The Power of Words in Real Estate
The Power of Words in Real Estate
When it comes to selling a home, everyone knows that pictures can make or break the popularity, and therefore, the saleability of your home. Professional photography is an absolute MUST if you’re listing your home (apologies to everyone out there who fancies themselves a budding photographer because they have the latest iphone, but cell phone pictures just don’t cut it when it comes to real estate). Now let’s switch gears and focus on the words that go along with those pictures. In our world of instant gratification and short attention spans, there’s no way that a simple listing description could have an impact on the sale of your home, right? WRONG.
So, why do I think the listing description is so important? Let’s start with the basics: the listing description is the absolute best way you can highlight the key features of the home in detail. Every home has something special about it - maybe it’s a recently renovated bathroom, a home office with a view, or a prime location near great schools and parks. Whatever it is, these details can make your property stand out from the rest. And though a picture may catch the buyer’s attention at first, the description is where they will go to get the specifics like dates and finishes. Think of it like an online dating profile - sure you want to make a great impression right away with a nice profile pic, but where do your prospective matches go before swiping left or right? Your bio. So just as with online dating, a well-written listing description can hold the buyer’s attention, spark a deeper interest, and make someone want to “swipe right” to see the property in person.
On the flip side, a bland, poorly-written, and vague description can cause a buyer to scroll right past your listing. So I am of the opinion that honesty is key when it comes to real estate, and that includes the listing description. Buyers appreciate a straightforward description that gives them a detailed and accurate sense of what to expect. Of course, you want to emphasize the positives, but it’s also important not to overhype or exaggerate. I mean, if your kitchen was redone in 2010, should you really be calling it “recently renovated?” Absolutely not! 15 years ago is not what I would consider to be “recent.” One of the worst things you can do for a listing is build up the buyers’ expectations too much, only for them to feel misled by the photos or description after they see the home in person. An honest and detailed listing description builds something that I like to call “trust through transparency,” which in my experience, puts the buyer and their agent in the right headspace to make a deal, rather than having them leave your house feeling taken or let down.
And at the end of the day, buying a home is really all about a feeling, isn’t it? It’s an emotional decision whether we like it or not. So it’s my job as your real estate agent to use the right words in order to tap into that emotion, making a buyer feel like they’ve found “the one.” Whether it’s describing a charming neighbourhood, the perfect spot to enjoy morning coffee, or the cozy vibe of a primary suite, words can create a connection that turns a casual looker into a serious buyer.
While great photos are the first step to a successful listing, don’t underestimate the power of words in real estate. A well-crafted listing description can make all the difference in attracting potential buyers and ultimately closing the deal!
