Use Power Words to Sell Your Value
Your brand is how you make people feel. Use words that explain your value and make people feel safe, confident, proud and excited to work with you.
Build effective business relationships
Client level service
Company support system
Excellent listening skills
Knowledge of local area
Knowledge of purchase process
Skills with technology
Connoisseur of Art, Wine, Antiques, etc.
Avid Golfer, Skier, Tennis Player, etc.
Use Words that Sell
Real estate listings traditionally are full of vague superlatives and subjective adjectives intended to excite prospective buyers and flatter sellers. Such words are not informative and frequently convey nothing more than an opinion or an imprecise meaning. Moreover, superlatives and adjectives can be perceived as exaggerated claims, undermining the listing’s credibility, and their appearance in listing after listing creates the impression of sameness that undermines an individual property’s unique attributes. Listings should focus on words that describe specific features and benefits using precise, objective terms and provide the type of insights and knowledge that prospective buyers need in order to make one of the biggest financial transactions of their lives. Your focus should be on selecting adjectives and nouns that are meaningful to the prospective buyer and help tell a home’s story.
Descriptive Adjectives and Brand Terms
Words to Avoid: Vague Superlatives and Subjective Adjectives (aka “Fluffy” Words)
Use words to sell the features and the benefits
-Instead of a “spacious living room,” say “a 500 square foot living room” or a “a living room large enough for grand entertaining.”
-Instead of “an oversized three-car garage,” say “a garage large enough to house three SUVs, a woodworking shop and five bicycles.”
-Instead of “breathtaking,” “spectacular” or “unmatched views,” say “looking out at the foothills of the Sierra Nevada Range” or “a 30-mile wide panorama of the Lake Tahoe’s West Shore.”
• Instead of “rustic retreat,” “secluded getaway” or “private reserve,” say “in the middle of a 50-acre forest” or “20 miles from the nearest neighbor” or “a serene spot for a family retreat.”
• Instead of “stylish” or “tasteful” kitchen, say “a kitchen with art-deco hardware and aluminum fluting that complements the home’s 1940s theme” or “a professionally designed kitchen layout with custom cabinets that offers a sophisticated entertaining venue.”
– ALL CAPS should not be used in the property description for emphasis, nor in the title
– Abbreviations should not be used and copy should be robust (sq.ft., sq.mt., approx. etc.)
– The numbers one through nine should be spelled out as such
– Never say LOCATION, LOCATION LOCATION.
– Avoid exclamation points. “!” means you are shouting at your reader. Choose strong words instead.
– Always use the full name Sierra Sotheby’s International Realty when possible and never use just Sotheby’s on it’s own (that means your are talking about the auction house).
– Say the Sierra NOT the Sierras.
– We use periods in phone numbers instead of dashes. 775.832.4900
– When referencing sothebysrealty.com, it should always appear in lower case bold with no spaces, and without any “www.” prefix