June 14, 2017

High-quality images are critical for selling a listing, but that doesn’t mean you can skimp on your listing. When browsing through the MLS, property websites and social media, potential buyers are looking for keywords and small details that make properties stand out from all the other similar options.

The listing is your chance to do exactly that, showing buyers the potential that your property has. If you’re missing the following details, however, you risk losing the attention of people who might otherwise love the investment opportunity.

Keep these details in mind as you craft your next listing or update a current one. 

1. Proper Formatting

To get buyers’ attention, your ad needs the proper flow. This means including a headline, narrative description and more, all in the right order. ReTipster suggests the following flow/organization for your listing:

  • Headline
  • Opening statement
  • Narrative description of features
  • [Special promotion – optional, see next section]
  • Call to action with contact info

2. Special Promotions

While special promotions are optional for the sale of your investment property, they could be a good way to attract buyers and make your listing more appealing. The goal is to choose a promotion that’s attractive to buyers but doesn’t cost you money when all is said and done. A few special promotions you might consider including are:

  • Special financing
  • Pay closing costs for a short period of time
  • Sell as rent-to-own

3. A Tracking Code on Your Links

Tracking your listing URLs does one important thing: allows you to see where traffic is coming from. With this information, you can maximize your listing potential by focusing on social platforms or websites that drive the most leads.

Tracking URLs is especially helpful if:

  • You’re listing on multiple sites. You can have a tracking code for each site.
  • If you’re listing on social media, so you can see which platform drives the most interest and clicks.
  • If you’re selling multiple investment properties at once.

To start tracking links, put a tracking code on your listing URL. This is often done with Google Analytics, and you can use this tool from Google to create these sharable URLs. You’ll then be able to see the breakdown in the “Campaigns” section of your Google Analytics dashboard.

4. Current Security Features

If the buyer won’t be around the property often, they’ll be happy to know that security systems are already in place. That makes this an important piece of information to include in your listing.

When talking about the security system, including all the important details like monthly expenses, opportunities for upgrades, how new the system is, what components are installed (wireless system, motion sensor lights, window alarms, etc.). Include any cool tech details like a remote lock and unlock and keyless entry as well.

5. The Little Details—Do Your Research

Writing a property listing can be all business—get the important details on the page and send it out. Missing small details, however, is detrimental to your success. You don’t know why someone wants to buy this property, and as such, need to appeal to all potential buyers. Not to mention, these small details give greater insight into how useful the property will be to a potential buyer.

Here are a few “nitty-gritty” information pieces to include:

  • Accessibility: Get the Walkscore and Commutescore from Walkscore.com. If the buyer wants to market the property to millennial tenants, this information will be helpful.
  • Nearby amenities: Don’t just list the amenities nearby, but include the little details. For example, Kroger was placed in the top five list of grocery stores with the lowest prices nationwide—so if there’s a Kroger store nearby (Ralph’s, Dillons, Fred Meyer, QFC, among others), promote that. Don’t forget to include whether there are restaurants, cafes, libraries, car shops and more within walking distance or a short drive away.
  • Noise levels: Use this interactive map from the U.S. Bureau of Transportation Statistics to get this data. You could also use the Soundscore tool from How Loud.
  • Cost of living: If interested buyers are from a different state, this information will be hugely helpful. You can even share the CNN Cost of Living Calculator in your listing to let potential buyers do the research themselves.
  • Crime rates: Only include this information if crime rates are low in your area. Find out with CrimeReports.com or MyLocalCrime.com.

6. Tenant Situation

If you’re selling your property with a tenant still in it—don’t leave that out of your listing. Buyers may be interested in a property that’s already up and running. With tenants living in the home, the new owner will have an immediate new stream of revenue, which makes the sale more appealing.

These listing details could be the difference between a quick sell and one that drags out for months on end. Don’t forget to include them in your next listing or refresh existing ones.

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