Your buyers are doing less thinking than you think. True story. 

Us humans do our thinking with our hearts; we then use our heads to justify our decisions. That’s why the best property listings place more importance on stirring emotions than reciting facts. 

That doesn’t mean facts aren’t important – they are. Nor does it mean it’s fine to twist the facts – it’s not. 

What it means is that you’re not going to convince buyers to take action by bombarding them with facts, because buyers don’t rationally analyse facts. 

Instead, when you write a listing, think about what sort of emotions you’d like to generate in your buyers, and then write copy that triggers those emotions. 

Aim for the heart, not the head.