Think of the most charming person you know. What makes them so persuasive? 

Chances are, it’s not what they say; it’s how they say it. 

In other words, when they charm you, it’s not because their words are aimed at your head, but because they’re aimed at your heart. 

We all like to think we’re rational, but actually humans are emotional creatures. We think with our hearts and then use our heads to justify our decisions. 

When you write property listings, do you aim for your buyers’ heads or their hearts? 

If you want to charm your buyers, target their hearts.