November 6, 2020
When it comes to the world of real estate, having a stellar listing is the key to a higher potential for clicks and calls. And with everyone staying indoors today, shopping for a new home has shifted to be more of an online experience. Real estate agents and brokers must put more of a concerted effort into crafting a well-rounded online real estate listing that is eye-catching and informative.
One of the top reasons people show interest in a property is a useful listing, so we’ve written seven tips on how to write an effective real estate listing.
All caps might work for celebrity tweets, but they don’t work well in real estate listings. Writing in all capital letters might be eye-catching, but they’re entirely unnecessary. You want your listings to flow nicely and sound more conversational rather than salesy, and having all caps will only take away from that.
Check Your Spelling, Then Check Again
While this might seem like an easy task, you’d be surprised how often listings contain simple spelling flubs. What’s more, bad grammar can also take your listing into a nosedive. You don’t need to be a next-level writer, for that matter, but you should be sure to give your listing a couple of readthroughs to ensure it flows well and is free of errors. If you’re still not confident, ask a friend or colleague to serve as a second set of eyes for your listing before publishing it.
Be Descriptive, But Not Too Descriptive
A lot of realtors think they need to use catchy adjectives to make a listing sound more enticing. This isn’t the case, as it could come off as just lazy writing. Instead of banking so heavily on descriptive words, be more concise in your listing. For example, try highlighting the kind of wood used in the cabinets, the type of stone used for the countertops, the unique finished the home possesses, etc. Just make sure to stay away from big words that overdo it.
Watch Out for Unintentional Discrimination
Not all discrimination is blatant. In fact, unintentional discrimination might find a way into your listing, turning away potential customers without you even knowing. For example, speaking about specific holidays, such as Christmas or Easter, might only come off as being directed toward people who celebrate them. What if someone doesn’t celebrate those holidays?
When it comes to listings, focus on the basics, such as physical traits, and refrain from using any reference that might single out some people.
Plan Out Your Structure
When writing a listing, set it up the way a reader would want to read it. For instance, many showings start in the living room, followed by the kitchen before heading into the bedrooms and bathrooms. This may vary based on the home’s layout, but try to bring the natural flow of the home to life through your text.
Keep It Simple
It might seem like threading the needle, but it’s essential to be persuasive and descriptive in your listing while also keeping the word count to a reasonable limit. Your descriptions should be short and keep the attention of the reader. The ideal length might vary, but it’s recommended that you keep it around 250-300 words.
Don’t Repeat Yourself
Make the most of your listings by focusing on essential details that people can easily obtain in the bullet points, such as square footage and the number of bedrooms. In the body of the listing, don’t repeat those same features. Instead, focus on the details, the neighborhood, and the house’s overall character.
Bonus Tip: Invest in Real Estate Insurance
This tip helps you, the realtor, out in the end. Every industry comes with a potential for loss, damage, and lawsuits. Having Real estate insurance in place helps real estate professionals stay protected from the potential claim. From slips and falls to more costly claims, like errors and omissions left unnoticed in a listing, this coverage helps agents and brokers operate with peace of mind.
About Associations Liability Insurance Agency (ALIA)
The ALIA Team (part of the Riverton Insurance Agency Corporation), specializes in helping real estate professionals find the affordable and comprehensive liability insurance they need, without the hassle. ALIA dates its roots to 1991 with the founding of FREA, Foundation of Real Estate Associates. In 2013, ALIA was created to work with multiple insurance companies thereby broadening the portfolio of products to customers. For more information about our products and services, contact us today at (800) 882-4410.