When you write a property listing, you’re trying to lure buyers to your open home. But that should not be your only goal. You also want them to arrive at your open home in a positive frame of mind. Humans suffer from a thing called ‘confirmation bias’ – we unconsciously look for evidence to validate conclusions [...]
Some agents believe the more jargon and acronyms they use in their listings, the more they’ll impress buyers. The opposite is the case. Buyers aren’t impressed by jargon and acronyms; they’re confused. Even after all these years, I have no idea what a “well appointed kitchen” is – and I promise you that buyers don’t either. [...]
There’s a brain coach named Jim Kwik who has a great line: “Humans are not logical, they’re biological.” In other words, we think with our hearts, not our heads. This is so relevant to real estate, because even though your buyers think they’re logical, they’re actually emotional. We’re all emotional. We make decisions with our heart [...]
Here’s a simple tip to improve your listings – use more full-stops and fewer commas. Good writers present one idea at a time. They present one idea – and then put a full-stop. They present a second idea – and then put a full-stop. They present a third idea – and then put a full-stop. Bad [...]
Every buyer who’s ever read a property listing has had at least one fear. An upsizer might be scared of missing out on a home that highlights their statusA first home buyer might be scared of bidding on many properties but never sealing the dealA family might be scared of not getting into the right school [...]
One of the best ways to market a product, whether it’s a property or a pair of shoes, is to attach social proof to your product. ‘Social proof’ is when we assume a product must be the ‘correct’ product if everyone wants it or if influential people are using it. That’s why we all wear the [...]
I recently saw this headline on a property listing: “A wonderful home in a quiet street”. There was one big mistake with that headline – and it’s the most common mistake agents make with headlines. The mistake was this: the agent didn’t use a verb. A verb is one of those words that describes an action [...]
When you write your listings, you need to make buyers feel like they’re already living in the home. You need them to imagine all the things they might do, whether that’s reading a good book on the balcony or entertaining friends in the dining room. You also need buyers to imagine how they might bring their [...]
At the end of this short video, I’m going to give you some important information about the headlines you use with your property listings. But before giving you that important information, let me tell you about a thing called an ‘open loop’. An open loop is where you get told half a story or half a [...]
Many property listings have long, grandiose sentences that appear to have been written with the help of a thesaurus and that are full of exaggerated claims. Those sorts of listings are not effective. You might be surprised to hear that, because so many agents write those kinds of listings. But just because a lot of people [...]
