Put More Love Into Your Listing Ads

February 16, 2016

You may want to get more romantic with your property descriptions, but move past the word “love” to describe a home.

Realtor.com® researchers analyzed various terms of endearment used in listing descriptions, and found that listings using the word “romance” had a median asking price of $820,000; “seductive” homes were listed for a median of $640,000; and “sexy” properties had a $620,000 median price tag.

Lower-priced homes, on the other hand, were most likely to contain the word “love” in property descriptions, according to a new realtor.com® analysis of 1.6 million homes for-sale. Properties described as “lovely” and “love” listed on average for $264,000 and $250,000, respectively, and homes using “loving” were listed for a median of $195,000.

Is love dead when it comes to listing descriptions? “Love is basic,” says Javier Vivas, an economic researcher for Realtor.com®. “It’s a pre-canned pitch to generically describe something beautiful.”

On the other hand, luxury products try to be more expressive with the words they use.

“When you talk about extreme wealth, you’ll see terms like ‘sexy’ bandied about,” regardless of the product, Adam Alter, an associate professor of marketing at the New York University Stern School of Business, told The Wall Street Journal. 

For example, a $2.5 million North Bethany, Del., waterfront home contains a listing description that describes “a modern romance” with “luscious views and seductive spaces.”

Romantic property descriptions also showed some regional differences. For example, homes listed in the West were likely featured words like “romantic” and “seductive.” The Midwest, on the other hand, was the least likely to use any terms of endearment, including the word “love.”

Source: “In Real Estate, ‘Love’ Hurts and ‘Sexy’ Sells,” The Wall Street Journal (Feb. 11, 2016) [Log-in required]