REAL ESTATE MARKETTING TIP: Benefits vs Features

Talk about the Benefits, not the Features.

The biggest advertising mistake new real estate agent marketers make is writting about a series of product and service FEATURES.

Examples of product (home) features would be:  3 bedrooms, 3 bathrooms, full basement, 2 car garage, new roof, new windows, new furnace, etc.

Examples of service (representation) features would be:  buyer agent, seller agent, licensed agent, MLS, 6 month agreement, standard contract, etc.

Although the features are interesting and important, people "buy" BENEFITS.

Benifits answer the question, "Why do I want that feature?"

For example, "You won't have to worry about the roof leaking in this home because it was replace with a brand new roof six months ago."

The beneift is "You won't have to worry about the roof leaking".

The feature is "a brand new roof".

Notice how the benefit is stated BEFORE the feature.  That's because it is more important.  People want the benefit.

Successful real estate agent marketing focuses on the home buyer's and seller's wants and needs.  They don't focus on the agent's wants and needs.  People only care about themselves.  To be successful, focus on the prospect.

The way to do this is to write about how your real estate product (homes) and service (representation) will benefit the prospect.  Write about benefits.  Benefit writing answers these types of questions:

1. What's in it for me?
2. How will this product/service help me?
3. What will this product/service do for me?
4. What exactly do I get?
5. Why should I use this service provider (agent)?
6. Will this be worth my time?

These are benefit questions prospects ask.  You must quickly answer these questions at the beginning of your advertisement.  You want to state the benifits first.

Here are some common benefits to a first-time home buyer:

1. Pride.  Show your mom and dad your new home.
2. Security.  The landlord can not walk in unannounced anymore.
3. Freedom.  Paint the walls any color you choose.
4. Savings.  Pay less with homeownership tax deductions.
5. Wealth.  Build your wealth through value appreciation.

These are benefits to the prospect.  Notice there is no mention of the real estate company or agent.  Home buyers and sellers only care about how your product and service can help them.  So focus on the benefits.

When talking about both benefits and features, list the benefit first.  Remember you are in a contest.  You goal is to keep the prospect interested in your advertisement long enough to keep reading to the end (and your call-to-action).  Your prospect is trying to screen out your ad to do something else.  If you're boring, the prospect will stop reading.  So capture their attention with your strongest benefits first.

For example, which statement do you think a luxury home buyer will be more likely to read all the way through:

1. Impress up to 50 of your friends, family, and co-workers at your next backyard pool party...OR...
2. The backyard swimming pool holds up to 50 people.

The BOTTOM LINE is this:  Your prospect wants to hear about how your real estate products and services will help the prospect.  Focus on the benefits to the prospect (not the features) and you will experience more success.

this i believe will be helpful for real estate practitioners....and prospects alike..what do you think?