I wrote a featured post recently about choosing your words carefully when it comes to an agent's tag line and how to make that better. As I was writing that post, I kept thinking to myself.....Well, what about all of these listing ads?? Why not write about them as well??
I see examples all the time of bad MLS photos. But, what is more prevelant to me is the incredible lack of decent COPY in these same listing ads.
See...One of the more routine activities of a Realtor's job is to write copy for the ads that are used to support your listings. Whether those be online, print, brochures, or flyers, the goal of these ads is create a positive explanation of the property that will increase the flow of traffic to that ad from interested buyers. And, lets face it....that is the ultimate goal in this form of advertising.
However, it is fairly easy to fall into the grey area and start to make statements that aren't necessarily true...perhaps even blatently false...and even worse, bordering on discriminatory.
Now, I know that no one actually intends to write copy that is discriminatory. But, the fact of the matter is that some of the text used can be just that depending upon who is reading the ad.
Here are some of the reminders that I have compiled both from some of the listings I have seen and a list that I found in BrokerAgentPro:
1. Describe The Features Of The Property Remember to stick to the facts about the property. Obviously, you can embellish a bit to make the language more fun, but don't blow it out of proportion. Also, don't profile your potential buyer by focusing the ad on one specific style of buyer. We all have some idea of what type of buyer will suit the need for the property, but isn't every financially qualified person a potential buyer? Here are some examples of what you should say:
- Condo with exercise center and pool
- Historic home with wrap-around porch
- Qualified Senior Housing
- Located On Cul-De-Sac
- Bring your Hammer and lots of ideas!
- Extensive Remodeling including windows, new floors
- Bright and Sunny living room
- Comfortable and Spacious
- Designer colors!
Avoid phrases that focus on the buyer. Also, consider subtle little things that might be interpreted wrong by a potential buyer:
- Empty Nester's Paradise (Are kids welcome??)
- Great family neighborhood (Will singles be allowed??)
- Hispanic Community (Uhhhh...Do I need to elaborate??)
- Near Indian grocery (Is this the Indian part of town??)
- Perfect for a single guy (Is it not safe for a single female????)
- Bring your kids! (Uhhh....Sorry, but I dont have any....)
- Totally remodeled (Really??? EVERYTHING was redone????)
- New heat and AC (The entire system or just the unit itself???)
- New carpet! (Well, it was new last year...)
- Wonderful neighbors (Rock bands are fun neighbors!)
- Kept in perfect condition (Oh yeah?? Is that what the inspection report will tell me???)
- All new appliances (Does that include the water heater and the furnace?)
2. One thing that agents like to do in the ad copy is make descriptions of the neighborhood that the listing is located. This is all well and good and adds a sense of the community, as well as the home itself. Some good examples are:
- Gated neighborhood
- On golf course
- Horses allowed
- Tree-lined street
- Secluded off-street location
- Close to Shopping
Now, remember...its perfectly OK to talk about the neighborhood. But, it is NOT OK to talk about the neighbors! Don't use language that establishes a preference to the type of person that will fit with the local flavor. Phrases to avoid:
- Exclusive area (Really....excluding whom???)
- Elite neighborhood (Who qualifies for this???)
- Country Club location (Are non-members allowed to buy there??)
- Surrounded by young families (So...elderly need not apply.)
- Mature area (So, you young people...you go somewhere else.)
3. Whatever you do, do not offer up assurances about what CAN be done with the property. Not only can adding onto the existing home be more difficult that you anticipate, but the buyer could take your statement at face value and then be very disgruntled later on. Between permits, easements, building codes, and neighborhood opposition...who knows. Anything could stop them from being able to do what YOU said could be done. So, avoid things like:
- Un-obstructed view of the lake (From now til when???)
- Perfect for a bed and breakfast
- Add a second story and see all of downtown
- Ready for a new master bathroom
- Plenty of room for a pool (Of course, we have to move your sewer line and the underground gas line and the......)
4. Lastly, in the attempt to remain perfectly accurate, dont use brand names in generic ways...
- Jacuzzi tub (Umm, its says Whirlyride on the drain...)
- JennAire grill (Umm, the lid says Coleman...)
