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".

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 )