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Words to Ban from Your Real Estate Marketing

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Words to Ban from Your Real Estate Marketing

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:

  • Bae
  • Fleek
  • Lit
  • Turnt
  • 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!

Skip Jargon

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:

  • Unit
  • Lot
  • Deal
  • Project
  • 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:

  • Cozy
  • Rustic
  • Quaint
  • A kitchen with everything within reach
  • Charming
  • Practical
  • 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!

Do you need to update your marketing flyers or postcards to remove some of these ineffective words? We’re here to help. Contact us today!

How to Write a Listing That Sells FAST

Great Listing Descriptions

You know that listings are important, but did you know that a single word can cost you thousands of dollars?

A recent report, Zillow Talk: Rewriting the Rules of Real Estate studied 24,000 listing and discovered that certain keywords tend to sell for more than expected.

“Bottom-tier homes described as luxurious tend to beat their expected sale price by a whopping 8.2 percent,” said the report’s authors, Spencer Rascoff and Stan Humphries.

“Top-tier homes described as captivating tend to beat theirs by 6.5 percent. That means, if your home’s estimated home value is $110,000, but your listing includes the key word ‘luxurious,’ you could pocket an extra $8,965.”

Did almost $9,000 captivate your attention? Keep reading.

Avoid Cliches. Use Emotive Words

You can do better than Realtor® cliche words like stunning, contemporary or immaculate. Also avoid using words that you mean to be positive, but may throw up red flags for the reader. Like “clean.” Because, why wouldn’t it be?

In terms of words you should work into regular rotation, the Zillow report said these words will earn you the most:

  1. Luxurious
  2. Captivating
  3. Impeccable
  4. Stainless
  5. Basketball
  6. Landscaped
  7. Granite
  8. Pergola
  9. Remodel
  10. Beautiful
  11. Gentle
  12. Spotless
  13. Tile
  14. Upgraded
  15. Updated

Use Your Words to Create a Virtual Tour

Paint a vivid picture in their minds, so they can see themselves living in this home. You want them to be afraid to lose this opportunity.

Mentioning a patio is good. But talking about the summer BBQs they can have is better. Notice how the word “basketball” is on the list above? It paints a nice and wholesome family image of shooting hoops together.

Dare to Stand Out

Too many Realtors® write reviews a certain way because that’s how they were taught and that’s how everyone else does it. If you’re trying to stand out, why do what everyone else is doing?

It all starts with the headline. This will be the first – and possibly only – thing they see.

“Your headline is an extremely important part of your listing because in most cases, this is literally your only shot at getting a buyer to notice you, so you’d better find a way to stand out from the crowd,” wrote real estate blogger, Seth Williams.

“Remember, you only have a split second to catch someone’s attention and engage them into clicking on your listing – so this kind of first impression is EVERYTHING…   I’m not kidding!”

Think Local

Always be sure to sell the property’s proximity to local attractions, amenities, landmarks and major centers. These will almost always be at the top of the list of selling features. So include things like:

  • Walking distance to (local school)
  • Only minutes from (local beach)
  • A short drive to (major neighboring city)

We know you’re going to do this hundreds and hundreds of times. But each listing is someone’s only one. Listings you write should be original, free of clichés and full of emotive descriptions. Remember your ads need to stand out among the rest and offer the real value and specific information people want when they click through for details.

Your printed materials should also look original and use the right key words. How are yours looking? You can update them right now by clicking here.

How to Make Your Real Estate Listings Stand Out

Real Estate Listings Stand Out

There’s nothing more important that making you real estate listings stand out, especially in a market flooded with competition.

But…how can you do this?

Is there a special formula or strategy to follow that will guarantee results?

Yes and no – while it’s difficult to choose one strategy that’s guaranteed to work for everyone, there are a LOT of little things you can do to really make your real estate listings “pop” and stand out from the crowd.

To help you out, we’ve put together a list of our favorites – give some of these ideas a try today!

Showcase the Home with a Virtual Tour

What better way to show off your client’s new listing than by bringing prospective buyers to the actual home? And while it may not be realistic to assume that everyone who views a listing will actually step foot on the property, you can bring them there virtually! Try creating a video of your new listing in order to give potential buyers a virtual tour of the outside and inside of the home.

Load You Real Estate Listings with Awesome Photos

We’ve talked about the importance of photography and tips on how to get the perfect shots before, but it’s important enough to bring up again. Never underestimate the power of a well taken, beautifully edited photograph – for both the outside and inside of your new listing. And as a bonus, you can use those photos for printed materials like fliers and just listed postcards as well!

Stage the Property Well and Don’t Forget to Declutter

Another important element that may seem rather obvious but, if done incorrectly, can wreck a new listing is staging the property well. When staging, think about painting a picture of what life could be like for potential buyers – you want them to be able to imagine themselves in the home and know for sure if it will be a good fit for their needs. One tip – get rid of all the clutter or personal items leftover from the previous owners. Attempt to create as blank of a slate (without doing away with the essentials like furniture) as possible.

