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Creating a successful listing is an art, and it’s not easy to learn. When attracting buyers, it’s difficult to know what would appeal to each buyer. However, there are a few universal guidelines that will always transform any listing from average to amazing.
Thoughtful Listings Are the Most Effective
When creating your listing, it’s best to take your time with the process rather than rushing through it. Study the photos you’re going to use. Are there distracting elements in the background? Is the lighting flattering? Another rule of thumb is to use rich, descriptive language when describing your home.
Here Are Our Tips on the 5 Most Effective Ways to Optimize Your Real Estate Listing
1) Create a Narrative with Your Description
When writing compelling copy for your property, don’t just list the home’s features. Instead, create a story to help buyers imagine themselves in the space. With the living room, discuss how it’s well-suited for creating family memories. Does the master bath have breathtaking sunset views? Show buyers that this is the ideal place to relax after a stressful day. Is the backyard patio spacious? Paint the picture that the backyard is poised for large scale entertaining and BBQs. Stimulating buyers’ imaginations when describing your home is always a sure-fire way to create compelling descriptions.
2) Invest in Drone Photography
Drone photography has become an industry standard, and when looking at an aerial shot of a property, it’s not hard to see why. Aerial shots allow buyers to see more of a property including the surrounding landscape, the state of the roof, proximity to various amenities, and neighborhood layout. With drone photography, buyers are more likely to show intrigue in a listing that shows the home from a variety of angles.
3) Avoid the Mad Men Ad Words
If there’s anything that will cheapen a listing, it’s ad words. Including words or phrases in your description like “brand-new,” “move-in ready,” “best value” or other Mid-Century ad words can spoil the home’s image by making it sound dated. When writing copy for an advertisement, it’s important to remember that buyers shy away from products when they feel they’re being “sold” to. To prevent this from happening, avoid using salesy language and use visual descriptions instead.
4) Know Your Property’s “Good Angles”
Just as models know their most flattering angles, agents too should know their properties’ most photogenic features. Today, the internet is the most powerful marketing tool for real estate. According to Google’s head of real estate, Patrick Grandinetti, 90% of homebuyers search online during their homebuying process. If the exterior of a home needs work, feature more photos that prominently display the interior. Conversely, if a home has a dated interior but is surrounded by amazing views, make sure to include plenty of photos showing off the surrounding landscape and vistas. Additionally, it’s also a good idea to write about the parts of the home that you include photos for. It’s always wise to go back and match the property photos to the description in your listing. If your description includes extensive information about a home’s outdoor pool and spa, but there aren’t any pictures, this may decrease your listing’s credibility and discourage buyers.
5) Avoid Writing for a Specific Audience
A common mistake agents make is writing descriptions for a specific audience. Sometimes agents assume that their listings will only appeal to developers, especially in the cases of older homes. When this happens, home descriptions come out bland and emphasize the home’s numbers such as the building or lot square footage, instead of the home’s possibilities. On the other hand, it’s also important not to assume that a house will only appeal to families and never to developers. Descriptions written with this assumption tend to gloss over the home’s basic details in favor of more florid language that overlooks a home’s specifications.