Every description of a home for sale seems to carry the same language.
Gorgeous custom home
Spacious master suite
Spin through enough descriptions on the MLS listings and you’ll also see that “Wow!” gets ample play.
Apparently, realtors pull from the same “Home Descriptions 101” book. It reminds me of a similar dynamic in HR when it comes to writing job descriptions.
No, the Agency is not diversifying into real estate PR. My wife and I decided the time is right to downsize, so we recently put our home on the market; hence, the interest.
Here’s the realtor’s description of our home:
An elegant statement of what a classic custom designed home should be! Quality throughout with stunning architectural details from hardwood floors, unique French doors, high ceilings, stacked moldings, chandeliers, to the expansive gourmet kitchen w/beamed ceiling, “Lacanche” French stove, white cabinets, & huge marble island to meet all of your entertaining needs. Downtown WG just a block away.
Realtors never met a noun that wouldn’t benefit from “stunning;” i.e., views, architectural details, windows, dining room … and the list goes on. I don’t believe I came across a listing that stated, “stunning two-car garage,” so there’s a sign of restraint.
I recognize no one buys a home based on the narrative. It’s walking through the home and experiencing the energy that leads to the moment of truth.
Still, logic would suggest that a more compelling narrative would increase the number of people who believe the house could be a fit and take the time for a walk through.
Applying storytelling techniques to our home ad resulted in this narrative:
When the owner returned to Willow Glen after two years in England, she teamed with an architect, Gary Slough of Los Gatos, to design a home that blends English Tudor with a French flair. To ensure that the reality matched the vision, she spent 18 months on site during construction – had her own hard hat – making the calls and refinements that simply can’t be done from a blueprint.
More than a custom house, this is a one-of-a-kind home.
The basic facts don’t tell the whole story:
- 4,346 square feet of living space
- 4 Bedrooms & 4 baths
- Full carpeted finished basement
- Separate studio at the back of the property
- 2-car garage
- 12,950 square-foot lot
There’s a flow to the downstairs that brings a sense of togetherness, whether you’re enjoying your family or hosting an evening of entertaining. Architectural elements such as hardwood floors, arched French doors, high ceilings, crafted moldings and built-ins all work in harmony.
The kitchen serves as the centerpiece for the downstairs, complete with a “Lacanche”stove, high-beamed ceiling, drop-dead gorgeous chandelier, island finished with Greek marble, and a butler’s pantry (don’t necessarily need a butler to use). Two fireplaces, one in the living room and one in the family room, bookend the downstairs.
Upstairs finds a master bedroom large enough to create a parlor. The other two bedrooms offer ample space with a library nestled off the top of the stairwell. There’s even a dumb waiter for moving goods between floors.
The attention to detail comes through in so many different ways. Walking through the front door puts you in what the Europeans call a “mud room,” designed to make sure the outdoor elements, yes like mud on one’s shoes, don’t go further. A second detail, construction included doubling the traditional amount of insulation in the walls which explains how the house stays cool on warm days.
The list of unique touches goes on.
This truly is a one-of-a-kind home.
OK, maybe I got a little carried away with the “drop-dead gorgeous chandelier,” but the point is to help potential buyers understand the story behind the home with language that isn’t automatically tuned out.