Avoid These Common Mistakes in Property Listings

Let me reiterate yet again…Crafting a compelling property listing description is crucial for any real estate agent.
Think of it as your business card—first impressions matter, and a poorly written listing can be akin to showing up to an important meeting in casual attire. Potential sellers and buyers alike are judging your professionalism through your listings.
To help you avoid common pitfalls, here are six mistakes to steer clear of when writing your next property description.

1. Abbreviations: Avoid the Jargon

While it might be tempting to use abbreviations to save space, they can confuse potential buyers. Instead of "Wbfp" (wood-burning fireplace), spell it out. Describing a "wood-burning fireplace" instantly paints a cozy picture.
Abbreviations like "Appls" (appliances), "Bsmt" (basement), and "Dk" (deck) can turn your listing a cryptic message rather than an inviting description.
If you’re struggling with character limits, look for other ways to condense information without resorting to abbreviations.

2. Overused Words: Say Goodbye to "Boasts"

"Boasts" is a word that frequently appears in property listings, but it often feels out of place. Instead of saying the home "boasts granite countertops," try a more descriptive approach: "The kitchen features u-shaped granite countertops that provide ample space for small appliances and meal preparation."
This approach not only avoids cliches but also helps potential buyers visualize themselves in the space.

3. Avoid Clichés: The Trouble with "Stunning"

The word "stunning" is overused in real estate listings. Every property seems to have "stunning views" or a "stunning entryway."
Try to find unique descriptors that better capture the essence of the property.
For instance, instead of a "stunning view," you might say "breathtaking views of the city skyline."

4. Writing Ruts: Keep It Fresh

When listing similar properties in the same area, it's easy to fall into a repetitive writing pattern.
To differentiate your listings, consider what makes each property unique. Is it the proximity to parks? The quick commute to downtown? Combining these features can create a more compelling narrative: "Enjoy a short commute to downtown while having quick access to the serene Washington Square Park."

5. All Caps: Just Don't

Using ALL CAPS in your listings can feel like shouting at your readers.
"BUYERS WONDER WHY WE’RE YELLING," and it can be off-putting.
Stick to normal sentence casing to ensure your descriptions are readable and professional.

6. The "Perfect for" Pitfall

Using "perfect for" can unintentionally narrow your audience.
When you say a home is "perfect for families with kids," you might alienate buyers who don’t fit that description.
Instead, focus on the features and benefits of the property without specifying a target demographic.
This approach keeps your potential buyer pool as broad as possible.

7. The Problem with "Perfect for"

Labeling a property as "perfect for" a certain group of buyers can limit your market.
Imagine telling a seller that you'll only market their home to a subset of potential buyers.
They'd likely look for another agent. Instead, aim to highlight features that appeal to a wide audience.

For example:

• Perfect for families with kids: Instead, highlight the spacious layout and nearby schools.
• Perfect for the growing family: Mention the extra rooms that can serve multiple purposes.
• Perfect for multigenerational living: Describe the flexible living spaces that can accommodate various needs.

By avoiding these specific phrases, you ensure that your listings are inclusive and appealing to a broader audience.

Real-Life Examples and Reactions:

Here's how "perfect for" can backfire:

• "Perfect for families with kids": Potential buyers without children might feel excluded.
• "Perfect for the growing family": Couples without children or retirees might think the home isn’t for them.
• "Perfect for multigenerational living": Buyers not living with extended family might skip the listing.

Even terms like "perfect for couples, young adults, or working professionals" can alienate older or retired buyers.
Similarly, "perfect for having large parties" might deter those who prefer quiet, intimate gatherings.

8. A Broader Approach

Instead of pigeonholing, consider highlighting features universally appreciated. For example:

• "The spacious backyard is ideal for entertaining or relaxing with a good book."
• "The versatile floor plan offers endless possibilities for any lifestyle."

This approach keeps your listing inclusive and appealing.

Key Takeaways

• Avoid Abbreviations: Use full words to ensure clarity.
• Ditch Overused Words: Find unique, descriptive language.
• Stay Fresh: Differentiate each listing with unique features.
• Say No to All Caps: Maintain a professional tone.
• Broaden Your Appeal: Avoid limiting your audience with "perfect for."

By focusing on clear, descriptive language and avoiding common pitfalls, you can create property listings that not only attract potential buyers but also showcase your professionalism and attention to detail. Happy listing!