The key features of a property are those that are tangible such as the number of bedrooms and bathrooms, the price and location. These features will tick a person’s logical boxes and add credibility and substance to a buying decision. The benefits of a property are the things that satisfy a need or personal value. These appeal directly to the emotional state and aspirations of a buyer.
Let’s take, for example, an open-plan kitchen/dining area that is modern and functional. A well-appointed kitchen can be a top selling feature in a home. But what value or improvement will this feature bring to the lives of a buyer?
To help you define the benefits, start by listing the features of the kitchen/dining area:
- Quality appliances
- Island bench
Now, link these features to a benefit that will resonate with your buyers. With the influx of cooking shows and influential celebrity chefs, we have become more passionate about preparing healthier home-cooked food for family and friends than ever before. Use words that convey positive thoughts, strike an emotional chord, communicate a lifestyle or open a buyer’s eyes to unseen potential. Here are some examples:
- A fully equipped, modern kitchen makes food preparation a breeze, while the open floor plan serves as a gathering place for friends and family.
- The cook can converse with the guests in the open plan kitchen/dining area
- The dining room opens to the kitchen for easy communication between host and guests
- The open-plan kitchen/dining ensures the chef remains in the midst of the action
- The well-equipped open-plan kitchen ensures those preparing food are part of the conversation
- A kitchen for serious cooking and entertaining
- The open-plan kitchen/dining area is the perfect environment for entertaining
- The open-plan kitchen/dining is designed to suit all occasions from entertaining guests to relaxing with family after a day at work
- Entertaining is a dream in this modern free-flowing kitchen & dining area
- The open-plan kitchen/dining area is the perfect environment for family and friends to congregate
- The kitchen’s island bench doubles as a communal space for gathering and feasting
In these examples emotive language is used to build a connection that engages with potential buyers on a psychological level. It tells them they will have a kitchen in which they can enjoy cooking, impress family and friends, and engage more on a social level.
For maximum impact, both the visual and the written text should work together to create a marketing message that will connect with buyers in a personal way.