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Wednesday, June 02, 2010

“This House Will Never Sell!” - If Real Estate Narratives Were Written Like the Newspaper

I put together a short article last week to encourage my fellow real estate agents to remember the audience they are writing to - the consumer!  

I thought it likewise important to point out to real estate buyers that the narratives are written for the consumer and therefore may read a bit more inviting than they sometimes are.....  

It is all in how you put those 26 letters together…Let’s take this narrative. It is completely fictitious although it does resemble some real properties I have been inside recently.

Motivated seller wants buyer for this attractively priced older home in an established neighborhood. Enjoy your afternoons basking by your private pool after a round of golf at the nearby links.  Well maintained house with color coordinated appliances that have been serviced routinely.  AC still works although it is nearing its useful life as is the roof (no leaks). Nome Owner Association in place to maintain neighborhood standards.   See it today.

The above is not necessarily a superb narrative although certainly acceptable. Now below is my take on the same house if it were presented by the newspaper.  Remember, negative sells. If it bleeds, it leads. (Thanks, Midori) 

This house will never sell. Priced above all the others in the neighborhood. Picture yourself relaxing in your pool as your neighbors stare from their back porches. Zero lot lines promote friendliness!  Avocado green 1980s appliances work but who knows for how much longer. The 1969 air conditioner is still working although not as efficiently as the newer models. Neighborhood militia association enforces every single line of the association documents and will let you know if your grass needs cutting or flower beds need weeding. Roof protects as well as it did on the day it was installed 18 years ago. Appointment required but you can usually get an appointment within a day or two.

Guess the difference in these is simple….. 

Write for the “public” you are trying to attract!

As a consumer, remember the narrative is written most often from the seller's perspective - really. And, beauty is in the eye of the seller! 

Gary L. Waters, PLLC, Florida licensed real estate agent, Century 21 Baytree Realty, Rockledge, Florida.

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