You know words matter, but when it comes to real estate listings, the words used can impact the sale. Keep the following tips in mind to craft a listing description that’s both accurate and compelling:
High-response terms can vary by price point and region, but research shows that several words and phrases help nationwide. Homes touting “Shaker cabinets,” “subway tile” and “quartz” sold faster than anticipated and up to 13 percent over their expected values. Other terms that had a positive impact: “Craftsman,” “frameless shower” and “heated floors.”
What’s the takeaway? Be specific. Rather than the vague “gourmet kitchen,” call out the particulars, like the quartz countertops and Shaker cabinets. (In fact, one study found a correlation between the use of “gourmet kitchen” and a longer stay on the market.)
Capitalize on the positive association buyers have with certain brands. To promote your home’s high-end kitchen, mention the Sub-Zero fridge and the Wolf range. This strategy showcases the room’s luxury better than less specific words can.
Point Out Upgrades
Spell out any improvements or renovations you’ve made recently. Selling points include renovated kitchen, new roof, upgraded HVAC system, wood floors or new windows. Incorporate desirable materials or brands in the descriptive text.
Sell the Location
Play up your neighborhood or a nearby attraction, just take care not to violate housing laws when you do. Highlighting “good schools” or crime may not be your best bet. It’s often better to direct people to official sources for statistics and information so they can draw their own conclusions.
When preparing to sell your home, don’t take your word selection lightly. Creating a thoughtful, well-worded listing description may help your house close sooner than expected.