by Patricia Feager, 5/18/18
A Top Agent in my area created a Property Flyer. I noticed she had 24-bullet points on one side of the paper. For a pre-existing home, built more than 20 years ago, I just had to see what words she chose to market this property. Also, was it necessary to include 24-bullet points? As for advertising, what sets this listed agent apart from all other agents in the area?
At first glace, the descriptions seemed routine, something I'd see on most listings; however, on further examination the whole list of words seemed rather absurd. Do agents really choose their words wisely? If a foreign Buyer was trying to make a purchase, how would they interpret these words if they used a dictionary? Rather than do a CMA, I created my own Comparative Word Analysis.
BULLET POINT #1
STUNNING HOME BOASTING BRICK AND STONE FRONT ELEVATION
Two words glared back at me: 1) Stunning; 2) Boasting. Then, I copied and pasted these words on Microsoft Word. By highlighting the words stunning and boasting, the following replacement words came up:
- Spectacular home cocky brick and stone front elevation
- Striking home arrogant brick and stone front elevation
- Fabulous home self-important brick and stone front elevation
- Splendid home conceited brick and stone front elevation
- Superb home boasting, cocky, arrogant, self-important, conceited brick and stone....
BULLET POINT #2
INCREDIBLE NEUTRAL DECOR, READY FOR YOU TO MAKE YOUR OWN
The word "incredible," combined with the rest of the words "ready to make your own," had me scratching my head. So, I copied the phrase and pasted into Microsoft Word and came up with the following results:
- Unbelievable neutral decor, ready for you to make your own
- Implausible neutral decor, ready for you to make your own
- Farfetched neutral decor, ready for you to make your own
BULLET POINT #3
CHEF'S DREAM KITCHEN
- Chef's vision kitchen
- Chef's reverie kitchen
- Chef's nightmare kitchen
- Chef's hallucination kitchen
In addition, I found what I believe was 18 unnecessary bullet points. In my Comparative Word Analysis, I researched further and discovered a lot of copy cats with similar flowery words that were pretty ridiculous. I think this quote sums it up well enough, what do you think?
The English language has 112 words for deception,
according to one count, each with a different shade of meaning:
colllusion, fakery, malingering, self-deception, confabulation,
prevarication, exaggeration, denial. --- Robin Marantz Henig
If you want someone to list your home and choose words carefully to sell, I'm your Agent.