When it comes to marketing a home, the goal of the ad copy is to describe the features of the home and to attract quality buyers. It is increasingly important to use accurate language. But, more than that, it is vitally important that you do not violate anything within the COE or the Fair Housing laws. NEVER refer to the sex, racial origin, family status, or age of ANY potential buyers or current residents of a particular area. And remember, if you direct your advertising to target a specific type of buyer, you are discriminating against other buyers that may be just as capable perhaps even more capable of buying the same property. And even more importantly, if you submit an offer from a potential buyer, and the offer is rejected, the buyer could feel that the rejection is a result of some form of bias against them based on the descriptions put in the ad.
One of the best lines that I was able to find when it came to writing ad copy -- "Ignore the ambiguous meanings...Remember that YOUR REPUTATION IS AT STAKE!"
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I would like to thank Jeff Dowler for calling me out on this post earlier on my previous post. :-)
Hope you like this one, Jeff. :-)
Great post and a very good guideline for agents. Sometimes it can be very difficult to describe the property and since we are all sales people I can understand that you can get carried away.
Anne -- Thank you so much! Im glad you liked the post and got the intent of the meaning behind it. :-)
As they say, describe the house not the people. You can always keep it to the basics of how many rooms, style of home, etc.
Mary -- Exactly! And you can do it in a way that doesnt alienate any potential buyer.
Good guidelines, Clint. I like to read remarks from agents in different area's to get inspiration. Jacuzzi is a brand but all might not be jacuzzi's so I just use spa tub if I can't remember...like and old broker told me you might end of buying a jacuzzi if you use that.
Missy -- Thank you very much! Nothing makes me smile more than seeing your shining face on one of my posts. :-) ---- I usually attribute that to a job well done. ;-)
You're right! That can be really mis-interpreted by a buyer and can lead to just what you described. Better to err on the side of caution than have to buy a new Jacuzzi tub for them. :-)
Clint, I've bookmarked this one. It is easy to let your MLS description get a little stale. Some phraseology is too ingrained not to use. Your guidelines will help me make my writing a little fresher! Thanks.
Excellent Post, the last thing that buyers appreciate when showing up to a home is finding out ad was wrong. it does no good to get them in the door if they turn right around and walk out. Plus, the whole fair housing issue, that always needs to be at the forefront of your mind!
Susan -- Thank you so much! Im glad you liked this post and think it will help. ;-)
Jason -- Thank you very much! And, any form of mis-representation immediately instills doubt. It makes everyone's job that much harder.
Great guidelines and lots of food for thought. After copy, focus needs to be on the images where often the value of "a picture is worth a thousand words" is ignored with poor photography and lack of creative and out-of-the-box thinking. The home is online today and not in front of the prospect looking at it in person and making a sign call. Technology has changed everything we do and it is time to uptool all skills. Your post is excellent and I will use it in the MLS orientation classes I teach for the Santa Fe Association of Realtors.
Emily -- Thank you so much! I am very happy to hear that you liked the post as much to use it as a teaching tool! Very pleased!
And, with regards to what you stated about the supporting photography, I couldn't agree more!
Jason,
Thanks for writing this post, great guidleines.
OOPS, Sorry Clint, not Jason..
Clint, I'm passing this one on to all the agents in my office. Your guidelines could save some legal action to some. Now I think I better go check my own ad copy. You're so right, we get carried away sometimes and don't necessarily think enough about what we're putting in.
Jason, great post. We are selling a house and need to focus on describing the home and not the type of buyer who might be buying it. Some MLS companies actually have lists of forbidden words like "walking distance to park", etc. Great post and thanks for sharing!
Clint:
In my neck of the woods, we are not suppose to use commerciall names such Jacuzzior nor can we say that it a Jack & Jill bathroom. To often I see no descriptions in the MLS. Many agents are doing the bare minimum as to descriptions in our MLS.
Ron and Alexandra -- Glad you liked it!
Marian -- Thank you so much! And, things that can sound so simple can mean so much different to those that read them...It really helps to keep these things in the mind of the buyer and try to see what they will see.
Joyce & Terry -- Jason?? Thats twice now in the same post. Ah well, as long as you mean Jason Crouch, I will take it as a compliment. :-) You have the right idea!! Avoid things like that cause it will eliminate potential buyers....good call.
