yet others it's the prestige of living in a certain neighborhood in a certain kind of house. Some just want the freedom of saying "This is mine and I'll do as I please."

Before you write your next ad,

When you're a Realtor it's natural to think you're selling houses. But you're not. Not really.

You have two kinds of buyers. One kind wants a place to live, the other wants an investment property. But does either one really want a house?

No. That's the outward symbol, but they really want what that house will do for them and how it will allow them to live and/or to feel about themselves and their lives.

The "homebuyers" want a place where they'll feel secure - an anchor in an uncertain world. They may want certain amenities, a set amount of space, or a specific location, but what they really want is the feeling they'll get by owning that home.

For some it's the freedom and solitude of a home in the middle of 100 acres. For others it's the security of many neighbors close by. For yet others it's the prestige of living in a certain neighborhood in a certain kind of house. Some just want the freedom of saying "This is mine and I'll do as I please."

Before you write your next ad, t

. But does either one really want a house?

No. That's the outward symbol, but they really want what that house will do for them and how it will allow them to live and/or to feel about themselves and their lives.

The "homebuyers" want a place where they'll feel secure - an anchor in an uncertain world. They may want certain amenities, a set amount of space, or a specific location, but what they really want is the feeling they'll get by owning that home.

For some it's the freedom and solitude of a home in the middle of 100 acres. For others it's the security of many neighbors close by. For yet others it's the prestige of living in a certain neighborhood in a certain kind of house. Some just want the freedom of saying "This is mine and I'll do as I please."

Before you write your next ad,

nd their lives.

The "homebuyers" want a place where they'll feel secure - an anchor in an uncertain world. They may want certain amenities, a set amount of space, or a specific location, but what they really want is the feeling they'll get by owning that home.

For some it's the freedom and solitude of a home in the middle of 100 acres. For others it's the security of many neighbors close by. For yet others it's the prestige of living in a certain neighborhood in a certain kind of house. Some just want the freedom of saying "This is mine and I'll do as I please."

Before you write your next ad,

they really want is the feeling they'll get by owning that home.

For some it's the freedom and solitude of a home in the middle of 100 acres. For others it's the security of many neighbors close by. For yet others it's the prestige of living in a certain neighborhood in a certain kind of house. Some just want the freedom of saying "This is mine and I'll do as I please."

Before you write your next ad,

yet others it's the prestige of living in a certain neighborhood in a certain kind of house. Some just want the freedom of saying "This is mine and I'll do as I please."

Before you write your next ad, think carefully about the person who will want to own that particular house. Then write the ad to appeal to that person's base emotions.

If you can think of a friend or family member who would love it, put a firm picture of them in your mind and write your ad directly to them. Stress the features and benefits that would send them flying to the phone to call you for an appointment.

Otherwise, take the time to dream up the person or family for that house - then write to them.

I've listed many houses that I would not personally want to live in. In those cases I had to stretch my imagination, or talk to someone who would like to live there. But it really is worth the effort.

Remember, you can't use nasty words like "family," so you have to be creative. You can do it!

The investors want a return