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Most real estate listing descriptions don’t give you the opportunity to post a thousand words of text.
You might get 100 words, at best. That means you’ve got to make sure that every word counts and adds something powerful to your listing description. Keep in mind that your ultimate goal is to provide a persuasive, vivid description of the home for sale and the lifestyle you want potential buyers to visualize.
Here are ten effective real estate marketing words and phrases that will help your real estate listings tell an appealing, captivating story:
- “In walking distance to”. People want accessibility to the amenities that make up their everyday lives. A 2017 study by Walkscore.com revealed that buyers are willing to pay more for homes with high walkability rankings compared with homes in locations where cars are necessary to get to and from essentials like shopping and dining. If the home you’re selling is within walking distance or close to conveniences like these, be sure that fact is front and center in your listing.
- “Open floor plan”. Not surprisingly, open floor plans containing great rooms and kitchens continue to top homeowners’ wish lists. A great floor plan can overcome many other objections, including the overall size of the home. Good flow helps to maximize the space and make a smaller house feel much larger.
- “Hardwood floors”. Hardwood flooring consistently scores high among the most sought-after features buyers appreciate in a home. It offers a cleaner look, is easier to maintain, and is more durable than carpet, which needs to be replaced every eight to 10 years.
- Brand names. Describing a home’s style or design aesthetic with reference to brand names is a power-packed way to paint a visual with very few words. For example, describing a home’s décor as “reminiscent of a Restoration Hardware aesthetic” creates images of an upscale, contemporary take on classic looks. Of course, if the kitchen appliances are Viking, the closets were custom-designed by California Closets, or the home includes other valuable, name-brand items, be sure to highlight them, as well.
- “Built-in” or “custom”. If the home has appealing custom features built into it, they’re worth mentioning. Some of the most popular include custom desks and bookcases; closet organizers; garage storage systems; breakfast nooks; and artisan wood doors and cabinetry.
- “Laundry room”. A separate laundry room topped the National Association of Home Builders’ (NAHB) list of most-wanted home features by buyers. Having a separate room to use for things such as folding or ironing clothes helps to keep the mess out of the living space. Potential buyers see that as a huge benefit so if the home has a laundry room, be sure to note it in the listing.
- “Luxurious”. A recent Zillow homes sales analysis revealed that mid- and lower-priced listings that contained the word luxurious sold for 8.2 percent than expected, on average. “Luxurious” conveys that a home’s finishes and amenities are high-end. This is a huge selling point, particularly in the moderate price range.
- Various kitchen bonuses. Buyers like kitchens, so any amenities that make this room extra-appealing need to be addressed in your listing. “Ample food prep space”, “plentiful counter space”, “granite countertops”, “professional-grade appliances”, and “large island” are all good examples. Other kitchen mention-worthy features include breakfast nooks, vegetable sinks and gas stoves (vs. electric).
- Neighborhood names. If the home is in a desirable or prestigious neighborhood, don’t just assume that buyers are going to find it by searching for listings on a map. Including the actual name of the community allows your listing to become searchable for that term.
- “Turnkey”. If the home is move-in ready, let readers know it. This immediate usability is extremely attractive to many would-be buyers. The time savings and convenience often appeals to busy executives and families with children.
While there a plenty of power words and phrases in the English language that you should use, there are also some to exclude.
Leave out the excessive words. Phrases such as “spacious,” “large,” and “must see” can become useless fluff due to their pervasiveness. Let the description tell the story about special features in the home and the important facets that will be most appealing to buyers. And be sure to keep it positive. Simple word changes can lessen a detracting feature. Think “cozy” as opposed to “tiny” and “vintage” instead of “old”.
When it comes to real estate listing descriptions, each word you select works to develop a picture in the mind of the prospective buyer. Choose words that accurately describe the property while also piquing the reader’s interest. If you need more information, or if we can be of help to you in any way, please reach out to our knowledgeable, helpful team.
About Certified Title Corporation: Since 1994, attorney-owned Certified Title Corporation has been furnishing residential and commercial real estate stakeholders across the nation with robust title insurance, settlement, and escrow services. Renowned for their industry-leading reliability and exemplary level of service and quality, the Maryland-based company helps clients from all walks of life achieve their asset goals. To learn more, call (888)486-5511 or visit https://www.certifiedtitlecorp.com/.
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