30 of the Most Overused Phrases in Real Estate
It seems like real estate agents have a language of their own, and they kind of do if you really think about it. Whether it’s the language we use to talk with other agents, to bring clients in, or to list a property, there’s no denying that there are many “go-to” words and phrases. Oftentimes, as comfortable as we’ve gotten with pulling these words and phrases – even if we know they are overused and repetitive – we can’t help but do it. However, the fact of the matter is that when clients see these phrases, many get immediately turned off. If you can’t think of a synonym, then it’s usually better to not use any of these altogether, if you can avoid it.
Whether you are using these phrases in your listings or in-person, these are the most overused phrases in real estate.
Adjectives Like There’s No Tomorrow
It’s a bit hard to avoid describing a home, especially if you’re just stating facts. But, these phrases can be so overused that people have come to associate their meaning with other words you’re actively not saying. For instance, take the word “cozy”. Most people love cozy, but in real estate jargon, they know this means “small”. It’s usually better, therefore, to say something like, “The home may seem small, but it offers a sense of comfort you can’t find in larger homes”. Honest, but still selling!
Here are some others:
- “Has great potential”
- “Stainless steel”
- “Completely renovated”
- “Open-concept living room”
- “Dream kitchen”
Please, Tell Us More About All the Work That Needs to Be Done
It’s super important to be upfront about a home that needs to work. But, while some buyers may cringe at anything indicating a renovation needs to be done, other buyers (particularly investors) jump at it. So, while you shouldn’t necessarily avoid these phrases at all costs, you should be aware of your audience when using them. Ideally, it’s good to be specific, because both buyers and investors will know what it is that needs work exactly.
- “Needs a little TLC”
- “Handyman special”
- “Must see to appreciate it”
- “Great starter home”
- “Add to your investment portfolio
Don’t Make Assumptions
Real estate definitely has roots in some “old-fashioned” concepts. But, in a modern society, it’s important to stop using certain words and/or phrases that sell an idea that may be outdated. Again, while it’s important to know your audience, making assumptions can actually be harmful to your buyers and put potential clients off. For example, saying that the basement can be converted into a man-cave may have good intentions behind it, but ultimately, assumes too much about a couple and/or individual buyers without even seeing them.
- “An extra bedroom for your growing family”
- “He can have the man-cave down here!”
- “You can entertain in here”
Rushing Your Buyers Into It
Buyers know when they are feeling rushed. And, in today’s market, most of them already know how competitive it is, and how quickly they’ll need to make a bid. While it can help, all it really does is push people to put off the decision because they want the rush to be on their own accord, not someone else’s. Too much urgency in your use of language can lead to buyers walking away at the closing table. So, give the facts, but leave the ball in their court: “As you probably know, the market is hot now, so I would suggest putting an offer in on this home as soon as possible. But, if you want to keep looking, first, that’s okay, too. However, whichever one you love the most, don’t wait!”
- “This will not last”
- “Priced to sell”
- “Too good to pass up”
- “You’re not going to find much else for this price”
- “Serious buyers only”
Stretching the Truth
Even if you are telling the truth about a property’s location, be sure not to exaggerate it. And, even if you think the home may be ideal for your buyers, they can usually tell pretty quickly if you’re “just saying it to say it”.
- “Close to shops and restaurants”
- “There’s nothing like it”
- “Location, location, location”
- “The perfect home”
Which words and phrases do you tend to overuse the most? Which ones do you think are still okay to use? Let us know in the comments below!