a product
features they want, and it's or service, I almost always spend
within their price range. Now, more time researching than
continuing in the process, they writing. I never write a single
read the details. They read what word until I know, with
you've written to describe the certainty, what's worth writing
house. about and what's not.
This is when the quality of your The point is, you can't write
listing language either moves everything about a house in a
them forward, or drops them off. listing — there's no room for
that. So you have to examine the
The first parts of the listing property inside and out to find
are easy to write, and they're those things that make it truly
often enough to get a buyer to unique. You have to dig up the
come out for a visit. Number of unique selling points.
bedrooms. Square feet. The
basics. Put the reader in the house:
But your goal is to get as many Whenever possible, try to
interested buyers as possible to describe the enjoyment that
come out, which obviously results from a particular feature
increases the likelihood of a (as opposed to describing the
sale. So you have to go beyond feature by itself).
the basics. Here are some tips to
help you do just that: Note the difference in the
examples below.
house might have a feature that
Before: makes you yawn but makes a buyer
perk up.
This house has a rear deck with a
lake view. Extra outlets in the media room.
Low-maintenance deck material.
After: Wrought-iron gate. Picket fence.
Sometimes the smallest things
Enjoy watching sunsets over make the biggest difference to
Jefferson Lake from your people.
screened-in rear deck.
Use brand names:
Before:
Certain brands can add value to a
The family room features a large house through name alone. First,
brick fireplace. you must identify these brand
names and make a list of them.
After: This comes from the research we
mentioned above.
The family room's grand fireplace
will keep you cozy during Then it's simply a matter of
Colorado winters. weaving them into your property
description.
Don't underestimate the small
stuff: Note the difference in the
example below.
If you're creating a short,
bulleted "laundry list" of Before:
features, be as specific and
all-inclusive as possible. The Rear deck
After: Conclusion:
Rear deck built with Buyers are looking for more than
low-maintenance Trex"® material a house. They also want a home. A
(with transferable lifetime house is walls and ceilings. A
warranty). home is where memories are made.
It's up to you to bring this
I've exaggerated the contrast across with your listing
between these examples for language.
demonstration purposes. But you
get the idea.
About the Author:
Brandon Cornett has worked as a writer and advertising manager within the direct mail industry. He now dedicates his time to helping agents and brokers improve their real estate marketing programs. His free newsletter is available at: http://www.ArmingYourFarming.com.
Source: www.isnare.com
