Making ‘House for Sale’ Sing in Your Ad

A study by the University of Guelph in Ontario analyzed the wording of more than 20,000 home listings and determined that specific phrases can impact price and time spent on market. Residences sold for an average of 5 percent more when described as “beautiful” rather than as in “move-in condition,” and homes moved off the market faster when their ads indicated “curb appeal” rather than descriptions of “value” and “price.” “It’s important to help a seller elaborate on their home’s assets with details and to give the buyer a visual,” says Catherine Lindstadt of Prudential Douglas Elliman Real Estate in Huntington, N.Y., who uses “open floor plan” instead of “spacious” and calls homes without new features “lovingly maintained.” Vicky Reynolds of Norma Reynolds Sotheby’s International Realty in Westhampton says, “A good Realtor will create a little romance in an ad because every home has it.” Experts say ads that mention foreclosures, short sales, REOs, bankruptcy, and auctions do not attract buyers in all neighborhoods. Meanwhile, a study by the University of Texas at San Antonio reveals that agent “comments” or “remarks” on the MLS that provide additional property information can boost sales prices. | Read More