WRITING AN ISLAND DESCRIPTION
Capturing the imagination and showing possible buyers an island's full potential, effective listing descriptions result in more qualified inquiries and sales opportunities. PII offers professional copywriting services for use on Private Islands Online at no cost to our clients, but whether you are submitting point-form information or finished copy, this guide offers helpful suggestions to make your listing stand out from the crowd.
- Be specific about location. Provide the distance of nearest city/town and international airport, the name of the body of water the island is located in, and if possible, give the GPS co-ordinates to allow the listing to be linked to Google Earth satellite imagery.
- Tell a story. Islands with intriguing histories or facts generate more interest from clients and the media alike. Try to think of any interesting or unique points about the island, its previous owners or the neighbouring area. If the island has been used by you and your family, write about the lifestyle it offered and the different activities you enjoyed on it.
- Don't hold back basic details. Potential buyers will always want to know information like whether the island is freehold or leasehold, and if it has any buildings, utilities like electricity and water, or a dock. Clients may become frustrated when forced to inquire for simple details or even wary of a listing that doesn't provide them.
- Show the island's potential. Discuss the possible kinds of development on the island, the prevalence of tourism in the region, the current zoning, and whether there are any existing permits or if any can easily be obtained. Development potential is often a make-or-break aspect of an island for possible buyers, so it's best to be clear and up-front about any restrictions.
- Know your market. There are as many kinds of island buyers as there are private islands, and there will no doubt be a clientele for exactly what your property has to offer. For example, large, untouched islands are likely to be purchased for extensive development as opposed to for individual use, and should focus on investment potential and technical details.
- Paint a picture. Island images may not always show the hidden details of an island's flora and fauna that may be highly attractive to possible buyers. Describe the island's natural wildlife, terrain, interesting varieties of plants and trees, and the number and quality of beaches.
- Keep it clear and coherent. English is not a first language for many island buyers, so it's important to make sure that the description isn't burdened with obscure terms and convoluted sentences. Keep your choice of language succinct and break down the listing into brief, cohesive paragraphs.