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A big part of the real estate profession is to get potential buyers to notice the properties being sold. As such, one of the real estate broker’s tasks is to highlight the positive aspects of the properties, with the hope of the listings getting clients interested enough to want to know more and even schedule a property viewing.
While this task seems menial, choosing the right words is actually an art in itself, and it is paramount to understand that what may sound good to you may actually have a negative or no effect on your clientele. The following are just some phrases that you, as a real estate professional, can do without when writing listings, as well as when you speak with potential buyers.
1. “The home has it all” or “the home has everything”
Exaggerated expressions like these do not do much for potential buyers for two reasons: one, a house cannot really have everything because “everything” may mean something different for each person. Second, the statement is as ambiguous and is not indicative of any feature that the potential buyer may like or is looking for. Focus instead on the house’s best attributes. Honest and specific statements always beat generic or clichéd phrases.
2. “See to appreciate”
This phrase is not completely incorrect, but rather just overused. It is a given that a potential buyer would better appreciate a property when seeing it in person, but having to tell them with nothing more to go with simply suggests that there is not much to say about the property and that viewing is likely not worth any of their time. The phrase is similar to “to see is to believe,” which is mostly used when situational stories fall short.
3. “Designer/custom built”
Unless buildings are mass produced in a factory and shipped to different locations to be installed on land, it is safe to say that most properties are custom or designer built. They do after all feature designs conceptualized by architects, which are custom built based on said designs.
While intended to make the property seem unique or one-of-a-kind, saying it is designer or custom made simply shows a lack of effort to properly describe it. Worse, it used to describe one aspect of property to distract from it having no other notable features.
4. “Move-in ready”
We are not sure about how real estate brokers find homes for their own personal use, but we have not met a house-hunter looking for a property that he or she cannot live in yet. If brokers want to attract potential clients, the property must be ready. However, in cases where the house is still being constructed, then it is pertinent to state so and indicate the expected completion date.
5. “This property boasts…”
This is a phrase that all of us have been guilty of using at some point. Unfortunately, properties are inanimate objects, so in no way can any actually boast. The sound of phrase alone sounds like a line from a commercial, and if there is one thing potential buyers quickly turn away from, it is a hard sell.
6. “Family home”
There is really no helping a condominium unit to become a family home when an entire family moves into it, so a house should not be limited to being marketed to only the buyers with families. It is best to call each property for what it is: a house is simply a house, a condo is a condo, and a townhouse is a townhouse.
7. “Well-maintained”
Properties should be well maintained, especially when it is meant to be sold. To have to state it often raises either of two red flags: one is that the property has only undergone maintenance as it neared being placed on the market, or, it is well maintained but requires a little more than other properties similar to it. If there were notable renovations that you feel would enhance how the property is viewed by potential buyers, then simply mention it in detail. As far as its being well-maintained, a potential buyer would eventually recognize during a property viewing if that were indeed the case.
The next time you’re dealing with a potential customer, it’s best to limit or avoid these buzzwords altogether.
Sources: US News, Lighter Side of Real Estate
