Is this the home you are trying to sell?
Or is it something closer to this?
The second home definitely has personality—and that’s exactly why the words you use to describe a property can be so powerful. A few familiar phrases can create excitement, but they can also send buyers in a direction you never intended. The goal isn’t to avoid colorful language altogether. It’s to make sure your description helps buyers see the opportunity instead of accidentally creating doubts before they ever walk through the door. Here are 10 phrases worth giving a second thought.
- “Cheap” or “low-priced”: A great price can absolutely get attention, but “cheap” may make buyers wonder what else is cheap about the property. If affordability is one of the strengths, “competitively priced” can keep the focus on value—or simply let the asking price do the talking.
- “Fixer-upper,” “handyman’s special,” or “needs work”: These phrases can work when you’re intentionally marketing to renovation-minded buyers or investors. But broad labels can also make people imagine a much bigger project than the property actually needs. Be specific instead. “Original kitchen ready for updating” gives buyers a clearer picture—and may help them start imagining what they could do with it.
- “As-is”: Sometimes selling as-is is exactly the right strategy. Just remember that buyers may hear the phrase and immediately assume there are serious problems hiding behind it. If you’re selling in the property’s current condition, clear and accurate information can help buyers see what they’re actually considering rather than letting their imagination fill in the blanks.
- “Motivated seller”: This one sounds energetic, but it may create the wrong kind of momentum. Buyers can interpret “motivated” as “ready to accept less.” If you want people to act, give them a reason tied to the property—strong pricing, availability, recent improvements, or another genuine advantage.
- “Outdated” or “old-fashioned”: One person’s dated kitchen can be another person’s vintage charm—or a blank canvas. Instead of making the judgment for the buyer, describe what’s there. “Original cabinetry,” “vintage tile,” or “ready for your personal updates” keeps the door open for buyers to imagine what the space could become.
- “Cozy,” “quaint,” or “small”: “Cozy” can sound warm and inviting, but it can also make buyers picture tight quarters. If the home really does have an inviting feel, show them why. Mention the efficient floor plan, reading nook, intimate dining space, or clever use of square footage. The detail is what brings the picture to life.
- “Quiet neighborhood” or “peaceful area”: These descriptions are subjective, and property advertising is generally stronger when it focuses on objective, verifiable information. If nearby parks, trails, restaurants, transportation, shopping, or other amenities add to the property’s appeal, say so and let buyers decide what kind of lifestyle the location offers them.
- “Unique” or “one-of-a-kind”: If something is truly memorable, don’t stop at “unique.” Tell buyers what makes it special. Maybe it’s a detached studio, handcrafted stone fireplace, custom millwork, oversized lot, or an architectural detail they won’t see everywhere else. That’s the kind of description people remember.
- “Good for investors”: If investors are exactly who you want to reach, this phrase may make sense. But you can make it much more compelling by explaining the opportunity. Existing rental income, renovation potential, applicable zoning, or another verifiable feature gives an investor something meaningful to evaluate—and may still appeal to buyers considering the property for themselves.
- “Starter home” or “entry level”: These phrases tell buyers where you think the property fits in someone else’s life. Let the home tell its own story instead. Describe the bedrooms, bathrooms, manageable square footage, outdoor space, low-maintenance features, upgrades, or other advantages, and let buyers decide whether it fits the chapter they’re ready for.
ONE MORE THING: DESCRIBE THE PROPERTY, NOT THE BUYER
There’s another important reason to keep your marketing focused on the home itself. Fair housing laws prohibit residential advertising that expresses preferences or limitations based on protected characteristics. A simple approach can keep your description on the right track: talk about the property, its features, and objective nearby amenities—not the type of person you imagine living there.
Great property marketing isn’t really about piling on exciting adjectives. It’s about helping someone see why the property deserves a closer look. If a feature is unusual, explain it. If something needs updating, describe it accurately. If there’s investment potential, show what creates it. Give buyers facts they can get excited about—and enough room to imagine their own possibilities.
Specific. Accurate. Positive. That’s a pretty powerful combination.
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If you’re marketing a property on your own, you’re already taking an active role in how buyers see it. A few thoughtful changes in wording can make that presentation clearer, stronger, and more inviting. And if you’d ever like a fresh perspective on the pricing, presentation, description, or buyer response, I’m happy to take a look. Sometimes one new idea is all it takes to give your marketing fresh momentum.