Lorraine and Loretta -- And that is also a discredit to the listing. Give too little info will cause buyers to skip over it just because it is not interesting enough to even write about, must not be a good home. Thats almost as bad as over-embellishing!
Great post! I wish the other agents that attend our weekly MLS meeting would read this. Lots of violations there and I'm sure they aren't intentional.
I agree, the copy is part of selling the property and it has to be accurate. Lately, I've been seeing a lot of errors in the copy in addition to poor photos.
I bookmarked this one Clint! Maybe you can teach a class on this. :)
It is scary--you never know who is listening. But then again if you are speaking your own truth should it matter.
shelton
Rob -- Thank you so much! Feel free to print this post and hand it out to them. I would be honored. ;-)
IMF -- You are exactly right!
Jackie -- I'd love to be able to teach a class on this topic...it's somehting that Im really hot-n-heavy about getting done right in this industry. ;-)
Shelton -- It does matter if what you are saying is being interpreted incorrectly by those hearing your words. Therefore, you want to use words that drive everyone listening to basically the same conclusion without eliminating anyone from your potential pool.
A great topic for discussion. It was not that long ago that I heard someone speak on this topic and she warned us about not using subjective phrases. One good example is "walking distance to..." What may be walking distance to one person may be a bus ride to another. We cannot be too careful with the words we choose.
Excellent guidelines and a reminder to keep ad content objective.
Great Advice. I'm printing it out now. One thing I found that works for me is to write the description of the property just after taking the phontos so the info is fresh in my mind. I keep it in a word file, and then look at it the next day to see if it makes sense, and then submit it after a second or third edit. Some of the descriptions I see are the same thing over and over. TRY TO KEEP IT FRESH! :-)
Clint - thanks for the reminderr about ads and MLS cpy. I see stuff all the time that is questionable, and suyspect I have made mistakes as well without realizing it. I/m glad to see this, especially after my comment. Good stuff for us all to remember.
Jeff
Excellent post Clint; succinct, concise, clear, AND timely. We can all use a refresher on the 'do's' and 'don't's'
Barb -- Thanks! Subjective phrases are always a bad thing...and avoiding them is going to be the best option regardless.
Dave -- Thank you so much!
Geoff -- Awesome! Keeping it fresh is always a good option and re-reading what you wanted to post originally at a later time is always important. Things that sound right originally end up being incorrect when you look at it again.
Jeff -- You are so welcome! And, thanks for the prodding to get it done. ;-)
Steve -- Thank you very much!
I love the "Bring your hammer and lots of ideas." LOL! Many of the big REO agents have assistants and their public remarks have been disdainful (not to mention illegal, unethical, etc). Like "community playground, perfect for families." YIKES!
Featured @ Club Chaos
Renee -- Thanks! Glad you liked that line. ;-) And yes, I have seen those same ads...incredible that they are allowed to use that kind of speech, in my mind.
Carolyn -- Thank you so much! :-)
Just had my every 3 year Fair Housing econtinuing ed. It is a good reminder to focus comments on property not people. Empty nestor, executive home etc is a violation.
A great reminder of what to exclude from our listings as well as include. I notice that sometimes I get in a lull with my remark writing and they all start to sound the same.
Clint,
Thanks....this is a great reminder....I am going to bookmark this one! It is sooo easy to slip...thanks!
Joe -- not only is it a good idea, it should be your only focus. And, for the reason you just listed. ;-)
Cara -- Thank you very much. They do all start to sound the same...and that is why it is so important to pay attention to what you are writing about your listings.
Lori -- You are quite welcome! Im glad you liked the post!
It's sad that we as a society have taken common sense out of our communications as professionals.
Our laws don't allow for intelligence in advertising. Anything that can identify a property more accurately for buyers AND can be remotely construed as steering is jumped on, regardless of context, use or intent.
I like this post ... especially the "no-no" list, many items of which would get you in hot water with the licensing board here in Texas.
Mike -- I agree to a certain extent. I think that we would be off if we steered away from the actual LETTER of the law and went with the spirit of it's intent. That way, you could accurately describe a property to fit a set of buyers without being flagged for an infraction.
But, it is a lawyer-ruled world. I just live in it. :-)
Kyle -- The will get you in the same tub of crapola in just about any state in the union, from what I have seen. ;-)
Excellent post Clint and good reminders. We all make accidental blunders of this sort every once in awhile so thanks for the advice.
