| Mr. and Mrs. Buyer have just seen a listing | | | | |
| photo of a house that's right up their alley. | | | | The family room features a large brick |
| It seems to have the features they want, and | | | | fireplace.After: |
| it's within their price range. Now, | | | | |
| continuing in the process, they read the | | | | The family room's grand fireplace will keep |
| details. They read what you've written to | | | | you cozy during Colorado winters.Don't |
| describe the house.This is when the quality | | | | underestimate the small stuff. |
| of your listing language either moves them | | | | |
| forward, or drops them off.The first parts of | | | | If you're creating a short, bulleted |
| the listing are easy to write, and they're | | | | "laundry list" of features, be as specific |
| often enough to get a buyer to come out for a | | | | and all-inclusive as possible. The house |
| visit. Number of bedrooms. Square feet. The | | | | might have a feature that makes you yawn but |
| basics.But your goal is to get as many | | | | makes a buyer perk up:Extra outlets in the |
| interested buyers as possible to come out, | | | | media room. Low-maintenance deck material. |
| which obviously increases the likelihood of a | | | | Wrought-iron gate. Picket fence. Sometimes |
| sale. So you have to go beyond the basics. | | | | the smallest things make the biggest |
| Here are some tips to help you do just | | | | difference to people.Use brand names. |
| that:Do the necessary research. | | | | |
| | | | Certain brands can add value to a house |
| When I'm hired to write about the benefits / | | | | through name alone. First, you must identify |
| qualities of a product or service, I almost | | | | these brand names and make a list of them. |
| always spend more time researching than | | | | This comes from the research we mentioned |
| writing. I never write a single word until I | | | | above.Then it's simply a matter of weaving |
| know, with certainty, what's worth writing | | | | them into your property description.Note the |
| about and what's not.The point is, you can't | | | | difference in the example below:Before: |
| write everything about a house in a listing - | | | | |
| there's no room for that. So you have to | | | | Rear deckAfter: |
| examine the property inside and out to find | | | | |
| those things that make it truly unique. You | | | | Rear deck built with low-maintenance Trex(R) |
| have to dig up the unique selling points.Put | | | | material (with transferable lifetime |
| the reader in the house. | | | | warranty).I've exaggerated the contrast |
| | | | between these examples for demonstration |
| Whenever possible, try to describe the | | | | purposes. But you get the idea.Conclusion |
| enjoyment that results from a particular | | | | |
| feature (as opposed to describing the feature | | | | Buyers are looking for more than a house. |
| by itself).Note the difference in the | | | | They also want a home. A house is walls and |
| examples below.Before: | | | | ceilings. A home is where memories are made. |
| | | | It's up to you to bring this across with your |
| This house has a rear deck with a lake | | | | listing language.Brandon Cornett has worked |
| view.After: | | | | as a writer and advertising manager within |
| | | | the direct mail industry. He now dedicates |
| Enjoy watching sunsets over Jefferson Lake | | | | his time to helping agents and brokers |
| from your screened-in rear deck.Before: | | | | improve their real estate marketing programs. |