Words That Sell Houses

By
Real Estate Assistant with myREassistant.com

As a real estate Virtual Assistant, I spend my day creating marketing materials for Realtors. So, you can understand why I was interested in the results of a study conducted by Paul Anglin, a professor at the University of Guelph in Ontario, Canada who teaches real estate and housing trends. The study dissected wording of more than 20,000 Canadian home listings from 1997 to 2000.

The study shows consumers to be more interested in style over substance and respond more positively to words about 'curb appeal' and attractiveness than words about value and price.

'Beautiful' homes sold 15 percent faster and for 5 percent higher in price than the average. 'Good value' homes sold for 5 percent less. 

The verbiage 'must see' was about as popular as a telemarketer at dinnertime, but didn't significantly impact the number of days on the market.

Use of the word 'landscaping' related to homes selling 20 percent faster than the average, while homes using 'move-in condition' took 12 percent less time to sell.

When conveying the motivation of the sellers, some words worked better than others. Listings using the word 'moving' sold for 1 percent less in price compared to 8 percent less with the word 'motivated'.

Use of words such as 'foreclosure', 'as-is', 'handyman special' and other terminology relating to a problem related to lower sales prices.

Words highlighting positive features such as 'granite', 'maple', and 'gourmet' were associated with higher prices.

Referring to 'golf', 'lake', 'views' brought increased prices. But, positive comments (new paint, new carpet) relating to condition brought lower ones.

Words that help a listing:
curb appeal, move-in condition, landscaped, granite, gourmet, golf

Words that hurt a listing:
motivated seller, good value, as-is, clean, quiet, new paint

According to the article in The Denver Post telling of Mr Anglin's study, even he was surprised by the results. The use of the word 'quiet' surprised me the most, as I had learned this to be a positive work in a marketing seminar I attended years ago and often used the term 'quiet tree-lines street'. Not any more!!

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Groups:
Real Estate Virtual Assistants Group
Services for Real Estate Professionals
Tags:
real estate marketing
real estate virtual assistant
ruth ann macklin

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Rainer
79,709
Kristina Leone
Lionheart Home Staging, LLC

Great information that plays into buyer psychology!

June 08, 2008 11:24 PM
Rainer
26,347
Kasey Kase
I'm not really a pirate
API Network

Wonder if people still care about this topic?   Of course!   Should you be interested, I would be glad to share a copy of a book called Romance The Architecture With Word Marketing.   The target market is mostly to those providing training to agents, but anyone who gets into an ad-copy rut, this book is great to have around.    If you're interested, take a look at the above link.     (if you click on the book image in that page, it will take you to a place where you can preview the first 10 pages)

Why I am doing this:   We are giving away some copies to get some feedback about this newly released version, for use in upcoming promotions.

If you have any questions, drop me an email.

January 06, 2010 10:19 AM
Anonymous #45
Anonymous
Mrs.Thompson

Hello

Please call me at 336-987-8630. I need help with verbage for RealEstate book.

Thanks

 

or email

November 12, 2010 03:47 PM
Rainmaker
158,449
Lindsay Pendleton
Marketing Agent - Property Management in Baton Rouge
Relocating To Baton Rouge & Surrounding Areas

Fabulous post, or should I say..."This post has curb appeal"...with the curb. lol Thanks for the info, just what I was looking for!

January 28, 2011 03:06 PM
Anonymous #47
Anonymous
JB-South California

Great information. I was about to start working on my monthly farming material and I just found your article. Right on time!!But I have to agree with some of the comments. We need to adapt and modify the verbiage based on the market trend.

Thank you,

April 29, 2012 10:59 AM
Anonymous
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Rainer
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Ruth Ann Macklin

Real Estate Virtual Assistant and CDPE
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