Facts tell stories sell - the words in your property brochures matter!

Estate agents often overlook the wording for a property brochure. The photos take priority as this is what people see first. Then the floorplan and perhaps even a virtual tour or a video.?

Professional photographers are hired, photoshoots are arranged with staging and planning, and great care is taken to get the perfect shots. Perhaps you, as the agent, even come to the appointment armed with cushions and blankets to add cosiness to the images. A bouquet of flowers or a cake stand and some delicious-looking baked goods. You may even place a bottle of chilled champagne and 2 glasses on the table to depict the lifestyle that could be lived in the property.?

But, if you've caught a potential buyer's attention with the photography and video, the next step is to read the brochure.?

Sadly, the wording in property brochures is often an afterthought. Perhaps this is because agents don't know what they want to convey in the text or simply don't have the time to carefully craft a beautifully worded description.

I've seen many examples over the years. From "insert name here?Estate agents are delighted to bring to the market this blah blah blah" to a simple bullet point list of the rooms and their measurements. Not very inspiring, is it?

Property portal websites have a summary description box that a viewer can read without having to click through to the full brochure.?

This is your opportunity to capture their imagination, and you've just wasted half of your available characters talking about your company being delighted about this instruction.?

I can guarantee that the viewer doesn't care whether you are delighted. They probably don't believe you are genuinely delighted, jumping for joy in your offices because you have advertised a property for sale.?

This is a huge wasted opportunity for estate agents. Imagine instead for a second that you simply described a wonderful moment that the lucky owner of this property could have. A peaceful morning coffee enjoyed on the patio as the sun comes up. Or the potential for family parties that fill the home with joy and laughter.

It's not about the property itself but how the property could make you feel. Not the facts but the story.

A bullet point brochure demands the viewer to figure out whether the facts you've listed are useful or relevant to them. Based on these bullet points and your photos, you're pinning your hopes of a successful sale on the viewer's imagination of what their life might be like if they lived in this property.?

It's as if you've uploaded the property information to the website and then sat back with your fingers crossed, hoping that a potential buyer will fall in love and contact you.

Make it easy for the buyers. Sell the lifestyle in each individual home with bespoke descriptions that tell the story of each home you put on the market. The view that can be seen from the kitchen window is going to be far more impactful than a simple comment that there is indeed a window.

Your brochures should read like a fictional story you can't put down, not a school textbook that could send you to sleep.

Lyrical, poetic wording to describe the wonder of the property; the way the morning sunlight streams into the kitchen or the view over the garden where wildlife can be spotted at dusk.?

These things will pull at the heartstrings of a potential buyer, the emotional impulses that draw the buyer to the perfect property for them. Not that there is a TV point in the living room and there are 3 electric points. No one needs to know in the description that the small bedroom is 10ft x 7 ft - that's what the floorplan is for.?

The description should compel someone to get in touch and make an appointment to see inside. The viewer should be excited by their future lives in this home. They, too, can admire the views or bask in the morning sunlight, just as you've described.?

Get in touch if you want more information on how to write property brochures that sell homes.