Using Advertising Words To Make Sense

By
Real Estate Agent with DFW FINE PROPERTIES 0506509

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.

Patricia Feager

 

 

 

 

 

 

 

Posted by

Texas Law requires all license holders to provide the Information about Brokerage Services form to prospective clients.

Real Estate Commission Consumer Protection Notice  

 

 dfw fine properties

 

DFW FINE PROPERTIES

                                        2900 W Southlake Blvd, Suite 180
                                        Southlake, TX 76092
                                        Office: 817-748-4800/FAX: 817-748-4900

                                         Patricia Feager
                                                        Cell: 469-449-9858

                                                        TEXT: 469-951-4758

 

CERTIFICATIONS
Certified Pricing Strategies; Mastering the CMA
Certified Military Relocation Specialist
Certified Negotiation Expert
C
ertified RE Probate Specialist

"With self-discipline most anything is possible." --- Theodore Roosevelt 

 

   

 

close

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Topic:
Home Selling
Location:
Texas
Groups:
The Art Of Marketing You
Local Expert
HyperLocal Neighborhood and Community Posts
Tags:
advertising
patricia feager

Spam prevention
Show All Comments
Ambassador
1,552,181
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Love this post regarding words - and language. Boast is one that always makes me crazy. A home doesn't boast - and agents shouldn't either. As the big bad wolf warns, "Huffing and puffing blows houses (deals) down."

May 18, 2018 06:50 AM #12
Rainmaker
1,692,624
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Debb Janes EcoBroker and Bernie Stea JD - Thank you! I really liked your comment, i.e., "the big bad wolf warns..." 

I greatly appreciate your feedback!

May 18, 2018 07:17 AM #13
Rainmaker
916,725
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Hi Patricia Feager ,
I found your Word Analysis very interesting.  It does make one stop and think about how words can be interpreted.  Most people can see through all the "huffing and puffing" (as Debb Janes EcoBroker and Bernie Stea JD ) calls it.  The English language is a difficult one and foreign buyers could easily be confused, puzzled and perplexed.  

May 18, 2018 07:32 AM #14
Rainmaker
481,430
marti garaughty
garaughty.com - Montreal, QC
a highly caffeinated creative type...

marti garaughty, abstract art, graphic design, marketing, WordPress consultant

May 18, 2018 07:38 AM #15
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Patricia,

Like Nina Hollander I have campaigned against the word "boasting" for many years.  Like with all the words you stated it poor grammar.  Only humans boast.  A kitchen cannot boast as it is an inanimate object and it has no voice.

Chef's kitchen is another one of these...During my college years I worked in real chef's kitchens and to this day, I have never seen one in a home anywhere. Stainless steel does not equal chef's kitchen, let alone granite which would be destroyed in 6 months...A

May 18, 2018 07:56 AM #16
Rainmaker
1,692,624
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Ron and Alexandra Seigel and Nina Hollander - I'm on the same page. I detest when agents use "Gourmet Kitchen." I have never seen a real Gourmet Kitchen in a residential property. It is a word being abused repeatedly. SS appliances, granite slapped on original old oak, marred cabinetry and an Island and/or Breakfast Bar is not a Gourmet Kitchen. I am not fooled. Unfortunately, many are. 

May 18, 2018 08:19 AM #17
Rainmaker
1,692,624
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

marti garaughty - Thank you, so much! I appreciate the feature on "The Art of Marketing You!

I hope you are doing well and accomplishing a lot. It is always great to see you pop up on my Blog with a Feature!!! You make me feel like I'm special. Thank you!

May 18, 2018 08:22 AM #18
Rainmaker
1,692,624
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Carol Williams - Thank you.

May 18, 2018 08:23 AM #19
Rainmaker
1,692,624
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Carol Williams - I just read your explanation to my burning question.

Thanks!

May 18, 2018 08:25 AM #20
Rainmaker
1,692,624
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Hi James Grant - Thanks! I hope you have a nice day in Ashville, NC too!

I really like your city!

May 18, 2018 08:47 AM #21
Rainmaker
4,197,490
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

Good morning Patricia.  Very interesting post.  I must confess to using some of the above-overused adjectives in my listing descriptions.  I will need to get out my Thesaurus and try to choose more carefully.

