Getting Started Using Home Selling Ad Words
It's easy to be overwhelmed while staring at a blank monitor or an empty page. They call it writer's block, and the only way to get past writer's block is to write.
Start by listing all the adjectives and nouns that describe your home. Let the words flow. Don't worry about the order or spelling, just write them down as quickly as they pop into your mind.
Avoid Negative Ad Words
What you may see as honest and straight forward, a buyer will view as a drawback. Look over your list of words and cross off any that sound negative or misleading. For example, these are bad word choices:
- Small or tiny
Your home or condo might be cozy but it is not small.
It may be original vintage but outdated denotes too much work.
If your home is the largest home in the neighborhood, it's a white elephant and should be priced accordingly; however, there is no need to draw that fact to the buyer's attention.
- Upside potential
Unless you're clearly selling a fixer upper.
A home might be comfortable, but it is never cramped. Cramped can't be fixed.
- Basement unit
Basements are hard to sell. If given a choice between looking at a basement or penthouse, which would you choose? A better choice is "lower level."
- Ugly but cute
You might think this is clever, but a buyer may not get past the "ugly" part.
- Decorating allowance
If you need to replace carpeting, for example, just do it. Buyers don't want extra work.
- Appliance credit
If your appliances are on their last legs, replace them before putting your home on the market.
- On busline
Although public transportation is important to urban buyers, most people picture listening to buses and smelling fumes when you mention it. A better choice is "public transportation available."
- Near railroad tracks
Not everybody appreciates hearing train whistles or feeling the rumble of trains roar past.
- Needs paint
If it needs paint, paint it. Then you can advertise "fresh paint."
- Leaking roof
I don't know anybody who sets out to buy a house with a leaky roof. In fact, most buyers are afraid of roofs that need work. Replace it and offer a roof certification.
- Motivated seller
A motivated seller is a desperate seller, and desperate sellers sell for much less than market value. Instead, try "all offers considered."
Ad Words That Sell Homes
Sell the sizzle, not the steak, is an adage that rings true. Think back to when you bought the home. What made you buy it? What single feature made you write that offer? Then play up those factors. Here are desirable words to use:
Every home buyer wants a beautiful home.
If your home is ready to move into, say so.
- Lovingly maintained
One of the greatest home buyer fears is having to pour money into a home after closing. Homes that are well maintained tend to require less initial upkeep.
Buyers envision buying a home large enough for their needs.
- Back-yard paradise
If your landscaping speaks volumes, play it up.
- Fabulous layout
If your square footage is small, a great layout will overcome objections to the size. Good flow can maximize space.
- Remodeled to perfection
Let buyers know if you've made updates that enhance the home.
- Huge master suite (or retreat)
Reciting the number of bedrooms or baths won't tell buyers the master has its own bath, which is a desirable feature.
Choose Short Descriptive Headlines
If you could choose one word to describe your home, what word pops into your mind? What is most attractive about your home? If it's location, style size or updates, sell those features in the headline. Here are a few examples:
- Stunning Classic
- Magnificent Mediterranean
- Prestigious Location
- Finest Street in (name of neighborhood)
- Entertainer's Delight
- Charming Cottage
- Sparkling Pool & Private Spa
- Beautiful Bungalow
- Amazing Arts & Crafts
- Fabulous Water Views
- View of City Skyline
- Secret Gardens
- Upscale Urban
Beware of Fair Housing Law Violations
It is unlawful to discriminate against protected classes. They are:
- Race -- do not advertise "minority community"
- Color -- do not advertise "integrated neighborhood"
- Religion -- do not mention nearby churches or places of worship
- National Origin -- do not say "Hmong community"
- Sex -- Bachelor apartment can be viewed as discriminatory against women
- Handicap -- Mentioning walking distance is arguable if a buyer is unable to walk
- Familial Status -- You could get sued for saying "perfect for young couple"
At the time of writing, Elizabeth Weintraub, DRE # 00697006, is a Broker-Associate at Lyon Real Estate in Sacramento, California.