A Miami Copywriter Explains Which Words to Avoid When Generating Real Estate Listings

Every word counts in a real estate listing and the wrong ones are strikes against you. Whether the words are overused to the point of cringe or just confusing, a potential lead may be turned off by your language. They may think that since you are not imaginative/creative with something as powerful as a listing, you won’t come up with innovative ways to market or negotiate, either. Prove them wrong by avoiding the following terms.

Welcome home

Can you feel the cringe coming on? Allow clients to form their own opinions about a property. Write about the features that make it feel like a safe place. Maybe the location is close to highly rated schools and parks. This could also be an opportunity to write about security features or smart home technology.

Priced to sell

Every house is priced to sell. In a hot market, this can work favorably. Otherwise, these words come across as hostile. Have a home properly appraised and set it slightly higher than the appraised value. Most deals include at least one counteroffer that is often five to six percent below asking price. Put the odds in your favor by doing away with this term.

Has great bones 

Agents should present every house in the best light. Many buyers know a property will not be 100 percent to their liking and most are willing to invest in a few updates. To say a home has great bones may cause the buyer to perceive the property as a potential money pit. Focus instead on stellar features such as vaulted ceilings or the home’s proximity to A+ schools.

Charming 

Charming implies to many that the space is compact. Ask yourself what makes the neighborhood or property delightful. It could be a rustic setting, a tree-lined street or architectural details like molding or an intricate staircase. Harness the power of the home’s best features to show off its charm without using this cliche word.

Siren has all the right words for your listings. Let’s start today!

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