Tag: Market Expectations

Imagine you’re sitting inside a restaurant looking at the menu, and you have only two choices:

• BBQ Peach Chipotle Chicken Wings – $13.00
• Smothered Crisp Chicken Wings in Smoky Peach-Chipotle Glaze. A summertime favorite for years at the South Street block party! – 14

What you may not know is that both choices are the same dish, with the same ingredients.

Like most people, you’d probably choose the second dish, making the restaurant earn an extra 8% just by having used mouth-watering adjectives (smothered, crisp, smoky), de-emphasizing price (14 vs $13.00), and spicing the dish with a story no one wants to miss out on (South Street block party!).

“Chefs write the music and the menu becomes the lyrics. When the music is gorgeous but has the wrong lyrics, the lyrics will torpedo the music.”

—Danny Meyer, Founder & CEO of New York’s Union Square Restaurant Group

Why Good Copywriting Matters

As with food, so it is with everything else people purchase—including real estate. 

A keen understanding of consumer psychology under the pen of a professional wordsmith accompanied by top-quality images (insert link to article, “Homesellers, Why Professional Photography Is Essential”) is a three-punch approach of sheer marketing artistry at your service when you team up with Julie and our team.

When listing homes, we don’t just describe them. We paint lively pictures and write captivating stories to create a vivid feel in buyers’ imaginations of what it will be like to own and live in one of them. For example, under our creative touch, ‘large windows’ become ‘panoramic windows which permit plenty of natural light.’ A ‘large backyard’ is transformed into a ‘spacious outdoor gathering space for friends and loved ones.’ ‘Great views’ become ‘sweeping vistas.’ While we never exaggerate (a tactic which always results in home-shoppers’ disappointment), we creatively embellish the best a home has to offer.

If your house happens to be ‘at the epicenter of a vibrant culinary scene,’ or if your neighborhood has a ‘staggering number of artisan coffee shops,’ we’ll leverage these distinctions to pique buyers’ interest by appealing to their senses. Or, perhaps your home is ‘located in a world-class school district’ (a top choice for millennial parents in the Bay Area), or ‘within walking distance to miles of pristine nature trails.’ Our team strives to weave the unique selling-points of your neighborhood in an irresistible narrative bound to draw multiple offers.

Our Copywriting Goals

When highlighting the features of a home, our expert copywriting team are also rigorous grammarians and will never, ever describe your home’s ‘spacious walk-in closet’ as a ‘walking closet.’ Grammar and spelling DO matter. In fact, more than 40% of 1,291 people surveyed online say they would be much less inclined to tour a home if its online listing contained misspellings or improper grammar.

It all boils down to either selling plain old chicken wings or showcasing a mouthwatering plateful of smothered, crisp delicacies meant exclusively for discerning palates.

Your home is special and deserves to have its story written only by the best.  Let our creative team craft its unique narrative for maximum appeal.

Furthermore, Julie realizes that home-selling is a very personal endeavor. She believes all sellers deserve the best marketing available for their homes, especially in the Bay Area where homes command premium prices. By partnering with dedicated real estate copywriters, Julie and her team ensure that your home will be presented at the highest caliber possible.

Can We Help?

Making your home stand out in written form is an invaluable advantage. That’s why so many savvy Bay Area home-sellers have relied on Julie’s cutting-edge marketing tactics to sell their properties fast and for top value.

If you want your property to stand out from the pack, please contact Julie at 650.799.8888 or Julie@JulieTsaiLaw.com to schedule a free consultation.

In today’s digital age, getting noticed is harder than finding the proverbial needle in a haystack. 

Today’s average person is inundated by over 30 gigabytes of daily information. So, getting someone’s attention requires sophisticated knowledge of how the internet works and ready access to a broad platform and network of communication channels. Putting all eggs in one basket no longer works. These dramatic changes require casting the widest net possible to attract the eyes of prized homebuyers.

Shifts In Marketing

In 1981, 22% of buyers read newspaper ads to find a home. By 2018, 44% were first looking for properties online. Buyers now have apps that allow them to search by location and neighborhoods. Online listings have virtual tours so viewers can look at many potential homes while narrowing their search to a select few in an effort to save time. Online searching maximizes the ability to compare and contrast homes by selected features. Most of this is done before a potential homebuyer connects with a real estate agent.

81% of older millennials, 80% of younger millennials, and 78% of Generation X found their home on a mobile device compared to 68% of younger boomers. 

—REALTORS® 2019 Report: ‘Real Estate in a Digital Age’

How Does Internet Marketing Help?

