A description that sells property, part 2

How to describe a property in order to sell it?

Today we continue the topic from the last article, on writing the text of flat sale adverts. You already know it is worth being precise in them, describing the property in detail, skilfully intriguing the reader, yet not exaggerating reality. Language, style and grammar are just as important. Your advert should not be style over substance. But that is not all. There are a few other rules worth following. And that is exactly what you will read about in today's article.

Define your target audience

An advert cannot be written for everyone, because then it is for no one. Before you create it, think about who would want to buy the kind of property you have to offer. Will it be a family with children, a single person, older people, or perhaps a young couple just starting out? Once you have decided, it is worth emphasising in the advert the amenities that would matter to the given target group. For example, a family with children will certainly look for something in a quiet area, with more rooms, close to schools, nurseries and playgrounds. If your flat meets these requirements, be sure to say so in the advert.

Highlight the property's strengths

Every flat, house or office stands out from other premises in some way. Such details are worth highlighting in the advert. This will catch the potential reader's attention and encourage them to view the flat. Thanks to this, your advert will not get lost in a sea of other listings and will stay in the readers' memory, and from there it is only a step to making a phone call and arranging a meeting.

Don't repeat yourself

If the portal where you advertise has a form presenting the key information about the property, e.g. price or floor area, do not repeat this information in the description. The text serves to add detail to the listing and encourage the reader to phone you, and repeating the same information may put them off. If the form presents the hard facts, in the advert focus on addressing the buyer's needs, paint a vision of the ideal place to live, and highlight the property's strengths. You can describe the layout of the flat, the position of the windows, the possibilities offered by each room. Appealing to the imagination of the potential owner is an effective sales technique that makes the client reading your advert feel as if they were in your flat and start to imagine it as their own. This significantly increases the chances that it is you they will call.

To sum up, when writing a property sale advert, remember that it is not purely informative but also serves sales and marketing purposes. Its aim is to interest the potential client and encourage them to arrange a viewing. To achieve this aim, you need to rely on clarity of message, honesty, an intriguing opening and an appropriate style. Let us also remember to write for a specific reader – the one most likely to be interested in this type of property. Add to that a focus on the flat's key strengths, then wait for the first phone call. We guarantee that, once you apply our advice, the first client will call sooner than you think.