Let’s face it, we all love stories. What’s more, stories can be used effectively to help sell your listings. So, have you considered telling the “story” of the home, instead of the property address, square feet and number of bedrooms?
Let’s assume that you’ve just listed a home in a subdivision that has 3 others that are similar in price. You have to do some digging, but find out what’s different about your listing (versus the others) and write the story. But first, some tips.
The headline must be written in such a way that people want to read more
Headlines or copy in all capital letters are hard to read
Use short sentences and bullet points
Start with the negative
Pictures should reinforce the story
Write for a specific audience
Here’s an example of a story-selling ad where there is no family room, but a big back yard!
Big Back Yard to Die For!
Do you need a family room? Or would you rather have one of the largest back yards in the neighborhood?
In addition to 3 bedrooms & 2 baths, your family will love the outside living space, with
Concrete Patio for dining & barbecuing
Space to play with your children
Both shady and sunny areas to enjoy
Invite the neighbors. There’s enough room for entertaining your family and friends. Oh, and don’t forget the house—just painted and new appliances! Longer copy, especially in the form of a story, sells. Take out a one-fourth page ad. Include the story in the listing description (MLS). Post the story of your listing on Facebook. Send it out in an email with the subject line: Do You Know Anyone Who Wants a Big Back Yard? Well, you get the idea. Your challenge is to find the story of the home. Marketing your listings is part story-telling – tell the story well!
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