Whatever You Do, Never Say These Things in Your Real Estate Ad

August 23, 2019

If you can convince people that they are buying something of value then money almost becomes an afterthought. Think about the things that people are determined to buy whatever the cost. People spend hundreds of dollars to upgrade their mobile devices each year, or to buy collectibles, fashionable clothes, accessories, and so on.

Adventure tourism is very popular now. Over 18 people paid $2,000 each to spend 20 minutes on a tiny, uncomfortable, and uninhabitable islet near Scotland. Staying even a minute longer is too dangerous for non-adventurers. The trip is exotic, has limited spots, and completely sold out in less than a week. Sound incredible?

Do you know what potential buyers have a hard time seeing the true value of? Your home. I sold a home once and it was the hardest task ever. Buyers ask a million questions when they buy a home. They ask for a tour, then have a home specialist inspect it before finalizing the sale. Also, potential buyers read every word of your ad to intuit your phrasing to justify their preconceived beliefs.

About 5.3 million homes were sold in 2018 but only 13 percent of them were sold through online ads. Most people sell their homes through real estate agents. That means that your real estate ad is sharing space in a crowded, diminishing field and competing for the same attention. Most people have attention spans of 7 seconds when surfing the internet.

The average person tries to sell their home for $265,000. Many try to sell their homes for a lot more. In most cases you might get 6 percent, or less, below your asking price depending on the market. If you sell a house via online ad, choose your words carefully, especially if you are selling your home yourself.

“My Price is Non-Negotiable!”

You might as well write, “read every other real estate ad except mine!” That is what people do with phrasing like that. Business is all about negotiation. You could inflate your selling price just a little over market value to accommodate negotiation. Depending on your local housing market you must anticipate negotiation, or potentially selling for less than your asking price.

I Am a “Motivated Seller”

Potential home buyers always interpret certain euphemisms in ways that won’t benefit you. Calling yourself a “motivated seller” is one of those euphemisms. It’s basically saying that you’re desperate and need to sell as quickly as possible.

All you’ll get are lowball offers or accusations of trying to sell a low-value home. Highlight everything in your home of value to potential buyers and stick to that. Emphasizing your motivation to sell diminishes your negotiating stance and leverage.

“Sale Won’t Be Finalized Sale Until I Find a New Home”

Your woe in finding a new home is your problem, not the buyer’s. When you express this thought in an ad, you are telling buyers that their offers will probably be wasted. Closing periods for home sales usually last a month, so just extend that by 60 or 90 days.

You can field more offers and look for a new home. Don’t self-limit your potential to close a deal.

Use Strategic Words to Highlight the Value of Your Home

Don’t write your real estate ad in 15 minutes. Take time with it. Ask fellow homeowners, someone you trust, to look it over and get their opinion. Know the true market value of your home and craft your ad in a way that entices buyers to appreciate its value.

You want someone to pay you hundreds of thousands of dollars, or more, for your home. So, remember that words matter.

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