10 Secretly Powerful Word Bombsto Drop Into Your Home’s Listing
“A picture is worth a thousand words,” the age-oldadage goes. And this is particularly true in realestate, which is why it’s so critical for sellers tomake sure their agents post polished photos thattell an accurate story about their home, whileshowing it in its best light. That said, in most listingsystems and property flyers, you don’t have theopportunity to post a thousand words’ worth oftext describing your home: you might get 100words, at best - and many systems limit you to justa couple of hundred characters in total.
1. “Walkable to. . .” The concept is valid: homebuyers have a soft spot in their hearts for homesthat are highly accessible to the shops, parks,cafes and cultural amenities they want to makea part of their everyday lives.
2. Feel, floor plan and flow. Words which indicate thata home is characterized by stretches of clean, clearspace, light, flow and openness of floor plan aregenerally attractive to buyers, and can trigger theirinterest in coming to see your home. However, what iseven more important in a listing description is that youavoid the temptation to flat-out manipulatebuyers/readers by inaccurately describingyour home in an effort to get them thereat any cost!
3.Lifestyle upgrades for first-time buyers. If yourhome is in an area, a price range or has othercharacteristics that are treasured by first-time buyers,you can get major bang out of every listing descriptionword by simply mentioning the ways in which life inyour home would represent a big lifestyle upgradecompared to living in an apartment or a rental. Forexample, dropping verbal clues that your home hasample storage spaces, offers exceptional privacy andquiet, or has uniquely usable furnished or otherwiseready-to-enjoy outdoor living spaces are all mentionsthat can capture the attention of even the mostbargain-hungry first-time buyers.
4. Materials. If your home’s finishes includematerials your realtor feels are particularly desiredby buyers in your area, you might want to call thosematerials out in your home’s listing. In fact, in their2005 book Freakonomics, economists Steven Levittand Stephen Dubner ran some numbers and foundfive words which, when present in listings, werepositively correlated with higher purchase prices -and three of the five were finish materials: granite,Corian and maple. (The other two? State-of-the-artand gourmet.)
5. Brand names. Describing your home’s styleor design aesthetic with reference to brandnames is a pithy, yet power-packed, way tocommunicate a great deal of information andpaint a contextual and stylistic picture, withvery few words. For example, describing ahome as Pottery Barn chic sparks images offamily-style living spaces that are well-coordinated and comfortable. While declaringthat your home’s decor or fittings are styledafter a Restoration Hardware aesthetic createsimages of upscale, polished and modern takeson vintage-inspired looks.
You’d better believe that people in the marketfor homes are also in the market for designs andfurnishings, a truth you can use to create a quickmental image of your home by evoking anybrand with a particularly strong aesthetic, fromCrate and Barrel to Neiman Marcus.
6. Neighborhood names. If your home is in adesirable or up-and-coming neighborhood,don’t just assume that buyers are going to find itby searching for listings on a map, within acertain radius or within a particular postalcode. Including the actual name of your districtor neighborhood allows your home’s listing tobecome searchable for that term.
7. “Built-in” or “custom.” If you have had customfeatures with wide appeal built into your home, youshould definitely consider mentioning them.Some that fit the bill include:• Custom desks and bookcases• Built-in closet organizers and garage storagesystems• Customized recycling centers or backyardcomposters
8. On trend features. I’m not suggesting thatyou stage or change your home to make it lineup with short-lived trends, but I am suggestingthat you work with your Realtor to keep yourfinger on the pulse of current shifts in whatbuyers like and make sure to trigger thosepreferences with mentions of your home’sfeatures that map to buyer’s wish lists.
9.Little kitchen luxuries. Buyers like food prepspace, plentiful counter space, professional-grade appliances and - that Holy Grail of kitchenfeatures: islands. Other mention-worthy kitchenfeatures that can change a buyer fromindifferent to interested in a viewing includebreakfast nooks, vegetable sinks and pot-fillers(a plumbed-in faucet right over the stove) andstoves that run on gas (vs. electric).
10. Differentiators from the competition. Think ofyour home’s listing description as a luxury chauffeurthat escorts prospective buyers right to the verybest features of your home. Don’t make buyershave to hunt around for the reasons why theyshould see your home instead of the one across thestreet! If your home is on a premium lot, or has anextra bathroom or a mother-in-law unit comparedto the others for sale in your subdivision or town atthe same price range - mention it. And same goesfor pricing, condition or incentives you’re offering,
ALL: What words have you seen in listings thatyou found particularly powerful - or powerless?
Randy BettInvestment Realtor/Author/InvestorReal Estate Professionals Inc.Better Group Real Estate202-5403 Crowchild Trail NWCalgary, AB T3B 4Z1Phone:403-774-7464 Ext:1Fax:403-208-0082Toll Free fax:888-711-6801