what it was about and were much more inclined to spend their hard-earned money.
NEGATIVE TO POSITIVE
Most homes out there have something negative about them, and this is where words come in handy. For example, one seller’s home is 10 years old. Unfortunately, there’s a new development nearby, and buyers are attracted to its brand-spanking-new houses—despite the fact that they’re selling for $40,000 more than this seller’s list price. These buyers are blinded by the newness, but there are a couple of problems. One, those homes won’t be new forever. Two, if they try to sell their home five years later, they won’t have that new home appeal, so they will not recoup that extra $40,000, which means they’ll actually lose money. So what does the seller (or the seller’s agent) do in a case like this? They create a new ad. The headline reads, “Don’t Buy a New House in (Development Name) Before You See This One!” The copy lists reasons the seller’s house is a better deal (keeping the 80/20 Rule in mind). Some examples could be: • significantly lower list price for the same size house • features the seller’s house has that the new houses don’t, such as big, established trees or landscaping that’s already completed (new builds often have little to no landscaping—sometimes even no grass!) • the seller’s peaceful home and quiet neighborhood (as opposed to living in a construction zone) If you saw that ad, wouldn’t you want to include that house on your tour list?
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