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