Your home is in perfect shape – all set to go on the market. You’ve enlisted an experienced real estate agent with a solid track record. Now all that’s left is…what?
What’s that next step?
In fact, the next step can be all-important: creating a listing that does more than just describe the number of beds and baths. It has to stand out among all the competing listings that will be seen alongside it. That listing is the keystone of the marketing campaign that will ultimately fetch a new owner: its job is to get buyers and agents to take a closer look. To get that job done, it has to be special!
When I sit down to work up an effective listing, I try to pay attention to what creative writers from other forms of advertising advise: first discover what is unique, appealing, attention-getting, then present it with language that captures readers’ imaginations. Formulas are out, since following a set group of mechanical rules can only produce a dull, repetitious result. Even so, there are some useful tips that can help spark an effective listing:
* Keep the context in mind. The job of any listing is to communicate many essential details in a limited amount of space – but there will be photographic information there, too. Highlight features that can’t be told through either its photos or specifications. For example, if a house offers a spectacular view of the sunset from its veranda, the listing should highlight it. Grandeur can be told nowhere else.
* Listing language should be upbeat and tailored to sell, while at the same time, filled with accurate and useful information. It’s a balancing act, and going overboard in either direction can be off-putting. Specific details help bring in readers and build believability (high quality brand names like Sub-Zero or Wolf are good examples). Details build credibility that bolsters less concrete descriptions. I leave out unsupportable claims altogether. It can be tempting to fall in love with flowery language that sails off into its own reality — but accurate information builds trust for the lead-up to a sale.
* Setting the right tone is another important factor. It’s another balancing act. Listings should be upbeat without exaggeration…accommodating without sounding desperate. The right tone can help bring in prospects, just as the wrong one will drive them off or raise suspicions that something is wrong.
A successful agent has demonstrated the knowhow and experience to bring these and other elements together to produce powerful, effective home listings. If you are considering selling your own home in Chicago, I hope you will give me a call so we can create a dynamic marketing plan to sell your property!