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If you’ve ever watched a show like “What Not to Wear,” you know how unique people can be. Knowing what looks good does not come naturally to everyone.
Of course, in my own business, I see a real estate version of that. So on today’s episode of “What Not to Say,” I’ll share some words that you should NEVER use in real estate marketing.
Skip the Hip
Unless you are part of the age group that uses specific slang, you should not try to work it into your marketing. You’ll come off completely ridiculous and inauthentic, and are more likely to be mocked than listened to.
So please don’t use words like:
- I can’t even
Most real estate agents wouldn’t say these things, but there’s always someone who’s tempted to try it so they can be unique and relevant.
Again, if it’s not part of your actual personality and communication style, don’t do it!
All professionals, including Realtors®, tend to use industry language instead of customer-focused language. A lot of it has to do with the education you’ve received. But remember that your training uses “shop talk” that won’t make sense to prospects.
Be sure to avoid:
- Spec House
- Restrictive Covenants
All of these are terms we use with other agents, but they do not make for great marketing. There are better alternatives in every case, such as home, homesite, opportunity, community, showcase/featured home, and protective covenants.
Be aware of the picture you’re painting in a prospect’s mind!
Exaggeration or “Stretching” the Truth
As you describe a listing, it can be tempting to try to cover up flaws with language. However, customers’ BS detectors are on high alert, so don’t think you can describe a neighborhood as “up-and-coming” and get away with it.
Skip language like:
- A kitchen with everything within reach
- State of the Art
Instead of trying to gloss over the poor aspects of a home, focus your marketing on being super specific about the great elements of the home.
Write it Right
Instead of using words and terms that will push people away, focus on writing excellent listing descriptions.
One of the best ways to do this is to tell a story so the prospect can see themselves living in the home. Words always create emotion – the key is to build the feeling you want in the prospective buyer.
If you’re trying to attract listings rather than buyers, remember that folks love to buy, but they hate being sold. Use your marketing to invite sellers to contact you. Focus on how their needs will be met. And don’t forget to use a call to action in every marketing piece, no matter who you’re targeting!