Marketing Homes on the Web: Benefits Over Features

This was an article explaining how to market online using benefits over features. It was written by Elizabeth over a decade ago and the content is as fresh today as it was when written. I used the ideas expressed when writing another blog today. Enjoy. — JaCi Wallace

Marketing homes on the web: benefits over features. Selling benefits over features has been drilled into my head since I was a young whippersnapper. Anybody can own a house with a family room, but it’s the space for three sofas to host family and friends . . . stuffing faces with pizza, spicy chili, chips . . . popping open a cold one . . . eyes glued to the TV on Super Bowl Sunday . . . screams, excitement, yes, a touchdown! That is what sells a family room.

Your challenge is to transfer that benefit to the internet. How many benefits can you think of that a large yard offers, for example? Is the yard the main selling feature of the home? If so, play it up. Be careful when using words such as “room for a pool,” especially if you don’t know if a pool could be installed in that yard. You might want to say possible room for a pool or, better yet, pool-sized yard.

If you want your home marketed with the types of benefits to gain more interest and appeal to a buyer, then please call Weintraub & Wallace Realtors with RE/MAX Gold. Our phone number is 916-233-6759.

— Elizabeth Weintraub