4 steps on how to improve your sales with a compelling property description
For real estate professionals it’s essential to have visibility and one way to do it is to know exactly what to write on a listing description.
We all love to be seduced and why would that be different when we talk about our customers or about the selling activity?
And how can you do it?
There is no need to write an academic essay, nor a poem to seduce your customers to let them know how awesome you are. Actually it’s quite simple.
1. Keep it simple and stop trying to look like the others
I bet you’ve already searched thousands of property listings and that you have an idea about what a property listing should look like. I even suspect that you already thought, “Well, if this works for them, it should work for me and I am on track!” WRONG. Here is your first lesson … don’t imitate, innovate!
If you are not different, you will get lost in the crowd and it’s so boring to look like the rest! Obviously not everyone is a Shakespeare or a Mozart but I will give you a structure that will help you start moving like Jagger:
Title: You only got a split second to get someone’s attention
Your title and your statement should be catchy and different. If you are selling a property to younger people why not try humor? Try finding a positive thing in every feature of the property.
Here are some examples of property titles:
Priced To Sell. This One Won’t Last! 2 bedroom apartment in the center of Boston.
Stop your kids from fighting. Give each of them a room. 4 bedroom villa with pool available to sell in Malaga!
Start planning your barbecue, move in today to this beautiful Villa in Albufeira! Available for sell.
Amazing apartment with 2 bedrooms and outstanding sea view that will make all your friends jealous. Available for sale only in Malibu!
Describe what are the customer is looking at, directly and simply. Give them a reason to click.
At this stage, you should try to answer the customer desires and the basic initial information you should include are the property type and its location.
Property description: be creative but also accurate and simple
Everyone wants to know what they are buying so it is mandatory to include the property description:
· How many rooms/bathrooms ?
· Property size and divisions size
· Location: neighborhood, schools, shopping, transportation
· Extras: garage, pool, garden, others
· Any recent updates or renovations
· Unique characteristics
Note that while you are describing those features, you can tell a story to your customer. Try to put your potential customer inside the property by showing them a lifestyle. Make them dream about it.
For example:
Welcome home! Upstairs you will find 2 rooms for your kids, and suite for you and your partner. The 3 existing bathrooms will be located next to the kids rooms, one will be inside your suite and the other will be downstairs next to the 20m2 kitchen. This way your friends won’t have the need to go upstairs and get the whole floor wet when they get out of the 15m2 pool you have outside. Your pool parties and barbecues will be renowned in this astonishing lake-view villa.
If you need to sell that property quickly, you can even go for the extra mile and offer, a discount or incentive: special financing conditions; administrative fees; etc.
Finally… cut the talk: Sell!
You should finish your description with a call to action which is extremely important to complete the sale.
If you think that a simple sentence like “buy now” will do the work - it won’t. People are driven by emotions so talk to people and get them get passionate about your listings.
Why not create a call to action like, “contact me now so we can schedule your barbecue”?
2. Speak your customer's language
Different people have different needs, so they will feel more connected to a description that goes straight to their personal desires and expectations.
If you are selling a family house please put the family inside the property (like the example we’ve seen before), but if you are selling a studio for a student, you can speak about it’s proximity to theatres or the university, and describe how that property will fit their lifestyle.
3. Be Smart
Don’t try to rip off your clients. Be fair and smart to sell it quickly:
- Price it right
- Promote it adequately
- Clearly state why your property is a deal of a lifetime
4. Optimize for SEO
What is this? Well most of your clients come from the online environment. So, you need to get noticed on this platform. If your property description is the first snippet of text Google will see on your page, make sure you consider including SEO-friendly phrases like:
“Save fuel. 2 bedroom apartment, close to transport and in city center, available for sale in Lausanne”. Your potential buyer will include these phrases in their online searches so Google needs to find them in order to present your listing to your customers.
Now that you know that selling, real estate can be pretty fun. Start practicing!
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