The Realities of Real Estate: Listing Do’s and Don’ts

How a property is presented in the multiple listing service creates a first impression for house-hunters and also determines how other real estate agents will perceive the quality and value of the home. With this in mind, it is crucial that the listing be accompanied by professional-grade photos of the house — and plenty of them. It also is important to arrange the shots in an order that tells the home’s “story” and showcases the areas that prospective buyers most want to see: the front and back of the property, the kitchen, the master bedroom, and the family room. All of these must be included in the first several photos because, while the MLS may allow as many as 30 photos, other websites may restrict them to eight. When using the MLS to promote a piece of property, agents also should take advantage of the remarks section to demonstrate how the listing differs from competing properties and justify the asking price. Rather than simply provide a general description, compelling and effective copy-writing is needed. Realtors must take care that no key information about a listing is omitted, from property classification to type of toilets. A long list of features and amenities will improve the perceived value of the home in the eyes of both agents and prospective buyers. At the same time, over-selling the property in print is a mistake that will cost the agent a buyer’s trust and, possibly, a deal. For example, advertising a “water view” that turns out to be the mud flats on a distant creek will only backfire once an excited buyer gets a glimpse of the actual scene. Outright untruths or misrepresentations — such as manipulating a listing to conceal how long it has been on the market — also will discredit agents and ruin their odds of closing a sale. | Read More