Lately I have been reading some of the “marketing” language that real estate agents are using on their listings placed on the MLS.
What I see is a lot of agents just listing all the FEATURES of a home. While this seems like a reasonable thing to do, there are two major problems in doing so.
First, everything you place in the General or Public remarks section of your listing finds it way to every real estate website within hours. In some case it appears within minutes. You might be tempted to say “so what” and frankly I wish that you would!
The “so what” is that consumers reading “3 bdrm, 2 ba, fm rm, lrg lot” have to decipher it to understand what you are saying.
But the real problem in following this practice is that you are merely listing features. Features are good things, but what you really want to be listing are the benefits that the features provide!
I found a REALLY good article that I want you to take the time to read. You can find it at https://agentsboost.com/sell-the-sizzle-not-the-steak-features-vs-benefits/
The author presents a very clear way to sell the benefits of your listing. He also presents a very simple 4 step method to make sure that you can immediately employ his methods.
What is missing from his article is a list of benefits, so I’ll list them for you here:
- Convenience
- Economy/Value
- Prestige
- Security
- Privacy
- Safety
- Comfort
- Esthetics
- Health
- Recreation
- Entertainment
Just to give you a quick primer on what a feature is and what benefits are, I’ll provide this for you: Features are things like a large lot, bedroom count, a fireplace , etc.
Features provide benefits, benefits are values that satisfy needs.
If you can master this, I think that you’ll be able to convert a lot more buyer prospects into actual buyers and your listings will get a lot more attention as they travel around the Internet.
