Crafting Effective Property Listings: Tips for Brokers

You never get a second chance at a first impression.

In a realm as competitive as commercial real estate, standing out with compelling and effective property descriptions is essential. How you list and present your property will dramatically affect how the public perceives it. The more evocative, descriptive and even emotional you can make your listing, the higher the chance of making a sale.

Here’s a list of tips for crafting effective property listings.

Take Professional-Grade Photos

Nothing tells a compelling story quicker than high-quality images. Your listing likely won’t attract much attention if you’re simply posting a few quick shots taken with a phone. Professional photos will help potential buyers envision themselves in the space and give them a strong mental image of what living or working there will feel like.

Your photos should be consistently clear and well-lit, with no blur or detail-obscuring darkness. Present your photos in a logical order, as if you’re guiding the viewer on a tour. Be sure to highlight any special features of the property and vary your photos to keep the potential buyer compelled. These variations might include wide-angle shots, close-ups, high views, eye-level perspectives, interior shots, exterior shots and more.

Minimize Distractions in Photos

Capturing the perfect real estate photos means putting in the work to de-clutter the space. The aim is to create a strong first impression, so be sure to remove clutter and unnecessary objects from the property before snapping any pics.

Distracting objects might include framed photos on walls, garbage cans, clothing, dishes in or around sinks, floor mats or outdated furniture. If moving these objects out of frame isn’t feasible, you can use online an editing tool to digitally erase them.

Create an Enticing Commercial Property Description

Once you’ve enticed your audience with your images, you’ll need to keep them hooked with a compelling description of the property. This section will be the beating heart of your listing, and should compliment the photos while telling a story that only the written word can convey.

Your description should use rich language and plenty of adjectives (“large,” “spacious,” “high-quality,” etc.) to paint a positive picture of the property. Avoid going overboard on extra-flowery language or describing anything dishonestly, but don’t skimp on the details. Remember to proofread your copy for any grammatical or spelling errors and have other team members review it before posting. A polished description will create a more positive impression.

Share Community Highlights

Buying property is about more than just the property itself. A buyer is also investing in the surrounding area, and highlighting the benefits of the community is an essential part of any property listing.

Be sure to mention unique, appealing and important aspects of the area, including distance from nearby towns, schools, transportation options and other local amenities. Do your research on local parks, libraries, museums, landmarks, popular restaurants and events in the area. Help the reader to feel welcome; the more invited they feel, the more confident they’ll be in choosing the property – and the community – you’re selling.

Know Your Audience

One of the biggest tricks to effectively selling a property is knowing the demographic you’re selling to. Are you hoping to attract tenants for an apartment complex, or a business for downtown office space? You can tailor your pictures and word choices to the audience you hope to attract. By highlighting the property traits readers are looking for, you can speak directly to them and help them feel that their needs will be met.

Use Virtual Tours and Videos

Modern technology allows prospective buyers to explore properties in all-new ways. Consider adding a videos to your listing that guide viewers through every room of your property; they can offer details and a perspective that photos can’t provide.

Another alternative to physically walking through a property is a virtual tour. The technology for these tours will vary depending on your needs and budget, but no matter the setup, they can offer a unique experience for interested parties.

Conclusion

Creating the ideal property listing is an art form, and mastering it will be a crucial aspect of making your next big sale. It requires a combination of strong and effective copy, professional photos and videos, a clear understanding of your audience and the surrounding area, transparency about all the specifics, and a compelling call to action that inspires a reader to pick up the phone and move to the next stage of the process.

When combined, these tips create a picture of your property that invites buyers to investigate further. If you can successfully paint that picture and inspire others to see themselves within it, you’ll not only increase your chances of a sale, but also create a positive, stand-out impression in the market.

Do you need solutions for successfully leasing your commercial space? The expert team at DRK will provide you with comprehensive 3^rd-party management and oversight of your property or portfolio.

Take a look at the properties available in the Columbus, Ohio, area right here.

Until next time,

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