Stories are much more memorable and inspiring than dry facts. When you write a property listing, of course you need to list the key facts about that home. But don’t stop there. Use those facts to tell a story. The story should be about the wonderful life buyers will enjoy when they move into the home. [...]
Don’t try to baffle buyers with bullshit when you write property listings. The key to writing a persuasive property listing is not overpowering buyers with real estate jargon or sales cliches. The key is to tell your buyers, in simple terms, how your property will help them live a better life. Speak in plain English and [...]
Sometimes, I’ll write an email to a friend and my friend will tell me they haven’t understood what I’ve written. And then they’ll apologise – either for not being smart enough to understand my email or for not working hard enough to understand it. I always reply by telling the friend it’s not their fault; it’s [...]
Have you ever heard the expression ‘stop selling and start solving’? This expression should be one of your guiding principles when you write property listings. If you follow the traditional path, which is to write ‘sell, sell, sell’ listings, you’re not going to impress buyers, because you’ll be putting the focus on your need to make [...]
When you write a property listing, your goals are to inform and to persuade. You want to inform buyers about the property you’re selling and you want to persuade them to buy it. Informative writing and persuasive writing are two separate things. But there is one thing they have in common – they both require the [...]
When you write a property listing, you’re not just competing with the other agents selling comparable homes. You’re also competing with the entire internet. If a buyer starts reading one of your listings and gets bored, they might close your listing and switch to their Facebook feed or a news story or a cat video. Yes, [...]
One way to write more persuasive listings is to provide hard data showing why now is a great time for buyers to be active. That might include statistics showing: prices are rising rents are rising days on market are falling vacancy rates are fallinginterest rates are falling The reason statistics are so persuasive is because it’s not the real [...]
When you’re selling a home, do you know the best time to start closing a buyer? It’s before you meet them. Your property listing is the perfect chance for you to start your sales pitch and to open the negotiation. If buyers arrive at the open home with the belief your property will help them live [...]
Think of the most charming person you know. What makes them so persuasive? Chances are, it’s not what they say; it’s how they say it. In other words, when they charm you, it’s not because their words are aimed at your head, but because they’re aimed at your heart. We all like to think we’re rational, [...]
I want you to imagine a really busy open home. The reason it’s so busy is because you’ve written such a persuasive listing that buyers are hungry to inspect your property. At this really busy open home, buyers are finding it hard to park, there are lots of shoes out front and people are bumping into [...]
