How story-driven listings attract more buyers

There’s an intersection between the power of story and the eye-pulling clout of lush images that has an enormous impact on attracting premium buyers to your listings.

Fifteen years ago, agents were taking images of their properties for sale with the office camera. These days, we all know that any vendor would run a mile from an agent who suggested ‘happy snaps’ would suffice.

The interesting thing is, not many agents have picked up on the other area of online property advertising that’s sitting there, extremely underutilised. I call it the ‘story-driven property description’.

The space you have to play with on the major real estate portals is valuable. Vendors/agents pay a small fortune to use that space. Maximising that space is paramount in securing a premium sale price.

Some agencies do offer pro copy, but usually it’s still features-driven, just with flashier words.

What agents need to do is marry the images to the words through story. When they get that right, visits to listings soar, they maximise buyer interest and traffic to open homes, and they achieve premium prices for vendors.

Let me give you a simple demonstration, comparing the clunky features-driven copy of a typical agent with a story-driven description for the same apartment.

Features-driven listing

X building… ground floor, expansive courtyard and entertaining area. Apartments in the X building at XXX are very tightly held. Walk to the park, theatre, farmers market, shopping village. The location “on the river & on the park” only 2-3 kms from the CBD is very special. This apartment is the ultimate in privacy. It is internally spacious, has an expansive courtyard from every room overlooking the beautiful park and the river glistens under the trees.

Story-driven listing

Built for laidback summers with a Queenslander vibe. Remember years ago you promised yourself you’d be in a riverside apartment by now? You wanted a house-like apartment with an enormous terrace for long lunches, outdoor living, space for a potted garden to exercise your green thumb, room for the dog too; oh, and an onsite pool for refreshing swims to wind down after a day at the office. We’re happy to announce that your wait is officially over. This uncommon ground floor apartment by Mirvac is fitted with the most luxurious of finishes including marble, Caesar stone and quality window treatments. A stunning 265m2 apartment that will sell quickly.

The story-driven property description is the bridge between the buyer’s head and heart. Getting them emotionally drawn to the property through engaging their imagination is the key.

You can see why in the first case, the property sat on the market for months without selling. Then, with styling and a story-driven property description that spoke directly to the premium buyer, it sold in four days.

The early adopter agents will be the ones who benefit the most.

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Karen Hutton

Karen Hutton

Karen Hutton's mission is to create useful communication products for sales and rental agents that inspire, delight and create a memorable experience for their clients.

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