Lyn -- Thank you and you are quite welcome. Anything I can do to help. ;-)
All good tips/advice here. Thanks for getting it out to us today.
Patricia/Seacoast NH
Clint - this is a good read to keep agents out of real estate jail... so many times we read copy that is just plain in violation of Fair Housing. And as usual - congrats on the well deserved featured
!
Great guidelines for writing good & accurate copy for our ads and promotional material!
Great guidelines, Clint - am bookmarking this for future reference.
Patricia -- My pleasure!
Pam -- As usual, you say.....You make it sound like I have a featured post every other day. ;-)
Laxson -- Thank you so much!
Lori -- Awesome! Im happy to hear that!
Hi Clint, thanks for the tips. I'll keep them in mind the next time I list a property.
Anon -- You are welcome! Im glad you liked the post!
Great info. These are things that we need to think about when writing our copy. Thanks for the reminder.
Clint - this is one area I do put much thought into. I feel it is important to paint a real picture with the written word, not fluff the words to draw people to see what is not really there. You provide great examples that contrast the do use and do not use verbiage. Great post - congrats on the feature.
Tom -- Thanks! Im glad you liked the reminder.
And if it is near the beach don't put "walking distance to the beach", since that discriminates against buyers who can not walk.
Kathleen -- I am happy to hear that! You seem to be a bit of a rare breed when it comes to this. Thanks for the congrat's. Im just happy it is being read. :-)
Joe -- exaclty! Or...buyers that can not walk a sustained length. good call.
The NAR (National Assoc of Realtors) suggest using persuasive prose when writing a description of your property
"Walk among the sunlite pines trees"
"Watch the squirrels frolick while eating breakfast in your kitchen"
etc, etc, etc
That's what I try to instill into my realtors
Awesome post! It is easy to overlook these phrases... and therefore potential buyers that you've excluded!
Chuck -- And all of those are really good phrases that help paint a picture in the minds of buyers without sounding like you are discriminating (for the most part). Anything you can use to paint that picture without steering people away is great!
Shana -- And that is just what this post is intended to get people to realize. :-) Exluding buyers is simply that...exluding people that may buy what you have to sell. Since that is your livelihood, why would you do that?? :-)
great post! I've seen much more blatant examples recently, so it's great to hear I'm not the only person that feels this way!
Jonathan -- Thank you so much! Yeah, I have also...irritating, isnt it. ;-)
Great post Clint....I know I have made my share of mistakes on my listings....will need to pay more attention....Thanks!
I have thought about some of those terms. Instead of Mature Neighborhood I would state Established Neighborhood; I do not know if that term gets me in trouble too. Instead of exclusive I use terms like highly Desirable area. Again there is ambiguity; but fluff talk is legal "Best Buy in Town" is legal even if subjective.
Dennis -- My pleasure! Thanks for the comments!
Gene -- I dont think "established" is nearly as bad as "mature" can be perceived. And, the other examples you show are great. And, yes....that BEST BUY thing is played out.....ugh.
Fabulous!
Bobbi -- Thank you so much! ;-)
Clint - I think the most important thing in your post, is the easy to slip up on aspect of delivering local neighborhood info without violating any Fair Housing Laws. Things like "near Catholic high school" might seem innocuous, but are quick ways to be called out for a violation. Things that seem more like being thorough, can easily be construed as being discriminatory.
PS Congratulations on the news about your hand, sounds like it's working out great and I'm sure you're loving it.
Matt -- exactly. It is sometimes hard to be descriptive without crossing that line...or being called out for crossing it.
The hand is doing well...I am very pleased I had this done. It is very much worth the cost and the short term pain...
Clint,
I'm a huge fan of yours....so your advice is priceless. All really good/valid points.
Laura -- Well, thank you so much! that is one of the nicest comments i have gotten today. much appreciated!
Well said, Clint. We have so many "Premiere" neighborhoods in our town, how can a buyer possibly choose one? Great post.
