The easiest type of writing to do is complicated writing. The hardest type of writing to do is simple writing. Simple property listings are much more effective than complicated property listings – but they’re hard to write because it takes a lot of effort to make something simple. So what are simple property listings? Simple property [...]
You can choose any old words when you write property listings, can’t you? No. That would be like: Taking any old photos for a marketing campaignWearing any old clothes to a listing presentation Using any old dialogue when conducting a negotiation If you choose any old words for your listings, they’ll be boring and uninspiring. If you [...]
How do you stir the emotions of your buyers when you write property listings? You do it by using language that’s aimed at the heart rather than the head: Use powerful verbs – words like love, relish, create, savour, imagine Use evocative adjectives – such as stylish, enticing, fragrant, spacious, secluded With the right verbs and adjectives, [...]
If you want to write good property listings, you need to write with the reader in mind. Remember, you’re not writing for yourself or for the other agents in your office – you’re writing for the buyers. So you need to use language they will understand and arguments that will appeal to them. It doesn’t matter [...]
Have you ever read a really interesting book or a really persuasive article … that you didn’t understand? Of course not. You will never find writing interesting and persuasive if you don’t understand it. That doesn’t mean that when writing is comprehensible it’s automatically interesting and persuasive – it just means that you can’t be interesting [...]
Want to write better property listings? Then look at the listings that other agents are writing. Not so you can copy them – but so you can learn from them. When you spot tactics that look flawed – ask yourself if you’re using the same onesWhen you read listings that seem persuasive – ask yourself why [...]
One big reason is usually more persuasive than lots of little reasons. When you write a property listing, buyers are more likely to be impressed if you give them one big reason to buy a home – and go into detail about that one big reason – than if you give a laundry list of small [...]
People don’t buy the product – they buy the product behind the product: When you buy a gym membership, you’re actually buying confidenceWhen you buy a TV, you’re actually buying relaxationWhen you buy an item of clothing, you’re actually buying an identity So here’s my question for you – what are people buying when they buy [...]
Use one adjective at a time. An adjective is a word that describes a noun – a “modern” kitchen or a “stylish” bathroom or a “large” backyard. Some agents think the more adjectives they attach to a particular feature, the more spectacular that feature will appear. So the “modern” kitchen becomes a “modern, stylish, sophisticated” kitchen. [...]
As a real estate agent, you would’ve encountered lots of vendors who were sad about the thought of leaving their home. The reason is they connect the home to their emotions and experiences – it was where their child took their first step or where they hosted lots of fun dinner parties or where they enjoyed [...]
