Let’s try a little exercise: here are ten words that you’re likely to see in real estate ads. Five of these words are the ones that, of all the commonly-used real estate terms out there, have the biggest positive effect on a property’s ultimate sales price; five of them are words that have the strongest negative correlation. Which do you think is which?
This may not sound like a topic that would get rigorous academic study, but an analysis was performed by prominent economist, Steven Leavitt. Those of you who’ve read his excellent book, Freakonomics, may already know the answer to our question. Here’s what Leavitt found: the five terms that correlate to a higher sales price are “Granite,” “State-of-the-Art,” “Corian,” “Maple,” and “Gourmet.” The terms that correlate to a lower sales price are “Fantastic,” “Spacious,” “!,” “Charming,” and “Great Neighborhood.”
It’s not hard to see the pattern: the five words that fare the best are all specific. They describe not just tangible features, but features that you’re likely to see in an upscale house, and that seem to make buyers think they’re getting something desirable (even if the home being described is actually an average house in a mundane neighborhood). The five words that fare the worst, on the other hand, are vague. They’re stock phrases that could be found in any real estate ad; they’re familiar and comfortable phrases, but they leave the reader asking, “Well, what’s unusual or exciting about this particular house?”
Would you have known which phrases to use and which to avoid? Possibly not. That’s why, in the coming weeks, we’re going to have a series of blog posts about writing ads: using captivating headlines, targeting your audience, and writing an effective call to action. Keep your eye on our blog for the next installment...
Even after you’ve had training in effective ad writing, writing ad copy can still be tough. Sometimes stock phrases and clichés are all that come to mind. That’s why Rockwell developed the Easy AdWriter: this handy tool contains thousands of prewritten phrases and sentences that are vivid, descriptive, and appeal to the reader’s emotions. You can use our tool to combine pre-written phrases to create an ad that’s just right for the property you’re listing. It’s completely free, so we hope you’ll give it a try!