Be it a tiny office space or a ritzy mall, creating a tempting listing for a commercial property is never a five-minute task. It’s easy to copy listings and follow the same writing structure from other properties, but that means you won’t stand out in the sea of competition.
If you’re doing this for the first time or you’re selling a property that you’re emotionally attached to, finding the right words to do it justice can be hard. Read these tips on how to attract potential buyers and convince them that your property is exactly what they are looking for!
Every Good Listing Has a Structure
Just like any piece of good writing, a well-written commercial property listing should fit into a structure. The way you will approach each of these sections is up to you and should reflect your individual ideas and sales creativity, but you can loosely follow this order:
- Photographs and descriptions
- Call to Action
- The Headline
Next to high-quality images, the property headline has the biggest role in determining whether a potential buyer will go further and read the listing. Therefore, your initial task is to come up with a tempting title that will attract users in under a second and be interesting enough to pause their scroll-search.
You don’t have to drop the price by 20% to make your ad look tempting. Rather, think of the pro sides of this property and instead of its whole, emphasize its main benefits! This is definitely not the place to discuss your office’s “need for renovation” or “relatively remote location”. Focus on the best and explain in detail in sections that are to follow.
- Property Photo Descriptions
Online browsing for commercial properties is like online dating. Everyone will say they loved your bio, while actually, they were just checking out the photos.
To present your property in the best light, definitely consider hiring a pro photographer who has the capacity to produce high-quality photographs. A pro will know how to find the right angle and edit the photos afterward.
At the same time, what many listings creators fail to remember is that the description is also a good section for adding descriptions and text. Moreover, this space can be even more powerful because it’s directly linked to the visual input.
The first sentence should cut right to the chase – simply tell interested buyers what it is that you’re selling. You can use one or two sentences that will captivate the main essence of the property:
“This office space for small enterprises is located in a quiet pedestrian area, neighboring a real estate agency, shop and a bank branch.”
As you can see, this introduction answered the initial question of potential buyers: what it is that they are looking at! In other words, you gave them a reason to keep on reading the description.
If you’re not sure how to start the description section of your listing, you can use these services: TopEssayWriting (a platform of professional writers who can help you sell your commercial property with perfect headlines, introductions and descriptions) or GrabMyEssay (find experts in real estate listing writing for the best chance of selling your commercial property at the asking price).
Now, let’s work on debunking a myth related to property listings that claims that descriptions sell properties. Unfortunately, most listings are focused on descriptions in such a way: 3 rooms, 2 bathrooms, common room, kitchen space… It’s important to understand that you’re not actually selling that office space – you’re selling the idea of working there every day!
Instead of describing the layout (which can be seen from photos and a layout image itself), help business owners imagine the idea of working there. Describe that the big windows in the biggest office provide natural light throughout the day. Accentuate team-friendly common spaces where co-workers can relax and enjoy their time.
For many people, it’s hard to imagine working in an unknown space they are seeing for the first time. If you plant those tiny ideas in their mind, they will find it easier to visualize the entire experience. And once you get that idea in there, they won’t be able to stop thinking about buying property.
Potential buyers should realize what it’s like to actually work in your property. What is the surrounding area like? How many competing businesses are in the near area? To answer all of these questions even before they are asked, outline some of the following factors:
- frequency of pedestrian traffic
- square footage
- kitchen areas
- Call to Action
The final word in the listing would be to tell your potential buyers what they should do. Don’t be afraid to ramp up the sense of urgency and remind them that now really is the time to buy this property.
Ben Stanley, a writer at Subjecto, says: “The contact info for you or your real estate agent should be placed on multiple spots in the listing. However, one of the most important ones is the end of the description. Buyers usually scroll right down to this spot when they want to get your info”.
Final Piece of Advice
There’s a thin line between beautiful descriptions and distorting the truth.
Let’s be realistic – your commercial property is not a fairytale castle, so don’t try to convince your buyers into the opposite. The fact is that most potential buyers will figure out right away that the description for a commercial property is too good to be true.
Going overboard with praising your property will ruin your market reputation and chase away potential buyers. The trick to selling a commercial property is to be smart, but down-to-Earth and never try tricking your customers. Offer a clear explanation of why your property is a good buy and don’t try to turn it into something it’s not.