Great post. Using the word Jacuzzi as a generic term instead of a brand name to describe a whirlpool type tub is a frequent mistake -- also be aware there is a significant difference between a jetted tub and a whirlpool tub, these terms are not interchangeable. The other mistake I see fairly often is Pacific Cloth ... that is a brand name.. unless you see the brand stamp imprinted, you need to say something along the lines of "anti-tarnish silver-cloth" ... many of the Butler's Pantries in my area have cabinets, drawers and closets lined with it. And, please, under NO CIRCUMSTANCES identify the brand name of the security system in writing, or give any details about it ... ie "armed doors & windows", "camera suveillance" , etc. These types of issues are best descirbed verbally by the agent ON SITE when they are face to face with a prospect if in the agent's best judgement doing so is necessary and relevant.
The other thing I've started seeing in new construction is prayer rooms ... are you guys starting to see these? The builder specifically wanted it highlighted and we danced around trying to find appropriate language and finally settled for "Prayer / Meditation Alcove with display niches, travertine floor and bench seating" I'm curious to know if any of you guys have also started to see these and how you describe them in the brochure text or room by room description. Thanks, J
Kathryn -- Thank you so much! Im glad you liked the post. "Premiere" (I prefer "established" "desirable") is a great example....Its scary what seems like is perfectly fine is really a bad term
Judith -- Thank you so much for both the kind words and the awesome and well thought out comment.
Yes, Brand names are a big no-no especially when they items in question arent of that specific brand. You bring a very valid point about security systems....that seems like you would be setting your sellers up for an issue in the long run.
Prayer rooms...that's a really touchy subject. Although not applicable here, as of yet, in areas where the culture is mutli-lingual and very diverse, this can get you in hot water. And, I think that you chose language that not only describes the space nicely, but downplays the actual intent of the space itself this making the steering issue less of a sticking poing. Nice job!
"The NAR (National Assoc of Realtors) suggest using persuasive prose when writing a description of your property
"Walk among the sunlite pines trees"
"Watch the squirrels frolick while eating breakfast in your kitchen"
How do you "walk" if you're in a wheelchair?
How do you "watch" if you are vision-impaired?
AND, are the squirrels frolicking AND eating breakfast in your kitchen?
Excellently wirtten post. Everyone needs to be reminded of the power of words! Improper use can cause legal problems, of course. Proper useage carries such impact in our business and personal lives!
And, on a personal note, Clint--your responses in such a timely manner certainly emphasize your personal and communication skills!
Elizabeth -- Valid points, all around. I can not refute your logic.
Marilyn -- Thank you so much! Both about the post and about the follow-up. ;-) I preach follow-up to my agent clients for my services...so, I only think it fair that I provide the same thing I preach to them when requested of me. :-)
I remembered another big one because we have a lot of chandeliers in the homes we sell. Pls don't say "crystal" unless you know for sure it is. Whether its a chandelier or a fancy drawer pull in the powder room. Glass is considered "crystal" by its manufacturing process AND the lead content in the molten glass --- there is no way you can know that by looking at it. How can you "know for sure" ... ask the Seller and when you write it up ... asterisk it. EXAMPLE: Multi-tiered crystal* candelabra chandelier with cascading prisms and drops, on dimmer switch, with electric lift" * = Per Seller
Anything you cannot SEE the brand name and the Seller tells you, pls just asterisk it in your descriptions.... and this is how you explain it to you seller: "You say these counter-tops are CORIAN? Great .. so we'll write it up "Corian* counters in Kitchen ...." and NOW all the people who are fans of the brand will be attracted to it, this is just great! About this time your Seller may say something along the lines of ..."Well, now that you mention it ... I'm not TOTALLY sure its CORIAN, .... and I certainly don't want to mislead anybody ... so maybe we'd better leave that off?? Good call.
Judith -- excellent points! Thank you for adding that caveat!
Another great post from you Clint. I have a couple of books that were in this office when I bought the business on the subject (and although they are quite old now) that I insist my agents read before writing ads or MLS copy. That way as the broker I have lots less "corrections" before copy is submitted. And I love your comment about the "spirit of the law". I don't think anyone writes ads with the intention of excluding anyone, but you certainly have to be careful as to what buyers may "think" when they read your ads.
