How to Generate More Listings

By Mark Lemmons  I  September 7, 2022

Online shopping has become a staple in the American household. From clothing, to groceries, to power tools, we can find it all online. Shopping for a home is no different. A recent survey from the National Association of Realtors showed that 97% of buyers use the internet in their search for a home. With this large amount of buyers browsing for homes online, it’s never been more important to have a listing description that stands out from the rest.

Here are my top tips for writing a listing description that will grab the attention of buyers and drive traffic to your listing.

Create an Eye-Catching Headline

A strong headline is short, informative, and enticing to the reader. Your headline should focus on describing the location of the home along with a unique feature the home has to offer. If you need help, you can review local listings to familiarize yourself with popular attractions in your area. Here are some examples of strong headlines that include details about both the home and location:

  • Condo in Austin: “Congress avenue condo with private rooftop pool”
  • House in the hill country: “Three acre hill country home on with guest house”
  • House in the suburbs: “Beautiful craftsman home nearby top-rated schools”

Craft Attention-Grabbing Opening Statement

Your opening statement tells the buyer what they’re looking at. It should be a concise and to-the-point statement that will set the foundation for the body of the description. It is also a good opportunity to go into a little more detail on what the headline communicated about the home. Here are some examples:

  • This spacious highrise condo includes modern amenities featuring a luxurious pool with downtown views.
  • Enjoy three sprawling acres of privacy in this hill country home with included guest house for rental income potential!
  • Check out this recently renovated single family home walking distance to some of the city’s top-rated schools!

Write a Description of the Property

As you write the description of the property, stay truthful to what the home has to offer while making sure to point out positive aspects. You’ll want to note all of the home’s key features, including number of bedrooms, square footage, location, upgrades, etc. This should be a creative, compelling description of the home that will pique the interest of buyers to see the home in person.

Write a Description of the Property

You’ll want to choose adjectives that highlight unique and attractive features about the home. Be careful not to use too many adjectives as that comes across as phony or “trying too hard.” According to data collected from Zillow, these words are proven to be attractive to buyers:

  • luxurious
  • captivating
  • impeccable
  • stainless
  • landscaped
  • granite
  • updated/upgraded

Brand name appliances included in the home should be noted in the description as well. Here are some examples of well-chosen adjectives used in sentences to creatively describe a home:

  • You’ll find stunning updates throughout this recently renovated, spacious home.
  • The kitchen showcases granite countertops and stainless steel Whirlpool appliances.
  • Step outside to find a backyard oasis tastefully landscaped; perfect for summer night entertaining.

Add Special Promotions

What special promotions will you use to further incentivize buyers? Sometimes additional funding or a little flexibility makes all the difference for a buyer when it comes to pulling the trigger on a home. Some of the most common and compelling buyer concessions include:

  • Included home warranty
  • Flexible closing date
  • Credit toward renovations or closing costs
  • Seller financing

Include a Call to Action

A call to action should be the last sentence in your listing description. This is what will motivate your buyer to take the next step in pursuing the home. It should be written in a way that tells the buyer what to do next with a sense of urgency. For example: “Call today to schedule a showing.” “Come to the open house this Saturday from 12:00pm – 4:00pm” “Contact your agent today. This will not last!”

Avoid these Pitfalls

  • “Fixer,” “TLC,” “potential,” and “investor/investment” communicate a lot of work needed. They should be avoided unless you are certain this home will require renovation from an investor and is priced accordingly.
  • “Bargain” comes across as cheap or undervalue.
  • “Nice,” and “good” are too simplistic of adjectives that will not relay compelling details about the home.
  • Repeating yourself, using all caps, or improper grammar comes across as spammy and unprofessional.
  • Real estate jargon that will not be understood by the average buyer should be left out.

Follow Fair Housing Guidelines

The Fair Housing Act (FHA) protects individuals from being discriminated against on the bases of race, national origin, gender, disability, or familial status in seeking housing. Therefore it is illegal to mention these things in real estate listings. Avoid all mentions of race, national origin, gender, disability, and familial status. Even an innocent comment of how a home might be “perfect for a young family” should be avoided.

Keep it Short and Sweet

Too many words can lessen the impact on your audience. A buyer might be tempted to skim over the content without really digesting the information about the home. Make sure your entire post is 250 words or less. You want enough information to convey why your home is worth their time and money without all of the detail they need which would prevent them from seeing the home in person.

Ask for Feedback

We’re all capable of making mistakes. Have a colleague review and discuss your listing description with you. Ask for feedback on what can be changed to make it easier to read and more inviting to buyers. Reach out to me for further help and inquiry with real estate. I would love to chat with you! I’ve been in the business for over 10 years and would be happy to help you in your real estate journey.

