When completing reports for banks or mortgage companies, I find it is unprofessional to use subjective language (puffery) in my reports. The grid below lists comments and phrases that are unacceptable because they are subjective as well as acceptable objective alternatives.
Words and Phrases NOT to use Words and Phrases To Use
Beautiful, pretty, nice, good | Maintained |
Bad, ugly, cheap, shoddy | Lacks maintenance |
Highly desirable | Low inventory of homes for sale |
Very or Well | (Omit subjective language) |
Light and Airy | (Omit subjective language) |
Low Income Housing | Community with income requirement guidelines |
City Housing Project | Community with income requirement guidelines |
High Crime Area | Police Presence |
Poor Dirt Road | Dirt Road lacks maintenance/repairs |
Gang Activity | Area of limited demand or Police Presence |
Very Nice Neighborhood | Location adds/contributes to value |
Ghetto Area | Area of limited demand or Police Presence |
Pride of Ownership | Homes in area are maintained |
Curb appeal | Note specific features, landscaped exterior, new windows, updated siding, newer roof etc |
Drug Traffic | Area of limited demand or Police Presence |
Riot Area | Area of limited demand or Police Presence |
Any reference to Race, Sex, Religion | (Omit subjective language) |
Ugly house color | Home Painted non-conforming color |
Burglar bars | Security bars on doors/windows |
Desirable Location | Location adds/contributes to value |
Undesirable Location | Location hinder values |
Retirement Community | Community with age requirement guideline |
Slow market | Limited Sale Activity |
Church, Temple, etc | House of Worship |
Jail or Prison | Correctional facility |
Dump | Landfill |
| Close proximity to X |
| Established Residential Area |
Ben Gwilliam
Keyes Company 1
954.733.6332
BenGwilliam@keyes.com
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