There’s a brain coach named Jim Kwik who has a great line: “Humans are not logical, they’re biological.” 

In other words, we think with our hearts, not our heads. 

This is so relevant to real estate, because even though your buyers think they’re logical, they’re actually emotional. 

We’re all emotional. We make decisions with our heart … and we then use our head to justify those decisions. 

That’s why the best property listings are aimed at the heart not the head. You need to use words and headlines that trigger your buyers’ emotions. 

The more emotions you can stir up, the more competition you will generate.