Ahh, Fair Housing. Nice topic Clint. One of my passions - I actually am developing a Fair Housing course that I hope to one day have approved by our Real Estate Commission so I can teach it. It should be so simple to write ad copy - just talk about the property - but so many want to talk about who may live in it or around it which creates all kinds of trouble. There are so many products out there that have taken on a "generic" meaning. I call all cotton swabs Q-tips, all facial tissues Kleenex, all Ibuprophin Advil, etc. It is hard to remember that not all laminated flooring is called Pergo, and as Judith mentioned, not all solid surface countertops are Corian. We need to be mindful of all of these things even though most times such comments are innocent. Unfortunately, they could be VERY costly.
Great post Clint
#25 Barb - OMG - I am using this one now! Will fix that as soon as I am out of the rain! Have a listing very near a hospital : One good example is "walking distance to..." What may be walking distance to one person may be a bus ride to another. We cannot be too careful with the words we choose.
I am printing out your whole post so I can have the suggestions right in front of me. Thank you. I always learn so much when I take the time to read the featured blogs.
Tammy -- Thank you so much! And that is a good habit to get into with copy...making sure that they know what the boundaries are BEFORE submitting the info saves both of you time and effort. Good call.
Diana -- Thank you very much! Ohhhh....Im envious! :-) Feel free to include this post in your class when it is approved. :-)
Angela -- Thank you very much! And yes, I agree with both you and Barb on that one...
Thank you very much!
Hey Clint - What a response! Great post and thanks for the tips. I'm thankful I was an English major when it comes to this stuff. (Not that i am immune from messing up my ads because of that). By the way, I got my major from your hometown school. GO GRIZ!
Clint ---- one that I learned a long, long time ago --- in the South, we have heat pumps. Well, you cannot tell the difference by looking at them --- I ended up buying a heat pump because I advertised a listing that way and it only had AC. Congrats on your feature.
Kent -- Always nice to talk with a fellow Griz-Nation Member! :-) (By the way, the team went 11-0 this year in the regular season, won the Big Sky conference, and is ranked #1 in the FCS playoffs, just to let you know....)
Liz -- Ouch..Missy Caulk was saying something along those lines about a Jacuzzi tub...Bummer lesson to learn, but I bet you dont forget it. :-)
Clint, I think you just helped a whole bunch of folks out. So many of the ads look so much alike and some really do go over the edge. You had some good sound ideas that should keep everyone out of trouble, and liven up their copy.
Guy -- I really hope I did...Thanks! :-) Very much appreciated!
The English language can be used to describe very specifically and it is assumed that the real estate professional knows their job is to entice, with the verbal or written word, and expedite the exchange of properties. We should all try to use our language to it's fullest potential.
Your consistent reply to all the comments is very impressive.
Thank you
Mike -- I completely agree with your assessment.
And, I believe in follow-up. If you have a comment, it should be addressed. :-) That only seems fair.
Great post! I am printing this out to save! It is so easy to get poetic and step out of line~
Vanessa -- Thank you very much! I hope you find the post of value! :-)
Once again a great blog with great facts. I am surprised daily by the wording realtors use in their descriptions of the homes. Just makes you want to shake your head and roll your eyes.
Clint, This was great. I am going to show it to my partner in ther morning.
Clint - this is a very good post and you make excellent points. Our MLS actually flags listings if content is not appropriate.
You should be teaching an update class. Great information that we all need to hear to keep us out of real estate jail.
I remember a time when 'Mrs Clean lives here was an ad"....... hmmm.. handyman special.. what about the ladies are they exclueded? wow makes me think ...
I really like a post when I have learned something, and this one has my wheels turning. You have made some excellent points, and I can think of a few phrases I will think twice about using again.
Thank you for this important and very well written post. I will be referring to it often.
It amazes me how bad some listing ads are. I saw one once that said "contractor said it needs about 30k worth of work before it's liveable, if you're good with your hands maybe you can do something with it". LOL WTH!
Clint, I love how thorough this post is. I really do try my best to be factual, detailed and informative in the information. However, I do love when the agent don't read the details or private comments that would have answered their question in the first place. All the best, Michelle
Clint, I love how thorough this post is. I really do try my best to be factual, detailed and informative in the information. However, I do love when the agent don't read the details or private comments that would have answered their question in the first place. All the best, Michelle
I'm sure many of us have heard a lot of this before, especially regarding the discriminatory language. Yet, it happens, and this is a good reminder to be careful and accurate in our statements.
Clint, this is a great summary of what's important in ad copy. Being an English major, I obsess over my ad copy maybe too much sometimes, but that's how important I think it is.
