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Writing listing copy is a part of every real estate agent’s job, but it’s often the hardest part. It might not seem difficult to write down the specifications and details about a house, and if that’s all there was to it the process might be simple. But in order to write copy that sells your real estate descriptions have to go much farther. Fortunately, there are some tips you can keep in mind to ensure your listing descriptions engage your audience and sell your listed properties faster.
Specificity Matters
It’s not enough to simply write that there are top of the line appliances. Home buyers know exactly what they want, so you have to take the extra step and list the specifics. What are the brand names? What specific styles were used? What color paint was the home just painted in? As many details as you know should be included in the description.
Show, Don’t Tell
Saying a living room is large tells the buyer information, and listing the exact dimensions is even better. But to really sell your buyer you need to tell a story. It’s not just a large living room, it’s the perfect space to entertain your friends, or large enough to host the entire family for the holidays. Now you’re starting to tell them a story, bring them into the home, and show them how they could utilize the space. That’s what will ultimately sell your home.
Avoid Overused Words
Another thing to consider when creating real estate content is the type of wording you use. There are several words that are used far too often in real estate content and are more than likely to warrant an eye roll instead of interest. Some of these words include “stunning”, “contemporary”, “immaculate”, “oversized”, “luxury”, and the like. Also, never use terms like “motivated seller” because all your buyer hears is “desperate”.
Local Matters
Always be sure to tie the home you’re writing about back to its community. You may be surprised how often real estate agents forget to add things like proximity to local schools, dining, attractions, parks, and other important local information in their real estate listings. Be sure you give your buyers a feel for where they’ll be living by not only allowing them to imagine what the house feels like but what the community feels like, as well.
Do Your Research on What Works
Do research on the things that are already working for real estate agents as far as sales copy and descriptions go. For instance, studies have shown that words like “gorgeous”, “beautiful”, and “landscaping” are influential in selling homes. Ask people who have recently purchased homes what caught their eye about the description of their home, and survey them about the things they were looking for in the real estate content they viewed. The more you can see your content through the eyes of your buyer the better off you’ll be and the more homes you’ll sell.
Don’t Forget to Revise
If writing is a struggle for you it might be tempting to hit “publish” as soon as your content is complete. However, if you truly want to develop content that sells be sure you revise and edit your content at least twice. Read it over after you’ve put it aside for awhile. Does it say what you want it to say? Try to read it as though you were a buyer. Or better yet, have someone you know and trust read it for you and give you some constructive feedback.
Writing content for your listings will take time and effort, but sub-par content will decrease your chance of making a sale. Putting in the effort to create the highest quality descriptions and content you possibly can will pay off in the long run by drawing in interested prospects who are more likely to purchase the homes you’re selling thanks to your accurate and thoughtful writing.
These tips are great for writing the copy, but make sure you also consider SEO and Social Marketing there as well! Promote! Promote! Promote!
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About Lori Ballen, Digital Marketing Strategist, Specializing in Search and Social
TO BOOK, CALL 702.917.0755 or email coo@ballenbrands.com - Lori Ballen has an award winning real estate team in Las Vegas called The Ballen Group at Keller Williams Realty Las Vegas. Lori and her husband Richard Ballen have owned multiple successful businesses based on her marketing strategy which is now called “The Ballen Method“. Lori and Richard now travel and train other business professionals on her methods which include Identifying a Niche, Finding a Target Audience, Creating a Message and a Product and then using Blogging, Press Releases, Social Media, Classified Ads, Video and Fresh, Relevant web site content with Disciplined Consistency in order to dominate the search engines for desired searched keyword strings. Lori Ballen has become known for her “Keeping it Real” style and approach to Social Media. What you see is what you get with Lori. Passion, Enthusiasm and Energy are what she’s about. Lori is an open book with her experiences, lead generation skills, and business building knowledge. She has no secrets and loves to educate, inspire, and train others. Her recent class include a fully packed house in Orlando with over 1000 attendees where she shared her “Ballen Method” to Lead Generation including her “Ballen Blast” method to Blogs and Classified Ads for page one search engine results.
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