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.
{ 10 comments… read them below or add one }
> My bet is that Greg’s been doing this for a long time as well.
Check. This is my most complete discussion of evocative writing for real estate listings.
Amen, Jeff!
(The least I could have done is spell his name right. That would be “Swann” with two n’s.)
Greg Swan(n)… I knew my bet was right.
Kris…
Thanks!
Effective writing can be as significant as good photos in differentiating the home and the Realtor listing it.
One mechanical suggestion. When writing in the “Details” portion, of a Real Estate Show, don’t use abbreviations typically found in MLS listings – like BR, LR, AC, etc. You’re writing a story. You have all the space you need. Become a storyteller.
Another suggestion. With longer narrative descriptions, break up the content with paragraph breaks. Don’t write one long paragraph. Breaking your story into multiple paragraphs helps draw readers in and keeps them engaged.
In addition to the benefits that Jeff points out in his post, good writing has another important benefit: It attracts people to you, it puts you ahead of the pack in attracting new clients.
You’re so right Jeff. Buying a home is extremely emotionial. The homes that I have bought I new in my gutt that I just had to have it. I could have looked at a hundred other beautiful homes, but I have learned to go with my instincts. When I see it, and love it, I know that it is the one.
Great post! Ciao!
My favorite words are “comfortable”, “relaxing”, “the work is all done for you” and using a phrase that starts with “imagine…”
“Buying a home is an act of emotion, not ration. It always has been. It always will be.”
You can just tell when a couple falls in love with a place (I can see it in their eyes). I was just acting as a buyers agent yesterday, and told the couple, the comps are telling me you can get this place cheaper (and they knew it), but another couple was coming to look at it at 4:00 (yea right), but the builders agent could not get anyone on the phone, to approve our lower offer (yea right). My buyers were pressed for time (had to buy), well they bit.
Here is some poetry to describe the listings in my area:
Cottage = Small
Historic = Old House with a Tax Break
Etc. etc.
I once read that you should never sell the features of the place where you are, instead tell the story of the place, while pointing to something nearby.
Rory… it’s all about the story. We must create the story for the viewer.
If i were buying a house i would firstly like to see it myself, not in pictures.. and only after this hear the description of the realtor, since i need to have my own opinion on it first of all.