Use the right words when you describe your listing
The old saying notes, “a picture is worth a thousand words.” However, in addition to flattering pictures, when it comes to listings, using the right words just might mean the difference between a quick, full-sale offer or watching your home sit on the market for an extended period of time.
The following contains a short list of suggested tips for composing a listing that should draw a buyer’s attention and lead to a successful home transaction.
Inverted pyramid style
Just like a veteran news reporter, compose the listing using the classic inverted pyramid style. Forgot what that means? Create the listings using four of the five “w’s” and the added “h”. “What” is no doubt most important. What kind of home are you listing? Single family? Condo? Town home? “Where” is also certainly important. What is the street address of the listing? Where is it specifically? What neighborhood, zip code, city, county and state? Do not assume that potential buyers are local and will have intimate knowledge of the home’s location. Other important descriptions of the property include: when it was built and why it is a desirable listing (i.e. what gives the home special appeal? Custom home? Secluded? In a court? Quiet street? Central city?). The “h” or “how” component may be obvious. How can the prospective buyer get in touch with you? Your agent? Your cell phone number, etc.?
Another important “what”
Though the “w’s” and the “h” were covered above, it is a great idea to add any local offerings to the listing; albeit, be brief, as too many words in a description may cause the reader to lose interest and detract from the hoped-for impact. None-the-less, again, let the potential buyer know what is nearby that is highly sought out: coveted outdoor areas, recreational activities, freeway access, and even appropriate cultural offerings. Free, online mapping programs may be very helpful in locating nearby information to share with buyers.
Be as precise as possible
What’s the difference between saying “ice cream” and a “delicious dessert treat consisting of decadent scoops of vanilla and chocolate wonder?” Though the example may be silly, the point is not. Describe what is in the home with precise detail. For example, do not just say, “a remodeled kitchen.” Instead, describe the kitchen as “newly renovated gourmet cooking refuge with granite countertops, custom cherry-oak cabinets with slide-out drawers and new door hardware and state-of-the-art GE Profile appliances” (or whatever describes the setting best). The same is true for bathrooms or any other room that will benefit from specific narrative (how about, an “open floor plan” or “great room).” Bottom line, “paint a visual picture” with expressive words instead of using “flat,” generic descriptions of the home’s rooms.
Double check for typos
No matter what, do not get in a hurry and publish a listing before making absolutely sure that there are no misspellings in the text. The worst possible situation is a written listing that describes a highly desirable home, but has typos. Serious buyers will at a minimum wonder about the legitimacy of the property – and its asking price – and in the worst case, pass over the listing in pursuit of another comparable property. It is also highly advisable to format text according to search engine best practices (which you can find by looking them up online), avoid caps (the old adage is that you are yelling), and make sure nothing in the text could cause your listing to be seen as unfavorable as described; omission of facts does not necessarily connote deception. You are simply trying to pique a buyer’s sincere interest.
A final note while composing a listing is to search for comparable listings nearby and carefully read how they are phrased. You will certainly want to gauge the existing “competition” and design your listing accordingly so that yours creates the most genuine interest.