Aritcle from RETIPSTER:
If you’re doing business in real estate, one of the greatest skills you can acquire is the ability to create compelling property listings that sell properties quickly.
The idea of “Selling” is something that scares a lot of people out of real estate. I used to hate the idea of being a “real estate salesman” because of all the negative connotations that went along with it (in my mind, anyway). When I finally came to the realization that selling is a MUST for any successful real estate investor – I had to start facing the issue head on, rather than running from it.
What I eventually found was that selling real estate was actually a lot of fun! After selling several properties in my first year as an investor, I discovered that I had grossly misinterpreted what it meant to promote listings and get properties sold. What I assumed would be an awkward and annoying process, turned out to be a GREAT way for me to tap into my inner skills as a writer.
In my experience, most properties are quite capable of selling themselves, but ONLY IF you’ve priced it right, promoted it adequately and created a listing that clearly communicates why your property is the deal of a lifetime (i.e. – why your buyers would be absolutely crazy not to take advantage of the opportunity).
Stop Trying To Look Like Everyone Else
Most of us have a lot of pre-conceived notions about what a property listing is supposed to look like. We’ve all browsed through plenty of other listings before and we’ve subconsciously told ourselves,“Well… I guess that’s what my listing is supposed to look like too.”
If you want to learn how to write real estate ads well, the fact of the matter is you don’t need to look like everyone else. In fact… looking like everyone else is one of the worst things you can do. If you create listings that blend in with the crowd, people will ignore you. Looking “average” is one of the best ways to be forgettable and NOT get noticed by the masses.
That being said, I’ll be the first to tell you that it isn’t easy to think outside the box and be original! It’s not naturally intuitive for most of us to be different/creative and that’s why so many listings are so boring and uninspiring. Don’t get me wrong, some of the well-established tactics out there do work, but most people aren’t clear on which tactics work and why. In order for me to show you how to write listings well, we need to hit the “Reset” button and start from square one.
Every Good Listing Has A Good Structure
Similar to a well-written college paper, a good listing needs to follow a certain order and have the right “flow” to it. Mine are usually laid out like this:Let’s talk about what components live inside each of these items…
When you’re posting your property on websites like Craigslist, Backpage, or eBay Classifieds, it is imperative that your listing has an eye-catching headline that looks different. Your headline is an extremely important part of your listing because in most cases, this is literally your only shot at getting a buyer to notice you, so you’d better find a way to stand out from the crowd. Remember, you only have a split second to catch someone’s attention and engage them into clicking on your listing – so this kind of first impression is EVERYTHING… I’m not kidding!
What are the positives and negatives of the property you’re trying to sell? Can you make it funny? Can you say something that will make people do a double-take? Can you make your headline stick out like a sore thumb among all the other boring listings in your market? Take a look at this listing I recently posted on Craigslist:
What do you think?
Does my headline look different enough to catch your attention?
Does it stand out from the other headlines around it? As you can see, it’s not rocket science. You just have to use your brain for a few extra seconds. Try to be just obnoxious enough to get noticed.
You don’t need to lie. You don’t need to exaggerate. You don’t need to price it at 50% of market value. You just need to get people’s attention and give them a reason to click on your listing (even if it’s out of sheer curiosity). Note: It obviously doesn’t hurt to include a picture (which will be displayed as a thumbnail) and a good price point to go along with your headline.
The first sentence of my listing gets right to the point of what the real estate ad is all about. The idea is to immediately inform my readers of what they’re looking at. In this first section, you could say something like:
You’ll love this gorgeous 2-story home located just 3 blocks from Parkside Elementary in downtown Coopersville.
Come see this charming ranch with an open floor plan and breathtaking panoramic views of Cedar Springs!
As you can see – we’re simply answering the reader’s most pressing initial question (i.e. – “What am I looking at?”) and to giving them a reason to keep reading.
Narrative Description of Features
This is where the real fun begins. The idea in this section is to do two things:
1. Talk about the primary features of the property, such as:
- Number of Bedrooms/Bathrooms
- Square Footage of the Building
- Size of the Property (typically in acres)
- Garage (if any), Number of Stalls
- Extras, e.g. – Pool, Patio, Yard, Deck, Fireplace, etc.
- Any Recent Updates or Renovations, e.g. – windows, doors, appliances
- Any Unique Characteristics, e.g. – scenic overlook, basketball court, lakefront lot
2. Describe the Property in a Compelling and Inspiring Way
Words can do an AMAZING job of selling real estate (or anything else, for that matter). Did you know that there are copywriters in the world who get paid over $150,000 to write one piece of sales copy?? There is SERIOUS VALUE in your ability to write well – so don’t lose sight of the fact that your words can be extremely powerful when used correctly and this is your opportunity to use them to your advantage. For example, I’d like you to compare & contrast these two property listings:
Example 1 – Typical Listing:
new furnace, air conditioning unit. all appliances includes. Huge deck off back of home. walk out in basement to back yard which is fenced in. Lots of updates done. 1 stall attached garage with finished breezeway.
Example 2 – Well-Written Listing:
You’ll love this charming, 2-story cottage with spectacular panoramic views of Otter Lake. This 3 bedroom, 2 bathroom home with a 2-stall garage will give you 1,700 sq ft of generous space to move about (without losing that quaint, cozy atmosphere when it’s time to cuddle up by the fireplace with a good book). Wake up each morning to awe-inspiring sunrises in the East and drift off to sleep each night with the tranquil sounds of nature. Situated in a friendly community with an award-winning school system on the outskirts of Allegan County, just thirty minutes from the magnificent City of Grand Ledge.
As you can probably see – these two examples are not created equal. It takes real effort to be creative and think of descriptive words that will actually make your property sound appealing. Most people don’t have the patience (or they just don’t care enough) to go the extra mile in this area, but putting forth this extra effort can make a HUGE difference in the way buyers perceive your property.
Now you see why this is my favorite article! It's a ton of information that will help you with receiving the most clicks on your listings! To work with a team that uses this as their guide you know who to call!