This Is Why Your Listing Won’t Sell

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This Is Why Your Listing Wont SellThere are many reasons why a listing won’t sell.

Perhaps it’s overpriced. Perhaps the property needs a lot of work. Perhaps your seller won’t accept a penny less than his asking price.

All of these things are out of your control, and there is not much you can do besides hope for a miracle.

But what if all of those outside factors fit the bill for a sale, yet you still can’t get it off the market?

Chances are, it’s your listing.

No, not listing as in the property, but listing as in your listing of the property.

Why would so many agents work so hard to get a listing, only to butcher it with a poorly written listing on the MLS?

You’ve probably come across a fair share of these listings if you’ve been in the business for a while.

You know the ones I’m talking about, the ones with bad grammar, ALL CAPS, exclamation points everywhere to try and emphasize every point they make.

All of these things are hurting your listing and repelling buyers.

I understand that writing isn’t quite up everyone’s alley, and that’s okay because we all have our strengths and weaknesses.

Writing awesome listings takes some skill and practice, and having some basic guidelines is a great way to get started.


Can’t Fish Without A Hook

First and foremost, come up with a catchy headline. This will be your “hook” that reels the buyers in. Make sure it relates to the most appealing part of the house. Something like “Stunning Ocean Views” will work, and follow it with a statement that adds to that theme: “Relax by the marvelous pool as you enjoy scenic sunsets over the ocean waves.”


Content Is Key

Use the body of the listing to highlight features of the home. Be specific and point out brands that people are familiar with. Mention any structural or cosmetic improvements.

When it comes to listing descriptions, less is more. Point out all the important features of the property, but don’t overwrite. You’re only trying to sell the property and not the whole neighborhood and community that it’s in. If it’s a very detailed or complex property, you can always email a more thorough info sheet upon request.

Keep the description about the property and NEVER speculate about the ideal buyer. I don’t understand why some agents would exclude everybody else that doesn’t belong in the picture they painted.


Details and Grammar

When it comes to punctuation, less is again more. Stuffing exclamation points after every sentence will not make any buyers dial your number faster. If you emphasize everything, you aren’t emphasizing anything at all.

Writing in all caps is considered to be the text version of shouting – DON’T DO IT! (see what I mean?) You can use it for emphasis but it’s usually not necessary.

Make sure your spelling and grammar are free of mistakes. Please proof read everything you write. In regards to spelling, I recommend typing up your text first in a word processing program such as Microsoft Word, which has a very elaborate spell check tool that will help you catch your mistakes.

Also, if you don’t know the purpose of ellipses or an apostrophe, just stay away from them; the grammar police will catch you.


A Picture Is Worth A Thousand Words

Good photos are crucial. You don’t necessarily need to hire a professional to snap pictures for you, but if you don’t recognize when to use flash or what corner of the room to take a picture from, you should hire a pro to do it for you.

Don’t upload any duplicate pictures and make sure that the photos cover as much of the property as possible.


Share this article with your fellow agents so that they don’t make these mistakes!

Happy selling!

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2 Responses

  1. I understand the thrust of this article, but far more important than the description is the accuracy of the information. For example, I see agents put in the lot size as 34,245 or 3,500 not noting they have put in a coma rather than a decimal point. Thus their property comes up in large acreage sorts that they are not a match for. How does this make an agent look? So, lets start with accuracy, then look at the content. By the way , most properties that don’t sell because the agent does not know the market and has over priced the property. Anyone ever see an agent over price the property just to get the listing. Just saying.

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