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