Good real estate property descriptions help to
sell property faster. As a real estate agent, it’s important to understand how
and why you need an ability to write inspiring real estate listing
description.
You may have a property that is priced right,
in the right location but still struggle to sell it if the description is not
good enough. You need to have the description explain why the property for sale
isis the bargain of a lifetime. We shall in this article help you learn how to write
inspiring descriptions that
motivate a buyer to action.
Structure for
writing the best property descriptions
Most properties online tend to be similar both
in description and features. The first goal is to thus appear different and
unique. This helps you stand out from the crowd so that you can be
noticed.
Real estate property descriptions have a
standard structure:
1.
Compelling
Headline
2.
A
descriptive narrative of property features
3.
Any
Special promotions
being offered
4.
Strong
call to action
ALSO READ: Why
listing photos matter: 5 benefits of listing photos in real estate.
Now, from the above basic structure let us get
into the details of each.
Compelling Headline
Chances are you are posting your property in
several platforms. These include listing websites like BuyrentKenya, Property24
or you may have already registered
to list with us. To stand out from other properties posted within these
websites, then you require an eye-catching, different-looking headline.
Remember, you only have one shot to gain buyer
attention so that they notice your property. You thus have a split second to
stand out. What will make your advert stick out like a sore thumb? Some tips include:
Make it short
and sweet: The headline
should be short, essentially less than 10 words.
Evoke Emotions:
Make sure the words evoke the
right emotions to elicit a response from potential customers. Use of words like
amazing, well furnished, majectic, can generate more interest. Compare these
two headlines.
House for sale in
Kitengela with an SQ.
And
5-bedroom all en-suite
house in Kitengela with high end finishes.
Which headline is better? The second one,
right?
When writing headlines, remember to use title case and not CAPS as Google prefers title case. Also, don’t use full stops and multiple !!! (Exclamation marks)
2. A descriptive narrative of property
features.
The first sentence in the description of your
property should get right to the point and inform what the listing is all
about. An example is:
“This is a stunning 5 bedroomed home located 2 Kilometers from
Kitengela near good schools, served by all-weather roads and public transport.”
Or
“This is a pleasant newly completed home with high end finishes, ensuite
bathrooms an open kitchen plan and spectacular views of the Nairobi national park.”
These two opening statements provide the prospective clients with
a quick answer to whether the property is what they are looking for and helps
them decide if they shouldcontinue reading. After a good opening statement, you then describe the
property features. In this area, you give the primary features while also
providing inspiring and compelling description.
Primary features for your property include: total number of bedrooms and
bathrooms, sizefootage,
actual location and any amenities or unique characteristics
like scenic views, terrace, garden). Consider the two examples below to help you create an
inspiring and compelling description:
Example #1: “5-bedroom Bungalow for sale in
Kitengela, with a separate SQ. The house is newly completed and in a block of
10 flats making this a gated neighborhood.”
and
Example #2: “Delightful 5-bedroom bungalow for sale in Kitengela with a separate Servant
quarters. All the bedrooms are en-suite and the master bedroom has a jacuzzi.
Kitchen is open plan with granite finishes. The house has bbreathtaking
views of the Nairobi National Park. This house is built on a quarter acre giving you enough parking and a garden. The house has a fireplace where you can
cozy with a good book. The neighborhood is complete withh
outstanding schools, malls, banks and public transport.
The house is 200 meters from tarmac and served by an all-weather road. Get to
Nairobi within 30 minutes.
I know the above description takes more time to
prepare, but I assure you that it’s worth the effort. Once you have completed reading, remember to proof read.
Indicate any special
promotion
To sell fast, indicate any additional
incentives for potential buyers to take action. Here are some examples:
Free viewing and site visits available
Bank financing can be arranged
Installment payments available to serious
buyers
Free nyama choma/mbuzi on purchase.
Free 4 gas burner and fridge on purchase.
Call to action
At the end, we all want the customer to call
you. End with a strong call to the customer indicating how you want them to
act. Go ahead and ask the customers to “Call now!”
What not to do.
When making the descriptions, remember to be
factual. Do not try to create a hype or oversell the property. Customers have
become wise and know when you are exaggerating features to get a sale.
Also, do not lie in
your real estate ads or
overpromise.
Important Read: 3
Little White Lies That Are OK to tell when selling property
There is a big difference between overselling
and painting a positive picture about a property. If you oversell, it’s easy to
tarnish your reputation and create enemies in the industry. The goal is
to tell why the
property is an amazing opportunity and then leave the customer to connect
the dots and realize that your property is exactly what they need.
Help customers to see themselves in your
property and then step back so
that the customers can decide if what you are selling is the
right property for them.
Not registered with Estate Agents Registration
Board yet? Find
out what it takes to get your real estate license.
Leave a Reply