As Realtors, we choose our word descriptions to fit the property and balance this with the amount of room we are allowed in the MLS. Order and word selection are instrumental in moving potential buyers from behind their computers to setting up a showing appointment and writing an offer. Important words I hear from today’s buyers include – open floor plan, new kitchen, stainless steel appliances, master suite, curb appeal, privacy and the list goes on. Make sure that your description highlights elements that are important to today’s buyers.
Consumer companies like General Mills, Proctor and Gamble, and Coke spend millions of dollars coming up with the best words to market their products. A better word can make or break a product. The right word(s) will have a huge impact on the bottom line. The key with any consumer oriented offering is how to differentiate it from the competition. A big part of choosing the right words ties directly back to knowing the consumer.
When it comes to real estate, a strong visual presentation will be pivotal in selling. Beyond the pictures come the words. Realtors need to stay current on what buyers are looking for in a new home and what words they are using to describe it. When I take buyers out I listen closely to the words they use to describe likes and dislikes of a property and make note of it. I transfer this knowledge to my sellers.
As a seller, I encourage you to review what is writen about your home. Do a little market research of your own and ask family, neighbors and friends to review it too. Sharing this with others will give you both valuable feedback and highlight to people what a nice home you are selling. Work with your Realtor to ensure the words used are impactful to today’s buyers. Good luck!
This short article highlights some keys to word selection when listing your property.
REALTOR® Magazine-Daily News-Watch Your Words in Listing Ads.
Ingrid Friel, Realtor 
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