In the real estate business? The words you use often seal the deal more than anything else! Learn more about language that sells homes fast.
Real Estate sales used to be summed up by the location, location, location mantra, but nowadays, it seems that it takes more than the local surroundings to sell a home quickly.
A news report on CBC Radio One last week suggested that the advertising copy used to sell a product, in this case, a residence, is almost more important than anything else to pique the interest of buyers in the market.
Perhaps it should now be, location, locution, locution?
Locution is how something is said, and in the case of real estate copy, how a home and its surroundings are described.
Homes that were described as 'beautiful' sold 15% faster than other homes on the market. Also, homes that were said to focus in on value sold quickly as well, selling 12% faster than other homes.
Words like 'as is' and 'needs some work' tend to suggest that a property is vacant, unwanted or in dire need of fixing up (sometimes, these homes are referred to as a "Handyman's Dream").
The simple use of language has the power to appeal or repel, and trust me, each word counts.
If you've been reading this blog post carefully, you may have noticed that I am referring to these properties as 'homes' not 'houses'. The idea of a 'home' yields better results than the empty notion of a 'house'.
It's not a house, it's a home.
After all, home is where the heart is, so given the choice, why would you only go for a 'house'?
Something to remember when you are writing ad copy is how certain words make people feel, or, react.
Another example of the house vs. home can be heard in the beloved modern Christmas carol, "I'll be home for Christmas".
The thought of 'Home' is resoundingly more attractive and comforting than the term 'House' which as we've determined can appear to be cold, empty and lonely.
Though it's true that a picture paints a thousand words, in the world of advertising, particularly in audio or print, those words need to be strategically chosen, placed, and delivered to sell a product, even a home.
If you're in the real estate market, I'd love to hear your thoughts on how you use language to market for your clients.
Have a Happy New Year!
Stephanie
The Voices.com Radio and Television Commercial Scripts package provides you with a library of 50 original, professionally written scripts from a variety of industries including automotive, retail, home and garden, real estate, financial services, education, and more. 
