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Listing description tips: 12 features home buyers covet

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Listing description tips: 12 features home buyers covet

Having already covered the words and phrases to avoid in listing descriptions, we thought it’d be equally valuable to discuss the features and keywords buyers are most interested in.

We know high-quality listing photos and videos catch a buyer’s eye initially, but it’s the listing description that reels them in, gives them greater insights into what living in the house is really like and entices them to attend the inspection.

A lot of agents rely on generic adjectives such as 'charming', 'spotless', 'unique' and 'luxurious' when describing a property, but studies show that objective ‘quality’ focused words achieve better sale outcomes.

Analysis of over 2 million US home sales by Zillow Digs shows feature specific listing keywords can help sell houses faster and for more money.

Zillow Chief Economist Dr Svenja Gudell says, ‘When it comes to real estate listing descriptions- words matter’.

‘Your listing description is an opportunity to highlight specific details and finishes that might not be visible in photos’, Gudell reminds agents.

If your listing has one or several of the following features you’re in luck. Be sure to draw potential buyer’s attention to them explicitly in your property description to optimise your property ad.

Here are 12 of the top performing keywords buyers will pay a premium for that are worth showcasing in listing descriptions to achieve speedy, top-price sales.

Barn doors

Rustic home features were a big winner in Zillow's study. Surprisingly homes with barn doors sold for 13.4% more than expected and 57 days faster than homes without this feature.

103 Sydney Street, Willoughby, NSW

103 Sydney Street, Willoughby, NSW

Shaker cabinets

A timeless and simple kitchen cabinet style, homes with shaker cabinets sold for 9.6% more than expected and 45 days faster than homes without this feature.

Farmhouse sink

Homes with trendy and highly functional oversized farmhouse sinks sold for 8% more than expected and 58 days faster than homes without this feature.

Subway tile

A hugely versatile, classic and on-trend tile choice, homes mentioning subway tiles sold for 6.9% more than expected and 63 days faster than homes without this feature.

Exposed brick

The rough texture of exposed brick is a clear winner with homebuyers seeking character and warmth within their home’s interior. Homes with this feature sold for 4.9% more than expected and 36 days faster than homes without it.

Frameless shower

Buyers are drawn to the sleek look and ease of cleaning these types of showers provide. Homes with a frameless shower sold for 4.6% more than expected and 38 days faster than homes without this feature.

Pendant lighting

A great way to show personality and style, homes mentioning pendant lights sold for 4.6% more than expected and 48 days faster than homes without this feature.

Stainless steel

References to stainless steel suggest to buyers the home features updated and easy to clean big-ticket appliances. Homes that highlighted stainless steel sold for 4.2% more than expected and 42 days faster than homes without this feature.

Backsplash

Homes that referred to a backsplash sold for 4.1% more than expected and 46 days faster than homes without this feature. So, whether it’s tiled, glass or mirror, be sure to describe the backsplash adorning your listing’s kitchen.

Heated floors

This is an especially important cosy feature to emphasise if your listing is in a colder part of Australia and during winter campaigns. Homes with heated floors sold for 4.3% more than expected and 28 days faster than homes without this feature.

Tankless water heater

A great example of a feature not typically photographed for real estate advertising but is greatly appealing to buyers. Homes with tankless water heaters sold for 4% more than expected and 43 days faster than homes without this feature.

Outdoor kitchen

A hugely popular feature for Australian homeowners, outdoor kitchens are a big drawcard for people that frequently entertain outdoors. Homes with outdoor kitchens sold for 3.7% more than expected and 19 days faster than homes without this feature.

We hope these keywords helped clarify what specific features are worth mentioning to engage potential buyers and optimise sale prices and time spent on the market.

Happy selling!

The Homely.com.au Team

About homely.com.au:

Homely.com.au is a new way to search for Maroubra real estate for sale and properties for rent in Syndey. With over 340K listings and 500K local reviews and insights, homely.com.au is a faster and easier way to search for property to buy and rent in Australia.

Check out our Suburb Reviews and Questions pages to see what everyone is talking about.

Don't forget to download our iPhone app!

We'd like to hear from you!

