The number one reason anyone will call your toll-free number is to get information on your listings. Therefore, when you provide that information, it should be comprehensive, clear and include a bit of marketing as well to promote the listing.
There are a few different approaches you can use to record a property description. There is no limit to the recording time provided, and some agents find it best to give a complete two-three minute description of the listing that describes everything from the amenities and address, to pricing and financing information. Other agents keep their descriptions very brief, using their toll-free service as a way to give homebuyers just enough information to get them interested, but still leave them wanting to talk to the agent. It is entirely up to you and what you think will work best for your business.
Each property description will be immediately followed by a recording giving the caller the following options:
Press "0" to speak to the agent.
Press "1" to leave a voicemail for the agent.
Press "2" to replay the property description.
Press "3" to enter the extension for another listing.
A couple of questions that typically come up when discussing property descriptions are:
Should I include the price?
There are pros and cons to both including or leaving out the price. For buyers who regard price as the ultimate decision-making portion of the homebuying search, it is definitely a piece of information they would prefer to have from the get-go. However, if you feel that by not providing the price you will pique the curiosity of the homebuyer, you can leave it out. Something else to consider is whether or not you think the listing price will change, because if it does, and you've included the price, you'll need to re-record the property description to reflect the change in price.
How long should the property description be?
That depends on what you find effective for your business. Some agents find that giving their leads just enough to raise their interest works best. Others find that the more information they give, the more excited about the property the homebuyer becomes. It's all about what works for you, but keep in mind that the reason the person is calling is simply to gather information, so provide what you think is relevant.
We've included a few samples of different types of property descriptions to give you an idea of what to say.
A very basic listing without price information or verbal tour:
"This beautiful 3 bedroom, 2 bath, one-story 2000 square-foot house is located on one
and a half acres down a quiet country road with a surrounding front and back yard
including a back deck perfect for BBQs and a nice garden in front. This cozy home is
complete with a wood fireplace in the living room with a 8' X 6' window facing the
green hillside and acres of open land, as well as a woodstove in the family dining room. All bedrooms are good-sized with the master bedroom including a private bath."
A property description including pricing information and a bit more detail:
"This gorgeous and cozy 4 bedroom 3-and-a-half bath 3000 square foot home is located on a two acre lot on a quiet suburban street, close to two elementary schools. The home is the perfect size for a family with children, with enough room for a private office or guest bedroom. The master suite is complete with a Jacuzzi tub and large walk-in closet including built-in shelving for extra storage space. The amenities include a beautiful brick fireplace in the living room, as well as a large picture window overlooking the valley. The kitchen is complete with new granite countertops and elegant oak cabinets, as well as a brand new top-of-the-line stove and oven. Downstairs you will find the kitchen, living room and formal dining room, as well as one bathroom and an office or bedroom. Upstairs are two bedrooms, one bathroom and the master suite. This beautiful home also comes with an attached two-car garage, near the kitchen, as well as a storage shed for additional space on the side of the house. This property is going for $877,750 and is priced to sell."
A property description giving a verbal tour of the property
"As you walk up to this gorgeous 4 bedroom 3-and-a-half bath, 3500 square foot home located at 777 Anders Road in Fort Bragg, CA, you find a beautiful porch that wraps around the right side of the house complete with a cozy swing in front. As we walk in the front door, we enter a large foyer that leads to a sweeping staircase up the left side of the entrance. To the right of the foyer is a beautiful formal dining room with windows overlooking the front yard, letting in gorgeous morning sun making brunch extra enjoyable! As we continue walking forward through the foyer we reach a large office with windows delivering beautiful morning sunlight on the left, as well as a half bathroom before we reach the living room and kitchen. The living room is complete with windows reaching all the way up to the ceiling of the second floor, overlooking the bay. Also in the living room, you'll find a brick fireplace, perfect for family gatherings and cold evenings. As we continue through the living room, we approach the kitchen on the right with a curving granite bar and countertop, oak cabinets and state-of-the art kitchen stove and oven. Past the kitchen is the side entrance to the attached three-car garage, as well as another set of stairs leading to the second floor.
As we walk up the stairs we approach a large family room, perfect for lazy afternoons and quiet evenings. Additionally, past the family room are the entrances to two large bedrooms, as well as a bathroom, and laundry room across the hall. The landing at the top of the stairs overlooks the living room downstairs and then sweeps to the left where the master suite is located. This large bedroom is complete with a step-up Jacuzzi tub overlooking the bay, as well as an adjacent glass shower. As you continue through the bathroom, you enter an enormous walk-in closet the size of a small bedroom, complete with ample storage shelves. The property also comes with a large back deck as well as a fenced yard in back and a blocked off area for gardening. The back of the home overlooks the bay and is perfect for star-gazing or watching sunsets. The property is currently being offered at $650,000."