Unfortunately, not every real estate agent has the luxury of living and working in a high-end suburb filled with waterfront mansions and private penthouses. So how do you write a property description for a home that barely looks safe to enter?
No, not everyone gets to roll around selling million dollar listings. Some of us have to sell the shanties and the shacks. Lord knows in my real estate past I had my fair share of property to sell that featured crack dens, hoarders and owners who had DIY’d their own “improvements.”
Conversations around council approvals usually went down like this:
Me: “Do you have council approval for the deck you’ve added on the back?”
Seller: “Nah… I don’t need any council approvals, my mate’s mate used to work as a builder. He reckons she’ll be right.”
Narrator: “In fact, it wasn’t alright. The building and pest condition collapsed multiple times resulting in the home coming off the market.”
But, the brilliant thing about selling an unattractive property is that they’re cheap. So cheap, in fact, they attract a range of eager buyers including first home buyers, investors and developers all looking to snap up a bargain. The best part is, with all the competition that comes with selling a dirt-cheap home, shockingly unattractive houses generally sell in the first weekend – if they aren’t snapped up beforehand.
This blog is for those real estate agents that don’t get to sell pretty little houses tucked behind their picture-perfect white picket fences. It’s for those that have to risk their life entering a house with a dangerous dog or have to wear a hard hat and a high vis vest as a condition to enter the home.
If this is you, perhaps you’ve been struggling to write a property description when it seems like there’s nothing nice to say about the home. After all, didn’t someone’s wise old grandma once say, “if you can’t say anything nice don’t say anything at all?” Well, you can still write a decent listing description despite the shortcomings of the shanty/shack. Read on to find 3 simple tips to writing a listing description that will get even the ugliest of homes sold in no time.
1. Accept the home for what it is
There is no hiding the shame of an ugly property. Therefore, the best thing to do is just accept it for what it is. Do not under any circumstances try to “fluff” it up to make it sound like it’s something it’s not. Buyers can see the photos online so there’s no chance of pulling the wool over their eyes. Using over the top descriptive text like “opulent” and “lavish” or alluding to the home as “showcasing” something will come across disjointed if the photos don’t match. The buyer will soon realise at the inspection that this home isn’t showcasing anything at all. Except for the reminder that they may need another tetanus shot before buying it. Also, the buyer will feel tricked by your exaggeration of the awesomeness of the home. This will leave them with a bad taste in their mouth. Not a great way to kick off negotiations should they end up putting in an offer.
If there is something seriously wrong with the home, you could take a gamble and play up to the abhorrent feature. Like this home that was located next to a KFC.
Of course, if you’re going to go down this track, it’s best to make sure your sellers are on-board with this marketing strategy or you could face dire consequences if it backfires. But hey, if it does at least the KFC is right next door. You won’t have to go far to drown your sorrows in a Zinger burger, or 12.
2. Don’t talk about what’s wrong with it. Do talk about what’s great about it
I mentioned in the first tip not to exaggerate the features of the home. But it’s also important not to ramble on about its shortcomings. You’d be surprised how often I see this in property descriptions. If the home is on the verge of collapsing, by all means briefly mention the layout of the property but focus on the good. Talk about the location, how big the block is, or that it’s located in a high performing suburb.
3. Explain the features and benefits to each target market
The good news is there are tonnes of buyers who will want to buy this hideous property, so write to that audience. Highlight the features and benefits that will apply to each target market. For example, first home buyers will love that it’s on a big block, close to the train station and located in the catchment for a highly regarded school. Renovators will appreciate the accessibility and the solid bones the home offers. Investors will want to know about the great weekly return on investment and the solid growth the suburb has achieved.
It’s not all doom and gloom selling ugly properties. The positives are many in that they attract large crowds and sell quickly thanks to the lower price point that appeals to a vast array of buyers. Learn to love the home that smells like cat piss even though there’s no cat. At least it won’t be hanging around like a bad smell. *pun intended*
If you have a property description you need written up but don’t have time, I can help. I offer affordable copywriting packages with a 24/48 hour turn around. Guaranteed to not mention the cat pee! Email me at info@writemyad.com.au or check out my website here.
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I agree with focusing on the best features of your house. Great blog by the way and thanks for sharing!