Motivated vendor? Or just desperate copywriting?
A listing on Trade Me grabbed my attention the other day. The headline read "Unexpected Circumstances Dictate Sale." I'm naturally nosy. I'm a sucker for a celebrity blind item, so this was right up my alley. I wanted to know more, and I even posted a reel about it, just for a bit of fun. Headlines like that are…
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A listing on Trade Me grabbed my attention the other day. The headline read "Unexpected Circumstances Dictate Sale." I'm naturally nosy. I'm a sucker for a celebrity blind item, so this was right up my alley. I wanted to know more, and I even posted a reel about it, just for a bit of fun. Headlines like that are usually code for "the vendors are getting divorced." Turns out that wasn't the case here. Someone in the know set me straight.
Continued
So why do agents write like this? "Sell the sizzle, not the sausage" I remember a former sales manager telling me exactly that. In sales meetings, managers loved saying "your headline needs more motivation." I'd roll my eyes every time. But I do get where they're coming from. Sometimes you have to create urgency, because sometimes it's genuinely urgent. The owner's already purchased and needs to sell fast. Or it's a deceased estate, and the executors and beneficiaries want things wrapped up cleanly. Messaging like this can help build competition.
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