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Casual Articles - Real Estate Marketing -- The Importance of Listing Language
Sometimes, in an effort to attract new business, you may be tempted to develop mortgage marketing materials that promise the world. Unfortunately, there are some Realtors that are more than willing to take you up on your offer.One of the challenges of being a full service loan officer is establishing boundaries for those real estate agents.It is not really
Put the reader in the house.
Whenever possible, try to describe the enjoyment that results from a particular feature (as opposed to describing the feature by itself).
Note the difference in the examples below.<
Expand your definition of marketing beyond ads, direct mail and sales calls to become a content provider.Today, information is power. Gaining useful information is almost a full-time job in itself. If you can use your knowledge to help your clients and prospects gain useful knowledge, it builds a bond, establishes you as a credible resource, and creates a favorable image for you
This is when the quality of your listing language either moves them forward, or drops them off.
The first parts of the listing are easy to write, and they're often enough to get a buyer to come out for a visit. Number of bedrooms. Square feet. The basics.
But your goal is to get as many interested buyers as possible to come out, which obviously increases the likelihood of a sale. So you have to go beyond the basics. Here are some tips to help you do just that:
Do the necessary research.
When I'm hired to write about the benefits / qualities of a product or service, I almost always spend more time researching than writing. I never write a single word until I know, with certainty, what's worth writing about and what's not.
The point is, you can't write everything about a house in a listing — there's no room for that. So you have to examine the property inside and out to find those things that make it truly unique. You have to dig up the unique selling points.
Put the reader in the house.
Whenever possible, try to describe the enjoyment that results from a particular feature (as opposed to describing the feature by itself).
Note the difference in the examples below. Necessary Psychological Skills When Working in the Executive Protection Field
The “hard” skills necessary for an executive protection specialist (EPS) and/or personal protection specialist (PPS) are often perceived as being that of a policeman or (elite) soldier. Though there can be certain similarities i.e. the use of handguns, hand-to-hand combat and the ability to control a vehicle, most people having worked both in executive protection and either of the latter
The first parts of the listing are easy to write, and they're often enough to get a buyer to come out for a visit. Number of bedrooms. Square feet. The basics.
But your goal is to get as many interested buyers as possible to come out, which obviously increases the likelihood of a sale. So you have to go beyond the basics. Here are some tips to help you do just that:
Do the necessary research.
When I'm hired to write about the benefits / qualities of a product or service, I almost always spend more time researching than writing. I never write a single word until I know, with certainty, what's worth writing about and what's not.
The point is, you can't write everything about a house in a listing — there's no room for that. So you have to examine the property inside and out to find those things that make it truly unique. You have to dig up the unique selling points.
Put the reader in the house.
Whenever possible, try to describe the enjoyment that results from a particular feature (as opposed to describing the feature by itself).
Note the difference in the examples below.<
Throughout the progress of a person’s career, chances are there will come a time when a decision has to be made about whether or not to accept work with a company based on the size of the organization. If you are just starting out, there may not be a lot of information available to tell you both the pros and cons for choosing a company according to its size. Companies are always going
Do the necessary research.
When I'm hired to write about the benefits / qualities of a product or service, I almost always spend more time researching than writing. I never write a single word until I know, with certainty, what's worth writing about and what's not.
The point is, you can't write everything about a house in a listing — there's no room for that. So you have to examine the property inside and out to find those things that make it truly unique. You have to dig up the unique selling points.
Put the reader in the house.
Whenever possible, try to describe the enjoyment that results from a particular feature (as opposed to describing the feature by itself).
Note the difference in the examples below.<
Business process outsourcing (BPO) is a broad term referring to outsourcing in all fields. A BPO differentiates itself by either putting in new technology or applying existing technology in a new way to improve a process.Business Process Outsourcing (BPO) is the delegation of one or more IT-intensive business processes to an external provider that in turn owns, administers and man
The point is, you can't write everything about a house in a listing — there's no room for that. So you have to examine the property inside and out to find those things that make it truly unique. You have to dig up the unique selling points.
Put the reader in the house.
Whenever possible, try to describe the enjoyment that results from a particular feature (as opposed to describing the feature by itself).
Note the difference in the examples below.<
Unfortunately, many buyers end up purchasing equipment that lacks the capability and flexibility to meet production volumes and tolerances, simply because they don't understand all available options and considerations.Between diminishing factory orders and increasing labor and energy costs, companies that use plate metal in their fabricating processes are finding their profit marg
Put the reader in the house.
Whenever possible, try to describe the enjoyment that results from a particular feature (as opposed to describing the feature by itself).
Note the difference in the examples below.
Before:
This house has a rear deck with a lake view.
After:
Enjoy watching sunsets over Jefferson Lake from your screened-in rear deck.
Before:
The family room features a large brick fireplace.
After:
The family room's grand fireplace will keep you cozy during Colorado winters.
Don't underestimate the small stuff.
If you're creating a short, bulleted “laundry list” of features, be as specific and all-inclusive as possible. The house might have a feature that makes you yawn but makes a buyer perk up:
Extra outlets in the media room. Low-maintenance deck material. Wrought-iron gate. Picket fence. Sometimes the smallest things make the biggest difference to people.
Use brand names.
Certain brands can add value to a house through name alone. First, you must identify these brand names and make a list of them. This comes from the research we mentioned above.
Then it's simply a matter of weaving them into your property description.
Note the difference in the example below:
Before:
Rear deck
After:
Rear deck built with low-maintenance Trex® ma
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