Features vs. Benefits in Your Real Estate Listing
Much of what people searching for a home focus on, at least initially, are the features. We are looking for a 4 bedroom, 3 bath home in Anytown, USA. Buyers narrow down their list of potential homes using features but are really hooked and sold on the benefits of the property. Not including benefits in your listing could be limiting your sales.
Features are simply a starting point. They provide a basic outline for what your customer needs to know. Some features might be:
- 4 full bathrooms
- New carpet
- 2000 sq. foot
Using benefits in your listing make the property personal by making the reader part of the feature. Benefits explain how the features will improve the reader's experience. Using the features list above, see what the benefits might be.
- A full bathroom for every family member where you can take a relaxing bath or quick shower. No more hectic mornings or being late to work while waiting your turn. - Plush, neutral colored carpeting just installed throughout the entire home allowing you to easily decorate each room to your exact liking. - Spacious layout and plenty of room for you to setup that home office you have always wanted while still giving the kids their very own playroom.
Do you see the power of concentrating on the benefits instead of just listing features? You are implying how the different features will be used. Even if the benefit you describe is not exactly what the buyer will use the feature for you now have them visualizing standing in their spacious new home office, decorated exactly as they want!
Related Tags: real estate, marketing, advertising, fsbo, benefits
Sam Mancuso is the President and founder of RuzzMan LLC. Sam is passionate about assuring realtors and homeowners wishing to effectively market their properties have the know-how to be successful. RuzzMan LLC operates an independent listing website fully optimized for maximum exposure of your properties. You can visit the site and take advantage of its resources at: http://www.realtorclassified.com
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