Imagine this scenario: As a real estate professional, you’re walking a potential buyer through yet another home. You’re not sure how many homes you’ve seen with them. It seems like hundreds… or maybe thousands? You’re starting to wonder if they are even serious about buying a home at all (although you’re pretty sure that they are) and you are watching as every minute that ticks by eats into the profitability of your commission.
Here’s a real estate copywriting lesson that doesn’t just apply to the written content on your website, it also helps you to sell more homes to buyers.
People love stories… and stories sell.
People love stories because they help to make facts “relatable” and enjoyable. We all live in our own story and we like to hear stories. We’ve been listening to stories since humankind learned to communicate.
And, stories sell. Stories disarm us with how easy and fun they are to listen to and then they convince us to do something… even if we wouldn’t normally respond that way when presented with cold, dry facts.
When I’m writing real estate copywriting content for my clients, I’m always trying to find the story that will hook the reader and convince them to respond.
So, what does this copywriting trick mean for you as a real estate professional?
It means that you can use stories to help improve your ability to sell more homes faster to more potential buyers. Stories can help you turn “tire kickers” and “looky-loos” into homeowners; stories can help your clients overcome the fear of commitment; stories can help you present a home to a homeowner and help them see how perfect it is for them, and stories can help calm your clients when they have buyer’s remorse.
The reason why it works is because people are more likely to buy when they can picture themselves owning the home. The more vividly they picture themselves in the home, the more likely you will be able to sell it to them.
So your job is to paint a vivid picture of your client living in and loving the very home you are showing to them.
DISCOVER YOUR CLIENT’S STORY
First, you need to find out what your potential buyers are looking for in a home. (That’s an easy step because you’re already doing that!)
For example: Are they social and looking for a place to entertain? Are they a young couple looking to start a family? Are they empty nesters who want a great place to host grandchildren? Are they hard workers who want a relaxing enclave from their busy lives?
Then turn that information into a story.
Here’s what I mean: Take the elements they’ve already described and get them to go deeper. Try to get them to give you as vivid of a picture as they can. I’ve written two examples below. Notice how they go much deeper into more of a narrative than “we want a big dining room” or “I want a place to put up my feet at the end of a busy day.”
For your social client: “We like to have another 2 or 3 couples over to our house. We all cook together while enjoying a bottle of wine. We have a big, late supper that we’ve all had a hand preparing. We’re not meat-and-potatoes people; we prefer slightly more exotic foods. The meal goes late – maybe 10pm. After that, we push back from the table, go to the living room, turn up some jazz, and sip cappuccinos.”
For your busy client who wants a retreat: “We get home from work at 7 or 8 at night. We haven’t been home for 13 or 14 hours but as soon as we walk in, we feel completely welcome and ensconced. We eat a quick dinner and then sit in the family room to watch TV on our big screen TV. Once the kids are in bed, we retire to our own bedroom and sink off to sleep in a deep, comforting mattress. Tomorrow will be just as busy as today so we drink in the relaxation as deeply as possible for the few hours that we’re at home.”
SHOW THEM HOMES WHERE THAT STORY WILL COME TRUE
You’re already finding homes that match their stated needs, so that part of your work doesn’t change. Continue to find homes for your clients that have the features they are looking for.
However, once you start showing your clients around to different homes, don’t just highlight the features. Instead, retell your clients’ story with them as central figures living out that story in the home you’re showing them.
By doing this, you’re helping them to see the features as benefits targeted specifically to them. You’re helping them to look past the inevitable quirks that every house has so they can see the house for what it could be for them. Most importantly, you’re helping them to see themselves living their dream lives in this house.