What happens when you promote a dream in your property listings? Buyers become hungry to turn that dream into reality. But how? By buying your property. Average property listings sell bricks and mortar; great property listings sell a dream. So when you write your listings, you need to paint a picture for your buyers showing how [...]
Here are five tips for writing better headlines for your property listings: Include strong verbs (or action words)Insert a numberUse the word ‘you’Entice buyers with the promise of a better futureOpen loops (which you then close in the body of your listing) The quality of your headlines significantly influences how many buyers read the rest of [...]
People are more likely to take action to escape pain than to achieve pleasure. Often, when someone buys a property it’s not because they want to enjoy the benefits of a new home but because they want to overcome the problems of an old home. That’s why, when you write property listings, it can be an [...]
The more specific you make your property listings, the more persuasive they will be. Why? Because the more likely your buyers are to feel your listing is communicating directly with them. To be specific, you need to avoid writing listings that basically say: “This home is amazing and will appeal to everyone.” Instead, you need to [...]
When you write listings, you don’t want to talk down to your buyers, as if you were up on stage and you were speaking to an audience. Instead, you want to imagine you’re sitting in a cafe with just one buyer, and the two of you are having a chat. That way, when buyers read your [...]
One of the rules of marketing is you don't sell the product – you market the solution. For example, instead of selling a mattress, you market the benefits of a great night’s sleep. That’s because when people buy a mattress, they don’t actually want a mattress – what they really want is a great night’s sleep. [...]
When I became a journalist many years ago, one of the most important lessons I learned was that very few people who start an article actually finish the article. Some will read three-quarters; some will read half; some will read only the opening sentence; but very few will read every single word. Once I’d learned that [...]
Too many agents make a 50% effort when writing property listings ... but expect 100% results. If you're willing to invest in only a 50% effort, that's fine, but then you need to be willing to accept 50% results. If, on the other hand, you're insistent that you want 100% results, then you need to invest [...]
One-size-fits-all marketing is about as effective as one-size-fits-all jeans. If you write a property listing designed to appeal to everyone, it will appeal to no one, because you will have to make your writing so vague that it loses all impact. No, your home isn't perfect for first home buyers, investors, upsizers, downsizers, singles, families and [...]
Here’s a bad headline I saw on a property listing: “Private inspections only”. The headlines you write have only one job – to entice buyers to read the listing. “Private inspections only” isn’t the least bit enticing, because it doesn’t give buyers any sense of why the home is special or how their lives would be [...]
