| As Realtors, a routine part of our job is to write ad | | | | property! Some obvious puffery is fun, and light |
| copy for newspapers, brochures and internet sites. | | | | general language creates a sense of the property. |
| Our goal is to create a favorable sense of the | | | | Here are some samples that work: |
| property and intrigue a potential buyer. However, it is | | | | ·Extensive remodeling, including new floors and |
| easy to cross the line into false statements or | | | | windows |
| discriminatory language. Although we may not intend | | | | ·You'll love the new look |
| to write discriminatory text, some of the language | | | | ·Fresh and bright |
| that we casually use may be interpreted that way. | | | | ·Move right in |
| Today, more than ever, we must be careful that our | | | | ·Designer colors |
| property descriptions are accurate, as well as in | | | | ·Comfortable and spacious |
| compliance with Fair Housing laws. Here are some | | | | ·Stop looking - this is it! |
| reminders: | | | | But, before going to print, consider subtle meanings |
| 1. Always be careful to describe the features of the | | | | that might be misinterpreted, such as these: |
| property. Never profile the buyer. Although we may | | | | ·Totally remodeled (Really?) |
| have a likely type of buyer in mind, we should never | | | | ·Kept in perfect condition (Wait til you see the |
| focus the ad directly at a particular group of people. | | | | inspection report!) |
| Consider every financially qualified person a potential | | | | ·Wonderful neighbors (Yes, rock bands are fun!) |
| buyer. Here are some examples that describe the | | | | ·Safe area (Can you guarantee this?) |
| property: | | | | ·Lovely hardwood floors under carpet (Does |
| ·Historic home with wide front porch | | | | someone have x-ray vision?) |
| ·Condo with well equipped exercise center and | | | | ·New carpet (Well, it was new last year.) |
| pool | | | | ·All appliances replaced (Does this include the hot |
| ·Qualified senior housing | | | | water heater?) |
| ·Take a break from yard work! | | | | ·New heat and AC (All parts of the system?) |
| ·Enjoy your own private resort! | | | | 4. Also, in the interest of accuracy, avoid the use of |
| ·Bring your hammer and lots of ideas! | | | | brand names in a generic way. If you use a brand |
| Avoid phrases, such as these, that focus on the | | | | name, make sure the item is that brand. Here are |
| buyer: | | | | some common mistakes: |
| ·Empty nesters welcome (Are kids not | | | | ·Jennire grill |
| welcome?) | | | | ·Jacuzzi tub |
| ·Great family neighborhood (Will a single be | | | | ·Corian counters |
| suspect?) | | | | ·Sisal carpet |
| ·Hispanic community (OK, I get it.) | | | | ·Andersen windows |
| ·Near Indian grocery (Is this the Indian part of | | | | ·Sub-Zero refrigerator |
| town?) | | | | 5. Lastly, do not offer assurances about what can be |
| ·Perfect for single guy (Is it safe for other | | | | done with the property. Adding on may be more |
| people?) | | | | difficult than you realize. Easements on the property, |
| ·Bring your kids (Sorry, don't have any!) | | | | deed restrictions, soil conditions, neighborhood |
| 2. Our ad copy often conveys a sense of the | | | | opposition or building ordinances may be obstacles to |
| neighborhood, as well as of the home itself. Here are | | | | construction. The buyer may rely on your offhand |
| some phrases that describe the community: | | | | statement, and be very disappointed later. Avoid |
| ·Gated neighborhood | | | | statements like these: |
| ·Estate sized lots | | | | ·Plenty of room for a pool |
| ·Popular neighborhood close to shopping | | | | ·Ready for new master bedroom |
| ·Tree lined streets with sidewalks | | | | ·Add second story and see downtown |
| ·Secluded setting | | | | ·Sub-divide, and have two lots |
| ·1940's era neighborhood | | | | ·Backs to greenbelt (Is it a dedicated preserve, |
| ·Horses allowed | | | | or private property?) |
| ·On the golf course | | | | ·Perfect for bed and breakfast |
| It is one thing to talk about the neighborhood and | | | | ·Un-obstructed view of lake |
| another thing to talk about the neighbors. Avoid | | | | In marketing a home, it is our job to bring out its |
| phrases that focus on the neighbors themselves. | | | | best features and attract qualified buyers. As we |
| Never indicate a preference for certain types of | | | | create ad copy for newspapers, brochures, and the |
| people, to the exclusion of others. Stay away from | | | | internet, it is very important to use accurate |
| these kind of phrases: | | | | language, and to stay in compliance with Fair Housing |
| ·Exclusive area (Who is excluded?) | | | | laws. We should never refer to the sex, racial origin, |
| ·Executive level home (What about middle | | | | familial status, or age of potential buyers, or residents |
| management?) | | | | who live in the area. |
| ·Elite neighborhood (Who qualifies?) | | | | If we appear to direct property advertising to certain |
| ·Country club area (Are non members allowed?) | | | | groups of people, some prospective buyers may feel |
| ·Neighborhood of young families (What about | | | | that they are not welcome to consider the property. |
| older folks?) | | | | Or, if their offer is not accepted, they may feel that, |
| ·Mature area (Are kids non-grata?) | | | | based on your statements, the rejection was the |
| ·Attends top schools (Says who?) | | | | result of a bias against them. This could result in an |
| ·Quiet, conservative neighborhood (Liberals need | | | | unwanted problem for all parties. Now, more than |
| not apply!) | | | | ever, it is important to analyze ads for ambiguous |
| 3. Remember to stick to the facts when describing | | | | meanings. Your reputation is at stake. |