How do you describe your listing/house?

Do you list features of your house or listing to attract buyers or do you set the mood for the buyers to FEEL the home? All too often when you look through the lists of homes that sat on the market and didn't sell, this is what you see...

"55 or older development. Flagstone model. 2 bedroom, living room, kitchen with breakfast area. Florida room off back of home (heated). Immaculate home. 2 full baths. Call today for your personal tour. Wooded premium lot. Association takes care of lawn maintenance and snow removal." 

This is and actual description of a home. One that is seen over and over again.

I described the very same model below... see if you can tell the difference...

"Enjoy all the luxuries that life has to offer in your stunning home in this most desirable 55+ community. Stroll through the specialty shops in Mullica Hill- just minutes from your door. Prepare grand cuisine in your dramatic kitchen w/ cherry cabinets topped w/granite counters. Get away from it all in your hot tub surrounded by a maintenance free deck in your back yard backing to woods. Cozy up to your great room fireplace while watching your 65" TV built into the beautiful custom built wall unit. Invite your family for holiday meals in your spacious and elegant dining room, adorned with a built-in window seat & curio cabinet. Bring your groceries thru your 2 car garage w/openers protecting you & your cars from the weather. This full master bath has a seated shower for extra relaxation, ceramic tile & space galore. Relax & enjoy all the beautiful back view from your oversized sunroom. Tons of storage space in the full basement with a large cedar room. Hurry, this one has tons of extras- so it will sell quickly!"

And sell quickly it did... and for more money then the first home. These homes are in a development that was recently built, so why did one attract more buyers and sell for more then the asking price of the other that expired?

Buying a home is an emotional decision. Your marketing must tap those emotions.... it must attract the buyers attention and help them to see how they can enjoy their life in their new home. Just 'listing features' will not stir up any emotions in buyers, it simply lets them know what is already included in the rest of the listing. If you include room dimensions of a living room, don't you think the buyer will know that there is a living room? When you list the number of bedrooms and bathrooms in the listing, do you really need to mention it again in the description? And how many people reading this actually will know what a 'flagstone model' looks like?

I actually saw a listing that just expired that said "the current owners are nationally and internationally known...." Well, I ask you this.... How does that benefit the buyer? It's great for the owner, but unless they are known for interior design or architecture, how exactly is that going to help the buyer to love this house?

When marketing a home, or anything else for that matter,  it's important to remember to point out "What's in it for them." The potential buyer will never buy unless you make them FEEL how THEY can benefit from this purchase.