Whether you’re looking to buy a home, rent an apartment, or invest in a second property, you’ve probably read your fair share of real-estate listings.
In the midst of an industry flooded with new tech, words used to market properties continue to hold importance and influence first impressions.
A recent study by the online real-estate marketplace, Point2Homes, has revealed the most popular words and phrases used in real-estate listings in the US in 2019. To compile this data, the company analyzed 1.2 million listings across the country along with 65 million words.
These words were broken down into eight categories: the most-used keywords, the most-used features and amenities, the most-used luxury features and amenities, the most-used keywords by room, the most-used adjectives, and the most-used brand names. The most-used features and amenities category was also further broken down by listing price range and region.
Of the 65 million words analyzed in this study, the five that are used the most in listing descriptions across all price ranges and regions are “home,” “room,” “bedroom,” “bath,” and “flooring.” The study also found that of all the features and amenities described in the 1.2 million listings, the five that appear the most are “granite countertops,” “hardwood floors,” “stainless steel appliances,” “open floor pan,” and “fenced backyard.”
Luxury home listings more commonly feature very different amenities when compared with moderately-priced home listings
When it comes to word choice broken down by price range, the study revealed that despite a major price jump, the two most popular features and amenities that appeared in listing descriptions for homes between $250,000 and $999,999 are “granite countertops,” and “hardwood floors.”
For homes priced between $1 million and $4.9 million, the top two most popular features and amenities used in listing descriptions are “hardwood floors” and “gourmet kitchen.”
On the contrary, for listings over $5 million, the top-word rankings clearly showcase the level of luxury that’s expected with a higher price tag. The top three features and amenities used in these higher-end listing descriptions are “chef kitchen,” pool and spa,” and “ocean views” – the third of which has been increasingly valued by ultra-high net worth homebuyers in recent years.
The study even breaks down word choice according to region. For example, in the Northeast and the Midwest, the three most popular features and amenities in listing descriptions are “hardwood floors,” “granite countertops,” and “stainless steel appliances.”
Commonly used words in real-estate listings often reveal market trends that can be broken down by budget, location, and even rooms. In fact, Point2Homes found that of the most popular keywords used to describe kitchens, the top two are “open kitchen” and “updated kitchen.”
And, while using certain language in listing descriptions can prove to be successful, good descriptions showcase more than just careful word choice. According to Zillow, a successful listing description should also mention popular brand names of things like appliances, upgrades, and unique features. It should also be checked for both grammar and accuracy.