No matter how busy/anxious/frustrated/worried we are, we all like to hear and read a good story, right? A good story takes us outside of ourselves and relaxes us into a thought, a laugh, another point of view that wouldn’t occur to us in our nose-to-the-grindstone daily routines.

Good storytellers can tell us stories about anything and make those stories memorable. You as a real estate agent have great opportunities to tell stories every day, both orally and in writing. And one of the stories you can tell to engage your prospective and current clients is about your real estate listings.

Ha! you might say…tell a story about my real estate listings? Yes, a story about your real estate listings. You’ve got all the specifics, you’ve already done all the research, you’ve got a pretty good idea of what your prospects and clients want to know.

Now just write the story about your listings with engaging, clear language that brings the reader into the house via your words.

Choose words that make the ordinary sound enticing. Use words that evoke emotions and good feelings…words like “welcoming,” “home” instead of house, “community” instead of development, “neighborhood” instead of block or street. Make the reader feel special with words like “custom features” instead of new flooring. Make the reader feel secure with words like “gated community” instead of very low crime rate.

Know that you don’t get a second chance to make a good first impression so make your listings reek of high definition photography and well written stories about the properties you represent.

Here are some additional tips:

1. Spelling and grammar must be perfect. No excuses here. For help, use your computer’s grammar and spell checks before you publish anything.
2. No ALL CAPS. You want your writing to flow and sound like a regular conversation. ALL CAPS get in the way of that flow. CAPS are good for occasional emphasis, NOT for regular, all the time usage.
3. Paint a picture with your words. Instead of…the updated kitchen has all new flooring, cabinets, appliances, etc. Try…the gourmet kitchen has been completely upgraded with travertine tile floors, custom quartz countertops, state-of-the-art Miele appliances, etc.
4. Use inclusive language that invites all types of buyers to enjoy the home. “Holiday gatherings” are more inclusive than “Easter Sunday brunch.” Not everyone celebrates Easter.
5. Tour the house with your words as if you were walking into the front door. Most people walk into living rooms from the front door and then from living rooms into kitchens.
6. Avoid repetition. Use bullets for house facts such as number of bedrooms, number of bathrooms, etc.
7. Length matters. We all have attention spans similar to those of fleas. 200 – 250 words ought to do it.

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