Having read over thousands of real estate ads, it is obvious that some realtors make a greater effort at writing descriptions for their listings. I often wondered how important a well-written description is to the potential buyer, especially with the rise of high-resolution images and video and virtual tours. Do I need to be told that the kitchen has stainless steel appliances when I can see it in the pictures or video? Well someone has just released a study on just this topic. I read this on the CBC website this morning:<\/p>\n
\nNothing deters a house-hunter like the terms “must-see” or “motivated seller,” suggests a new Canadian study on language and real estate.<\/em><\/p>\n
Paul Anglin, an economy professor at the University of Guelph, analyzed home sales in Windsor, Ont., over a four-year period.<\/em><\/p>\n
“There is a basic question about how house prices are determined,” Anglin said. “I was building on earlier research that was looking into that question.”<\/em><\/p>\n
Anglin found that when realtors described houses as “beautiful” or “gorgeous” they sold 15 per cent faster and for as much as five per cent more than a comparable house. A house that was described as in “move-in condition” sold in 12 per cent less time, on average.<\/em><\/p>\n
“I guess it makes sense that every house is beautiful to somebody,” Anglin said. “I’m surprised that that just attaching the label would make a difference.”<\/em><\/p>\n
Toronto realtor Ian Shaw said it’s important to accentuate the positive aspects of a house but said the adjectives must be accurate.<\/em><\/p>\n
“If you say it the wrong way, you can actually turn people right off,” he said. “I think language is quite important.”<\/em><\/p>\n