How's Your 'Blurb' Appeal?

June 8, 2011

You could be turning off buyers with your property descriptions. Here are some things to avoid to increase your “blurb appeal,” according to

-Avoid hyperbole and exaggeration. Don’t use “the best” to describe features in the home. You’ll make buyers skeptical and assume that you’re exaggerating.

-Don’t imply that the property is being flipped.

-Make sure the photos you include match your descriptions.

Research studies have supported the idea that the wording you use in property descriptions can greatly influence buyers and the sale of the home. For example, a University of Texas at San Antonio study found that descriptions that state facts about a home tend to be associated with increased selling prices. Also, a study by the University of Guelph in Ontario found that when listing’s ads incorporated words like "beautiful" — rather than "move-in condition" — the sale price was influenced by 5 percent or more, as much as $15,000 on a $300,000 house.

Also, researchers found that words that reflected “curb appeal” or the attractiveness of the home, such as good neighborhood or excellent upkeep, also were found to help the property sell faster than homes that were described as being a "good value.”

Source: “How to Spoil a Home Description,” (June 2011) and REALTOR® Magazine online