By Alex Camelio

Think about emotion rather than logic when you write a headline to a blog or an ad. Speak to the emotional side of the brain. You already know emotion sells homes – if someone falls in love with a house when they walk in the door, they’re more likely to overlook negatives.

Instead of “Come see this four-bedroom three-bath home, 2,500 square feet on a corner lot” – which gives facts that appeal to the logical side of the brain – you could write something like this instead to appeal to the emotional response: “Walk into your new home and out into the lush backyard of this peaceful, four-bedroom, three-bath oasis with room for your family to grow.” Using descriptive words that paint a picture for the brain activates the emotional response.

Watch the video or read the article here.

As the CEO of Agent Inner Circle, Alex Camelio focuses on the development and growth of the community. Prior to selling his company to Lone Wolf Real Estate Technologies, Alex was the co-founder and president at Barcode Realty. Within the real estate community, he has been recognized internationally as an expert in technology, marketing and entrepreneurship and has presented for various national organizations.


  1. Your suggested languages violate nj fair housing regulations. Be careful agents! Can’t use words like walk or family.

    • And you can’t ask: how many children do you have… But you can work around that by asking how many people will be living in the property (in some domiciles, not all) on the premise of opening the discussion as to how many bedrooms might be needed. Or even be careful about inquiring initially about school distances until a broader rapport has been developed.

      I sent out a buyer relocation referral and the well-experienced successful agent asked how many children the buyer has. Referral cancelled. Very sensitive subject if someone has lost a child.

      All the agent’s job is
      to open a conversation initially. Carefully and respectfully worded questions will probably prompt the client to expand the discussion without an issue.

      If a caller on an ad says: does it have s large yard? The answer is: do you want a large yard? What is defined as large by some people isn’t large at all to another. The conversation and rapport can be built around that seemingly innocuous question.

      This statement appears in the article: “if someone falls in love with a house when they walk in the door, they’re more likely to overlook negatives.”

      Why would an agent want a buyer to “overlook the negatives???” I see the job as pointing out the negatives that purely are visible but might get overlooked due to emotion (excitement about location or footprint maybe)… And then let the buyer evaluate how important those negatives might actually be relative to their decision-making.

      Carolyne L ?

  2. The only issue in descriptions is being careful to follow Fair Housing Regulations- describe the property, not the people.

  3. I’ve always told my clients buying is an emotional decision not a logical purchase. This is so logical to put emotion first, why didn’t I think of this :)

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