New, Easy, Free Suggestions Sure to Make Your Advertising
Fresh and Better than Ever
First of all, how do you like that title? Good huh???… said with uplifted eyebrows and teeth featuring smile. Well, it is really meant as a test, or I suppose an example, of the power of using certain words and what reactions they evoke. Which of the words in the title enticed you to read further? Did any of them hold more sway than the others? Did any of them make you skeptical or bring other negative thoughts to mind? They are all listed in the “The 20 top print media adjectives in order of efficacy” on a website about effective advertising words (found here). I found this when I was simply looking for a creative inspiration for a word to use other than “beautiful”. That bit of creative drought led me to explore and question my own tendency to get verbally lazy and fall back too often on the same words and phrases. So this blog is about that search for new inspiration.
I was thinking about the challenge of constantly finding new ways to describe homes that don’t sound cliché or trite. As real estate professionals, of course we always want to highlight the positives and frame challenges as possibilities. This becomes second nature and in my opinion is part of our overall optimistic nature as a group. The challenge is making the effort to go beyond our “pat” terms and descriptive phrases. We also need to be cautious of how using certain words can throw up red flags to potential buyers or elicit subconscious reactions from consumers that may be negative. Thanks to all of the HGTV shows, even words like “charming” or “quaint” now signal SMALL in the reader’s mind. Although this deciphering may mentally occur, our positive spin and interpretation of features that avoid using negative words will certainly help reframe features in a positive light. Again, I don’t think this is something to change, just to consider.
In real estate, though we want to highlight the good aspects of homes, we are also honor bound to maintain a level of truth in advertising. No matter how shiny and wonderful we make something sound in our descriptions to provoke interest, when the people actually come to see the property, they will see the reality. In cases that we simply have chosen the most positive synonymous word or phrase, such as “exotic” rather than “multi-colored” or “loudly decorated” can be marked up to interpretation and isn’t harmful to anyone. If however, we purposefully describe a dilapidated and neglected older home as “historic” …… or when we use the description “storybook” and people are thinking about the quaint, beautifully maintained cottage in a lovely picturesque setting BUT we are thinking of the Evil Witch’s Hut….. THAT may or may not be strictly ethical.
In all, I think we walk a fine line in being creative and positive yet honest enough to stay true to our character and maintain the dignity of our reputations. As for me, I just needed a little inspiration and to take a fresh look at my language. I found the “Real Estate” section of the website “Words to Use” was very helpful in getting me out of my rut. I hope you too will be reinvigorated to add some punch and pizzazz to your advertising!