A recent study was done to examine how word selection in real estate ad copy affected the outcome of the sale. Originally detailed in The Seattle Times, the study came up with some interesting results:
Words matter. Wars have started over them. Civilizations have collapsed because of them. And it appears the speed with which a house sells might be determined by them.As listings grow old on the vine in this flush-with-inventory market and frustrated sellers reach for the slightest edge, the findings of several academics might offer guidance.
For example, a Canadian professor, as part of a broader study on real-estate sales patterns, found that homes where the seller was “motivated” took 15 percent longer to sell, while houses listed as “handyman specials” flew off the market in half the average time. FULL STORY
As I reflect on the story, I realize from my own experience how much sense this makes. Most home buyers make emotional decisions, not logical ones. Sure, they’ll buy in an area that makes sense, within a range that makes sense, but when given the opportunity to buy a beautiful home or a value (both within their criteria), most buyers will pay more for the home that captures their heart.
It just goes to show that you have to pay attention – from the words that you use to the agent you choose.