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Real Estate Marketing -- The Importance Of Listing Language

Mr. and Mrs. Buyer have just seen a listing photo of a house that's right up their alley. It seems to have the features they want, and it's within their price range. Now, continuing in the process, they read the details. They read what you've written to describe the house.

This is when the quality of your listing language either moves them forward, or drops them off.

The first parts of the listing are easy to write, and they're often enough to get a buyer to come out for a visit. Number of bedrooms. Square feet. The basics.

But your goal is to get as many interested buyers as possible to come out, which obviously increases the likelihood of a sale. So you have to go beyond the basics. Here are some tips to help you do just that:

Do the necessary research:

When I'm hired to write about the benefits / qualities of a product or service, I almost always spend more time researching than writing. I never write a single word until I know, with certainty, what's worth writing about and what's not.

The point is, you can't write everything about a house in a listing ? there's no room for that. So you have to examine the property inside and out to find those things that make it truly unique. You have to dig up the unique selling points.

Put the reader in the house:

Whenever possible, try to describe the enjoyment that results from a particular feature (as opposed to describing the feature by itself).

Note the difference in the examples below.

Before:

This house has a rear deck with a lake view.

After:

Enjoy watching sunsets over Jefferson Lake from your screened-in rear deck.

Before:

The family room features a large brick fireplace.

After:

The family room's grand fireplace will keep you cozy during Colorado winters.

Don't underestimate the small stuff:

If you're creating a short, bulleted ?laundry list? of features, be as specific and all-inclusive as possible. The house might have a feature that makes you yawn but makes a buyer perk up.

Extra outlets in the media room. Low-maintenance deck material. Wrought-iron gate. Picket fence. Sometimes the smallest things make the biggest difference to people.

Use brand names:

Certain brands can add value to a house through name alone. First, you must identify these brand names and make a list of them. This comes from the research we mentioned above.

Then it's simply a matter of weaving them into your property description.

Note the difference in the example below.

Before:

Rear deck

After:

Rear deck built with low-maintenance Trex? material (with transferable lifetime warranty).

I've exaggerated the contrast between these examples for demonstration purposes. But you get the idea.

Conclusion:

Buyers are looking for more than a house. They also want a home. A house is walls and ceilings. A home is where memories are made. It's up to you to bring this across with your listing language.

About the Author: Brandon Cornett has worked as a writer and advertising manager within the direct mail industry. He now dedicates his time to helping agents and brokers improve their real estate marketing programs. His free newsletter is available at: http://www.ArmingYourFarming.com.

A Featured marketing management Article
Developing a Web Site Marketing Plan

Developing a Web Site Marketing Plan Part One of a Four Part Series Based on "How Much for Just the Spider?"

by Bobette Kyle

For many of us, finding the time and commitment to complete a marketing plan for our Web sites is difficult. There are so many other obligations vying for our attention it is tempting to push planning to the back burner. Giving into that temptation, however, means putting your business at a disadvantage. Your marketing plan is the compass by which you navigate. As opportunities arise or your business environment changes, the objective and strategies in your marketing plan will point you toward the best action. Without a marketing plan, you risk becoming unfocused in your marketing and are only guessing what might be best for your business.

In this article, you will learn the parts to a marketing plan. I will also point you to some marketing plan resources. In parts two through four of the series, I will discuss objectives, strategies, and tactics for your Web site marketing plan.

To be most effective, your Web site marketing plan should be a part of your business marketing plan. By aligning online marketing with your offline efforts, you can better achieve overall company objectives. Additionally, you will present a consistent style and message across all points of contact with your target audience.