Gosh Clint, you're so good at correct and effective marketing. I wish you could make some suggestions and comments about my industry, home staging, as well.
That's a very good explaination Clint. Our MLS will actually flag words that may violate Fair Housing Laws. Thanks.
Our words can seem quite harmless to us but we all need to think before we post.
Clint - This is a terrific post, my friend. I can see why someone above thought that you were me. ;)
Clint, Good reminders. It is always important to be specific and positive about our descriptions. It is easy to say things we shouldn't say without even trying. Thanks for the blog.
Clint -- a great post and great reminder on writing clients property descriptions. Don't you just hate it when an agent writes and unrealistically puffs up/glorifies a listing? You have a buyer who has seen the write up online and wants to see the property and you don't have time to preview it and schedule the showing sight unseen. When you get there it's a dive and totally misstated! Actually a fixer upper. There are proper ways with the sellers OK to describe these properties so there are NO surprises.
I find that sort of thing a total waste of everyones time and a disservice to the seller on the listing agents part. Properties and agents get reputations in communities.
Sue of Robin and Sue
Trisha -- Thank you very much! I am as welll...and yes it does! ;-)
Ted -- Thank you. Please do! I hope it helps!
Sharon -- Good for your MLS...does it hold those agents accountable for changes?
Linda -- Wow! Thanks!
Janet -- Exactly...Just about anything you can say will exclude someone, it seems.
Renee -- Awesome! Very much appreciated!
Nathan -- LOL!!!
Michele -- Thank you! Yeah, there is something to be said for finding the information you want yourself before asking for someone else to get it. ;-)
Christine -- I know Im not the only person to have said this...
Frank -- Thanks! Hopefully, more people will think so, too.
Shirin -- Home staging, huh? Hmmmmmm....might work on that for you.
Wayne -- Glad you liked it.
Terry and Bonnie -- Agreed.
Jason -- Thank you very much, my man...yeah, it was kinda funny that I got called "jason" a couple times. :-)
Jirius -- Glad you thought the blog was helpful!
Sue -- I agree with you....it is a waste of time. And it's unfortunate to think that people think it is ok to blatantly lie about a listing just to get a showing. Irritating!
Hey Clint - ...as if I didn't know their record. Once a Griz, always a Griz. I might even have to blog about them after their big win this coming weekend. Stay tuned.
Kent -- Make sure you send me a link.... ;-) GO GRIZ!!
Thank you for this post! I need to revamp my wording and you and some of your comments here have given me the push I needed. My personal favorite is "The best deal in town"...says who!?
One of the things that has worked in our office (in the past) is asking the seller to describe their house, what do they love about it, why did they buy it? You can get some great stuff that way, but I have gotten out of the habit! oops.
Oops again, I got so excited about your post that I forgot to login before commenting...#119 is me! :-)
ANON -- Ewwwww, I hate that phrase. ;-) And, that is a good point about asking the seller's opinion. Nice addition.
Amy -- Nice to know it is you!! :-) Hi Amy!
Cheryl -- You are quite welcome.
Great post, CLint. I'm glad it got featured. You made several valid point. Many agents "shoot from the hip" when writing ads, and that's a big mistake.
Clint,
Thanks for a very well thought-out blog! There are tons of ways to say things that will keep our butts out of trouble and you made a very nice list!
Good points, indeed. I liked reading this blog. One comment I see a lot in our MLS in NJ, agents saying "in close walking distance to train" or something. "Walking" is discriminatory, but agents seem to want to say it again and again.
I also hate it when agents want to give me a lot of puffing when I call for an appointment or am giving feedback. I'm the agent, don't try to snow me, but it is okay to point out a key FACT.
Marzena -- Yeah, writing ads requires thought and insight...and special attention to detail.
Kathy -- You are so welcome. Thank you fo rhte kind words.
Bev and Bob -- You are right...walking is a bad choice.
It does not take many years until writing fatique takes over. Agents rely heavely on 'boasts' and 'huge' to describe everything. In the vastness of developments clustered around big box stores and malls, all with the same physical attributes, a true challenge emerges to distinquish your listing from the other 42. Should one consdier "within aparating distance to mall" or would that be discriminatory towards the non-magical citizens?