You just got a listing – congrats! Now you’re ready to ramp up the marketing. I’m sure you’re thinking of postcards, open houses, and online marketing. But wait – are you missing something?
Many Realtors® miss the most important marketing element when it comes to listings – the MLS notes. What does that have to do with selling your listing? EVERYTHING!
Why MLS Notes Matter
Realtors® who are sloppy with their MLS listing notes are forgetting about some key buyers who see these notes all the time. Other Realtors®. The ones that decide to bring buyers. The ones that come to open houses. If you really want to sell your listing, you need to be attentive to how your MLS notes present the home to other Realtors®.
In addition, the MLS listing feeds into dozens of websites, including Realtor.com, Zillow.com, Trulia.com, and more. The MLS descriptions are what buyers see when they browse those websites. Are your MLS notes and descriptions making an impact? If not, you’re losing buyers, wasting time, and leaving money on the table.
Write your MLS descriptions in a way that catches attention, highlights the best parts of the home, and in general will do the selling for you! It’s the first thing buyers and Realtors® see. Make it great!
How to Write a Great MLS Description
I get it, we’re Realtors®, not writers. Many of us have a hard time writing great descriptions. However, the MLS description can make the difference between a home that’s on the market 5 days and one that doesn’t sell after 5 weeks. When you look at it that way, this is a skill worth mastering!!
Don’t Use Abbreviations and Lingo
Not only are industry abbreviations and jargon not understandable to buyers, they also send a message to fellow agents that you are trying to be brief and transactional. You want both buyers and agents to be wowed, envisioning themselves in the property you are selling. Take the time to flesh out your description!
Use Emotional Terms
I don’t mean that you have to cry a river, of course – but use terms that elicit emotion. Which is better: “vaulted ceilings” or “This home’s vaulted ceilings give a Wow Factor you can’t miss!” Obviously taking the time to describe the home with emotion will bring in more buyers.
Paint a Picture
When you’re appealing to buyers, you want to draw a picture in their mind of what the home could be for them. “After a great night’s sleep in your gorgeous master bedroom, complete with whirlpool tub and walk in closet, walk downstairs into your newly remodeled kitchen with brand new stainless steel appliances,” is one example.
Use High End Words
Words that describe a high-end experience will help a listing sell for top dollar. Use terms like deluxe, gourmet, crown molding, high detail, beautiful, and upgraded. These terms resonate with both buyers and buying agents, helping your listing get noticed and sell for top dollar.
Use Keywords Google Will Love
Remember that MLS descriptions feed into a lot of real estate websites, and you want to make sure your listing shows up on key searches. Don’t stuff keywords in to the point of being unreadable, of course. Just be sure to include the city, state, and key selling features. You can describe a “beautiful lakefront home in Boulder, CO” and do well with targeted searches AND buyers!
You Don’t Have to Pay for Extra Space
A great MLS description makes use of the space provided, but you don’t need to pay for extra space to sell your listing quickly. Don’t skimp! But don’t be intimidated and feel you need to write a novel and pay for the space to do so.
Writing a great MLS description is an overlooked technique in today’s real estate industry. Don’t skimp, and don’t use abbreviations and jargon. Use keywords, emotional language, and high end words to paint a picture of the reader living in your listing. You’ll be amazed how much of a difference this simple, free technique will make in your sales!
How do you handle MLS notes on your listings? Share in the comments!