Is this the home you are trying to sell?
Or is it something closer to this?
The second home clearly has some unusual features—but how you describe those features can influence what buyers think about the property before they ever see it. That’s why the words you choose matter. Some commonly used real estate phrases can unintentionally suggest problems, limitations, or negotiating opportunities that you never meant to advertise. That doesn’t mean these words should never be used. It means you should understand the message they may send before putting them in your property description. Here are 10 phrases worth thinking twice about.
- “Cheap” or “low-priced”: Price can certainly be a selling point, but these words may unintentionally suggest low quality or a property with problems. If price is one of the home’s strengths, consider language such as “competitively priced” or simply let the asking price speak for itself.
- “Fixer-upper,” “handyman’s special,” or “needs work”: Sometimes these descriptions are accurate, particularly when marketing a renovation property to investors. But they can also cause buyers to mentally subtract thousands of dollars from the property’s value before seeing it. When possible, be more specific. “Original kitchen ready for updating” tells buyers considerably more than “needs work.”
- “As-is”: There are legitimate reasons to market a property as-is, and sometimes the term accurately reflects the seller’s intentions or contract terms. Just understand that buyers may interpret it as a warning that significant problems exist. If you’re selling as-is, provide clear and accurate information about the property’s known condition and let buyers evaluate the opportunity based on the facts.
- “Motivated seller”: You may intend this phrase to create urgency, but buyers may hear something entirely different: “The seller is ready to negotiate.” If you want to encourage action, focus instead on the property, pricing, availability, or another legitimate reason for buyers to take a closer look.
- “Outdated” or “old-fashioned”: These descriptions make a judgment for the buyer. A kitchen you consider outdated may contain cabinetry or architectural details someone else appreciates. Describe what is actually there—“original cabinetry,” “vintage tile,” or “ready for your personal updates”—and allow buyers to decide how they feel about it.
- “Cozy,” “quaint,” or “small”: “Cozy” can sound warm and inviting, but it can also be interpreted as cramped. Rather than asking one adjective to do all the work, explain what makes the space appealing. An efficient floor plan, comfortable reading nook, intimate dining area, or well-designed use of space creates a clearer picture.
- “Quiet neighborhood” or “peaceful area”: Neighborhood descriptions can be subjective, and housing advertising should focus on the property and objective information rather than suggesting who should live in an area or how buyers should perceive it. Instead, mention factual features such as nearby parks, shopping, transportation, trails, restaurants, or other amenities when appropriate and verifiable.
- “Unique” or “one-of-a-kind”: If something really is unusual, tell buyers what it is. A hand-built stone fireplace, detached studio, custom millwork, unusually large lot, or distinctive architectural feature is much more meaningful than simply calling a property unique. Specifics are usually more persuasive than adjectives.
- “Good for investors”: This phrase may be completely appropriate when investors are the intended audience, but consider whether you’re unnecessarily narrowing the property’s appeal. If the investment potential is important, explain why. Existing rental income, renovation potential, zoning where applicable, or other verifiable property characteristics give investors useful information without automatically excluding buyers looking for a home of their own.
- “Starter home” or “entry level”: These terms can unnecessarily label both the property and the person you imagine buying it. A better approach is to describe the home’s actual attributes—number of bedrooms and bathrooms, manageable square footage, low-maintenance features, outdoor space, recent improvements, or other relevant characteristics—and allow buyers to decide whether it fits their needs.
ONE MORE THING: DESCRIBE THE PROPERTY, NOT THE BUYER
When writing residential real estate advertising, be careful about language that suggests the type of person who should—or should not—live in the property. Fair housing laws prohibit advertising that expresses preferences or limitations based on protected characteristics. A good general rule is simple: describe the property, its features, and objective nearby amenities rather than the people you imagine living there.
Ultimately, good property marketing isn’t about finding impressive-sounding adjectives. It’s about giving buyers accurate information while helping them recognize the property’s strongest features. Instead of saying a home is “unique,” explain what makes it unique. Instead of calling it a “fixer,” describe the updates it may need. Instead of saying it’s “perfect,” give buyers enough useful information to decide that for themselves.
Specific. Accurate. Positive. Those three qualities can make a property description much more effective.
200+ Real Estate Words to Make Your Listing Stand Out
Property Descriptions 101: How to Write Listing Descriptions That Sell
150 Words and Phrases to Elevate Your Listing Descriptions
If you’re marketing a property yourself, you probably have good reasons for doing so. But that doesn’t mean you can’t benefit from another perspective along the way. If you’d ever like a second opinion on pricing, presentation, your property description, or how buyers may be responding to your marketing, I’m happy to be a resource. Sometimes a fresh set of experienced eyes can help you see an opportunity you hadn’t considered.