For the better part of two decades, I have worked in the real estate industry in a marketing position which focuses predominantly on promotional copywriting. There’s no Pulitzer Prize on my horizon, however, over the years I have managed to hone my “relevant to the business” skill-set to the point at which it has become second nature to me. I take great pride in the fact that I have not fallen into the trappings of writing gimmicky ad headlines such as “Honey, Stop the Car” & “Dirty Rotten Fixer” or descriptions devoid of thought provoking content. That’s because I have an innate appreciation of the value and power of the carefully written word and by being selective in the process, strive to transform even the most unremarkable or ramshackle home into something special.
     As a seller, you most likely expect that your home will be promoted effectively and creatively with professional photography, quality flyers or brochures and a strong internet outreach accompanying your Realtor’s effort, right? What about the ever critical and equally important verbiage component? You know the description of your home that appears on a brochure for the benefit of a local audience as well as the Multiple Listing Service with its potential for worldwide exposure? Do you realize how important it is for that description to capture the essence of or most merit-worthy aspects of your home in order to attract the right audience? Well you should, because in a competitive and challenging market it’s as much about immediate audience interest & lasting impression, as it is about swift audience impact. Let’s see if I can convince you of this further.
     If you go to any real estate company web site, you can do a property search that will link you into the local MLS and prompt you to input your specific criteria. You can then take a tour of a property by viewing what is hopefully, professionally taken photo media and read a description that is typically written by the listing agent.
Most of the time, the description is no more than a recap of what can already be found by the discerning viewer in the bedroom, bath and square footage fields. Yet, are we to assume that because buyers elect to search for real estate on the internet they prefer a snapshot summary over a verbal pictorial? I think not. Because whether or not you’re viewing a home by way of a virtual experience in the privacy of your home or checking it out via an open house “look see,” the experience is what ultimately allows you to envision living there in the future.
     Now taking it a step further, which of the following descriptions of the very same home do you think will have the greatest impact on the audience we’re seeking to attract based on the impact it has on you?:
     Version 1: Clean 3BR home on large lot close to schools and shopping. Fresh paint, fireplace, updated kitchen, yard with fountain and new sod, plus central air & two car garage. Big lot, quiet neighborhood. Priced to sell!
     Version 2: Few homes exude the warmth and charm of this delightful single-story home located on a private, sprawling lot in a neighborhood reflecting true pride of ownership. A wonderful curbside approach featuring freshly appointed sod and blooming flora, welcomes guests to an impressive floor plan perfect for entertaining with voluminous ceilings and spacious living areas that include the family room with fireplace and three bedrooms. Cooking in the kitchen is done with ease with its updated appliances, ample granite countertops and a walk in pantry. Before cooler days and nights are upon us, enjoy the weekends dining alfresco in the lush backyard with its inviting covered patio, soothing water fountain and picturesque gardens. Other features include a two car garage with new roll up door and built-ins. This property is a must see!
     I think I know which one you chose. That’s because unlike Version 1, Version 2 paints a picture that taps into the senses. And if it works for you, it may very well be what prompts a higher level of interest in the home, subsequent showing of the property and ultimately, an acceptable offer from one of many potential buyers so inclined to get that first view of your property on line.
     So as a seller, don’t allow the value of your property to be compromised in its presentation to the world. Try sharing with your Realtor what appeals to you most about your home – a picture if you will, such as the fact that “our yard is most spectacular at dusk when the birds obscured by the branches of our 50 foot Coastal Redwood tree start serenading one another during their sundowner ritual.” Most importantly, hold your agent accountable to a higher standard by having a say about what is being said about your property.