In almost all housing real estate saless for publicity, buyers and brokers can see the highest level of expression and the magnificent rhetoric throughout the article. These properties have high-end interior decoration, quiet and tranquil outdoor spaces and unparalleled views. They seem to be the top and most exquisite residences in the world. However, excessive description and rendering actually hide a lot of information and clues. Buyers can discover the real situation of the real estate sales except for the number of rooms and building area, which may save them the time of searching for real estate saless or gain the upper hand in the negotiation process.
Although most experts believe that the display of pictures and videos is the top priority of the property introduction, the description itself is also very important. Luxury home buyers usually need some special attention, and they want to understand the story behind the target real estate sales.Each agency has its own strategy when writing a housing introduction, but the ultimate goal is only one: to attract potential buyers or agents to come to view the house.
Then how to find hidden information in real estate sales introduction?
Analyze the pros and cons of real estate saless through key words
The selling point in the real estate sales introduction usually consists of several major elements, and views are one of them. If I'm reading a piece of real estate sales information, and it doesn't mention the good vision that the client requires, then I might not browse all the pictures at all. In Los Angeles, "panoramic, unobstructed views" or "ocean views" are considered top configurations, and "peekaboo views" may mean that residents can only glimpse one corner of Pacific Ocean or a glimpse of the city center. In the French Riviera, "southwest facing views" are the most popular, and this selling point will definitely be reflected in the real estate sales information. In Manhattan, if an apartment can see landmarks such as Central Park, the Hudson River or the Empire State Building, then the real estate sales may mention it at the beginning. As for townhouses, the view is not the first, the daylighting is more important. Like vision, other features such as outdoor space, flat ground, guest villas, and supporting facilities (including private wine cellars, gyms, and private theaters) are most likely to be mentioned in the real estate sales introduction.
Some words and phrases hide deep meaning
In the real estate sales description, some seemingly straightforward words or phrases may hide deep meanings.
When introducing apartments, the term "cozy" may refer to small units, but for townhouses, "comfort simply implies that there is not enough space. A "comfortable" townhouse may only have 2800 square feet, "Although warm and cozy, but not spacious enough". It is almost certain that "charming" or "needs TLC" means "you have to make a major renovation". "Build your dream home" and "add your personal artistic touch" are both euphemistic expressions of "need to be demolished and rebuilt". For properties that are checked in with bags, the real estate sales may mention that "buyers only need to bring toothbrushes."
In the New York real estate market, real estate sales information often contains the words "pre-war", which means that the building was built before World War II. Apartments built during this period usually have ample living area, high ceilings, rooms separated by corridors, exquisite corners, parquet floors and other wooden decorations, as well as superior construction quality. Therefore, the residents are unlikely to be disturbed by the neighbors next door. Many buyers think this is a negative factor. They may want to buy a clean and tidy (white box) modern house, and these modifiers often appear in the real estate sales information of Manhattan apartments. If a real estate sales does not mention the words "pre-war building" or "new modern", then the entire building was built between the 1950s and 1980s in all likelihood. In terms of architectural structure, the houses of this period were "slightly ordinary", usually with low ceilings and fewer corridors.
For single-family houses, terms such as "formal living and dining parlors" are a reminder that the property does not have the open floor plan that many buyers desire. Terms such as "reminiscent of the past era" (hearkens back to a bygone era) are intended to inform buyers that this is an old house.
The substantial price reduction may be the seller’s own reasons
Perhaps you often see real estate saless that include words like "massive price reduction" or "bring all offers". This may be a double-edged sword. On the one hand, these slogans may attract potential buyers to find out, but on the other hand, "it gives the impression that the seller is eager to let go, as if to get rid of the burden." In many cases, such wording can better reflect the actual situation of the seller rather than the property itself.
Sometimes, owners find themselves in financial difficulties and need to sell their houses quickly to meet their immediate needs; or they are planning to move to a foreign country due to work transfers, so they must close a deal as soon as possible. There are also special circumstances in which the seller may be facing an unhappy divorce. Some statements that describe how the house is "value for money" (bargain) may only mean that its unit price is low, rather than implying that the house needs extensive renovation.In New York, if a condominium built in the 1980s sells for $1,100 per square foot, it can be said to be quite a bargain. Such a price is very affordable for most Manhattan neighborhoods. In Los Angeles, whether it is known as the "lowest priced view property in the Hills", or advertised as "the most affordable ordinary housing in the city", it is possible that a high-quality property with a high price-performance ratio will attract the attention of certain types of buyers, including luxury home buyers with strong financial resources.
International buyers have different concerns
In the south of France, there are a large number of buyers seeking vacation properties, but they can only use a weekend or a short holiday to inspect houses in the town and make purchasing decisions. Knowing that these buyers have limited time, some houses for sale insist on real estate sales only the selling points and omitting all modifiers.
In Miami, real estate sales descriptions for South American customers tend to highlight the characteristics of the entire building.
International buyers usually pay less attention to the apartment itself, but are more interested in the lifestyle that the community can provide. Detailed introduction of supporting facilities and services is expected to attract their attention, such as indoor swimming pools, spa areas, concierge services and restaurants. They are very concerned about whether they can fully enjoy their leisure time here.
Whether it is an international buyer or a local customer, attracting their attention is the gold standard for real estate saless. If the current owners recall the reasons why they bought the property in the first place, it may bring unexpected results. The best compliment is that when the seller looks at the pictures and reads the real estate sales description, he can’t help saying, ‘I don’t want to move anymore. This is really a good house of a rare occasion.