What this means is that savvy agents must now make use of all online access they can get their hands on. This may include social media and online platforms, messaging apps, public-facing websites like Zillow, Trulia, and Realtor.com, agent-specific groups like the MLS, Top Agent Network (TAN), VLS Homes, and any private online networks exclusive to your agent’s brokerage.

It means deploying the persuasive power (insert link to article “Homesellers, Why Professional Photography Is Essential”) of high-quality, professional images to make your home stand out from the rest.

It requires an up-to-date understanding of the ever-changing preferences in social media use by the majority of today’s buyers (millennials) while simultaneously responding to their desire for personal connection, authenticity, and honest dealings. It also means knowing how to use technology to make real estate transaction processes simple and straightforward. 

Finding the right property was ranked highest among all generations as the most difficult step in homebuying.

—REALTORS® 2019 Report: ‘Real Estate in a Digital Age’

How Do Agents Stay Relevant?

Part art and part science, today’s real estate marketing landscape requires cutting-edge knowledge, keen insight, and skillful use of a wide range of promotional tools.

In what seems a real-time race toward excellence, Julie and our team remain one step ahead, always adapting and refining our marketing approach to reach the greatest number of prized buyers to meet the timeline and value objectives of home-sellers.

But we always knew that (insert link to article “Homesellers, Selling Your Home With Julie”).

Our constant reach toward greater excellence is what’s kept us in business for close to twenty years, and it’s the reason why we’re recognized as one of the top agents in the nation.

Can We Help?

Securing attention is hard to come by in the digital age. That’s why so many savvy Bay Area home-sellers have relied on Julie’s cutting-edge marketing approach to sell their properties fast and for top value.

If you want your property to stand out from the pack, please contact Julie at 650.799.8888 or Julie@JulieTsaiLaw.com to schedule a free consultation.

Let’s face it: We now live in a digital age, and there’s no turning back.

By 2011, Americans were absorbing five times as much information per day as they did in 1986—the equivalent of 174 newspapers! During our leisure time (not including periods of work), experts estimate that each of us processes 34 gigabytes, or 100,000 words, every 24 hours. This doesn’t mean we read that much a day. It means that 100,000 words cross our eyes and ears in a single 24-hour period.

Photo Marketing Makes A Difference

With so much information, the most valuable commodity for marketers and advertisers is now our attention—and the most effective way of capturing it is through images. Images are crucial in marketing because they’re digested quicker. It takes readers almost ten seconds to process and decide on the value of written text, not to mention the time required to read it. On the other hand, the mental and emotional impact from an image happens almost instantly. 

Images also help make sales.

When people hear or read information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, studies show that people retain 65% of the information three days later. That’s the reason 80% of marketers today use visual assets in their social media marketing.

Quality Matters

Recent studies reveal that 67% of online shoppers consider the quality of an image as very important when choosing and purchasing products. Customers also think that image quality is more valuable than product information, a detailed product description, or customer ratings and reviews. 

In real estate marketing, the impact of using high-quality, professional images could not be more convincing:

• Eighty-seven percent of homebuyers who searched online for a home found photos to be among the most useful features of REALTOR® websites, according to the 2018 NAR Profile of Home Buyers & Sellers.
• Homes with high-quality photography sell 32% faster.
• Homes with more photos sell faster, too. A home with one photo spends an average of 70 days on the market, but a home with 20 photos spends an average of 32 days on the market.
• For homes in the $200,000 to $1 million range, those that include high-quality photography in their listings sell for thousands of more dollars.

Keeping Up With The Times

Julie fully realizes the revolutionary transformation in the way homebuyers now search, view, select, and purchase a home. So, her team has partnered with a first-rate real estate photographer whose professional and artistic eye captures the distinct essence and features of a property. This attention to detail results in each home’s spaces being showcased by stunning, high-resolution images. The high level of professionalism these photos exemplify is capable of capturing the attention of the most discriminating buyers, standing out from the many low-quality listing images that inundate the local real estate marketplace.

Furthermore, Julie realizes that home-selling is a very personal endeavor. She believes all sellers deserve the best marketing available for their homes, especially in the Bay Area where homes command premium prices. By partnering with a dedicated real estate photographer, Julie and her team ensure that your home will be presented at the highest caliber possible.

Can We Help?

Securing attention is hard to come by in the digital age. That’s why so many savvy Bay Area home-sellers have relied on Julie’s cutting-edge marketing approach to sell their properties fast and for top value.

If you want your property to stand out from the pack, please contact Julie at 650.799.8888 or Julie@JulieTsaiLaw.com to schedule a free consultation.