Tip 74: Do you want to write a house story? Try the home section, not the classified ads

Think twice, even three times beforeyou get that pencil or word processor moving. Avoid flowery words. Avoid expressions like “it will capture your heart”, or “a house of your dreams”, or “here’s a house where you can have many memorable days”.

People are not really looking forsomething to captivate their hearts or memories. They’re looking for a real house to live in, for a roof over their heads. The dreams and memories cancome later, but at this point, buyers are only interested in a physical structure that they claim ownership of.