Real Estate Listing Descriptions That Sell
While it is well known that it is the photos in a real estate ad that attract a buyer’s interest, the right words in a real estate listing will also help. Yet, finding ways to properly describe listings and headings can become quite challenging. Here are some easy writing tips to help you sell your next real estate listing.
Don’t exaggerate: Many people tend to think the more over the top their real estate listing sounds, the more people will be interested in it. People will know you are exaggerating. Today’s buyers will research online before going to an actual viewing and find out that your listing of, “secluded wooded lot” is actually just a row of dead trees waiting to be cut down.
Be specific: Descriptions that include numbers, materials, and name brands add credibility to your listing. Instead of saying, “spacious” list the square footage. Instead of “upgraded kitchen” try “granite countertops.”
Think like a buyer: If you are an experienced seller, you probably have a good idea of who is looking to buy your home. A growing family is not going to look for a one bedroom condo, so it would be a waste of space to include the school or community center in your description.
Leave out the BS: Try to avoid descriptive words like great, comfortable, and nice that do not really tell the potential buyer anything. Use your properties features instead, to portray those ideas. There was a study conducted by Paul Anglin, a professor with the University of Guelph that spent three years studying real estate listings. One aspect of the study centered on how a real estate listing’s wording affected the eventual sales price and days on the market. From this study, they concluded a list of words that sell, and some that don’t. The study was conducted over 10 years ago, so these words and phrases in today’s market is debatable. But this study itself shows the importance of taking your time to consider each word you use in the listing description. Some of the words listed in the study include:
Words That Help Sell Homes – beautiful, landscaping, granite, gourmet, curb appeal, maple, fixer upper
Words That Don’t Sell Homes – must sell, value, motivated, clean, move-in condition, new paint, ranch, quiet, vacant, new carpet
Location: If your listing is located in a great location, be sure to emphasize it! If it isn’t, try leaving it out of the description and instead focus on the amenities, as buyers will most likely look up the address anyway.