Do you have a collection of serious buyers in your database? If so, that can be a smart thing to mention in your property listings, provided you're specific. "We've got 16 serious buyers who have been approved for finance and are keen to buy right now – so if you want this property, you need to [...]
As you know, buyers are sometimes sceptical about the things real estate agents say. That’s because there are some agents whose words and actions convey the message that they don’t care about the buyer; they just care about making a sale and earning a commission. If you convey that negative message in your property listings, buyers [...]
What are the people in your farm area like? What are their values? What are their likes and dislikes? What are their fears? What are their hopes and dreams? And how do these things change from demographic to demographic? What are the younger people in your area like compared to the older people? What are the [...]
When you write property listings, do you ever feel you keep saying the same thing in every single listing? When you write on a niche topic, whether you’re a real estate agent or a journalist, it’s easy to fall into the trap of being repetitive, because your topic is limited. The way around this problem is [...]
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 [...]
“You’ve got to watch this movie – it's just like every other movie!" “You’ve got to visit this restaurant – its food is just like every other restaurant’s food!” “I’ve just met the girl I’m going to marry – she’s just like every other girl!” Sounds strange, right? That’s because, when we get excited about things, [...]
Imagine you had to choose between a busy restaurant and a quiet restaurant – which would you choose? When you write property listings, you need to give buyers the impression that your property is the busy restaurant. But it’s not enough just to say: “This home is amazing and is sure to sell fast.” You need [...]
Imagine you're holding an ice cream cone. It's a sunny day, and the cool, delicious chocolate ice cream has already started dripping down the cone, leaving a dark trail in its wake. Smell the ice cream – the rich chocolate aroma. Imagine how good it will feel when you finally get to taste the delicious chocolate [...]
Want to know why you sometimes write muddled property listings? It's because your mind is muddled when you write them. There's a link between clarity of thought and clarity of expression; you can't write clearly unless you're thinking clearly. Before you start writing your listing, you need to ask yourself who would be likely to buy [...]
One of the hardest things about writing property listings is knowing what tone of voice to adopt. A lot of agents think they need to adopt a scholarly tone or a corporate tone, and so they struggle to write listings, because that's not their natural tone. In fact, the best tone is professional yet friendly – [...]
