Your listing descriptions should always contain clear and interesting words and phrases used to describe each home. Many agents however fall into the trap of using clichés or prepackaged phrases that are actually detrimental to the sale of a home. Certain phrases that agents have used over and over in listings have lost all meaning and only detract from what they’re really trying to say about the home they have for sale. So let’s go through which sayings and phrases to avoid in listing descriptions.
Lots of Typos
You shouldn’t have any typos in your listing descriptions. But if you have more than few misspelled words in your listing, do you think a buyer is really going to want to see the home? They’re going to assume the agent is unprofessional and move on to the next home they see with a great listing description. So make sure to look over your listing descriptions for errors or ask someone who has great grammar skills to look it over for you.
Time Sensitive Listings
“This place won’t be available long!” or “Hurry up and see it before someone else makes an offer!” only work if the listing actually won’t stay on the market longer than a few weeks. If the home you have listed has been up for over a month, maybe it wasn’t going to sell that fast after all.
By placing time sensitive phrases in listing descriptions, you are disqualifying a whole audience. Many buyers are not immediately ready to buy a home. So when they see that a home is for a speedy buyer, they lose interest and move on to the next listing.
An alternative to this would be phrases like “Move-in Ready.” Positive adjectives like this have actually been known to help sell homes 12-15% faster.
Exaggerated Feature Descriptions
There is nothing more silly and ridiculous than a listing that states every object in the home as “the-most-pristine” or “elegant” when in actuality you’re just describing a microwave or new sink. Your clients will see over-used words in so many listings online, so do you really want to be another agent using the same adjectives? It is wonderful to describe beautiful appliances and objects in a home as best as you can, but when you are exaggerating their descriptions, then you are setting yourself up for failure by not being taken seriously.
Seller Must Attend Showing
During open houses, many sellers feel as if they need to be there when every potential buyer sees the entirety of their home. This is not only annoying to potential buyers, but it’s detrimental to the sale. When the owner of the home is around, the buyers will not want to say what they really think about a home to the real estate agent. Do yourself a favor and tell your client to stay away when the open house is going on.
“Needs improvement” is not something buyers want to read on an MLS. Unless they’re the words best handyman, they probably aren’t going to want to buy a home that has plumbing, foundation, and electrical issues. Your best bet is to either get the owners to fix whatever needs improvement or reword the listing differently to explain what exactly it is that needs work. There are lots of people who want to buy a fixer-upper, but they want to know specifically what is wrong with the home so they know what they’re getting themselves into before they buy.
As a real estate agent, it is your job to write interesting and accurate listing descriptions about every home you and your clients have for sale. So do yourself and your clients a favor by following these guidelines and creating some one-of-a-kind listing descriptions. Remember not to add any of the phrases to avoid in your listing descriptions, and you will surely meet lots of buyers interested in your client’s home who will happily make a great offer.