Words That Sell: Language to Use When Advertising in Real Estate

Any skilled realtor knows that a home listing is more than just a piece of information about a property; it’s an advertisement and one of the most effective ways to pique interest in your home.

In the business of real estate and advertising, words are some of the strongest weapons you have. And in this age of quick-readers and scrolling, picking the right words can be the difference between a click of interest and a pass.

Several studies have been done to analyze the most powerful words for getting sales, the most recent of which was by CoreLogic in 2016. Here were some words CoreLogic found decreased a property’s time on market:

  • Renovated
  • Well-maintained
  • Beautiful
  • Move-in condition
  • Landscaping
  • Fenced backyard
  • Open concept
  • Natural light
  • Updated kitchen

Zillow also completed a similar study in 2016. They found that the following words were most successful (meaning that they described properties that ended up selling far above their expected value):

  • Luxurious
  • Captivating
  • Impeccable
  • Stainless
  • Basketball
  • Landscaped
  • Granite
  • Pergola
  • Remodel
  • Gentle (describing surroundings or landscape - for example, “the rolling hills”)
  • Spotless
  • Tile
  • Upgrated
  • Updated

What about general tips on writing advertisements that sell?

Here, we looked to marketing powerhouse Hubspot for some recommendations on general keywords that sell. These are words that have been proven to increase conversions and earn trust, and are frequently used by marketers. We’re not saying to throw all of them into your listing, but keep these in mind for creating a well-rounded, conversion-focused advertisement:

  • You
  • Value
  • And
  • Do
  • Or
  • Sensory language that trigger emotions (smell, taste, sound, touch, etc.)
  • Imagine
  • Opportunity
  • Power words (similar to sensory language, use impactful verbs and nouns to elicit an emotional response out of people)

Just a note of caution, though: We only advocate using these words to describe your property if they’re actually true. You might lose sales if you embellish your listing and your property doesn’t live up to the hype. Don’t mislead your buyers! For example, not all houses are castles!

Final tip: Keep your language clear and concise. We’re a generation of smartphone users and clickbait headline readers--if your listing doesn’t convey the most important information upfront and quickly, potential buyers may pass. It also doesn’t hurt to brush up on some basic writing skills. We recommend The Elements of Style by E.B. White (author of Charlotte’s Web!) and William Strunk Jr, an undisputed classic on how to write well by.

To learn more tips on how to maximize your real estate business, check out AceableAgent.com, the revolutionary new way to complete TREC-approved real estate continuing education via mobile app or on the web.

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