How to Make Money By Avoiding These Words in Ads
Is this the home you are trying to sell?
Or is it something closer to this?
The second home certainly has some unusual features. But before deciding how to describe a property like this—or any property—it helps to consider what buyers may hear in the words you choose. A familiar real estate phrase can sometimes suggest a problem, limitation, or negotiating opportunity you never intended. That doesn’t necessarily make the phrase wrong. The better question is whether it communicates what you actually want buyers to know. Here are 10 phrases worth considering carefully before you use them.
- “Cheap” or “low-priced”: An attractive price may be one of the property’s advantages, but consider what these particular words might imply. “Cheap” can describe quality as easily as price. If affordability is part of the appeal, “competitively priced” may communicate that more effectively—or you can simply let the asking price speak for itself.
- “Fixer-upper,” “handyman’s special,” or “needs work”: There are properties for which these descriptions make perfect sense, particularly when renovation-minded buyers or investors are the likely audience. The question is whether a broad label tells enough of the story. “Original kitchen ready for updating” gives a buyer something specific to evaluate, while “needs work” leaves the amount and expense of that work entirely to the imagination.
- “As-is”: Selling as-is can be appropriate for a number of reasons, and sometimes it accurately describes the seller’s intentions or the terms of the sale. Buyers, however, may interpret the phrase as a signal that significant problems are waiting to be discovered. When the term applies, clear and accurate information about the property’s known condition can help buyers evaluate what “as-is” actually means for this particular home.
- “Motivated seller”: This phrase is usually intended to encourage buyers to act. Before using it, consider the other message it can send: the seller may be especially willing to negotiate. If the goal is to create interest or urgency, the property’s price, availability, features, or another factual advantage may give buyers a better reason to respond.
- “Outdated” or “old-fashioned”: What feels dated to one person may look original, classic, or full of potential to someone else. Rather than making that judgment for the buyer, describe what’s actually there. “Original cabinetry,” “vintage tile,” or “ready for your personal updates” provides information while leaving room for buyers to form their own opinions.
- “Cozy,” “quaint,” or “small”: “Cozy” may create exactly the feeling you’re hoping for, but some buyers may interpret it as cramped. Think about what actually makes the space appealing. Is there a comfortable reading nook, an efficient floor plan, an intimate dining area, or a particularly good use of the available space? Describing the feature gives buyers more to work with than the adjective alone.
- “Quiet neighborhood” or “peaceful area”: Descriptions like these are subjective, and it’s generally wiser to give buyers objective information about the property and nearby amenities rather than tell them how they should perceive the neighborhood. When relevant and verifiable, details about parks, shopping, transportation, trails, restaurants, or other nearby features allow buyers to decide for themselves what matters to them.
- “Unique” or “one-of-a-kind”: If a property truly has an unusual feature, there’s probably a more useful way to describe it. Instead of saying the home is unique, explain why. A hand-built stone fireplace, detached studio, custom millwork, unusually large lot, or distinctive architectural feature gives buyers something concrete to remember.
- “Good for investors”: If investors are your intended audience, there may be nothing wrong with saying so—but consider whether you’re narrowing the property’s appeal unnecessarily. Better yet, explain what creates the investment potential. Existing rental income, renovation possibilities, applicable zoning, or other verifiable characteristics allow an investor to recognize the opportunity while giving other buyers useful information too.
- “Starter home” or “entry level”: These familiar expressions place a label on both the property and the buyer you imagine purchasing it. Instead, focus on the home’s actual attributes: number of bedrooms and bathrooms, manageable square footage, low-maintenance features, outdoor space, recent improvements, or other characteristics that may matter. Buyers can then determine whether the home fits where they are in their lives.
ONE MORE THING: DESCRIBE THE PROPERTY, NOT THE BUYER
There’s another good reason to focus on facts rather than assumptions. Residential real estate advertising is subject to fair housing laws that prohibit expressing preferences or limitations based on protected characteristics. A sound approach is to describe the property, its features, and objective nearby amenities rather than the type of person you imagine living there.
The larger lesson is that effective property marketing isn’t really about finding impressive adjectives. It’s about helping buyers understand what you’re offering without unintentionally telling them what to think about it. If you’re tempted to call something “unique,” explain what makes it unique. If the home needs updating, describe what needs attention. If you believe there’s an opportunity, give buyers the information that helps them recognize it.
When you’re unsure about a phrase, ask yourself one question: Could I replace this label with a useful fact? More often than not, the answer will lead you to a stronger property description.
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If you’re marketing a property yourself, there’s a lot to consider, and getting the wording right is only one piece of it. If you’d ever like another perspective on your pricing, presentation, property description, or how buyers seem to be responding, I’m happy to take a look with you. Sometimes all it takes is an experienced second set of eyes to help you see the property—and the opportunity—from a different angle.