If you enjoyed this blog leave a comment below and share it with your friends. Please respect the public forum and refrain from posting any expletives or hateful comments as they will be removed. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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Real estate board dos & don’ts

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Real estate board dos & don’ts

Real estate boards not only serve the practical purpose of letting everyone know a particular property is for lease or for sale and generating interest, they also act as a billboard for your brand and business.

If people in a certain neighbourhood see your face and beautifully presented property boards dotted around streets all over town, who do you think they’re going to call when they need an appraisal?

Image: Liquid Communications

Image: Liquid Communications

Think of your yard signs as a branding awareness tool connecting you to people that aren’t actively looking to buy or sell right now and wouldn’t be exposed to your listings or branding otherwise.

To get the all-important appearance of your real estate boards right, here are our dos and don’ts to design stellar real estate signage.

DO go pro

To have your property boards working their hardest for you, you need to put your best foot forward by hiring professionals to get the best look possible. Take full advantage of the professional listing photos you had taken by including a select two or three on the board that show off the finest features of the residence.

If you haven’t already, for the best results engage a professional sign writer to help you with the design, size, fonts, formatting and production of the property boards themselves.  

DO up the ante

Wow passers-by, and impress your vendors and potential vendors by investing in the latest and greatest real estate sign technology. HD digital signboards are great to use for listings in high foot traffic areas where passers-by often stop to take in the entire listing video as they’re keen topeek inside without the time commitment of attending an inspection.

Unlike a static sign, you can make changes to your digital sign remotely, which would be very handy to change inspection or auction times for instance. Take your sign to the next techy eye-catching level by including drone bird's-eye view footage of the residence and suburb. Who doesn’t love trying to spot their own house from above?

Other interactive content to put on your digital board could include:

  • Floorplans
  • Image slideshow gallery
  • Listing tour video clips
  • gifs
  • Infographics
  • A countdown to auction day
Image: Campaigntrack

Image: Campaigntrack

DO include contact details

For your property board to work most effectively, you must have a call to action where interested parties can easily get in touch with you for more information. Passers-by often take photos of real estate boards of properties they’re interested in so make sure your name, company logo, phone number, website and email address are in prominent position so they can get in touch at a later time.

It’s also a nice touch to include your headshot so potential clients can put a face to a name for the star real estate agent in their area.

DON’T say too much

Remember essential for any decent property board is an eye-catching headline and a clear succinct message. Craft a simple headline that sums up your listing in a sentence that will appeal to your target buyer or renter. For example ‘Only a 5 minute walk to South Yarra station’ or ‘Brand new family home in Glen Waverley Secondary College catchment’.

Keep the property description short and sweet including the most useful and impressive info about the home to entice people to come to your opens. Dot points work well for property boards so people can have a quick skim read of what's on offer. Also avoid industry jargon and buzzwords where possible.

DON’T forget to proofread!

Before sending off the final version of your copy to the sign writers carefully run your eyes over the text a few times to check for any spelling or grammatical errors, if only to avoid the embarrassing viral fate of Anna Wang and Lucy Ren (pictured below).

Image: The Daily Mail

Image: The Daily Mail

For improved proofreading print off the draft copy, set it aside for 15 minutes or so to get some distance from the text, then read it aloud and slowly to yourself to ensure each sentence makes sense. If in the past you’ve made spelling errors try reading it backwards checking each word one at a time.

It’s always smart to have a second set of eyes proofread your sign as they may pick up on something you might have missed, so check with a colleague or friend to avoid a costly mistake. You could even hire a copy writer or proof reader that specialises in real estate prose to ensure your listing descriptions are always spot on and professional.

While we do acknowledge that a lot more hard work goes into leasing or selling a property than just the property sign out front, but when it comes down to representing the marketing efforts for your business it can’t hurt to have the most professional and eye-catching board on the block.

For more tips on real estate boards take a look at our guide to good open house signage.

Happy selling!

The Homely.com.au Team

 

About homely.com.au:

Homely.com.au is a new way to search for St Kilda real estate for sale and properties to rent in Melbourne. With over 340K listings and 500K local reviews and insights, homely.com.au is a faster and easier way to search for property to buy and rent in Australia.

Check out our Suburb Reviews and Questions pages to see what everyone is talking about.

Don't forget to download our iPhone app!

We'd like to hear from you!

If you enjoyed this blog leave a comment below and share it with your friends. Please respect the public forum and refrain from posting any expletives or hateful comments as they will be removed. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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