Not all realtors are writers. It shows in their listings.
About 1/2 of all home buyers look online for properties. 32% of millennials are homebuyers. Now more than ever, its important for realtors to learn how to write impressive property listings that sell to an ever-increasing digital market.
Writing property listings can be a frustrating reality of real estate agent life, but it doesn’t have to be. This 3-minute read provides simple suggestions for improving the effectiveness of your listings.
Use the right adjectives for your property.
Consider these words when reconstructing your own personal real estate dictionary:
‘Captivating’ vs. ‘nice’. Nice is a generic word; avoid using it. Nothing about the word ‘nice’ tells your homebuyer about the aesthetic appeal or the potential emotional connection they are going to have when they attend your next Open House.
‘Stainless’. For lower-end listings, descriptions that used the word ‘stainless’ to describe the stainless steel appliances sold 5% higher, on average.
"‘Cozy’ instead of ‘small’. Small subtly implies ‘slight’ or ‘less than’ and does not create a sentiment of comfortability.
Avoid trigger words in general, like “potential” and “bargain”.
“Modern” vs. “Contemporary” Design…do you know the difference? More importantly, are you using these words correctly with respect to the actual style + decor of your listing?
Less (generic and repetitive) is more (likely to sell).
If details like the number of bathrooms are disclosed elsewhere on the page, don’t repeat it in your listing. Consider your listing space like your very own valuable real estate. Why waste time filling it with generic fluff? Effective listings that convert create eager anticipation within your homebuyer. Your listing should make them want to see it now.
Paint a picture for your future homebuyer.
Create the ‘live-in’ vibes. Effective listings make your homebuyers see themselves living in that house, doing their hair in that bathroom and playing with their kids in that backyard. Bring your listings to life using scenarios, not just words and experiences not just facts and dimensions.
Elements to focus on for your next listing:
Landscaping and curb appeal.
Decks and patios.
paved paths and walkways.
Use language appropriate for the listing.
If you’re selling a $900K mansion listing in a sleepy Southern town, don’t cheapen it with words that simply don’t apply to that standard of luxury. Focus on the highlights of the property that give it a strong sense of place.
What makes your house stand out? Perhaps its the wrought-iron fence partitioning off a flower garden in the backyard. Maybe its the size of the veranda that’s inviting to neighbors and passersby. Maybe a pitcher of lemonade and a private chef preparing a delicious Southern fare to friends on a breezy summer afternoon are just the imaginative language you’ll use to bring your listing to life.
One listing does NOT fit all platforms.
Zillow is not Instagram. Curate your listings in a manner appropriate for the platform on which you’re promoting them. Consider the typical users of the platforms you’re using; if writing for a millennial audience, read this before writing listings that will appeal to them.
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