Realtors® are often very focused on having great images in their marketing. They want the best pictures of the home and neighborhood to share on postcards, social media, and more.
There’s a good reason for that! Pictures tell a lot of the story when it comes to real estate marketing. As they say, “A picture is worth 1,000 words.”
But I’m going to create a new adage: “A picture with the right words is worth a million bucks.”
Let me explain.
What Words Do in Real Estate Marketing
Why do we use words at all in real estate marketing? We do it because the picture alone isn’t enough. It doesn’t tell the whole story.
Pictures alone allow the viewer to draw their own conclusions. They may decide a bedroom is too small, without knowing how big it really is. They may decide a kitchen doesn’t look new when in reality it’s recently been remodeled.
Words also help answer questions. What is the neighborhood like? How does the layout feel? What kind of life can you live in this home? What brand is the furnace, and how new is it?
Most importantly, though:
Words tell a story that creates emotion.
Buying decisions are made based on emotions and then rationalized with logic. With great copywriting, you can help a buyer fall in love with a house, and then fill them in with the details to help them justify buying it.
How to Create Emotions with Words
There are a lot of ways to create feelings with words, but many Realtors® don’t take the time to do so. Unfortunately, many agents have a “Just the facts, ma’am” approach to copywriting.
If you could take 30 more minutes to craft your message, and sell your listing significantly faster for a much higher price, would you do it?
I hope so!
Tell a Story
Stories are incredible at creating emotions. When you tell a story, people set aside some of their biases, concerns, and fears. Great storytellers can create a broad range of emotions in a short time – we see this in good movies, good books, and even good news stories.
You want to do the same thing. Tell a story that allows the buyer to imagine themselves living in the home. Talk about what they might do there on a Saturday. If it’s a family-oriented home, talk about their children enjoying the neighborhood and schools.
Tell a story that makes the buyer feel comfortable, happy, and fulfilled. When you connect that story with owning the home, you’ll have created a powerful emotional draw.
Use High-Emotion Words
Decide what emotions you want to elicit from the buyer. This will differ depending on where you’re advertising.
If you are advertising on social media or through the mail, you need them to respond. So work on creating curiosity and urgency.
- Have You Heard
- Missing Out
- Left Behind
If they are on your website, focus on happiness, comfort, and fulfillment.
As you are showing the home, work on creating feelings of safety and satisfaction with choosing this home to make an offer on.
You can find comprehensive lists of words that help create these emotions – I’ve provided just a few to get you started.
Are You Ready to Sell?
When you combine great pictures with exactly the right words, the results really are worth a million bucks. When you prepare your listing, tell stories and use the right kinds of words. You’ll be amazed how much your sales will improve.