The Thin Line between Creativity and Professionalism

The goal should be communication, and for that you need clarity. In copywriting we learn to write so a 7th grader can understand it - because then everyone else will also understand.

Real estate descriptions should be written so a person with zero real estate (or texting) knowledge can understand - then everyone can understand.

Hi Leanna,  The over use of acronyms is also a problem when th client is sitting in front of us and does not want to have to ask what some of the " alphabet soup " means !

We are supposed to be SALES professionals.  Jargon does not SELL anything.  It just confuses.

I think one of the hardest things for some folks to remember is that now it isn't just the Realtors that see the MLS information... due to the IDX, Realtor.com, and ListHub (in our area, to name a few) much of what is in the listing info gets swept automatically out to the public.  This includes poor spelling and sentence structure, awful pictures and incomplete directions.

I have to admit that sometimes I can be a little vague in the directions, and there is a purpose to that.  For instance, a recent listing is WAY out in the boonies.  I put the basics in the directions because we have only so many characters, then said "please call for map."  The last picture is a screenshot of the map, which shows all the twists and turns.  These are unmaintained dirt roads that can be tricky to get over, even with a good 4WD vehicle.  I'd rather someone call me to make sure how to get there, than go on their own and tick the client off.

I had a similar listing one time that I wrote "turn off your GPS and read the map!" right on the public part of the listing.  That's because so many agents went 30 miles the wrong way, due to the GPS, before calling me, and then told me their client didn't like the listing because it "takes too long to get there."

Hi Jeanna, we agree that professionalism shouldn't be so compromised by creativity! You can still be creative in your listing marketing, but you have to remain professional. Sarcasm doesn't read well online, so you might not want to use that in your marketing efforts, but posting a sarcastic cartoon on Facebook or status once in awhile is ok. The MLS is not the place for that. It's all about balance and figuring out the appropriate platform to use your creativity. If you can create the right balance, you'll have innovative, yet PROFESSIONAL, marketing.

Well this was certainly an amusing post and comments!  Congrats on the feature!

I understand "cute" but it should be used in moderation and deft timing.  I think your spot on and as professionals we should strive to be judicious with our desire for creativity. 

I've been seeing more of those types of descriptions lately and some of them are a little unprofessional. As far as directions go, I usually use my own anyway but "refer to Mapquest" is irritating.

Directing agents to MapQuest is just plain lazy -- perhaps better than wrong directions though!  Regarding the comments -- I am going more conversational.  Nice post!

I see people leaving so much blank it is sad.  They don't only save us time, but save themselves time by cutting down on calls and offers that will not work out.

Some of the directions I attempt to follow are so bad that Map Quest would be more helpful.  I love the ones that start from the listing office.  ARGHHHHHH!!!!  As for the remarks, those remarks are used by agents, appraisers and lenders as well as the public.  Nowhere are they more important than in the appraisal process.  I tell my Sellers that the buyer isn't the only person we are selling.  Every person involved in the transaction is buying into the home and those remarks are the starting point for that process.    

I'm glad to hear I'm not the only one that finds 'see mapquest" annoying! Really - how hard is it to put in the sttreet directly, unles of course, you have never been to the house before. We see that all the time too!

Great post - you certainly hit a nerve, Jeanna! Not much Mapquest here, but we're a small county. The MLS descriptions aren't nearly as funny as some I've read here in the comments - thanks for sharing! Seriously, I like Marte's comment: "Real estate descriptions should be written so a person with zero real estate (or texting) knowledge can understand - then everyone can understand."

Hi Jeanna, sounds like some of it is laziness not creativeness.  Especially the MapQuest.

I wonder if those "creative agents" show the remarks to the sellers. I always make it a point to show the sellers the remarks, ask for their personal input and give them a copy of the MLS listing so that they can see how their property is presented to the public and fellow agents!

One man's ceiling is another man's floor is a comment that I try to always remember when I find myself becoming critical of someone else's efforts.  Professionalism is a very difficult word to define in real estate as often the kooky and the far-out are extremely successful tools for some personalities and those people have a following of clients who absolutely love them.  I cringe every time I see certain commercials but then realized that they must be working or they would not still be on the air.  Thank heavens we are not all exactly alike because then there would be no reason for someone to pick us!

Why would anyone use Mapquest? Just put the google Maps app on your Android phone and it will talk you there.

Professionalism is a lost art it seems, things are changing as you can see daily on youtube and facebook. We can't spell, hold a conversation and have the attention span of mice.

I feel it is best to act professiohnal at all times.  That also means to use language that your customers will understand.  Trying to use acronims and technical terms does not impress the customer.  In fact they begin to feel that you are deliberately talking over their heads.

I always try to explain things in "normal" language so my customers understand exactly what I am saying.  I feel that they appreciate that very much.

I have yet to see "Use Mapquest", but I have seen the endless abbreviations. One thing that irks me is when agents do not respond to emails. I know we are all busy, but you have an email for a reason!