Our brains can’t handle a hundred facts. We need one big reason why something is good.
Look at the photo. What do they feature? “Awesome Private Yard.”
I’m sure there are other nice features of the house. But you only need one feature for this sentence: “Honey, let’s check this place out. I hear it has an awesome private yard.”
Much more effective than “the house with a bunch of stuff.” I can’t remember a long list, so I’m much less likely to share a long list.
Lesson: Try removing most of the features from your sales pitch. Give people one great message to repeat.