Sticks and stones may break your bones and the wrong words can hurt you when selling real estate…
I bet you can remember when someone you cared for said something that hurt you. Or maybe you said something that hurt them. There is no doubt that words are powerful. It only takes a second to say something that can have a profoundly negative effect.
The same can be said for the choice of words that are used when describing real estate. And it isn’t just the words you use when describing a home. Correct spelling and grammar also matter. We even have to think about the how internet users will think you are shouting if you insist on using ALL CAPITAL LETTERS.
So often real estate agents get distracted by the newest shiny object. Hey I love technology but getting the simplest most basic part of effective marketing seems to escape some agents.
Pictures Are Important…
And Video is Great…
But words are so very important when selling real estate! The words used to describe a property will have either a good or bad effect on potential buyers. That is why it is so important to use the right words while paying attention to correct spelling and grammar.
With that being said, I am sure some Spelling/Grammar Nazi will go through this post with a fine tooth comb and find an error. Hey if you want perfect, I am not your man. But if you want AWESOME…
Let me share a few powerful phrases and words:
This one word can be very powerful according to some research I have read. I am not saying you should use the word “beautiful” to describe a home that is NOT actually beautiful. Honesty is always your best policy when describing real estate.
Fixer Upper or Handy Man Special
Both of these phrases have been shown statistically to create a larger gap between the list price and the sold price. They can also have a negative effect on the days on market. So how can you describe the real condition of a property while being completely honest?
I have found that this is where a picture is worth a thousand words.
Well, at least it is for the rational…
Several years ago I listed a foreclosure. One of the first things the bank wants you to do is take pictures showing them what the property actually looks like. And secure the property.
The bank could not understand why I had not secured the property. I asked if they had seen the pictures. Not only were the doors missing, every window was also broken. And the icing on the cake were the holes in the roof, the exterior walls and the floors.
Everything of value had been stolen.
Or vandalized to the point that there was not any value remaining.
So when I marketed this property, my pictures showed the property in all of it’s glory. Well, it showed the reality of what was for sale.
It sold within 2 weeks of hitting the market with multiple offers.
And it sold for ABOVE list price (which was well above market value in my opinion)!
Within Walking Distance Of…
A big factor in real estate is location. I am sure you already know this. So if a property is an easy walk to shopping, the park or the school, why wouldn’t you mention this?
Let’s face it, size matters. Especially when we are talking about how big the closets are in a home. Why do you think some of the preparation for selling a home is cleaning out the closets?
But it isn’t just the closets that matter when we are talking about storage space. If a home has outbuildings, then the size of the building is important to buyers. A house with plenty of storage space is more attractive to buyers. So it needs to be mentioned in the listing description.
And if there is a barn, shop, detached garage or whatever, I have to again say that a picture is worth a thousand words!
Move In Ready
Sometimes it seems that buyers are not looking for a home to buy….
It is almost like they are looking to rule out every home they see!
So many buyers want to move right in. They don’t want to paint, clean or make any repairs. Some sellers think they can negotiate but the truth is that you only get to negotiate IF someone makes an offer!
So if your home is move in ready, potential buyers MUST be made aware of this.
Light, Spacious, Open, Airy
These words should come as not shock to any one that has read a real estate listing in the past few years. But these are some of the features that buyers want. So you need to accentuate anything that helps to make your home feel more open, airy, spacious, etc.
Higher wattage bulbs, leaving the drapes open for showings and proper staging can help. Lots of natural light and an open floor plan is something that must be mentioned when marketing a home!
The Take Away
These tips are just the tip of the iceberg when it comes to effectively marketing real estate. I could go on and on about how you need to tell a compelling story. Or how you need attention, interest, desire and action. But instead of giving away all my super secret house selling knowledge for free, I suggest sellers contact me!