Back in the old days of real estate marketing, it was all about bus benches, big hair and driving around in a convertible showing houses and schmoozing! Today’s real estate marketing is all about the internet and getting your name and listing information out there!
So what does the world of sexy internet marketing have to do with your MLS listing? That is just the place you put the pictures and check off boxes, right? Um, no! That is the place that feeds:
- Realtor.com
- Zillow.com
- Trulia.com
- about a gagillion other websites
- often your agent website
Do you get what that means? The silly little MLS listing is what you are sending out to the world to attract buyers and get calls. The MLS data is attached to OTHER databases and all databases like is words. Keywords, search terms and other things that buyers use to figure out if they want to look at your listing or the other ones out there in the marketplace.
Most of you suck at writing your MLS descriptions! Okay, it is out there now. I am sad about how poorly most agents write their descriptions.
Here is what I used to use in my listing presentation…it was two laminated copies of listings, one with all the other agent information blanked out and one full price offer listing that was only on the market for 5 days. The descriptions show a marked difference in how they were written:
| Competition’s Listing Description:
Please note this home built in 1997. Extra large lot 90X117. Room for the RV or boat on West side. Split bedroom plan, inside laundry room, large screened porch, good size bedrooms, large master bedroom and bath too. Beautiful living room with high ceilings (vaulted). Sprinkler system on reclaimed water. Built in 1997 no remodelling to do here!!! |
Our Listing Description:
Stunning Dunedin Isles This home has the WOW factor you have been looking for from the Italian Farmhouse tile and Red Oak hardwood floors throughout the living areas to the Gourmet Kitchen with gas island range and double ovens. The kitchen also features stainless appliances and maple wood and glass front cabinets. No detail has been spared including Trey ceilings and crown molding in the dining room and great room, a gas fireplace with deluxe fire logs, Spanish style arches and a gorgeous natural paint scheme. Step out the French Doors from your master bedroom suite and entertain on your HUGE screened in deck overlooking the beautifully manicured backyard. Many other upgrades including a 6 yr Carrier Heat Pump, a 5-6 yr roof, newer washer and dryer. Thermal Pane windows, R-30 insulation, gas water heater / dryer and a 5 zone reclaimed water sprinkler system. Close to the Pinellas Trail, Downtown Dunedin, and the Dunedin Causeway, this house is right in the middle of everything. PRICED $35K below the June 2007 appraisal this one will not last long! |
Seriously, which one would you rather take time out of your busy life to go visit? Aren’t you thinking that this is a bargain that can’t be missed and you are already half ready to put in an offer?
Some notes about this:
- The homes were priced the same
- They were in similar areas
- Ours was on the market for 5 days and theirs was on the market for 235 before selling for $20K less than the asking price
- I also talked to the potential listing about their selling agent’s commission
- We had a professional photographer come out on EVERY listing, big or small
- We did not pay extra to get “extra space” on our listing description, they could have used just as many words as we did, they just choose not to
So great, I have convinced you a little bit that you might want to write better stuff (if I have accomplished at least that, my work here is done!) So how do you leverage all that time and effort you put into your listing presentation and writing great descriptions? Tell your sellers! We had 9 listing letters that went out as we set up their page on our site, added it the MLS, enhanced it on the Realtor.com, etc. (social media wasn’t even on the scenes yet when I was Realtor and I still CRUSHED IT!)
Verbiage we used when sending out our listing letters regarding the MLS entry…
As we discussed, we have a comprehensive plan to provide maximum visibility for your home. Starting today your home will be listed in the Suncoast Multiple Listing Service (MLS). Our MLS serves 9,000 agents in the Pinellas / West Pasco area and also “feeds” into the Tampa MLS, providing access by even more Realtors!
We have crafted a description which we feel will compel agents AND consumers to want to see your house, as well as providing clear and concise driving directions… (talks further about lockboxes, contacting agents at the office, etc.)
Last but not least, think about the Google! I did a search for “mountain view homes in Golden, CO” and got the standard Zillow, Realtor.com, etc. What if an agent had listed a home and had in the description “one of the best mountain view homes in Golden, CO”….hmmmm worth thinking about!
Want to find out more great info about how to market your real estate biz? Give me a call today to learn more about our 1 hour marketing consult! 727-415-9165
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