Say it Right to Sell it!

The housing slowdown poses a challenge for brokers who write property descriptions, and experts note brokers need to change their language to attract prospective buyers. "(Your wording) doesn’t necessarily become more ornate," says Joel Kuipers, a George Washington University anthropology professor. "It can become more direct and hard-hitting and move toward a harder sell." An analysis by Paul JJ Payack of San Diego-based Global Language Monitor finds that property descriptions increasingly are including the words "embassy-style," "turret," "flow," "livable, " and "low maintenance"; while such words as "spacious," "dream," "granite," "architectural," and "sexy" have fallen out of favor this year. Meanwhile, research by University of Chicago economists Steven Levitt and Chad Syverson reveals that homes whose ads feature numerous exclamation points and the words "spacious," "charming," "fantastic," or "great neighborhood" tend to sell for less than the asking price. Regardless of the words used to describe a particular property, agents say buyers remain most influenced by location and price. 

Source: Washington Post, Elizabeth Festa (12/02/06)

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