Listing-Turned-Poem Snags $100K Above Ask
June 19, 2014
Listing ads can be boring. Sorry, but there's no mincing words there.
But while many listings wax pathetic, Tom Faison, GRI, an agent with RE/MAX Allegiance in Washington, D.C., is using his ad copy to wax poetic, turning his listing descriptions into poems that would make Walt Whitman proud. The novel idea has been a financial boon for Faison.
Don't Say This in Your Listing
One of Faison's listings is a $668,000 three-bedroom, one-and-a-half-bathroom Bayfront Victorian townhouse near Capitol Hill. Sixteen offers came in on the property, and the price soared $100,000 above ask in part because of this literary listing description:
Honey I love you but need some space, not a place, in each other's face, let's maintain romance without pushing finance, not be in the kitchen before coats have come off. Mature playfulness. A quiet conversation at a cocktail party. Gentle separation of social environs enlivens & brightens your smile around every bend. The rear? Oh dear! Quick, call the preacher! Let's redo wedding vows!
"I thought, you know, have you ever heard Diet Coke tell you what's in the Diet Coke?" Faison tells radio station WNYC. "'Buy Diet Coke, it has fructose stuff.' ... We buy on emotion, we don't buy because of what type of dishwasher it is."
Faison has 11 listings on his site, each with their own poem that speaks to the experience of living in the home. He says it takes about 10 minutes to write them. Last year, he sold $65 million worth of real estate thanks in no small part to his literary listing copy, he says.
Source: "D.C. Real Estate Agent Attracts Buyers With His Prose," WNYC (June 19, 2014)
Updated: June 20, 2018