Humans are emotional creatures. We think we’re rational, but we’re actually emotional. 

We think with our hearts … and then we use our heads to justify our decisions. 

That’s why the best property listings aim not for the buyers’ heads but the buyers’ hearts. 

So how do you win somebody’s heart when you’re writing a listing? You do it by focusing not on the property’s features but the benefits. 

That means you should spend less time talking about, say, the modern kitchen in the home you’re selling and more time talking about how buyers can use the kitchen to cook delicious meals for their family after work … or gourmet feasts for fun-filled weekend dinner parties with their friends.