There’s no shortage of personal marketing tips for real estate agents. “Write a great home description” should be at the top of any list.”
You know those lists. The top ten lists. They’re all the same. Sure, you could go door to door introducing yourself. Leave expensive flyers (or earnest, hand-written notes) at strangers’ doors. Ask family and friends to make introductions. Wash cars. Sponsor a little league team. Emblazon your name and face on a car-top sign. Ring the car-top sign with blinking lights. Get a billboard.
But before you do all that, ask yourself two questions.
Q: What is the one piece of promotional writing that will be read carefully by new sellers before they select their agent?
Q: And what’s the one piece of promotional writing that often seems to have been thrown together at the last minute, as if no one will read it?
If you answered, property listing description, or home description, or public remarks for MLS . . .
DING DING DING!
The home description is your personal billboard
Your business is built on referrals and reputation. The property descriptions that you publish contribute to your reputation. They are one of the few public manifestations of your work with current clients.
There’s a reason they’re called public remarks for MLS.
The public remarks for MLS are supposed to describe the house, and sometimes they do. They always describe the agent. Publicly. This is true even when the remarks don’t describe the house. Perhaps especially when they don’t.
To get sellers to read your expensive self-promotional flyer, you might have to tap dance on the porch. But you don’t have to do anything to get them to evaluate your listing description. They’re already watching. They’re eager to assess the quality of your work.
Property descriptions, as interpreted by potential sellers
It is impossible to know how many commission dollars are successfully avoided when agents post “don’t-care” descriptions, such as one that reads in its entirety, “GREAT HOUSE! NICE YARD! WON’T LAST!!!” (See:”The home boasts a fireplace! And other property listing description mistakes.”)
Potential sellers read “LAZY AGENT! CAN’T WRITE! WON’T GET MY LISTING!”
They might think, “Here is an agent who is letting the hot market do their work for them.”
On the contrary, potential sellers are attracted to the thoroughness on display in a great home description. They’re more likely to list with an agent who knows how to articulate—in writing—the advantages of the house.
There are some who believe that great photographs alone are enough. Read on . . .
Everyone has great photographs
Yes, you must use photographs, and they must be great. But the reason you must do that is because, in the digital age, great is the standard.
So, no matter how great your photographs are, they will not make your listing stand out. Most viewers don’t give credit to the listing agent for the photographs anyway. They assume that a professional photographer did the work, and that the sellers paid.
In fact, publishing a poor property description alongside great photographs only draws negative attention to the agent.
But not everyone has great property descriptions
Perhaps ironically, the widespread use of great listings photographs has made the once humble property description all the more important.
Especially as others rely more and more heavily on the photographs, having a great property description makes the house stand out. And it makes you stand out.
Nila June is the first step in writing a great property description
Inman says Nila June is ideal for listing agents, teams, and brokers.
Our fully automated property listing descriptions accurately reflect your knowledge of the home. Nila June expresses that knowledge creatively, using language that delights sellers and attracts buyers.
Nila June is easy to use. It’s far less expensive than a freelancer. It’s been named the best generator for home descriptions. Your time is worth way more than Nila June’s small fee.
Give Nila June a shot. If you don’t think the descriptions are worth it, we’ll give you your money back. So you have nothing to lose.
But no one ever asks for a refund. Well, okay . . . someone put through a description for a log cabin in the mountains. We’re not really tuned for that yet, so that person asked for a refund. Unless you’re selling log cabins, start with Nila June!
There’s no shortage of personal marketing tips for real estate agents. “Write a great home description” should be at the top of any list.”
You know those lists. The top ten lists. They’re all the same. Sure, you could go door to door introducing yourself. Leave expensive flyers (or earnest, hand-written notes) at strangers’ doors. Ask family and friends to make introductions. Wash cars. Sponsor a little league team. Emblazon your name and face on a car-top sign. Ring the car-top sign with blinking lights. Get a billboard.
But before you do all that, ask yourself two questions.
Q: What is the one piece of promotional writing that will be read carefully by new sellers before they select their agent?
Q: And what’s the one piece of promotional writing that seem to have been throws together at the last minute, as if no one will read it?
If you answered, property listing description, or home description, or public remarks for MLS . . .
DING DING DING!
The home description is your personal billboard
Your business is built on referrals and reputation. The property descriptions that you publish contribute to your reputation. They are one of the few public manifestations of your work with current clients.
There’s a reason they’re called public remarks for MLS
The public remarks for MLS are supposed to describe the house, and sometimes they do. They always describe the agent. Publicly. This is true even when the remarks don’t describe the house. Perhaps especially when they don’t.
To get sellers to read your expensive self-promotional flyer, you might have to tap dance on the porch. But you don’t have to do anything to get them to evaluate your listing description. They’re already watching. They’re eager to assess the quality of your work.
Property descriptions, as interpreted by potential sellers
It is impossible to know the how many commission dollars are successfully avoided when agents post a don’t-care description, such as one that reads in its entirety, “GREAT HOUSE! NICE YARD! WON’T LAST!!!”
Potential sellers read “LAZY AGENT! CAN’T WRITE! WON’T GET MY LISTING!”
They might think, “Here is an agent who is letting the hot market do their work for them. How will this person respond to challenges that arise during every normal home selling process? What happens when the market begins to tighten?”
On the contrary, potential sellers are attracted to the thoroughness on display in a great home description. They’re more likely to list with an agent who knows how to articulate—in writing—the advantages of the house.
There are some who believe that great photographs alone are enough. Read on . . .
Everyone has great photographs
Yes, you must use photographs, and they must be great. But the reason you must do that is because, in the digital age, great is the standard.
So, no matter how great your photographs are, they will not make your listing stand out. Most viewers don’t give credit to the listing agent for the photographs anyway. They assume that a professional photographer did the work, and that the sellers paid.
In fact, publishing a poor property description alongside great photographs only draws negative attention to the agent.
But not everyone has great property descriptions
Perhaps ironically, the widespread use of great listings photographs has made the once humble property description all the more important.
Especially as others rely more and more heavily on the photographs, having a great property description makes the house stand out. And it makes you stand out.
Nila June is the first step in writing a great property description
Especially for agents who might be staring at a blank page, or who simply need to bring a fresh take to a new listing, Nila June is the place to start.
Our fully automated property listing descriptions accurately reflect your knowledge of the home. Nila June expresses that knowledge creatively, using language that delights sellers and attracts buyers.
Nila June is easy to use. It’s far less expensive than a freelancer. Your time is worth way more than Nila June’s small fee.
Give Nila June a shot. If you don’t think the descriptions are worth it, we’ll give you your money back. So you have nothing to lose.
But no one ever asks for a refund. Well, okay . . . someone put through a description for a log cabin in the mountains. We’re not really tuned for that yet, so that person asked for a refund. Unless you’re selling log cabins, start with Nila June!