We think most property owners and real estate agents will, or at least should, know the most appropriate words to use in the property for sale listings to attract more viewers, and ultimately open the door to a sale. Here is our suggestion of five key words that should never appear in any property listings, and why real estate agents and property owners who list their homes for sale in Thailand should avoid using them at all costs.
Cosmetic
While using this word you may think you are being honest by saying a property needs a few “cosmetic” changes that will send warning bells ringing in the minds of your potential buyer. What else might need doing and how much extra will the buyer have to spend?
Investment
This will probably come as a surprise to many real estate agents, but while someone who is specifically looking for an “investment” property will search using that word, it could also be interpreted that the property is being sold under its true value, or that it’s an older property that has seen better days. Published data elsewhere in the world revealed, perhaps surprisingly, that listings with the word “investment” sold for an average of 6.6 percent less than expected.
Potential
While you, as the real estate agent or property owner with your rose-tinted spectacles, may see a home as having great “potential”, it does also convey images of an unfinished product and could therefore automatically divert buyers who are looking for a home straight to the next listing. Global listings data also showed that homes with “potential” sold for an average of 4.3 percent less than the asking price.
Bargain
As soon as property buyers hear the word “bargain” they general think the exact opposite. Let them be the judge of whether the property is truly a “bargain” for them. It may be a good price in the eyes of you, the real estate agent or property owner, but you may not be aware that it’s just out of the price range of the person looking at your listing.
Unique
There are far too many “unique” properties being listed. “Unique” means one-of-a-kind and you need to ask yourself is that really true? Why not shine the spotlight on some key features of your property instead. There are actually very, very few truly “unique” homes for sale when you actually start searching.
We’re sure you have your own, so feel free to add them in the comments section below, and also include supporting reasons why you would never use them.