Use Strong Persuasive Copy for Your MLS Listing Descriptions

We just mentioned the importance of quality images, but it’s equally important to never underestimate the power of the words used to describe your real estate listings. These might just be the words that ultimately cause a potential buyer to take the plunge and make an offer on your listing, so it’s definitely worth taking some time to create a solid description of the property. Some things to consider and include:

  • Details on the neighborhood, location, surrounding areas and the school district the property belongs to.
  • Any special details associated with the kitchen or bathroom, especially recent upgrades – for example, stainless steel appliances in the kitchen or a soaker tub in the bathroom.
  • If there have been any recent upgrades to the home – including things like roofing, electrical, HVAC, etc. – be sure to include those items as well.
  • Any neat outdoor features, such as a pool, patio, hot tub or even a large amount of acreage, should be included as well.

Take Advantage of Different Print Marketing Materials

There are so many different ways to advertise and spread the word about your new listing, but distributing print marketing materials should always be near the top of your list. Signs for the front of the property will help draw in passing traffic while new listing flyers and postcards can help to spread the word about the listing even further. Try sending out flyers to homes in the surrounding areas or even posting them on local community bulletin boards. (Printerbees offers a variety of customizable real estate marketing materials if you’d like some inspiration!)

Do Something Digital and Blast New Listings Out Via Email

Digital marketing should never be ignored, and one easy way to make sure your new listing is seen by as many potential buyers as possible is to blast it out to everyone on your email list. While many of these people might be past clients, you never know when someone might be looking to buy a new property, and the one you have listed might just be the perfect fit for them.

There are a lot of different ways to go about marketing your new real estate listing, and there’s no single best way to do it. But, if you give some of these ideas a try, you’ll be well on your way to a successful closing!

Three Tips for Writing a Great Listing Description

Great Listing Description

The most successful Realtors® write the best listing descriptions. This is an art and a science. Even when you’re good at it, you need to strive to keep learning.

You may be great in person. You may connect with people from the get-go and showcase the best a property has to offer. But, if your listing descriptions are weak, you’re robbing yourself of the chance to shine.

So let’s take a look at 3 things you need to know about writing the perfect listing description.

1. Know the words that sell

Know what your buyers want to hear, and say it to them.

Buyers like to hear things like trusted name brands for appliances. They want to hear something that sounds great, without seeming too good to be true.

Here are some keywords that sell houses:

  • Beautiful: It’s commonly used for a reason. It strikes an emotional chord with your reader.
  • Granite: You already know what a key selling point granite counter tops are. Lead with them!
  • Hardwood: Same as for Granite.
  • Fixer Upper: This may turn off some buyers. But people looking for a steal or investment really respond to the value this presents. Use it carefully, since it doesn’t encourage top dollar for your seller.

Don’t forget to sell the area, as well. Use your local knowledge to sell the proximity to local lakes, attractions, or amenities.

2. Know the words that don’t sell:

At the same time, it’s just as important to know what words send buyers immediately to the next listing.

  • Must Sell or Motivated Seller: You might be trying to convey a great price to your reader, but it smells of desperation. You won’t get the top dollar your seller is looking for with this statement.
  • Clean: I should hope so. Is there really no other high point of the home you could highlight?
  • Vacant: The word vacant makes it sound like the house has been abandoned, or has been on the market for a long time for some reason. It’s a major turnoff for buyers.

3. Sell a lifestyle, not a home

You don’t want the reader to try to picture the home. You want them to picture themselves living there. Happily, of course.

Ian Grace gave some really great advice on how to do this in a RealtorMag article. He said, “It is vitally important to understand that you are not selling a house. What you are selling is living there.”

“You see, that is the picture prospective buyers have in their mind — living in their new home, which may have an extra bedroom or two, so the kids can have their own space and privacy and the resultant family harmony. Or perhaps the extra entertaining areas, where both parents and their children can host their friends at the same time, but separately.”

Of course, this isn’t easy to describe. Anybody can list off a house’s specs. But painting a clear and appealing picture for a buyer takes practice and requires you to be one part Realtor® and one part storyteller.

But it’s well worth it to practice your craft. Not only will your listing descriptions shine, but so will your just-listed fliers and open house advertisements. Your results will quickly show you that your time was well spent.

Bonus tip: Pay the most attention to your opening and closing

Like any piece of writing, you should spend the most time crafting the beginning and the end.

Your lead and headline have to stand out among the countless other listings. You have such a small window of your readers’ attention. Make it count! If you use any of the advice above, you’re already a step ahead.

Don’t make your closing an afterthought. Make it as easy as possible to get into touch with you to set up an appointment. So don’t send people to your website. Send them to your inbox or cell phone.

What do you think goes into a strong listing description? Let us know in the comments below.