Help Right The Wrongs of Writing.
I spotted a link today on FOREM to Darren Rowse's post entitled "9 Lessons You Can Learn about Blogging By Watching Me Sell My House". All of his observations were good. What really struck me was how well he addressed the issue of the marketing copy used to describe his home. Lesson number 2 is entitled, "Tell a Story, Not Just The Facts".
The RE.net has done a lot to poke fun at the weaknesses of bad MLS photos and cheesy copy lately. Perhaps the blogging community could come together to highlight some of the more exceptional listing marketing. It could be a great way to share the best of the best with the industry. What are your thoughts on the concept? Do you have some examples of blue ribbon listing copy ? Share them here. I'm going to take the time to bounce some ideas off of a few people in the RE.net. Maybe together we can come up with a great community tool that sheds some light on the issue in a positive way. Drop a comment or an email if you want to help. ( mprice at mlbroadcast .com )
One of the theories that I’ve been testing with the marketing of our house is to appeal not just to the head of buyers but the heart. I’ve pushed for the ads in local papers and the copy used to not just present facts but to appeal to emotion and the heart.Brilliant. I just couldn't fight the urge to harp on the topic again. A listing description isn't the place to rattle off a list of features. There are plenty of other places within an MLS data sheet to include them. The description is your opportunity to enter your prospect's brain and take control of the "mind's eye". The journey you take a reader on should capture the imagination and give a sense of place. I know it's not easy. Want to compete in the real estate industry of the future? You'll have no choice but to hone your copy writing skills or hire someone that can do it for you.
The RE.net has done a lot to poke fun at the weaknesses of bad MLS photos and cheesy copy lately. Perhaps the blogging community could come together to highlight some of the more exceptional listing marketing. It could be a great way to share the best of the best with the industry. What are your thoughts on the concept? Do you have some examples of blue ribbon listing copy ? Share them here. I'm going to take the time to bounce some ideas off of a few people in the RE.net. Maybe together we can come up with a great community tool that sheds some light on the issue in a positive way. Drop a comment or an email if you want to help. ( mprice at mlbroadcast .com )
Labels: listings, marketing copy, problogger
posted by Michael Price at 5:08 PM
10 Comments:
That's a good idea Mike. It is however a challenge to write about things "working correctly" sometimes though.
I do a daily "bad photo" post that has a natural sense of drama and appeal. John Lockwood tried a "good photo" post for a while and it just fell flat. No underlying drama.
It's like watching a YouTube video of cars going through an intersection safety. It's exactly as it should be, but mind numbing to watch more than a minute of it.
If we do a "good XYZ" post, I think it has to be a "here's how we did it / why it works" post rather than just "look at this".
The other challenge is with the "laugh at this XYZ", is to generate a positive change from it, rather than just a minute or two of laughter. I post bad photos, but I also get email from agents telling me that they are now shooting better photos because of it.
And thats the engine pulling my train.
No doubt people can learn from the "bad mls photo" concept. It's visual, so in an instant it's easy to compare it to something good. I think when it comes to copy writing, it will be easier to get people to learn from what is "right about the writing".
I think taking the kind of "tongue in cheek" approach to copy wouldn't accomplish as much as shining light on the best of the best in marketing copy.
Mike -
One of the greatest limitations with MLS copy, aside from the agents'( mine included) writing is the restriction placed on the copy itself.
For example, my MLS says:
- No branding.
- No Hyperlinks to external sites that may have branding (community sites)
- we are limited to something like 500 characters.
I would love to post this letter from my sellers from a new listing into the MLS, but am not able to.
That is frustrating and detrimental to my clients.
Jim,
As a distributor of listing enhancements, I sympathize. Even YouTube allows for 1,000 characters. That said, I maintain the position that the use of even this most limited of resource isn't being taken advantage of. I know with 500 characters, agents could do a much better job of creating narrative descriptions. Also, I don't want to limit our thinking in this regard only to the MLS. Marketing efforts outside of the MLS are critical to setting yourself apart from your competitors and there are many distribution points for your data and listing enhancements that are not encumbered by those restrictions. The MLS' are in kind of in a catch 22 given the need to create and maintain a database that works within the confines of broker reciprocity. Was there a link to your client's letter somewhere on the listing page?
Great points by all. Our MLS allows a whopping six (very small) photos) and three lines of linkless descriptive text. It is a HORRIBLE marketing venue.
But, the *vast* majority (myself included) could do better. I like the idea of showcasing things done right, though as Athol points out, it may be mind-numbingly boring.
"Mind Numbingly Boring" (grin) On the contrary, I think it will be very interesting. Heres a good example from one of our clients, The Degnan Team. It made me want to buy the house just so I could chill out for a while:
As you step into the foyer you will immediately sense the balance and harmony of a well built traditional home. The formal living room adorned with painted wood crown molding and arched windows. A grand fireplace offers a center point and gathering place for cocktails before dinner. The elegantly appointed dining room can accommodate the most generous serving display pieces and the richly paneled study with authentic wood burning fireplace offers the perfect setting for private conversation. The kitchen is the center of activity in this home. Including top-of-the-line appliances and granite counter tops, this kitchen is a cooks dream. The beauty of natural granite, luxury of an oversized whirlpool bath and expansive space for sleeping and relaxing await you in the master suite. The enormous bonus room and spacious secondary bedrooms provide plenty of space. Slip outside for a refreshing dip in the pool and enjoy the views of the private garden and natural wooded backdrop.
1) there is a link on my site to the letter from the sellers here.
2) the copy you posted, while good, is missing an apostrophe. - "cooks" should be "cook's" or "cooks'" - if we're aiming for "better," grammar should be correct. :)
Jim,
I would boil that letter down into a brief narrative that isn't coming from the point of view of the current home owner. It should be framed in a reference that puts the prospect in the visionary position of being the owner with generalities of things that everyone looks for in a property of that type. Why mention the power plant noise? It's a mile away. There could be a dozen things a mile away that someone may or may not care for, a farm with smells that some may hate, some may love etc. etc.. It might be a negative to the current homeowner, other prospects may not even notice it. There's no way to judge just how bad it is or isn't unless you go there for yourself. Personally, I wouldn't link that letter to the listing. A. I know it's not your intent, but to others It may give the appearance that you're letting the home owner do your job. B. It's too long and too detailed and in some cases, too subjective to be used as a marketing piece. My free advice? Tell your seller they did great job giving you a frame of reference and that you are going to redevelop it as a piece of marketing collateral.
Oh, and while we're splitting hairs. They spelled Domino's wrong and didn't use an apostrophe either, so there! :) LOL.
Thanks for the link Mike - URL's wrong though. No "the" - though maybe I should reg. that domain. :)
oops.... I fixed it.
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