As a real estate Virtual Assistant, I spend my day creating marketing materials for Realtors. So, you can understand why I was interested in the results of a study conducted by Paul Anglin, a professor at the University of Guelph in Ontario, Canada who teaches real estate and housing trends. The study dissected wording of more than 20,000 Canadian home listings from 1997 to 2000.

The study shows consumers to be more interested in style over substance and respond more positively to words about 'curb appeal' and attractiveness than words about value and price.

'Beautiful' homes sold 15 percent faster and for 5 percent higher in price than the average. 'Good value' homes sold for 5 percent less. 

The verbiage 'must see' was about as popular as a telemarketer at dinnertime, but didn't significantly impact the number of days on the market.

Use of the word 'landscaping' related to homes selling 20 percent faster than the average, while homes using 'move-in condition' took 12 percent less time to sell.

When conveying the motivation of the sellers, some words worked better than others. Listings using the word 'moving' sold for 1 percent less in price compared to 8 percent less with the word 'motivated'.

Use of words such as 'foreclosure', 'as-is', 'handyman special' and other terminology relating to a problem related to lower sales prices.

Words highlighting positive features such as 'granite', 'maple', and 'gourmet' were associated with higher prices.

Referring to 'golf', 'lake', 'views' brought increased prices. But, positive comments (new paint, new carpet) relating to condition brought lower ones.

Words that help a listing:
curb appeal, move-in condition, landscaped, granite, gourmet, golf

Words that hurt a listing:
motivated seller, good value, as-is, clean, quiet, new paint

According to the article in The Denver Post telling of Mr Anglin's study, even he was surprised by the results. The use of the word 'quiet' surprised me the most, as I had learned this to be a positive work in a marketing seminar I attended years ago and often used the term 'quiet tree-lines street'. Not any more!!

 
Post is included in group: Real Estate Virtual Assistants Group
Post is included in group: Services for Real Estate Professionals

47 Comments on Words That Sell Houses

20 Most Recent Comments Displayed Show All

APR
14
2007
202,235 Points 7 Featured Posts
Pet Peeve Sound off: I cringe when I read "a kitchen to die for". However, it seems to work for this Agent with upscale homes. I'll QUIT before I use that statement. My challenge is conveying the beauty in simplicity, the home overflowing with amenities and conveniences -without sounding like a REALTOR.
1:42pm • #28
Great Post
3:52pm • #29
Great information.  I guess I better scratch the new carpet and paint that my sellers are so proud of and go with the move in condition......thank you.
Suzanne Watson ABR SRES
5:41pm • #30
329,920 Points 45 Featured Posts Outside Blog Attended Rain Camp

Hi Ruth Ann - I had read an article a little while ago, either in Realty Times or RISMedia that sited very similar findings.  I think studies like this are interesting.  I did go in and tweak my remarks on my listings after I read the study the first time.  This is a good reminder to continue to do so - thanks for sharing.

Ann
6:58pm • #31
244,191 Points 30 Featured Posts Localism Sponsor Outside Blog

Ruth Ann

Thanks and congrats on the feature post....  I am not sure alot of agents understand those "buzz" words.... thanks for the information.  Have a great weekend
9:18pm • #32
APR
20
2007
 Thanks for the great information.  I am a common user of the "beautiful" "quiet" and always "new paint and carpet".  I think I may need to spend some time revising my MLS remarks.  Excellent post.
11:13pm • #33
APR
21
2007

Ruth Ann, this is GREAT STUFF!  I am going to stop using "motivated seller, quiet, and handyman special" in my ads.  Now it's "landscaping, granite and golf".  "As-is" has had a negative connotation around here for yeas and discouraged by listing agents. The buyer always thinks the worst.  Better to disclose and go from there.

 

Keep this stuff coming!  At last something we can actually USE! 
8:43am • #34
256,826 Points 1 Featured Post Outside Blog
Quiet was a surprise but I'm happy to note that as a home stager I can positively effect a number of the "good" terms
10:32am • #35
APR
28
2007
 Great information to know.  Thanks for sharing with us.
7:17pm • #36
APR
29
2007
187,423 Points
This is great to pass onto the agents I work with. Thanks for sharing!
11:30am • #37
MAY
01
2007
765,273 Points 2 Featured Posts Localism Sponsor Outside Blog Attended Rain Camp Called Shot Master
Very informative.  Thank you.
5:50am • #38
AUG
29
2007
 This is great information. It prompted me do conduct some further research on the topic.
6:48am • #39
SEP
06
2007
 Great post and it makes a lot of sense. How many times has someone driven by a home saying "wow that must be a  great value." Not often. I think the common statement would be "wow, what a beautiful home". Thanks for the reminder to use terms that people get a "good" feeling about.
7:19pm • #40
OCT
14
2007
 Thank you so much for the information. It seems like a small thing, but all of the small details help!
5:59pm • #41
JUN
08
2008
176,774 Points Localism Sponsor

Thanks for the post.

 

I agree with the results...if all you can say about the home is new paint, you have a problem
12:59pm • #42
2 Featured Posts

Great information that plays into buyer psychology!
11:24pm • #43
JAN
06
2010

Wonder if people still care about this topic?   Of course!   Should you be interested, I would be glad to share a copy of a book called Romance The Architecture With Word Marketing.   The target market is mostly to those providing training to agents, but anyone who gets into an ad-copy rut, this book is great to have around.    If you're interested, take a look at the above link.     (if you click on the book image in that page, it will take you to a place where you can preview the first 10 pages)

Why I am doing this:   We are giving away some copies to get some feedback about this newly released version, for use in upcoming promotions.

If you have any questions, drop me an email.
10:19am • #44
NOV
12
2010

Hello

Please call me at 336-987-8630. I need help with verbage for RealEstate book.

Thanks

 

or email
Mrs.Thompson
3:47pm • #45
JAN
28
2011
158,433 Points 18 Featured Posts Localism Sponsor Attended Rain Camp Called Shot Master

Fabulous post, or should I say..."This post has curb appeal"...with the curb. lol Thanks for the info, just what I was looking for!
3:06pm • #46
APR
29
2012

Great information. I was about to start working on my monthly farming material and I just found your article. Right on time!!But I have to agree with some of the comments. We need to adapt and modify the verbiage based on the market trend.

Thank you,

JB-South California
10:59am • #47

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Ruth Ann Macklin, Real Estate Virtual Assistant and CDPE

Virginia Beach, VA

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myREassistant.com

Office Phone: (757) 271-6047

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