MIAMI – Feb. 12, 2013 – Real estate listings should be filled with catchwords and phrases that grab buyers’ attention, but not all words are created equal. In some cases, a phrase could suggest something negative.

Buyers are drawn to listings that mention “open floor plan,” “downstairs master,” “walkability,” “solar” or “energy efficient,” “updated,” and “low HOA fee.”

Certain terms work better in certain markets. “Light and bright,” for example, appeals to buyers in Manhattan, while “new construction” can reel in buyers in Southern California.

In any market, however, listings should be specific. Instead of saying “wood floors,” for example,” use “oak floors.”

In a kitchen with high-end appliances, use the manufacturer’s name, such as Sub-Zero or Viking, to create buzz.

“Needs work” can be effective if a first-time buyer hopes to find a home in an area he or she can otherwise not afford. Many times, however, a word such as “fixer” turns off buyers.

For investment-potential properties, focus on “turn-key” or “move-in-ready.” Many times, the word “investor” or “investor special” suggests that the property needs work to make it habitable.

In general, avoid sales jargon that says little about the house or sounds like an opinion rather than fact. Buyers tend to be turned off by phrases such as “Hurry, won’t last!,” “gourmet kitchen,” “luxury bath,” “rare” and “charming,” which often means “small.”

The word “classic” is also viewed negatively many times because buyers think it means “outdated.”

Source: Fox News (02/10/13)

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