Whether representing a seller or being the seller, you understand the best sales points of the property or opportunity. I have written thousands of ads and copy for listings over the past 35+ years. Every property has something unique to offer including the cookie cutter builder projects.
Meanwhile, having unique features may not be the best selling point. There is often a difference in what you think the most important feature is than what potential buyers want.
There are times a potential buyer is emphasizing a specific convenience. You might have the newest, cleanest, and a highly desirable location for a new listing. However, if the buyer is seeking a master bedroom that has its own adjacent bathroom and your new listing doesn’t have that, it could be a deal breaker.
Even a “typical” or “common” new listing advertisement and/or showing should emphasize what potential buyers want. Obviously, different potential buyers have different needs, wants, and financial qualifications.
Agents and brokers who don’t think they need research in preparation of selling a listing often overlook what buyers want and “simply” go with what they think would be best, which is often successful. Exploring the most searched keywords is a great way to learn what potential buyers want. The below linked article is a prime example. If you can mention that one thing which is important to that buyer, your chances of getting to the closing table increase!
https://www.realestatenews.com/2025/12/26/zillow-wrapped-what-buyers-searched-for-in-2025
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