How to Make Money By Avoiding These Words in Ads
Estimated reading time: 4 minutes
Is this the home you are trying to sell?
Or is it something closer to this?
Obviously, the second home, while it appears to be in pretty good shape, has a few “unique” attributes and features. Even so, there are certain words or phrases that an agent or seller should avoid using to prevent any negative effect on the sales process. Here are some examples:
- “Cheap” or “low-priced”: Using these terms might give the impression that there is something wrong with the property or that it is of low quality.
- “Fixer-upper,” “handyman’s special,” or “needs work”: These phrases suggest that the property requires extensive repairs or renovations which could deter potential buyers looking for move-in ready homes. It could also encourage potential buyers to submit unwarranted low-ball offers.
- “As-is”: This term implies that the property is being sold in its current condition without any guarantees or willingness to address any issues that may arise. While the term may be applicable in a few rare cases, it will discourage most buyers seeking a well-maintained home.
- “Motivated seller”: While this phrase may seem harmless, it can signal desperation. If the home has been on the market for an extended period of time, sellers can be tempted to use this phrase, leading buyers to make lower offers on the assumption that the seller is willing to accept a lower price.
- “Outdated” or “old-fashioned”: Definitely two words to avoid at all costs! While it’s important to highlight any updates or modern features, using negative terms to describe the property’s style or design will likely deter potential buyers and only hurt the property’s market value.
- “Cozy,” “quaint,” or “small”: While these words can have positive connotations, they can also be interpreted as small or cramped, which may not be desirable to many buyers who otherwise might be interested in the property once they see it in person.
- “Quiet neighborhood” or “peaceful area”: While some buyers may appreciate tranquility, others may interpret these phrases as lacking nearby amenities or dull neighborhoods. Let the buyers draw their own conclusions about the neighborhood from their own observations or from their agents or market reports on the area.
- “Unique” or “one-of-a-kind”: While these terms can be appealing, they may also imply that the property has niche features that might not resonate with a broader range of buyers. Again, let the buyers make their own conclusions from their observations during their walk-through.
- “Good for investors”: This phrase suggests that the property may not be suitable for individuals looking for a primary residence. It might attract investors in a second-home market, such as coastal areas or resort towns, but it could deter potential homeowners looking for a primary residence.
- “Starter” or “Entry Level”: Using these words may tell your reader that the home is small, basic, uses low-quality materials, or is in a neighborhood not very conducive for families. By avoiding these words, you are opening up to a larger group of potential buyers.
Instead of using these potentially off-putting words or phrases, sellers and agents should highlight the property’s positive attributes, such as its location, amenities, natural lighting, spaciousness, and recent renovations or upgrades. It’s essential to convey the value and appeal of the home in a way that appeals to a wide range of potential buyers, and it will also help sellers achieve a final selling price that will satisfy them as well. For some examples of what words and descriptions could be used instead, check out the following articles:
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
As always, I am available to help you get the best possible price for your property, and writing a compelling description is just one part of the process. If you are interested in getting an accurate Comparative Market Analysis or a current market report or just want to learn about what else I can offer, let me know.
