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20 June 2018

Six Real Estate Catch Phrases You Should Stop Using Now

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Real estate professionals use catchy slogans to sound smart and help people remember them. And sometimes the same ones are used for decades. Over time, these cliches lose impact. Overused and cheesy slogans can drive clients away. Nobody wants a client to shake their head or roll their eyes when they read their marketing content. The goal is to use words that positively grab their attention. With that in mind, consider six real estate catch phrases you should stop using now.

Location, Location, Location

Once upon a time, this was a catch phrase that instantly grabbed the interest of potential buyers. Now it just sounds vague and outdated. Repeating the same word three times no longer drives home the point to discerning buyers. Modern consumers want more than demanding phrases. Encourage them to take action by describing what makes the location outstanding. Is the property located near public schools and shopping? Is the house in a gated or estate community? Are there local amenities that appeal to families, singles or seniors? Define your target market and refine your slogan to express why the location is outstanding.

Motivated Seller

Using these two words is not advantageous for the sellers or attractive to buyers. REALTORS® representing sellers could be decreasing their client’s profits and increasing the time the house is on the market. Buyers instantly know the seller needs to sell the home. Investors and people with a limited budget may attempt to negotiate the price to below market value. And cautious buyers may never consider the house because they wonder why the sellers are so motivated. These potential buyers might question the location, condition of the home, and other deterring factors. As a result, REALTORS® could lose the interest of potential clients before they view the property. Finally, this statement is all about the seller. REALTORS® want to attract buyers. Doing that means focusing on what matters to them, such as the unique benefits of the listed property.

Mrs. Clean Lives Here

Real estate agents often struggle with sellers who refuse to clean up rooms filled with junk and personal items. A clean slate appeals to buyers because it is easier for them to visualize themselves living in the home. But stating Mrs. Clean lives at the house is over the top. Once again, the statement is about the sellers and not the buyers. It is unlikely Mrs. Clean intends to remain at the house and provide house cleaning services to the new owners. And laid back buyers might feel uncomfortable if they are messy or casual about their surroundings. Instead, appeal to the buyer’s senses by using powerful words such as “impeccable,” “spotless,” “well-maintained,” and “landscaped.” All types of buyers relate to these words because they describe the property, not the seller.

Better Than New Construction

Stating an existing home is better than new construction is an inflated statement. Plus, this lofty statement can be untrue. Overinflated comments make buyers question other aspects of the house. Buyers are attracted to honesty and integrity. Puffery makes buyers feel hesitant and unsure. Instead, use descriptive terms such as “recently updated.” Renovations and updates should occur within the past few years; otherwise, the home is not updated. “Upgraded” is another term that appeals to buyers because it instantly infers the house is modern and functional.

Everything We List Turns to Sold

Real estate agents want to stand out from the crowd as motivated go-getters who get results. Using a worn-out slogan such as this is a poor way to express an agency’s dedication to selling properties. Plus, this is another overinflated statement that might not be completely honest. Most real estate agents have a few listings that did not sell for some reason. A client who suspects a real estate agent of being dishonest is unlikely to list their home with that agency. Be creative and express what makes your real estate agency the one to choose above all others. For inspiration, read positive online reviews of your agency and talk to clients to find out what made them want you.

Work With The Number 1 Team In Your City

REALTORS® who describe themselves as number 1 are being vague and potentially deceptive. What criteria makes your agency number one? Do you list or sell more homes than other agencies? Does your agency get more repeat clients and referrals than others? Instead of making a blanket statement, describe what makes your agency number 1. The statement should relate to clients rather than be all about you. Focus on buyers and sellers needs rather than your accomplishments. Clients want to know you are qualified for the job and why they should choose your agency.

As far back as 1967, Time magazine reflected on the power of thought-provoking slogans. But using the same ones for decades becomes ineffective. Stop using overused real estate catch phrases. It takes more time to develop a customized slogan, but the effort is worth it. Make your agency authentic and relatable to clients rather than relying on tired slogans that no longer work.

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