There's a great quote from business guru Peter Drucker: "The aim of marketing is to make selling superfluous." If we translate that into real estate terms, the aim when you write property listings is to make them so persuasive that when buyers arrive at your open home, they are already sold. So how do you write [...]
Have you ever read the book, Yes: 50 Scientifically Proven Ways to be Persuasive? If so, you would know that the harder readers have to work to understand a message, the less likely they are to believe it. So if you want to write persuasive property listings, you need to make them easy to understand. That [...]
“You have to watch this video! Pay very close attention! This video is so important!” Want your property listings to attract attention and generate action? Then you should inject urgency. When something is urgent, it feels important. But the urgency has to be real, otherwise you’re misleading buyers. Real examples of urgency would be if: there [...]
Have you noticed that every single property that hits the market includes a written property listing? Wonder why? The reason is that real estate agents realised many years ago that copywriting is arguably the best way to generate interest from buyers. So when you sit down to write a property listing, you need to take the [...]
The best marketing follows the EED rule: EducateEntertainDifferentiate The best property listings also follow the EED rule: Educate buyers about the benefits of living in the home you’re sellingEntertain them with stories about the wonderful life they’ll enjoyDifferentiate your home from comparable homes on the market by finding something special
Here’s a test for you. Think of the best real estate agent you know, whether this agent is a local rival or someone in a different state. Go to this agent’s website and read their three most recent property listings. Finally, ask yourself this question: ‘Does this star agent have well-written listings or poorly-written listings?’ You [...]
This might sound odd, but you don’t want to write property listings that are designed to help you sell a property. Instead, you want to write listings that are designed to help buyers buy. In other words, you want to shift your focus from your need to earn a commission to the buyers’ need to live [...]
What tone do you use when you meet buyers at open homes? Chances are you're friendly yet professional. Choose a similar tone when you write your property listings. It will feel natural for you, and it will mean you project a consistent image in your buyer communications. When you write property listings, you don’t need to [...]
When you write property listings, you need to be willing to give up something. Theoretically, every property you sell could be bought by upsizers, downsizers, young people, old people, singles, families; in reality, though, there are going to be only one to three serious buyer types. So you need to exclude the other buyers from your [...]
“It doesn’t get better than this!” That was a headline I saw on a property listing, and I loved it, for two reasons. First, the headline evoked curiosity – I wanted to read the listing to find out why the property was so good. Second, the headline immediately differentiated the property from all the others out [...]
