Little Details Yield A Big Return

What is copywriting? It is the art and science of writing persuasive copy to accompany the images in your listings, advertisements, and other communication channels to convince prospective buyers to take action and purchase the product or service you are selling.

Effective copywriting tells a story and engages the audience by making what you are selling easily relatable.

As your Realtor, I will work with you to make up a list of the best features of your home and then craft a distinctive listing description that highlights the benefits the buyer will receive from purchasing your home and making it their

own.

Real estate agents and home sellers agree that a cleverly worded listing that is concise but engaging should emphasize the home's distinct character and amenities. This listings are invaluable for making a home stand out from the competition and sell for top dollar.

Statistics support this with a recent consumer report, revealing that 78% of home sellers believe it is important that their agent place listings of their home or property on real estate websites as part of their marketing plan. The same survey showed that 83% of sellers worked with a real estate professional to create descriptive listings to promote home sales.

Copywriting is all about messaging. Persuasive copywriting that has the desired effect of moving the buyer to action has certain key elements in common:

• It communicates something memorable at first glance.

• It is clear and easy to understand.

It accentuates the positive and appeals to the target buyer.

When creating a listing of your home, it is important to emphasize all the positive attributes that will make life there enjoyable for the new buyer. The importance of which adjectives or descriptive words are chosen cannot be overstated.

Keep messaging positive and upscale to attract serious buyers:

The Wrong Message: Fixer, nice 3-bedroom mid-century home with loads of potential.

This ad fails to give the buyer any details to set this home apart from all the others listed for sale. Instead, it uses the nondescript word "nice" and includes the terms fixer and potential, which instantly signals to any would-be buyer that this home is not move-in ready. It is not a place to experience comfortable living but more likely a project that will take time and money.

Research shows that homes with listing descriptions that contain the word fixer underperform their projected selling price by 11.1%.

The Right Message: Enjoy elegant living in this luxurious 3-bedroom home with a spacious open floor plan and vaulted ceilings.

This listing paints a picture of fine living in comfort, with popular features that appeal to a large number of buyers.

The power of the word, luxurious, is demonstrated by a study showing that homes that were estimated to have a median (middle point) value and ranked in the lower third of the market, consistently exceeded their expected sales price by 8.2% when that adjective was used in the listing.