Property PR Written By a Professional

Property PR - Monopoly

“We just put a couple of sentences with a floorplan of the property on Rightmove, mate.”

That was the response from one estate agent when I asked them about the marketing tools they employ to help sell a property. Not exactly inspiring stuff, and it bears little relation to their website blurb which used the phrases “harnessing the latest technology” and “utilising diverse marketing methods”.

Hmmm… would you be happy if you were paying commission?

Yes, I know most people search for their next home online, but that doesn’t mean agents should get away with drab property descriptions. They are selling your cherished home, not a second-hand pair of socks on eBay.

Take a look at this house description I found on Rightmove (I have not corrected the spelling):

“AN EXTREMELY SPACIOUS AND TASTEFULLY DECORATED FIVE BEDROOM DETACHED HOUSE SITUATED IN THE HEART OF THIS MOST SOUGHT AFTER VILLAGE. IT IS ONLY BY AN EARLY INTERAL VIEWING CAN ONE FULLY APPRECIATE THE ACCOMMODATION THIS PROPERTY HAS TO OFFER. HIGHLY RECOMMENDED. EPC: D.”

This property was on the market with a guide price of £800,000.

Here is a description produced by WordSmart Communications:

“We first saw Rosefields on a beautiful June morning… we knew it was going to be our family home for years to come.”

Owners Ruth and Derek bought the detached Victorian house 20 years ago, and are retiring to Norfolk now that their children “have finally flown the nest”.

Sitting in the bright and spacious kitchen/breakfast room, they fondly remember what the three-storey home looked like when they first visited all those years ago.

“It was basically two cottages joined together, so there were rooms going off everywhere,” says Ruth, a keen horse rider. “But we knew we could make it our own and having a bit of land at the back with a stable and paddock just sealed it for us. We made an offer without even looking upstairs!”

Over time the house has undergone several major improvements including a two-storey extension at the rear which added a much needed fifth bedroom. There is also a large conservatory with underfloor heating and a remodelled ground floor with an open plan kitchen/breakfast area.

“The kitchen has always been the heart of the home,” says Derek. “We knocked it through to the adjoining room to make plenty of space so we can all eat together and entertain guests. It’s the first place everyone heads to when they arrive, the kettle is always on the boil.”

From the kitchen, French doors open into a large conservatory…

Two lovely properties, but two very different approaches.

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