June 15, 2020 at 12:55pm | Blair Schwisow
Crafting language that makes a property stand out in the Boise listings is one of the skills that
successful Realtors® continue to develop throughout their careers. Initially, a listing’s photos may be
more important than the text when it comes to grabbing buyers’ attention—but after that, the words
matter a lot! Especially when they’re sticky!

When it works—when one Boise listing stands out from its comparable rivals—it’s often because it
creates memorability. It sticks in listing-surfers’ memories. Almost always, serious prospects will revisit
the Boise listings again and again throughout their house-hunting process. You want them to remember
yours (“Oh, this is that house—remember, that’s the one we talked about...”).

Of the many ways that phrasing works to create a memorable listing, the most direct is via
adjectives that set a home’s features off from its neighbors. So—

  • a soaking tub is more relaxing and luxurious than a ‘bathtub’
  • central air is somehow chillier than ‘air-conditioning’
  • an open kitchen is more spacious than a ‘kitchen’-or even a ‘chef’s kitchen’
  • a wood-burning fireplace is definitely warmer and cozier than a ‘brick fireplace’ (even if the one in question is made of brick)
But a description can be even stickier when it portrays the feeling visitors take away from a
property. The other Boise listings may depict nice houses, but those can easily blend into an
undifferentiated mass after even a few minutes of scanning the listings. When it is authentic, a powerful
memorability creator is describing the effect a property has on visitors. A pocket garden that evokes
serenity—or a sweeping vista that takes your breath away—can strike a sensory chord that sticks.
Between ‘things’ and ‘experiences,’ experiences are, hands-down, more memorable.

Creating memorable listings is a crucial part of what Boise sellers should expect from the Boise
Realtor® they select. I hope you will allow me to provide that service when it’s time to sell your own
home!

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