Almost all the property listings I read are poorly written. 

I don’t say that because I want to criticise real estate agents, I say that because I want to give you permission to be different when you write your listings. 

Most agents deliberately write listings like every other agent’s listings, because they assume if everyone else is doing it, it must be right. 

But almost all the listings I read are poorly written. Why? Because agents:

  • Try to appeal to every possible buyer, instead of the key buyers
  • Focus on features rather than benefits 
  • Don’t make any effort to stir the buyer’s emotions

If you want to write persuasive listings, the first thing you need to do is have the courage to walk a different path.