Have you ever been frustrated with spending hours cleaning and preparing your home for a “home open” only to discover that no-one even viewed the property?
Has your idealistic expectation of multiple offers flowing in become desperation that no-one is even interested? So how can this problem be resolved?
Appeal to buyer emotions
Buying property is an emotional decision. So why do real estate agents write stock standard unemotional ads listing features and statistics without including reasons why this should be the buyer’s new home? Appealing to emotions can be the missing ingredient when people aren’t flocking to view your property.
According to Wendy Chamberlain at Social Property Selling
“You need something totally tailored and unique for your property. After all, there’s a reason you loved to live there and they’re the same reasons your potential buyers need to know about.”
If it’s an investment property you are selling, the principles are still the same – appeal to buyer emotions!
Consider these two examples of sales copywriting for the same property:-
This is what was originally written
This spacious residence offers not only a modern layout but also excellent privacy, located in a quiet cul de sac nearby the stunning Silver Sands beaches. Along with a brick storeroom under the main roof and a large double garage the property is also equipped with sustainable features such as a solar hot water system, 8 solar panels and a low maintenance yard. The high ceilings in the living area and immaculate presentation compliment this tidy four bedroom, two bathroom family home plus study has the added benefit of a private parents retreat with stunning French doors and recessed ceiling. Ducted reverse cycle air-conditioning, an external shower, secluded courtyard and neat reticulated gardens add to the extensive list of ideal features that could make this property the perfect family home or wonderful holiday retreat.
This is how it could have been written
Relaxed beachside living with entertainment options galore on your doorstep
It’s not often that you find the comforts of a beachside lifestyle within easy striking distance of pubs, restaurants, movies and theatre but that’s just what you’ll discover in this modern family home situated just 100m from Silver Sands beach.
After spending fun filled family days at the local beaches and vibrant foreshore, parents will spend peaceful evenings relaxing in the separate lounge, private retreat or courtyard.
With four bedrooms plus a separate study, there is plenty of space for a large family. A viewing window into the study provides peace of mind for parents wanting to monitor homework and computer usage.
The kitchen, the energetic hub of the family home, is well appointed with quality appliances and loads of storage space. Your family will enjoy congregating in this lovely open plan area complete with breakfast bar for relaxed dining.
With smart wiring and economical solar energy you will be pleasantly surprised with your energy efficient power bills.
Year round temperature control from ducted reverse cycle air conditioning ensures your family sleeps well on hot summer nights and is toasty warm during cold winter days.
Gardens are established and low maintenance allowing your family to live the life you love in your beautiful beachside home.
Employing this strategy allowed a Melbourne vendor to achieve $50,000 above the property’s original asking price!
Appeal to your target demographic
Do your research and know the demographic. There is no point appealing to families if an area’s demographic is single professionals.
Speak to agents and observe people in the local cafes and streets. The target demographic will soon become obvious, allowing you to fine tune your marketing campaign.
Remember to furnish the home with your target demographic in mind. It’s all about how they “feel” when they enter the property. The better they feel the better chance you have of finding that happy end buyer.
Be visually appealing
A picture truly is worth a thousand words.
If you are not happy with the agent’s photos of your home, say so! Remember, the ultimate goal is to sell your property for the highest possible price. Without the sale, the agent generally won’t be paid, so they will appreciate any suggestions that will enhance the possibility of a swifter sale.
Clearly written words will convey a message but well-chosen images will appeal to a viewer’s emotions much more quickly. It is often the image that attracts a buyer’s attention well before the first word has been read.
Have a look at the photos below. In its original state this home would have been difficult to sell. Presented well with quality images, the home was sold within a week of being listed.
Humans are emotional creatures. If you keep this in mind when marketing your home you will be on the right track to achieving a happy conclusion for everyone involved.
If you need help with writing an emotionally appealing sales ad, please comment below or email Julie@renovatingmadeeasy.com.au
Best of luck with your next marketing campaign!