How Your Listing Copy Can Help You Make a Sale

Your real estate listing is an important way to generate leads. How can you write one that stands out and doesn’t just list facts, but engages readers on an emotional level? Before typing up your copy, there are some things to research and think about.

• Who are you marketing to? Are they families, young single professionals, retired couples? Once you’ve identified your audience, think about the property from their perspective. What would they want in a dream home? What would they find appealing about the property?

• Where is the property located? What’s the neighborhood like? Are there landmarks, parks, schools or attractions nearby? Is there something about the property that a reader may find interesting? (Was it owned by someone famous? Does it have a unique history?)

Now, think about how you’d tell friends about the property. Use your research, be creative and paint a picture to get them to fall in love with the home before they see it. You’re not just selling a house you’re selling them living in that particular house.

Elements of a typical property listing:
• Headline — Most important part of your listing; needs to grab the readers’ attention and give them a reason to click; focus on the property’s unique selling points
• Opening Statement — Introductory statement about the property
• Description — Includes primary features of the property and ideas of how the reader could utilize the space, as well as local information
Special promotion — Highlights offers like seller financing; rent to own; closing costs covered
Call to action — Tells readers what they need to do (contact XXX to make an appointment; come to the open house, etc.)

Putting it all together
Here’s an example of a typical ad, and one that sells. Which engages you more?

3 bedroom, 2 bath home in Ridge Crossing
Brick bungalow home, big backyard, 2.5 car garage, hardwood floors throughout, newly remodeled bathroom, lots of updates. Near schools.

Enjoy panoramic lake views and an amazing outdoor retreat.
You’ll fall in love with this beautiful, 3-bedroom, 2-bath brick bungalow in Ridge Crossing — it’s perfect for a growing family. Featuring a breathtaking view of Powers Lake, it’s a short walk to Washington School, Howard Park and downtown. Open the French doors to the beautifully landscaped backyard, which is ideal for entertaining. The full finished basement makes a perfect family room or playroom. And the updated kitchen is so cute, it should be featured in a magazine. Come see it and make it your "Home Sweet Home."Hurry, it’s priced to sell and won’t be around long.