May 19, 2018 04:15 AM #22
Rainmaker
3,386,030
Dorie Dillard
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Patricia Feager,

I'm so glad that Carol Williams featured your post in her series. I missed it and am so glad I read your post! We all need to rethink the words we use in describing our listings..great food for thought.

May 19, 2018 04:41 AM #23
Rainmaker
1,692,624
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Dorie Dillard -I'm glad you stopped by. You're always welcome here and appreciated. 

Thank you for being glad you read my post. I hope you have a wonderful day. 

May 19, 2018 03:11 PM #24
Ambassador
3,450,673
George Souto
George Souto NMLS #65149 FHA, CHFA, VA Mortgages - Middletown, CT
Your Connecticut Mortgage Expert

Patricia the use of words has never been one of my strong points.  I am lucky if I even know how to spell them

May 19, 2018 04:24 PM #25
Rainmaker
1,692,624
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

George Souto - Aren't you glad that you have other strengths that still make you brillant and appreciated!

May 19, 2018 07:16 PM #26
Ambassador
2,479,638
Debe Maxwell, CRS
www.AtHomesCharlotte.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

Wonderful food-for-thought, Patricia! Love the post and like you, I love my thesaurus - mine is used every day of the week...as is my dictionary!

Speaking of the word 'boasts' - when I earned my cerfification from the Institute of Luxury Home Marketing, we were given several lists of descriptive terms to use in our property descriptions (as well as some interesting phrases)! 'Boasts' is actually one of the recommended terms that luxury home buyers & sellers want to read in property descriptions.

The definition: (of a person, place, or thing) possess (a feature that is a source of pride). 'The hotel boasts high standards of customer service.'

One recent example from Forbes:  "A $28 million ranch in Aspen, Colo.’s McLain Flats boasts a 13,000-square foot standalone fitness facility touting a regulation NBA Basketball court, a tennis court, a racquetball court, and hugging the structure’s circumference, a second-story indoor track." 

While taking the cert classes, it was nice to be given a more diverse list of terms to use than I had previously used or had seen used by others as well. 

May 19, 2018 09:10 PM #27
Ambassador
2,479,638
Debe Maxwell, CRS
www.AtHomesCharlotte.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

Hi Patricia!

I just scrolled up and read some of the other readers' comments - I think luxury home descriptions may be a bit different in different areas. Chef's Kitchen is a widely used term and living in Charlotte with Johnson & Wales University, we have a LOT of wonderful chefs who live in the area - as well as a lot of amazing chef's kitchens!

I also did a quick Google search and found this:

 

Chef's Kitchen

I don't like to see this description used in homes that truly have simply 'upgraded' or 'nice' kitchens either but, when a home does offer a chef's kitchen, the seller wants that shared in our marketing! 

May 19, 2018 09:22 PM #28
Rainmaker
277,715
Lynnea Miller
Bend Premier Real Estate - Bend, OR
Premier Real Estate Service in Central Oregon

Patricia Feager - I have never switched out words like you, but have used a thesaurus to come up with options which make sense when the same words have been used too often. We do use chef's dream kitchen in our market to describe a fabulous kitchen which many would love to cook in. However, I do not see anyone having an inanimate object "boasting" about anything.

May 20, 2018 05:30 PM #29
Ambassador
3,627,665
Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

The words do need to be real and not over the top leaving us thinking, what's going on here. A chef's kitchen is a $30,000+ kitchen in my market and it would likely please any chef. A remodeled kitchen can be like mine at $20,000-$25,000 and would leave most chef's disappointed. 

May 20, 2018 07:21 PM #30
Ambassador
1,733,069
Michelle Carr-Crowe-Top 1% Diamond Certified Real Estate Team Sells Cupertino San Jose Homes-Just Call 408-252-8900
Get Results Team...Just Call (408) 252-8900! - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

Patricia, thank you for giving all of us here food for thought.

May 20, 2018 11:33 PM #31
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?

Rainmaker
1,692,624

Patricia Feager

Selling Homes Changing Lives
Thinking about Moving to North Dallas?
*
*
*
*
Spam prevention

Additional Information