MON, AUGUST 14 2017-theG&BJournal–The first sentence of good listing gets right to the point of what the real estate advert is all about. The idea is to immediately inform the readers of what they’re looking at. In this first section, you could say something like:
You’ll love this gorgeous 2-story home located just 3 blocks from Parkside Elementary in downtown Gracious Mall.
Come see this charming duplex with an open floor plan and breathtaking panoramic views of Cedar Springs!
As you can see – we’re simply answering the reader’s most pressing initial question (i.e. – “What am I looking at?”) and to giving them a reason to keep reading.
Narrative Description of Features
This is where the real fun begins. The idea in this section is to do two things:
- Talk about the primary features of the property, such as:
- Number of Bedrooms/Bathrooms
- Square Footage of the Building
- Size of the Property (typically in acres)
- Garage (if any), Number of Stalls
- Extras, e.g. – Pool, Patio, Yard, Deck, Fireplace, etc.
- Any Recent Updates or Renovations, e.g. – windows, doors, appliances
- Any Unique Characteristics, e.g. – scenic overlook, basketball court, lakefront lot
- Describe the Property in a Compelling and Inspiring Way
Words can do an AMAZING job of selling real estate (or anything else, for that matter). Did you know that there are Advert Copywriters in the world who get paid over N10,000,000 to write one piece of sales copy?? There is SERIOUS VALUE in your ability to write well – so don’t lose sight of the fact that your words can be extremely powerful when used correctly and this is your opportunity to use them to your advantage. For example, I’d like you to compare & contrast these two property listings:
Example 1 – Typical Listing:
new furnace, air conditioning unit. all appliances includes. Huge deck off back of home. walk out in basement to back yard which is fenced in. Lots of updates done. 1 stall attached garage with finished breezeway.
Example 2 – Well-Written Listing:
You’ll love this charming, 2-story cottage with spectacular panoramic views of Otter Lake. This 3 bedroom, 2 bathroom home with a 2-stall garage will give you 1,700 sq ft of generous space to move about (without losing that quaint, cozy atmosphere when it’s time to cuddle up by the fireplace with a good book). Wake up each morning to awe-inspiring sunrises in the East and drift off to sleep each night with the tranquil sounds of nature. Situated in a friendly community with an award-winning school system on the outskirts of Allegan County, just thirty minutes from the magnificent City of Grand Ledge.
As you can probably see – these two examples are not created equal. It takes real effort to be creative and think of descriptive words that will actually make your property sound appealing. Most people don’t have the patience (or they just don’t care enough) to go the extra mile in this area, but putting forth this extra effort can make a HUGE difference in the way buyers perceive your property.
Some people will find that they excel in the area of “creative writing” pretty naturally. Others will find that it’s a major struggle. Not everyone is gifted with the same ability to find words that create amazing mental imagery like this… so if you fall into this camp, don’t worry. At the bottom of this blog post, you’ll have a chance to get your hands on a TON of my marketing materials that will make this whole process a lot easier for you… so keep reading. SELLING IS ABOUT TRANSFORMATION OF EMOTION