The Psychology of Words in Real Estate Listings

A study by the University of Texas San Antonio revealed that the types of words used in a listing can form a positive or negative impression of the home being marketed. Words that had a positive impact were ‘lake’ ‘updated’ ‘golf’ ‘breathtaking’ ‘landscaping”. Some words that evoked a negative reaction were ‘new/fresh paint’ ‘new carpet’ and ‘foreclosure’–these all imply that there was something originally wrong with the home. Listings with the word ‘landscaping’ sold 20% faster, according to the study.

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