Buying a house is an arduous process. Anyone who has bought one before (or is in the midst of buying one) can relate. Aside from the final decision of which house to buy, buyers consider a myriad of issues (legal, financial, etc.) before they actually make a purchase. So, what is it that drives people to make the decision to initially visit a property? The answer is, this visit is heavily influenced by marketing and communications.
The specific marketing and communication styles listing agents use undoubtedly
Here’s my brief take on the listing descriptions and listing photos describing what you see (and don’t see) versus the actual qualities of the property. Disclaimer: This is based on my personal experience and doesn’t apply to all real estate listings.
Listing Descriptions Translations:
- “Great investment opportunity!” = This property requires a lot of work—and additional money.
- “Location, location, location!” = Often true, but the house will need work
- “Original character/charm” = Old house
- “Convenient location to/Minutes away from [hospitals, highways, colleges, train station]” = You’re next door to these places, or within earshot of them
- “Unique opportunity” = Not the right house for most people
- “This home is larger than it appears” = The property has a substantial amount of space in terms of square footage,
howeverit isn’t utilized properly resulting in small, choppy spaces
- If something is listed in the description, but you don’t see a photo of it, then there’s likely a reason why there’s no photo—and it’s probably not a good thing
- Beware of wide-angle lens or fisheye lens pictures. If you think, “Wow, this space looks huge for the size of this house!” then it probably isn’t; rather, it’s a trick of the photographer’s lens
The examples above are just a few that I’ve personally seen first-hand during my home-buying experience. Marketing and communications are a pivotal part of selling a house, and listing agents are proficient in crafting a great sales message. While it can be frustrating to potential buyers, the strategy behind this sales message can be adapted and utilized by businesses in any industry.
While real estate marketing often
Senior Manager for ENC Strategy and digital marketing enthusiast. Born and raised in the great state of Maryland and graduate of Ithaca College. Slightly obsessed with her little dog, Moose. Will gladly cook you a delicious pasta dish, followed by five other courses. Loves cheering on her (now championship winning) sports teams — Washington Capitals and Philadelphia Eagles.