Writing an enticing real estate listing could be the difference between getting it sold or not.
I don't know if there can be a more compelling statement, but hopefully that underlines the importance of writing a listing in a charismatic and straight forward approach. Just like any script or any sales pitch, there are some key elements that go into writing listings. They may not sound sexy, but they will deliver you quality and informed leads. Learn the lessons here.
All of your listings should start with unbelievably high-quality photos. It is impossible to stress the difference between a high- and low-quality photo. It is the first impression on the listing, and makes the difference between a consumer clicking on the listing or not.
Here are five other things you need to remember when writing listings:
1. Start with the headline
‘Lavish masterpiece presents as Toorak's finest’ reads better than ‘Toorak home for sale’. Focus on the impressive features of the house and make sure that you really express the key features in the headline. The headline should make a statement about how it separates itself from the competition. Focus on key words such as ‘masterpiece’, ‘classic’, ‘potential’, ‘development’, ‘spacious’, ‘luxurious’ and ‘opportunity’. These are the kind of words that get people's attention.
2. Focus on the pictures
You really get one chance to make an impression with a listing, and even if the listing is written in a mediocre fashion, the photos will inspire interest. Spend money on a professional photographer, and ask them to take photos at peak times of the day. Dusk is ideal because the sun is not as harsh as it is during the day. Also, make sure the property has been cleaned and get as much nature and space in the photos as possible.
Focus on showcasing more than one room at a time if possible, since this shows more space inside the property and makes rooms look bigger. Also, ensure the lighting inside is perfect. If you don't have great light, make sure the photographer brings a backup and works on this in post-production.
3. Tell a story, don't sell a story
Agents sometimes make the mistake of trying to sell the listing. Instead of explaining why this property is right for the potential buyer, they try overly hard to put fear into the buyer’s mind that they don't really have. Copy such as ‘Huge potential’, ‘Can’t-miss opportunity’ and ‘Will be snapped up’ is incredibly detrimental to your brand because it screams to consumers and doesn't engage them. The most important thing is to ask consumers to imagine living in this home. This is what will get them over the line.
4. Create urgency
It's important that your listing includes some key points about why it is special and the elements consumers will miss out on if they don't snap it up. If it's in a small apartment block, and an apartment in that area hasn't come up for sale in a while, focus on the fact that it is the first one to come on the market in 24 months. Or if there is another element about why it's special, such as redevelopment potential, focus on that and explain why the prospect needs to act today. Lines such as, ‘the first on the market for over two years’ or ‘highly sought-after, with others selling before auction’ make the prospect keen to act.
5. Focus on the suburb
One of the main reasons people move homes is because of the amenities on offer close by. You should know off the top of your head which amenities will appeal to your buyers and explain this in the listing. Include content such as: ‘Just three minutes away from the beach, and with Bay Street open for late night shopping, you will feel like you have the best of both worlds.’ Something like this would also work: ‘Appealing to the fitness lovers, with two gyms available across the road, and with two tram stops located directly outside the front, you will have everything you need at your doorstep.’
Things to include and feature in the listing are:
- The closest park
- The closest beach
- Closest schools and the school zone it is in
- Public transport
- Restaurants and bars
- Fitness facilities
- Laundry facilities
Rocky Bartolotto is the national sales director for homely.com.au. Rocky's extensive experience in introducing new product offerings to the market and client management abilities makes him one of the most knowledgeable property specialists in the country. In addition to his time working in the online space, Rocky is also one of Sydney’s top auctioneers, with over 4,000 auctions performed through his business. He is the director and chief auctioneer at Property Auction Services.