The other morning while walking the dog I picked up a flyer from a rack in front of a local house for sale.  The house is nice, but it’s nothing spectacular. However, the flyer tempted me–and I’m not in the market for a new house at all. Instead of the standard, “3 BR, 2 BA” language, replete with taxes, the copy from The Lise Howe Group read:

What is rarer than a perfect day in June? As precious as a baby’s first smile? A newer home in Chevy Chase! This Arts and Crafts home is flooded with light and offers lots of room for today’s modern family. Imagine life’s celebrations in the elegant living room and separate formal dining room–anniversary dinners, baby showers, prom parties! The sunny family room…provides that much needed room to spread out at the end of a long day of work. As you create a great meal in the spacious kitchen, you are never far from the rest of the family and friends who gather in the garden around the BBQ grill or relax in front of the wood burning fireplace. Sip a lemonade in a swing on the wrap porch!…This house will be your family home for generations to come.

Great use of emphasizing benefits, not features…this house will transport you to the  life you’ve always imagined. I don’t know Lise Howe, but she does a good job of selling more than real estate–she sells dreams.