You should tell at least one story every time you write a property listing. These stories should be about the wonderful life buyers will live once they move into your home. For example, you might tell a story about: playing cricket with the family in the large backyard hosting fun barbecues in the shaded courtyard living an active [...]
Whenever you write property listings, you need to follow a three-step process. First, you need to ask yourself: “Who will buy this property?” Because different buyer groups have different characteristics. For example, the personalities and life experiences of downsizers are very different to the personalities and life experiences of first home buyers. Second, you need to [...]
If you want to write persuasive property listings, one of the things you must do is overcome the obvious objections your buyers are already thinking about. Every home has at least one obvious objection – it might be the size, the condition, the location, the price. You don’t overcome obvious objections by hoping buyers magically forget [...]
Imagine if you got just one more person to attend every one of your open homes. Not five – just one. Would that generate more buyer competition? Would that lead to more offers and higher offers? Would that lead to more sales and higher selling prices? And would all of that lead to you winning more [...]
We’ve all read property listings that seem to be speaking directly to us, that make us feel our lives would be improved if we bought that home, that make us fear lots of other buyers will also be competing for that home. When you use the right words in your property listings, you stir your buyers’ [...]
You don’t need a large vocabulary to write great property listings. The key to effective communications – whether you’re writing a property listing or giving a video presentation – is to make sure your audience understands your message and engages with it. And the way to do that is to use simple language and talk about [...]
‘What’s in it for me?’ This is the question every buyer unconsciously asks themselves, whether they’re researching restaurants, accountants or properties. When buyers read your property listings, they’re unconsciously asking themselves: ‘What’s in it for me?’. In other words: ‘How will my life be improved if I buy this property?’ You can’t answer that question by [...]
When you write a property listing, you need to remember you’re writing a marketing document, not a school report. With many listings, they feel like school reports – the agent seems to be listing as many features as possible so the teacher will give them the maximum number of marks. Instead of thoughtlessly listing features, you [...]
As a real estate agent, you’re a property expert. You know more about real estate and the home you’re selling than all the buyers you deal with. That’s why, when buyers read your property listings, they’re looking for you to show leadership. Don’t just passively list all the features of the home you’re selling. Instead, actively [...]
One simple way to improve the quality of your property listings is to stop using fancy words and start using simple words. Don’t tell buyers to ‘utilise’ the garden – tell them to ‘use’ the gardenDon’t tell buyers about infrastructure ‘commencing’ – tell them about infrastructure ‘starting’Don’t tell buyers the home is ‘in close proximity to’ [...]
