I read a lot of listings. Mostly so that I can write about my listings. I also read listings when I price my listings. As a real estate investor, personally selling over 650 properties, and by being an adequate writer and better editor, I have much to say.
WHAT IS A LISTING? The definition of a listing is an agreement between a seller and a broker to market and sell a property and receive a commission.
So, it is in the best interest of the seller and the realtor to market the property in the best possible way.
This is done by placing the home on the MLS, the Multiple Listing Service.
The broker creates a write up, a list of features and benefits that a buyer uses to determine if they have an interest in the property.
A list of features. This is a list. Not a sales presentation. Therefor the following statements should not be in a listing:
This one will go fast. (You see this a lot on listing that have been on the market for dozens of days).
What a great place to call home! This gem will not last long. This is an excellent opportunity to make this house your home. Check out this beauty today and bring your offer to the table. (These were all from one listing).
My complaint with this type of language is that it is selling. It is convincing. It is hype. It is not features and benefits.
What should a listing say. Neighborhood, beds, baths, pool, garage, sq footage, year built, condition, lot size, amenities, extras, community amenities, water frontage/access/view, pet restrictions, lease restrictions, annual fees, taxes, price per square foot, room sizes, driving directions, showing instructions and so much more.
So, the challenge in writing a great listing is to include as many of these features and benefits in the least amount of time, without the selling and hype.
This is in what is called the public remarks.
Pictures. Most people are visual. And they are on the internet, and they are clicking their mouse, next, next, next. And if they are not intrigued, they are clicking the next house. Next.
You had 3 chances to get them to click on the 4th picture. Too late if they are on to the next house.
Let’s start out with the bad. Placing pictures of the pool on the 25th picture. Not including the gourmet kitchen in the first 3 pictures. Saving the waterfront pictures to the end. Including personal items, shampoos, dirty laundry, open toilet seats, kitchen utensils and the obvious mistakes we see in listing pictures.
What is good? One picture of each of the finest features in the first 6 pictures. Front, pool, kitchen, master bath, back yard, game room, etc. One picture from each main group of features. If you can get the viewer to the 12th or 15th picture, you can then show the other 5 pics of the kitchen, 5 pics of the pool, 5 pics of the game room, the other bathrooms, the laundry room. It does not matter how cool a feature is if the viewer clicked to the next home without seeing it.
Pricing. People look at homes on the internet by price ranges. $200k to $250k. $150k to $200k. Pricing the home just above or below a round number is BAD. If a home in this example is priced at $199,900, it will not show up on the $200k to $250k list. It will be the most expensive house on the $150k to $200k list. It will be the most attractive home on the $200k to $250k list if it was priced at $200k. Price in round numbers only.
Rereading what is written so far, I can see luxury home agents having a problem with this. They are painting a picture. Check out the following:
Enter the property through the gate onto a paved driveway and a great view of the large yard with mature trees. Exterior is freshly painted, enhanced with landscaping around the home. Newly metal roof adds character. Upon entry through the stain glass door, notice the updates and finishes. You may gaze at the whitewashed brick fireplace, or the newly installed wood look vinyl tile enhanced with 5-inch floor molding. Light airy kitchen may grab your attention…
So, what is the answer. Call me to discuss.
Randy 727-409-4663 (409-home).
Randal Jenkins
Rocket Mortgage NMLS #205-3417
Rent to Own Pasco Inc
Coldwell Banker F I Grey and Son Residential
5636 Grand Blvd
New Port Richey Fl 34652
click on Active Listings or search all of MLS at www.409home.com
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