My friend is a real estate agent in Colorado Springs, and he recently posted about a home he’s selling. I laughed so hard I couldn’t help but want to share all about it.

You might think that he talked about all the interesting features like how many rooms there are and what kind of kitchen appliances to expect, but no, he talked about boobies. Hear me out. I’m not a vulgar person by any means, but when you look at the photo he shared and you read the description, you can’t help but want to check out this house. The writing is fun, entertaining, and it’s unexpected in all the best ways.

He wrote:

This newly remodeled home has been updated and augmented. Shows well and will be sure to draw attention! Sellers are ready to get this one off their chests!

Don’t get caught in the booby trap of homes that only look nice in pictures. This home’s features are so elegant, they will have you asking, “are they real?” and “can those be natural?”

And wait until you check out this rack! Where you can store so many spices in the pantry. We’re not milking it when we say, this home won’t last long!

 

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Oh, the language. It’s clever, it’s descriptive, and it has me wondering about those lighting choices and what this pantry is like. Who wouldn’t want a newly augmented home? The language is playful and while it doesn’t give all the details, it certainly has my interest.

And that’s exactly what writing should do in a real estate listing. It’s a hook. It’s so much more than a drab description of bathrooms, kitchen appliances, and crown molding. It’s a sensory experience and when combined with great photos, you’ll get more people in the door for the real thing. That’s what it’s all about. Get the right buyers in, get an offer, and sell the house.  

Contrary to popular belief, houses don’t just sell themselves. Skilled agents take the time to woo the perfect buyer. They craft descriptive listings, take photos, and work hard to coach their clients on best practices to help them sell fast. They give tips on home staging, do pricing research, and mix all these things together to catch the eye of other agents and homebuyers.

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Here is an example of a not-so-great listing and what you can do to fix it.

INVESTOR SPECIAL!! 3/2 with big backyard.

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Okay, cool, it’s an investor special. But I have some important questions, and if they aren’t answered, I’m not going to bother reaching out and scheduling a showing. What kind of investor? Fix and flip? AirBnB? Is it livable? Does it need extensive repairs or remodeling? What’s the state of the roof? While I know all these questions can be answered later, I also know that even investors need a little more detail than that. This is a lazy listing that tells me that either the place is a dump, or there’s a lot going on under the hood, and the agent can’t be bothered to at least write a better description. 

Here’s how you can spice up that investor special listing:

Your dreams of becoming an HGTV star are within reach. If you’ve always wanted to get your hands dirty to create a stunning reveal, now is your chance. This 3-bedroom, 2-bathroom home is just waiting for someone like you with creative vision and a lot of elbow grease to turn it into a livable home. The roof might have a few holes, but don’t let that deter you. The mice really love the unique banisters, the cozy great room, and the large kitchen, and you will too. With a ¼ acre of land, you won’t find anything quite like it in the area. Call for a showing today to see if this gem is the perfect fix and flip for you.

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You see, that took me 7.5 minutes to write. And what did you learn? It needs a lot of work. It’s probably not livable. It has a great room. There is a large kitchen. And while I could’ve just said those things plainly, for some reason it doesn’t quite have the same impact. Clever and exciting writing is within your grasp. Practice taking one of your drab listings and find a way to spice it up. don’t lie, but make it interesting and leave enough room for curiosity so buyers will contact you. 

You’d be amazed at the difference. And if you don’t have the time, well, I do. I specialize in writing for businesses in a way that helps them stand out. Contact me today to see how I can help you.