From Elizabeth Weintraub,
Your Guide to Home Buying / Selling.
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Writing effective ads to sell your home is as easy as choosing the right home selling ad words. Although you may know that a picture is worth 1,000 words, home buyers are also enticed through the use of ad words that sell. Some words carry more weight than others.

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.

• Outdated
  It may be original vintage but outdated denotes too much work.

• Oversized
  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.

• Cramped
  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:

• Beautiful
  Every home buyer wants a beautiful home.

• Turn-key
  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.

• Spacious
  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:

1. Race -- do not advertise "minority community"

2. Color -- do not advertise "integrated neighborhood"

3. Religion -- do not mention nearby churches or places of worship

4. National Origin -- do not say "Hmong community"

5. Sex -- Bachelor apartment can be viewed as discriminatory against women

6. Handicap -- Mentioning walking distance is arguable if a buyer is unable to walk

7. Familial Status -- You could get sued for saying "perfect for young couple"