Nothing is more likely to kill a sale than tricking a buyer into viewing one of your properties. Buyers are happy for you to present the glass as half-full rather than half-empty – but they’ll feel deceived if they arrive at an open home and find they’ve been misled. They won’t make an offer; they’ll just [...]
Property listings that appeal to everyone appeal to no one. Because the only way to write a listing that appeals to first home buyers, investors, renovators, upsizers and downsizers is to make the copy so vague that it lacks impact. The narrower you make your target market, the more powerful your writing will become. For example, [...]
Marketing guru Seth Godin has a great quote: “Marketing is a contest for people’s attention.” When you create a property listing, you’re competing with all the other agents for the attention of a limited number of buyers. That’s why you need to take your listings much more seriously. It’s not enough just to provide a list [...]
We’ve all experienced FOMO – that sickening feeling that if we don’t take action, we’re going to miss out. That’s why FOMO can be a clever tactic to use in your property listings, because if buyers feel the home your selling could be sold at any moment, they’ll be inspired to take action. The way to [...]
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? [...]
People don’t buy drills; they buy holes. When you buy a drill, it’s not because you want a drill; it’s because you want to use the drill to make a hole for you. The same rule applies in property. People don’t buy a three-bedroom house because they want a three-bedroom house; they do so because they’re [...]
There was a time, in the distant past, when agents thought they could get away with using amateur photography in their listings. Now, every agent knows you need to use high-quality photos if you want to attract the maximum number of buyers and maximise your selling price. Strangely, though, many agents use high-quality photos in their [...]
Studies show the longer it takes you to make an argument, the less persuasive your argument becomes. That’s why shorter property listings tend to be more effective than longer listings. If you need, say, 400 words to list all the relevant information about your property, then you should use 400 words. But if you can deliver [...]
Here’s a simple way you can improve your property listings – use the word ‘you’ a lot. The more often you say the word ‘you’, the more your buyers will feel your listing is speaking directly to them. For example, instead of saying “The home has a double garage”, you could say “You and your partner [...]
Every real estate agent knows that when someone buys a home, there’s always a deeper reason. For example, maybe… the husband wants to upgrade because he wants to improve his social statusthe mother wants to move to a better school zone so she can give her child the education she never gotthe couple are investors who [...]
