Top 10 No-no's for Real Estate Listing Descriptions

Top 10 No-no's for Real Estate Listing Descriptions

Ann Brenoff's post "Home Listings: 10 Terms That Can Kill a Sale" on AOL this morning (August 9th 2011) shocked me into rethinking a few recent MLS descriptions.  In our MLS (www.MRIS.com) we're allowed only 400 characters to describe a home.  The description is propagated throughout the Internet via listing syndication.  Potential buyers can "read between the lines" and Ms. Brenoff's list of no-no's reminded of that.  Her list is short:

• Needs TLC
• Cute and Cozy
• Recent Paint Job
• Short Sale
• Seller Anxious
• Seller Motivated
• Priced Right
• Won't Last
• Den Could Be Used As Extra Bedroom
• Fabulous Unpermitted Addition

There is another school of thought, that of Stan Barron, a Realtor in Austin Texas.  In Mr. Barron's article "3 Rules To Make Listings Stand Out And Get Them Sold Faster" recently posted on the Agent Inner Circle website, he opines that we "intentionally sacrifice the majority so that you can make a strong connection with a small group that has a burning desire for exactly what is offered".

• Sacrifice
• Don't Copy Other, Promote Your Uniqueness
• Substantiate Your Claim

Both authors have some very, very good suggestions about how to write property descriptions.

Here's a recent property description that I wrote:

Tip Top Townhome - You won't be disappointed with this home - it's move-in ready - all that's missing is you! Enjoy a view of the woods from the LR and adjoining deck. Galley KIT, separate DR, walk-out LL w/new carpet. Neutral finish throughout. Newer windows and recent HVAC update. Well located only a short distance from most Annapolis area attractions and easy commuting from Rts. 2 & 50.

While I didn't mention that anything was recently painted, I did mention the newer windows and recent HVAC update.  But I didn't get to the heart of the home - it's benefits.  So, I decided to rewrite the description:

Tip Top Townhome - You won't be disappointed – it's move-in ready - all that's missing is you! Enjoy the view of the woods while you relax or entertain in the LR or bar-b-que on the deck. Cook up a storm in the galley KIT for family or formal dinners in the separate DR. Well located on the Broadneck Peninsula a short distance from many of Annapolis finest area attractions and major highways.

The first description is 392 characters (with spaces) and the second description is 394 characters (with spaces - just a mere 6 characters short of the 400 character limit).  The first description, while good, is dry and doesn't really promote the home's benefits.  The second description is better, focuses on benefits, and probably still have room for improvement.

In summary, what we write in our property descriptions can either attract or discourage buyers from touring a home.  That said, real estate agents waste valuable descriptive space reiterating home statistics and features - like the number of bedrooms and baths - all the while neglecting to share critical information about the home's benefits.

 

If you are interested in buying or renting a home in Annapolis, Maryland or the surrounding area and want to tour any property currently on the market, or if you have a home to sell or rent in Annapolis, Maryland and want a professional consultation on current market conditions, please contact me at 410-923-3217 or e-mail me at showell@cbmove.com or visit my website at LiveInAnnapolis.com.

 Stephen Howell came to Annapolis to sail the Bay in 1994. What he discovered was a whole new lifestyle. Ever since Stephen Howell has been successfully helping others make the most of Annapolis. You'll find that with the right professional by your side, you can Live the Lifestyle and Live in Annapolis.

Stephen Howell and Rocky (his lab-mix from the SPCA of Anne Arundel County in Annapolis) live on the Chesapeake Bay near Annapolis, Maryland. He works in the Annapolis real estate market. His website lets people search the Washington and Baltimore metropolitan area MLS. Buyers can also search for waterfront homes along the Chesapeake Bay. His website has current real estate data on Annapolis, Anne Arundel County, and Maryland.

     
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