Words are more important than you think. As a realtor, each one should showcase the best each property has to offer, highlighting the experience someone will have living there.
Here’s an example of a poor listing we found:
BRIGHT AND VERY SPACIOUS 4 BEDROOM, 3 1/2 BATHS HOME. 2 CAR GARAGE. CUSTOM WOOD CABINETS IN KITCHEN AND BATHROOMS. TRAVERTINE MARBLE FLOORS THROUGHOUT. LARGE WALK-IN CLOSETS. VAULTED CEILINGS, CROWN MOLDINGS, FRENCH DOORS. CUSTOM GOURMET KITCHEN WITH GRANITE COUNTERTOPS AND STAINLESS STEEL APPLIANCES. MOVE IN READY.
Let’s break it down. First, why is this in all caps? If you need to yell to make your listing stand out, you’re doing it wrong. Second, what does this listing actually tell a potential buyer? There’s nothing here that you wouldn’t be able to find on a fact sheet. Words like, “spacious” and “large” don’t add much value because they aren’t telling your buyer why this is a benefit.
Here is how we would change this listing:
Experience illuminated living at this four-bedroom estate in Bountiful, Alabama. Vaulted ceilings and French doors allow light to dance on custom wood cabinets and travertine stone floors throughout. For expansive storage options, enjoy a two-car garage and walk-in closets.
Or
With more than 3,000 square feet of living area, this four-bedroom home is the perfect place to expand your dreams. Light pours through the windows and French doors, bouncing off of travertine stone floors throughout and highlighting vaulted ceilings and crown moldings. If you love to cook, the kitchen will be your haven, with custom granite countertops and stainless steel appliances. Plus, with a two-car garage and multiple walk-in closets, you’ll have plenty of room for storage.
See the difference? Instead of screaming the features of this home, we’ve toned down the language and made this house feel like a place where you’d want to live.
Need help crafting upscale listings that sell the experience of a home? Contact Luxury Real Estate Copywriter today and let us bring your listings to life!