Are you planning to sell your house or apartment this year?
Then trying using some of the ‘hot button’ words that help drive sales.
An analysis of the 3.8 million words used to sell property in Australia in 2012 reveals the key words to which buyers respond.
“Real estate agents are expert at selling,” says the Manager of Policy and Public Affairs for the Real Estate Institute of Victoria, Robert Larocca. “They have a very good knowledge of what makes a home stand out.”
He says that the key words to use depends on the housing segment.
“In million dollar suburbs, buyers respond well to terms that highlight the proximity to good schools and high end features.
“If an advertisement for more expensive properties includes ‘Gaggeneau’, ‘European oak’, ‘coffee machine’ or ‘premier schools’, the home is very popular.”
But in the housing segment which is more affordable, Mr Larocca says other words are important.
“In the affordable segment the most prolific words include ‘per week’, ‘portfolio’, ‘tenant’, ‘vacant’ and ‘possession’.
“The use of the term ‘first home buyer’ is also popular for homes selling for less than $400,000.”
Mr Larocca said that, regardless of the price, it is important to highlight a home’s spaciousness.
“Not only is the word ‘space’ very prolific, but so too are the words ‘area’, ‘large’ and ‘open’.”
He says that an analysis of the words used not only reveals the common features in marketing a home, but it also reflects what buyers are looking for.
Key words - all properties (houses and apartments)
- home
- area
- spacious
- family
- reverse cycle air-conditioning
- large
- open
- close to shops
- inclusions
- private garden
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