I read a lot. I read a lot of BAD real estate advertising. Usually, it is the typical “gourmet kitchen” stuff and-the-like. While we now know that the most efficient use of our time AND money is spent on marketing on the internet, it is more important than ever that your descriptions be well-written and engaging. Super-successful agents have overhauled their way of writing ads from simple “features” to “benefits.”
For example, a “gourmet kitchen” is a feature and simply saying that it has one does not evoke any emotion, and EMOTION sells. My “internet friend” Elizabeth Weintraub, who writes the Real Estate section for About.com offers a more “benefits” focused description for the “gourmet kitchen”:
Professional tools for serious cooks, makes meal preparation fun and enjoyable, impress friends with state-of-the-art equipment, space to display cookware and books, convenience and time-saving devices, simplified care and maintenance, beauty and eye-appealing design makes the kitchen a comfortable and inviting workspace.
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