system. Even seemingly mundane items like central air conditioning and French doors can be important to potential buyers. Copywriting. Due to all of the intense competition, it is extremely important to write copy that is warm and engaging. Your copy has to speak to the potential buyers in “ad speak.” An example of “what not to write:” Three-bedroom ranch for sale with two bathrooms. Two car garage. Nice lot in a quiet neighborhood. Home features central air, spa tub, and lots of shade. What’s wrong with it, you ask? While the information is there in a succinct language, it doesn’t say is, “Here is your new home! The search is over!” Use your imagination a bit and try something more along these lines: This three-bed, two-bath ranch has plenty to offer the first-time home buyer. With a well-appointed kitchen and an open concept design, you’ll be able to prepare meals while enjoying friends and family. The garage is roomy, giving you plenty of space for both vehicles and room to walk around them and store bikes for leisurely rides on the nearby bike paths. Tired at the end of the day? Retreat to the master bathroom and relax with a glass of wine in the spa tub, sit outside in the private backyard or the inviting open front porch to talk to the neighbors. Either way, you will find plenty of shade from the hot sun. On days that are just too hot and humid to be outside at all, you can stay indoors where the central air system will keep you cool all year round. Now those are invitations! This improved copy doesn’t containmuchmore actual information but it is presented in away that draws readers into not only the description, but the home itself. If you are not a copywriter, don’t hesitate to hire a freelance copywriter to craft your listings.This is another case inwhich the ROI will be worth the expense.
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