Words That Sell and ThoseThat Don't
Brad Inman, real estate expert, reveals research on words that can make a big difference in whether your house sells quickly or sits on the market for months or even years:
Houses advertised as "beautiful" and "well landscaped" sell 15% better than those without such labels. But those described as a "good value" take 5% longer to sell. Why? People interpret "good value" as meaning "something’s wrong here so we’ve priced it a little lower to compensate."
"Motivated seller" in the ad should really reel in the buyers, right? Wrong. Those houses take 60% longer to sell. Buyers interpret that to mean "Sellers will negotiate" (typically true when that phrase is used). But buyers also interpret those words to mean "something’s wrong with this house so I’m determined to dump it."
What about offering a "guarantee"—maybe for a year? That phrase may take you even longer to unload your house. Buyers read that to mean "Is something really wrong, so you’re having to offer a guarantee to get somebody to take it off your hands?"
Before you give up on ever selling your house—or at least decide to leave writing the ads to the professionals—think again. The necessary attention in the language of buying and selling real estate is no different from that required in selling anything—ideas, projects, or yourself. Had you rather work for a supervisor, a boss, a leader, or a visionary? Is the project a task? A requirement? A service? A creative venture? Will your client find it easier to sign a contract? Okay the paperwork? Or, give you authorization to move ahead?
Words have power. Choose them carefully.
Can you share any personal examples where one or two words made (or could have made) all the difference?
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