Listing descriptions are one of the most important aspects of marketing a home. A well written and enticing listing description can make or break the timeline and success of a home on the market.
What To Avoid
Let’s start with what to avoid in listing descriptions. That way, agents can know they are on the right track. First off, don’t be too cheesy. This sounds like a no brainer (or impossible) depending on your writing style. Either way, remember that your goal is to highlight the best features of a listing. So, being too cheesy or dramatic will only remind other agents and buyers of bad infomercials and ads.
That being said, certainly don’t undersell a home. It’s vital to find that fine line. But, we’ll get into that below. Also avoid basic language. This is the time to really show, not tell. What we mean by this is describe the shimmering blue pool (but stop there to avoid any extra “cheese”) instead of simply writing “nice large pool out back”.
Agents must do their best to describe their listing using imagery and descriptive language without being distracting. Of course never forget to include the basics like size, rooms, any extra amenities, and details on the location.
Dot Your “i’s” and Cross Your “t’s”
This is the time to be detail oriented. Listing descriptions are not the time to not proofread or consider what you are writing. Be sure to check, and check again, for correct spelling, punctuation, and grammar. Finishing up with ensuring you have hit the line between underselling and overselling.
Listing descriptions should also reach out to as many demographics of agents and buyers as possible. If it’s a fixer-upper, say that, in the best way possible and reel in investment buyers. If it’s luxury, host a broker’s open! If it’s X, Y, and/or Z, be sure to market to any and all possible buyers to accumulate as much interest as possible.
Before agents know it – a well written listing description will be their best marketing tool!
By Sarelle Sprague, EliteInformer.com