Why Words And Pictures Sell

It’s a well-known fact that real estate photography can pique a buyer’s interest in a home, but the right words in the listing description will get them in the car and on their way to see for themselves.

Finding ways to describe your property or coming up with catchy headlines and intriguing descriptions is a stretch for most. Embedded in my memory from 25-years of advertising is to think of your audience first. You have to remember when listing real estate your audience is two-fold: prospective buyers and buyer's agents.

WE SELL SIZZLE NOT STEAK

This stems from using words to paint a picture of what living in the home looks like. “Relax and unwind in the hot tub after a hard day at work,” or “Imagine entertaining friends and family poolside on a warm summer day.” Even a less-than-perfect home has its featured attractions. We look for them! We call them out in the description by pointing out opportunities.

Marketing statistics will tell you that buzz words change like fashion but here are some good examples of what could be considered valid in today’s marketplace. This indicates the importance of taking the time to consider EACH word you use in the listing description.

Words That Sell

  - Beautiful – Sold for 5% more and 15% faster than those described as “move-in ready.”
  - Landscaping
  - Granite
  - Gourmet
  - Curb Appeal
  - Maple
  - Fixer Upper

Words That Don't

  - Must Sell
  - Value/Good Value – Sold for 5% less than other homes.
  - Motivated
  - Move-In Ready
  - Clean
  - New Paint/New Carpet
  - Quiet
  - Vacant

 

We're Wordsmiths

Some words sell more-effectively than others. They have the power to compel a buyer to act. Marketing statistics will tell you that key words change like fashion but here are some good examples of what could be considered valid in today’s marketplace. As you can see in the two diagrams; words directly impact your sale price AND time-on-market.

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