RISMedia's Real Estate Magazine

NOV 2014

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/402040

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Page 85 of 142

RISMedia's REAL ESTATE November 2014 81 {Sales and Marketing} In 2013, Point2 conducted a study of nearly 300,000 active, U.S.-based listings to produce a list of the most popular terms used to describe homes for sale or apartments for rent. Some of the results were unex- pected and surprising. After all, who would have thought that the word "beautiful" would appear at the top of the list? Top Three Most Buzzworthy Terms Used in Listing Descriptions No. 1 BEAUTIFUL is the most fre- quently used word. Perhaps due to the fact that it appears more con- vincing than "OK," "nice," "great" or "cute," but also because to some buyers, it may sound more trustwor- thy than "fantastic," "incredible" or "dazzling." "Must see," "dream" and "great" also ranked highly within the list of descriptors used by agents. NO. 2 HARDWOOD FLOORS comes in second on the list. This specifc feature represented a must-have for a large segment of online consum- ers, most likely conveying the likeli- hood of other quality amenities. Agents should include this term with- in their property description when possible. NO. 3 STAINLESS STEEL APPLIANCES are in huge demand; therefore, every agent should mention them when ad- vertising a home. Additionally, specif- ic brand names do matter when list- ing appliances. Read below to fnd out which brand names generate the most interest when describing home appliances. Brand Names Impress Point2's research indicated that cer- tain brand names should be included when listing a property. For example, Sub Zero ranked No. 1 in the brands preferred by homebuyers. Other preferred brands include Vi- king, Miele, Bosch and Whirlpool. Privacy: A Must-Have When Listing Luxury Properties It would seem that mid-range homes and luxury mansions should not be described in a similar manner, since they appeal to different audiences with different lifestyles and expec- tations. "Beautiful" appears to sat- isfy the average homebuyer, but it does not meet expectations when it comes to properties listed upwards of a million dollars. Point2 discov- ered that within the high-end real es- tate segment, special keywords are affliated with specifc price ranges: 8 $1 million and under: When ad- vertising properties, most agents refer to a "well-maintained" home with "lots of storage" and a "covered front porch." 8 $1-$5 million properties: Along with the price increase, demands on specifc features were also more prominent. Popular keywords in- clude: "ocean views," "guesthouse" and "media room." 8 $5 million and over: Unless you advertise a "wine room," "pool house" or a "home theater," chanc- es are low that you'll attract the at- tention of this top-tier luxury buyer. Make sure to include these eye- catching descriptions to impress the most affuent buyers. RE To access the complete list, visit www.Point2Homes.com/news and download the free report "Top 100 Most Popular Real Estate Listing Keywords." Point2 Homes is owned and operated by Point2, a member of the Yardi® family of companies. Point2 Homes is a comprehensive online real estate marketplace that helps connect buyers with agents. Most Popular Keywords When Listing a Property "B eautiful apartment," "dream home" and "spacious living room." These are just several of the most popular terms used by U.S. real estate agents when creating a listing description.

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