Can You Sell More with Fewer Adjectives?
Among the 25 most commonly used words in real estate listings are descriptive words such as beautiful, spacious, luxury, huge, and must-see.
Now, there's nothing wrong with these words. Consumers are familiar with them. But when it comes to listings, is familiarity a good thing?
Home shopping is a frustrating experience. Listing after listing, picture after picture, consumers develop shopping fatigue.
My theory is that listing descriptions can be a factor in this fatigue. Adjectives make listings vague and unclear. As a result, listings look the same during the home shopping experience—regardless of what they contain. Wordy listings full of adjectives and irrelevant information can take 30 percent longer to sell.
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