I am in the process of writing some ads for open houses and for blurbs on new listings I have coming on the market. I decided to go back and review comments on the best way to paint a picture of a home with words.
Over and over I read when writing ads be sure not to comment on all features of the home, but use key words to illicit an emotion and a call to action from the buyers.
I have to admit this line of thinking has lead to better responses on advertising copy. It's all in the wording. The traditional lingo you see: 4 bed, 2 story, blah blah blah is mundane and in-effective. Words like: cozy den with fireplace, quiet cul-de-sac, towering trees tend to arouse a certain feeling in a buyer. They picture themselves nestled in a chair reading a book in front of a fireplace or their kids riding their bikes or scooters in a cul-de-sac while they sit out and chat with the neighbors.
When reading copy written by realtors, buyers want to see a benefit in buying a house. Naming features like built-in ovens, stainless appliances, walk-in closets, MIL plan do not invoke the need for buyers to come see the house. However, by pushing their hot buttons with descriptive words such as: private tree covered lot, magnificent oak trees and flowering gardens, you cause them to see themselves living in your house.
These kinds of phrases entice a buyer to want to know more about the property and call you quickly before another buyer snatches your listing up! Let's face it, the real reason to place an ad is to get the calls!
It's our job to create descriptions of our listings to motivate a buyer to take action. Decisions are based on emotion. They apply logic afterwards to justify the decision. Well written simple ads creating a picture of a benefit the buyer will receive is by far the best way to ensure calls!