Preparing a listing to go live is like one big equation with several variables to solve for. How to best solve this equation may be different every time, but the goal will always remain the same – to capture the best opportunity for your seller. Best practice is to plan a strategy of attack to solve for each of these variables. Often overlooked, we need to focus on the variable with untapped potential, the listing description.
In order to capture a bigger and more interested audience for your listing, spend time on the story and life that comes with the home. You can best communicate this story through your listing description. Often times, public remarks are repetitive, unoriginal, and just plain boring. When you want to sell something, focus on making the buyer feel connected like they have a great need for your product. This is no different when selling a home. There is more power in your listing description than you think and the more thought you put into it, the better results you may see.
We know you are a REALTOR® and not a writer, that’s why we have put together the top 5 tips and tricks to make writing your public remarks a little easier and a lot more impactful.
1. The thesaurus is your friend
Beautiful, gorgeous, large, spacious… Now one word to describe these words – overused.
Think outside of the box when writing your remarks because, we can guarantee, homebuyers have already read 10 plus ‘beautiful home’ remarks before they read yours. You need your words to stand out. Writing a story and appealing to the senses will help separate your description from others by being engaging, memorable, and unique (but we’ll touch more on that later).
When you get stuck on a word, use a thesaurus and input a mixture of words to find what best describes your listing. Stay away from simple adjectives. Use more verbs and nouns to help move away from those commonly used phrases. It’s not to say that a home can no longer be referred to as ‘beautiful’, but switching it up every once in a while will only benefit your sale.
2. Creating a story
Describing your listing should be like telling a story. As a listing agent, you have control over this story. Think about showing the home and where you would start the tour. Then have in mind the route you’d take them through, the things you’d highlight, and where you’d end the story. This showing can be used as a map to help guide how you would order your public remarks.
Keep in mind, the keys to a good story are an intriguing beginning, a surprising climax, and an ending that leaves the readers satisfied and without questions.
3. All about the imagery
Imagery is all about appealing to the senses. Taste, touch, hearing, smell, sight.. maybe all these aren’t necessary to feature in your public remarks, but it’s something other listings don’t have in their descriptions. A lot of REALTORS® already appeal to sight, but when you add more senses you create a more rounded story and feeling.
Here are examples of how you could include each type of imagery in your listing description.
Start your weekend by sipping a freshly brewed cup of coffee on your sun filled balcony.
Feel the newly installed plush carpet under your feet as you glide from room to room.
Fall asleep to the chirping crickets and little trickle of the creek that is runs right outside your bedroom window.
Enjoy the delightful scents that come from baking cookies in the stacked ovens in the gourmet kitchen.
Take in the awe-inspiring views from your master bedroom each morning as your window looks out to the sunrise over the lake.
4. Create happy moments
When writing, focus on small moments that make life better. Include moments like celebrating a birthday in the game room, making s’mores in the backyard fire pit on a summer night, or hosting the next holiday in the formal dining room. Create these generic and open ended life moments in your remarks to include all types of homebuyers.
By adding pieces of life’s most precious moments into your description, you are creating the image of those moments taking place within this home. Creating the images will help build the want for these moments to actually happen there. This want could result in the purchase.
5. Use your photos as support
As you write your remarks as a story for your potential homebuyers to enjoy, think about how your photos can act as visual support to your words. Upload your photos in the order that the homebuyers would see as they are guided by your words.
Think of your listing as a picture book. Put photos in order to match your storytelling, just as they would appear on the same page in the book.
As you write your next listing description, be imaginative, thoughtful, and tell an intriguing story. Make yourself want to by the house with your story and your words will probably do the same for someone else.