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Home Sellers: Pick the Right Words

Ads on dating sites highlight the good and hide the bad.  Real estate ads are no different.  University of Guelph professor Paul Anglin did a fascinating study about what sells homes. summarizes it well in this article.

Anglin studied Realtor listings in Windsor, Ontario from 1997 to 2000 and came up with these interesting tidbits:

  • 40% of home listings expire without selling, after having been listed an average of 19 weeks.
  • Listings with the words “Beautiful” or “gorgeous” sold in 15% less time and at a 5% higher price on average.
  • Listings with the word “handyman’s special” sold in 50% less time.
  • Listings with the words “moving” or “motivated” took 30% longer to sell and sold or 1-8% less respectively.
  • Listings with the word “rental” took 60% longer to sell.

Anglin now plans to study the Toronto market where homes sell significantly faster–in just five weeks on average.