We’ve been talking about the need to go beyond presenting information from the first moment we started Real Estate Shows.
One of the early posts I wrote on ActiveRain was entitled, “Front Of House & Other Really Important Information.” In it I said:
Do your clients a favor: use more verbs than adjectives. Don’t describe what’s in the photo, describe how they’re going to feel when they’re in the photo!
Technology companies and the Internet search process have suckered real estate professionals into skewing their writing too heavily toward information. They’d love for you to believe that because consumers conduct their online searches based on information, they make their buying decisions the same way. It’s simply not true.
Recently, the folks at Bloodhound Blog have taken up this mantra. Kris Berg has even gone so far as to call this the “the Greg Swann art of poetic description.” Personally, I don’t care what it’s called, so long as the message continues to be spread. My bet is that Greg’s been doing this for a long time as well.
Effective, evocative writing makes a world of difference.
I’ve never purchased a home in my life that I didn’t fall in love with first. Information played a role in limiting my search, but emotions were the driving force behind which home I bought. Your job, in all of your marketing, is to help me fall in love.
Buying a home is an act of emotion, not ration. It always has been. It always will be.