Want to write better property listings? Then stop selling homes ... and start selling dreams. Here's the difference: Agents who sell a home aim for the buyers’ heads and focus on the property’s features Agents who sell a dream aim for the buyers’ hearts and focus on the property’s benefits Buyers are emotional. So you need to [...]
Have you ever been on the internet, clicked on a news story, started reading it … but not finished it? Of course you have. You do it every day. So why would you bother starting a story if you don’t end up finishing it? Well, there are three main reasons: You get boredYou get distractedYou’re too [...]
What happens when supply goes down? Demand goes up. When you write property listings, you’ll generate more demand from your buyers if they fear supply is limited. If days on market is falling, it’s easy to convince buyers that supply is limited – you just quote statistics. Another way to convince buyers supply is limited is [...]
Studies show that when you have a face-to-face conversation with someone, only 7% of communications comes from the words you use – 38% comes from your tone of voice and 55% comes from your body language and facial movements. When you communicate with buyers through your property listings, there is no body language and facial movements. [...]
Real estate agents make five big writing mistakes when they write property listings: Not getting to the pointUsing too many wordsUsing real estate jargonTalking about themselvesFocusing on the features of the home So if you want to write effective listings, you need to do these five things: Get to the pointBe conciseUse simple, everyday languagePut the [...]
Want to write better property listings? Use fewer words. That doesn’t mean you should include less information in your listings. It means you should present that information more concisely. Concise listings are more readable and therefore more persuasive. The reason my videos are so effective is because even though they're packed full of useful information, they're [...]
Here’s a common mistake you might be making with your property listings – writing for yourself and not your buyers. Your goal should not be to write a certain number of words or list a certain number of features or use a certain number of real estate terms. Your goal should be to inspire buyers. That [...]
There’s a wonderful anecdote about Robert Kiyosaki, the author of Rich Dad, Poor Dad. Kiyosaki once said there’s a reason people like him are called “bestselling authors” rather than “bestwriting authors”. The same theory applies to real estate. Just because you're listing a great home, you can't assume that's going to be enough to generate strong [...]
If you want to write persuasive property listings, shift your focus from selling to telling. Selling is where you use those empty, hyped-up phrases we’ve all seen a million times – “This is a stunning home!”, “It’s going to move fast!” and the like. Instead, take the time to tell buyers how their lives will be [...]
When someone buys a home, it’s not because they want the bricks and mortar; they want what the bricks and mortar represent. That might be security, comfort, status, aspiration, convenience or a million other things. That’s why the best property listings focus more on the hopes, fears and values of the people buying the home than [...]
