What's more, the recent pandemic has also had a significant impact on how people buy homes. According to the study, supply and demand have dropped significantly, but real estate transactions are being made much faster compared to the same period last year.
In a social distancing environment, you need to tell more about your property to minimize face-to-face meetings with customers, but still maximize your sales revenue.
In this article, we have collected a few real estate promotional ideas to help you write a better real estate listing description and speed up the transaction.
Keep Your Target Audience in Mind
Although marketing for real estate agents is different from marketing in other industries, this general rule always applies. Before you sell anything, you need to understand who your target customer is and develop a marketing strategy with his persona in mind.
For example, here is one of the ideas on market analysis Realtors do. At the moment, Millennials are the most solvent audience, but there is a pitfall. These are the people who believe that it makes no sense to purchase housing and become attached to one place of residence for a long time.
However, if you analyze this audience, you realize that there are loopholes that will allow you to sell your home to the average Millennial. For example, if you convince him that the monthly mortgage payment will not exceed the monthly rent, and the housing he is about to buy is highly liquid and can be easily sold at any time.
Surely, you should specify it in your listing description.
Come up With an Engaging Story
Storytelling is another effective marketing writing ploy that works in the real estate industry as well. Try to come up with a unique, exciting, and engaging story for each of your properties. This is one more way to personalize your home and find the perfect house-buyer match.
For example, you might show that an apartment building developer has made building sustainable housing his mission. Of course, you do not need to invent something that does not exist in reality - it is enough to trace the history of a house or area to find a specific unique feature that will form the basis of a fascinating story.
Answer All the Possible Questions
90% of potential home buyers are looking for suitable properties online, expecting to get the answers to all their questions immediately. Your listing description shouldn’t deprive them of this opportunity. That is why all the important questions should be answered, in addition to all the necessary information about the house.
For example, you may come up with an FAQ section to get the answers to basic questions, plus add customized questions and answers about the specific property.
Hint! Make sure to add contact data, call center numbers, and social media profiles so that your buyers may get in touch with you instantly and ask additional questions if any.
Highlight Additional Opportunities
Even though real estate marketing is specific, you can still apply some traditional marketing approaches. All buyers, without exception, are looking for the best housing for less money, plus absolutely all of them will never refuse an additional discount, favorable installments, credit holidays, and even the opportunity to choose the terms of the deal themselves.
Remember what we said about Millennials? It is possible to sell them housing if you convince them of the appropriateness of the transaction. For example, for this, you can use an in-build mortgage calculator. By the way, this is one of the best real estate marketing ideas to date. Add a link to it to the description of the object of sale, and tell your audience that they can choose a convenient, transparent mortgage package themselves.
Describe the Photos in More Detail
Of course, the photos of your objects must be of the highest quality. Plus, they need to be bright, well lit, and show every detail and nuance. Photos are what form the first visual impression, which accounts for 90% of the overall impression of a potential buyer.
It will also not be superfluous if each of your photos has a short description, indicating which room it is, for example, a guest bedroom or a children's room, the first or second bathroom, the total area, the number of windows, and so on.
Such full descriptions of photographs, in addition to the general description, will help your potential buyer to form the most complete impression of the house and get answers to possible questions.
Use Words That Sell
You don’t need any unique real estate marketing ideas if the words you are using are powerful and adding value to your offer. You should use them wisely and carefully think about what influence this or that adverb may have. For example, such words as “unique,” “luxurious,” “eco-friendly,” “captivating,” “innovative” are sales boosters. They allow the customer to feel the value of the house he is about to buy, and, what is more important, feel his own value too.
And vice versa, such words as “cosmetic,” “adequate,” “budget-friendly” hint that there is something you are trying to hide and provide more room for price negotiations. Understanding the art of real estate descriptions is vital.
Have a Motivating Call to Action
Any ad should end with a compelling call to action prompting the potential buyers what should he do next. For example, you may end your listing description with an offer to schedule a visit, drop you a line, leave an email to get more info about the property, follow you in social media to get more fresh offers, and so on.
However, never leave it empty - come up with a brief conclusion and suggest the next move. What is more, you may try several CTAs and analyze which one works best for your customers.
Customize Your Listings Description for Every Marketing Channel
Surely, your professionally written listing description shouldn’t be static. You may and should customize it for every marketing channel you are using to promote your houses. For example, you may shorten it and leave the most essential points for targeted ads on Facebook and Instagram, and customize your CTA offering users to follow you. Also, use a URL shortener to redirect users to the full description.
And vice versa, your listing description should be ultimate on your website, it may contain 360-degrees images and videos, and your CTA should motivate users to call or write your directly, for example.
Check It for Fair Housing Laws Compliance
According to Fair Housing Laws, there should be no discrimination in real estate deals. In simple words, your listing description should never contain the statements that this property will be sold only to certain categories of buyers depending on their skin color, race, citizenship, or religion.
What is more, you should carefully avoid the so-called “positive discrimination” when writing the description of your properties. For example, such phrases as “perfect for married/ retired/ child-free couples” may be offensive for the potential buyers that like this or that house but don’t fit into the category you are mentioning.
Your task is to describe the house objectively, highlight its attractive features, and provide the buyer with ultimate answers to all his possible questions while refraining from personal judgments. For this reason, lots of legal experts are starting to recommend that real estate agents do not provide love letters with offers.
Final Thoughts on Effective Real Estate Writing
Selling properties is difficult and easy at the same time if you know which words and marketing channels to use. In this guide, we have prompted you some writing tips, tricks, and real estate advertisements ideas to make your listings attractive and selling, so feel free to use them even during these uncertain times.
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About the author: The above article on writing real estate listing descriptions was written by Anna Medina.
Anna likes writing from her university years. When she graduated from the Interpreters Department, she realized that translation was not so satisfying, as writing was. She trains her skills now, working as a freelance writer on different topics, including real estate. She always does her best in her articles to convey an easy to interpret message.