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The Ultimate Guide to Writing Killer Real Estate Listings

September 30 2015

LWOLF articleMuch of the modern real estate professional's time is consumed by marketing their services and their listings. However, no amount of time or money spent directing people to your listings will outweigh the valuevalue you add to your business by creating these listings thoughtfully. Potential buyers and sellers alike gain immediate trust for the agent who is able to put forward an immaculate listing that does ample justice to what a property has to offer.

Here is your guide to writing killer real estate listings.

1. Emphasize the good, euphemise the bad.

Emphasize: "give special importance or prominence to (something) in speaking or writing."

Is a property on a beautiful lot? Is it recently refinished with stunning hardwood? Give ample credit to the best selling points in your listing.

Euphemise: "substitute an agreeable or inoffensive expression for one that may offend or suggest something unpleasant."

Small property? It's cozy. In the middle of nowhere? It's private. However, be careful not to overdo these, as this can insult the reader's intelligence.

2. Stop using acronyms.

See: Writing Advice for Real Estate Professionals: Drop the Acronyms

The real estate industry is saturated with acronyms, and no, using them does not make you look more knowledgeable. Using acronyms that your readers won't understand, even if they seem obvious to you, is a sure way to turn people off of your listing. All of your customer facing copy should follow this simple formatting rule: Write the Full Abbreviation and Put the Acronym in Brackets (WFAPAB).

3. Write for your ideal buyer.

Use your knowledge of the neighbourhood and property type to narrow your messaging to appeal to your ideal buyer. If your listing's neighbourhood is filled with young professionals who enjoy the nearby rec centre and nightlife, be sure to follow point #1 and emphasize these qualities.

However, only use this method if your listing truly has an ideal buyer. If the surrounding neighbourhood is home to a highly mixed demographic, it's more wise to take a general approach. See point #3.5 below.

3.5 Don't be exclusionary.

Don't alienate potential buyers by marketing to too narrow of a demographic.

Just because a property is an affordable 4 bedroom with a large yard, doesn't mean it's a "perfect home for a young family with pets." First analyze the neighbourhood to determine if your property has an ideal buyer. If it's densely populated with young families due to proximity to schools, maybe your "perfect home for a young family" statement is warranted after all.

4. Use good pictures.

Yes, your listing copy is very important. No, it's not as important as the pictures. Always, always, always budget for high quality property photos. They are the primary factor that will inspire the imagination of your potential buyers and compel them to request a showing.

5. Don't have typos.

Just don't. This is one of the largest purchases/sales of your client's life. They aren't interested in a for bedrom bungaloh. Write your listings carefully. Proofread them even more carefully.

And finally, stop losing time duplicating your listing information on the MLS, in your office management and accounting program, and on your website. Check out Lone Wolf's Listing Integration ModuleListing Integration Module to learn how to save time by syncing your listing data across all of your systems.

To view the original article, visit the Lone Wolf blogLone Wolf blog.