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)
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 should continue 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 breathtaking 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 with
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.
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