The Big Mac is the most popular hamburger in the world in terms of sales – but when people do a blind taste test and compare it with rival burgers, the Big Mac gets the lowest points for taste. 

Coke outsells Pepsi and also costs more – but when people do a blind taste test, they prefer Pepsi to Coke. 

So how is it possible for the inferior product to beat the superior product? 

The answer is marketing. And this principle applies to real estate. 

Just because you’ve got a great property, doesn’t mean the property will magically sell itself. 

You need to create a great marketing campaign for that property. And every great marketing campaign includes a well-written property listing.