Your Web site marketing plan's focus will be partially determined by your site's status. If you already have a site in place, your plan can focus strictly on marketing issues - how to most effectively market using your existing site. If you have a site that needs improvement, your plan should incorporate enhancements into the sites design in conjunction with marketing activities (While you may not think of these enhancements as "marketing", in this case, they are instrumental to an effective plan.). If you do not yet have a site, you can create one while developing your Web site marketing plan, with your plan focused on launching the site. In any case, remember that your objective, strategies, and tactics will change over time as your situation and focus change.

~~~~~~~~~~~~~~~~~~~~~~~~~
Parts of a Marketing Plan
~~~~~~~~~~~~~~~~~~~~~~~~~

The Web site marketing plan is similar to a business marketing plan, but with a narrower focus. Completing a marketing plan includes developing strategies and tactics (also called action plans) that, when implemented, will help you reach your marketing objectives. Objectives, strategies, and tactics are each progressively narrower in scope.

The objective addresses the "big picture". In general terms, your objective answers the question "How will I overcome my main marketing challenge(s)?" If your companys main site- related challenge is figuring out how to use your Web site to help build client business, for example, an objective for your Web site marketing plan could be "To enhance online client service as well as build site awareness and interest with clients."

Strategies support your objective. Your strategies define the general approaches you will take to meet your objective. For example, strategies to support the above objective could include 1) improve online communication, information, and education, 2) build awareness of and interest in your company on the Internet, and 3) communicate the Web sites existence and advantages to existing clients.

Tactics are where the action takes place - these are the things you will do to bring your strategies to life. Tactics for strategy 2 in the above example (improve online communication, information, and education) could include 1) sharing experience and observations in your industry through participation in discussion boards, 2) offering an email newsletter, and 3) listing/submitting your site to targeted search engines and directories.

~~~~~~~~~~~~~~~~~~~~~~~~~
Marketing Planning Tools
~~~~~~~~~~~~~~~~~~~~~~~~~

The specifics of developing a marketing plan vary according to the source. All can be effective when used correctly. Some sites and software that can help you in developing your marketing plan are below.

Sites

eSOLOs Marketing Action Plans, http://www.esolo.com/mapslist.php3 , can help you to come up with strategies and action plans (tactics) to support common marketing objectives.

The Web Site Marketing Plan's Marketing Plan Resources page, http://www.websitemarketingplan.com/sr3.htm , includes several links and descriptions of sites with marketing plan information.

Software

Each of these software titles takes a slightly different approach to developing a marketing plan.

- Plan Write for Marketing, http://www.businessplansoftware.org/marketing_plan.asp

- WebQuest Pro, http://www.webquestpro.com/

- Marketing Plan Pro, http://www.bplans.com/marketingplans

~~~~~~~~~~~~~~~~~~~~~~~~~
Other Articles in this Series ~~~~~~~~~~~~~~~~~~~~~~~~~

In this, the first article of the series, I discussed the elements of a marketing plan - objective, strategies, and tactics. In the remaining three articles I will take a closer look at objectives, strategies, and tactics you can consider for your Web site.

Part Two: "Your Web Site's Objectives" http://www.websitemarketingplan.com/sr8.htm autoresponder: mailto:ObjectiveArticle@WebSiteMarketingPlan.com

Part Three: "Strategies for Your Web Site Marketing Plan" http://www.websitemarketingplan.com/strategies.htm autoresponder: mailto:StrategiesArticle@WebSiteMarketingPlan.com

Part Four: "Choosing Tactics for Your Web Site Marketing Plan" http://www.websitemarketingplan.com/TacticsArticle.htm autoresponder: mailto:TacticsArticle@WebSiteMarketingPlan.com ~~~~~~~~~~~~~~~~~~~~~~~~
Copyright 2002 Bobette Kyle. All rights reserved.

Bobette Kyle has over 10 years experience in Corporate Marketing; Brand and Product Marketing; Field Marketing and Sales; and Management.

The four part Web site marketing plan series is based on Bobette's book "How Much For Just the Spider? Strategic Web Site Marketing for Small-Budget Businesses", http://www.booklocker.com/books/711.html http://www.WebSiteMarketingPlan.com

Short Review on marketing management
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Principles of Marketing, 12th Edition

The 12^th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

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