Selling a house can be an exciting yet nerve-wracking experience. It involves a combination of emotions and practical considerations. One crucial aspect of the home selling process is marketing your property effectively to attract potential buyers. However, it’s essential to be mindful of the words and phrases you use during this process, as certain statements can inadvertently turn off potential buyers and hinder your chances of a successful sale.
You know that expression about loose lips sinking ships? It holds true for selling your home as well. Sure, there are some things you have to disclose to buyers—such as if your home has lead paint or is located in a flood zone. But there’s plenty more you might volunteer when you would be truly better off keeping your mouth strategically shut.(1)
In this blog post, we’ll explore some key phrases and expressions to avoid when marketing your property to ensure a positive and appealing presentation to potential buyers.
Avoid Overpraising Your Property
While it’s natural to love your home and appreciate its unique features, it’s crucial not to oversell it. Phrases like “the most beautiful house on the block” or “perfect in every way” might come across as insincere or boastful. Potential buyers prefer objective descriptions that allow them to form their opinions.
Skip Overused Clichés
Using clichés in your marketing can make your property seem generic and unremarkable. Phrases like “a hidden gem,” “cozy and charming,” or “dream home” have been overused in real estate listings. Instead, focus on specific and genuine descriptions that highlight your home’s distinctive features.
Don’t Exaggerate the Neighborhood
Touting the neighborhood as something it’s not can lead to disappointment for buyers. Avoid making exaggerated claims like “a celebrity hotspot” or “the next big thing.” Stick to factual information about the neighborhood’s amenities and let buyers form their opinions based on their preferences and research.
Avoid Hiding Information
Transparency is crucial in the home selling process. Avoid withholding any crucial information about the property, such as ongoing construction nearby or previous issues that have been resolved. Being forthright builds trust and credibility with potential buyers.
Don’t Overshare Personal Stories
While a personal touch can be appealing, oversharing personal stories or reasons for selling might not resonate well with buyers. Keep the focus on the property itself and its features rather than on your personal circumstances.
Steer Clear of Unrealistic Pricing Claims
Making bold claims about the potential resale value or future growth of the property’s price can backfire. Buyers often do their research and rely on professional appraisals to gauge a property’s value. Instead, offer a competitive and realistic price based on the current market conditions.
Avoid Using Misleading Photographs
Using photos that don’t accurately represent your property is a definite no-no. Misleading images can lead to disappointment when buyers visit the property in person. Ensure your photos are up-to-date, clear, and showcase the property’s best features.
Skip the Pushy Sales Language
Using pushy sales language like “act fast” or “once-in-a-lifetime opportunity” can make potential buyers feel pressured and skeptical. Instead, focus on the property’s merits and let buyers decide at their own pace.
Don’t Overemphasize Desperation
Avoid phrases that highlight your urgency to sell, such as “must sell now” or “price reduced drastically.” While you may have valid reasons for selling quickly, expressing desperation can lead to lower offers from opportunistic buyers.
Avoid Using All Caps
WRITING IN ALL CAPS CAN COME ACROSS AS SHOUTING AND UNPROFESSIONAL. It’s best to use standard capitalization and present your listing in a polished and composed manner.
Steer Clear of Negative Remarks About the Property
Even if your house has some flaws or drawbacks, it’s essential not to dwell on them in your marketing. Highlighting negative aspects can make potential buyers question the overall quality of the property.
Avoid Empty Superlatives
Words like “amazing,” “incredible,” or “unbelievable” should be used sparingly, if at all, in your listing. These empty superlatives don’t provide concrete information about the property and can be seen as hype.
Don’t Make Assumptions About the Buyer
Avoid making assumptions about potential buyers’ preferences, such as claiming the property is “perfect for families” or “ideal for retirees.” Different buyers have various needs, and it’s best to present the property objectively.
Avoid Religious or Political References
Bringing religion or politics into your marketing can alienate potential buyers. Keep your messaging neutral and inclusive to appeal to a broader audience.
Don’t Disparage Other Properties
Comparing your property negatively to others or highlighting perceived flaws in neighboring houses is unprofessional and off-putting. Focus on your property’s strengths without belittling others.
Skip the Industry Jargon
Using real estate industry jargon or technical terms may confuse potential buyers. Keep your language simple and easy to understand for a wide range of audiences.
Avoid Making Guarantees
Promising specific returns on investment or future outcomes for the property can be misleading. Real estate markets are unpredictable, and guarantees are not realistic.
Don’t Ignore Negative Reviews or Feedback
If your property has received negative reviews or feedback, don’t ignore them. Address any concerns constructively and demonstrate that you’re open to resolving issues.
Avoid Overloading the Listing with Keywords
Skip Vague Statements
Avoid vague statements like “priced to sell” without providing a specific price. Potential buyers want concrete information, not generic statements.
Stay Away from Buzzwords
While using trendy buzzwords might seem like a good idea, it can come across as disingenuous or insincere. Stick to clear and genuine descriptions of your property’s unique features.
By being mindful of the language you use when marketing your property, you can create a positive and appealing impression on potential buyers, increasing your chances of a successful sale. Honesty, transparency, and professionalism are key to presenting your home in the best light possible. Happy selling!