Once you get more online traffic to your listing, you might need some help converting online leads. Watch my youtube video here that will walk you through that process!

Join my Team

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9 Content Marketing Tips for Real Estate Agents (Part 2)

By Mark Lemmons  I  August 17, 2022

In my last post, I revealed the first 4 tips on content marketing for real estate agents. You can find the full post here, but let’s do a brief review of what we covered:

  • Know your audience – you want to create content that is highly relevant to your audience.
  • Think like the end user – make sure your content is easy to interact with and understand.
  • Develop brand consistency – use a consistent tone of voice in your content to build a strong brand presence.
  • Research and get inspired – look at what other agents are doing to get ideas for your own content.

Ready for the final 5 tips? Let’s dive in.

5. Use marketing-style writing (also called copywriting)

Whether you are creating content via YouTube, social media, or a blog, learning to write like a marketer will help you increase engagement. Here are some principles to keep in mind.

Address and agitate pain points. Talk about the problems or pain points your audience is experiencing related to real estate. This will grab attention and help you set your services up as the solution.

Lead with the benefit. Make it clear in the beginning of your content how the material is going to benefit your audience.

Use a hook. An attention hook grabs your audience and makes them want to engage with your content. Some classic ways to grab attention are sharing a surprising fact or statistic, opening a curiosity loop, or striking emotion. Check out this headline generator to improve your titles and headlines with better hooks.

Include a call to action (CTA). Call your audience to action. I typically like to do this at the end of the content, but this also can work effectively at the beginning. Some examples could be:

  • Follow me on Instagram for weekly tips
  • Subscribe to my email to get more tips delivered to your inbox
  • Call today for a no-strings-attached conversation about listing your home

Use common words and short sentences. Use plain language that is easily understood and stay away from long, wordy sentences. Research shows that most adults read at a 7th or 8th grade level. Use this free online editing tool to make sure your captions and blogs are reader-friendly.

Use digits when possible. Numbers grab attention better than words do, so if you have the opportunity to use a digit, do it. For example, instead of writing “four bedrooms,” use “4 bedrooms.”

6. Utilize technology

There are many technological tools at your disposal for creating and optimizing content. Here are the ones my team uses regularly to create content:

Canva. Have you ever wondered how people make nice graphics like the ones you see on Instagram? There are a few different tools you can use, but Canva is one of the best. There is a free version and paid version, both with templates you can use, like this:

You can change text, color, and font to match your brand and create a helpful piece of content for your audience.

Video. Although there is a place for nice graphics like the one above, anyone in the content space will tell you that nothing beats videos. It gets way more engagement and should be part of your strategy. You may not have the time and resources to create professional YouTube videos, but any real estate agent can create short videos or reels on Instagram and TikTok with an iPhone and Ring Light.

Ring Light. When you’re making videos, it’s helpful to use a Ring Light for good lighting. It will make your video look more polished with very little effort.

7. Analyze your metrics

As you develop content, be sure to analyze your metrics and see what is working and what’s not. Every audience is different, and you want to cater to what your audience prefers. Track engagement on the various types of content you are publishing and adjust accordingly. Be sure to look at all analytics and not just the obvious ones. For example, on Instagram, don’t just look at the amount of likes and comments. Consider saves, shares, and reach. Be sure you set your Instagram account type to “creator” to access these metrics.

8. Be consistent
The purpose of content is to build a relationship with your audience, and like any relationship, it takes consistency. Decide on a schedule that is doable for you and stick to it. Start small and build from there. Not only does consistency develop trust with your audience, many social media platforms favor consistency in their algorithms and your reach will be more likely to expand.
9. Put your face out there
Finally, and perhaps one of the most important tips – put your face out there. Make sure that a photo of you is prominent on your website and content and make videos with your face in them often. People want to work with people they feel they know and trust, and this is hard to do if they don’t see your face. It’s also worth mentioning that in the real estate business, many of your clients will probably come from referrals. Make sure your friends and family constantly see your face with real estate content so that you are top of mind when someone they know needs an agent.
Final Thoughts

If you are just starting out creating content, it can feel scary. But the worst thing you can do is over-analyze your content to the point that you never put anything out there. Don’t be afraid to “fail.” It’s part of the learning process. The more you do it, the more comfortable it will become! If you are interested in a mentor that can help you build your real estate business, don’t hesitate to reach out to me.

Want help creating your email marketing strategy? Check out my video, 6 Fail-Proof Real Estate Email Strategies.

Join my Team

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