Words That Can Make The Sale In Fort Worth, Texas
I read this very interesting article yesterday by Professor Paul Anglin, University of Guelph, Ontario. Where he has done research on words used in real estate ads and how effective they are.
In a real estate description, what's the difference between "beautiful" versus "move in condition"? His research shows it's about $12,500 on a $250,000 listing. He claims a "beautiful" home will sell for on the average for 5% more while "move in condition has no effect on sales price.
When time is of essence
Homes described as "beautiful" or "gorgeous" sold 15% faster. "Landscaping in a listing hastened the sale by 20%. Describing a home in "move in conditon also increase sale speed by 20%. Calling an out of condition home a "handyman special" cut sale time in half.
Home Value
Other words such as "must see or "vacant" had no effect either on sale time or price. The kiss of death, were words that reeks of desperation such as "motivated" or "must sell". These phrases slowed sales by as much as 30%. The term "ranch" house slowed sales by 10%. Homes described as income producing or rentals slowed sales by 60%. I'm not sure I agree with the "ranch" term but who's going argue over 10% but we are in Fort Worth, Texas. I don't think it applies as much here.
Ok, here are the Magic Words
"Landscaping" for example is a very strong visual stimulator. "Turnkey" is another very strong word giving the buyer a visual of the home being in immaculate condition. "This could be the best buy in town" stimulates an urgency for the buyer to hurry up and look at the home. The word "beautiful" again proves to be one the power words to brings buyers to look at properties. I think beauty has many connotations for each buyer...curb appeal, structural integrity, excellent neighborhood, the home has been well cared for, etc.
How a realtor describes a property may be the difference of "Stale to Sale". You can search homes for sale HERE
| TERM | EFFECT ON TIME UNTIL SOLD | EFFECT ON LIST PRICE | EFFECT ON SALES PRICE |
| BEAUTIFUL | -15% | 5% | 5% |
| MOVE-IN CONDITION | -12% | none | none |
| GOOD VALUE | -5% | -6% | -5% |
| MUST SEE | none | 4% | none |
| STARTER HOME | -9% | -10% | 10% |
| VACANT | none | -5% | -8% |
| RENTAL PROPERTY | 60% | -7% | -9% |
| HANDYMAN SPECIAL | -50% | -30% | -30% |
| MOVING | none | -1% | -1% |
| MOTIVATED | 30% | -6% | -8% |
| LANDSCAPING | -20% | 5% | 6% |
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