Real Estate Listings…Do You Wonder What To Say and How To Say It?

As Realtors®, you’re in the business of getting new listings and that’s a good thing, but sometimes composing those real estate listings for the MLS or for print advertising can leave us stumped on what to say. I mean, how many different ways can you describe a property? For example, have you ever racked your brain for a different way to say “luxurious”?

With that in mind, I’ve put together some words and phrases that will help you to get your creative juices flowing.

Comfortable, upscale, prestigious, unique, distinct, original, paradise, remodeled, authentic, spectacular, eclectic, colorful, textured, elaborate, peaceful, stylish,  magnificent, stunning, sparkling, secluded,  versatile, timeless, enchanting, exquisite, cozy, revitalized, refined, modern, flair, dynamic, impeccable, irresistible, affluent, substantial, tasteful, towering, tranquil, inexpensive,  rare, unsurpassed, retreat, historic, outstanding, inviting, oversized, sensible, dynamic, comfy, charming, beautiful, lovely, elite, classy, imaginative, coordinated.

Beauty and function,  stylish and practical, endless possibilities, contemporary charm, vibrant colors, smart design, southern comfort, hidden treasure, exceptional quality, convenient location, old-fashioned style, budget-smart, nostalgic flair, custom built, charm factor 10, bright and cheerful, fit for a king, picture perfect.

It’s a good idea as well to create some phrases that describe the area such as low maintenance, convenient to shopping, close to downtown, low maintenance, easy highway access, public transportation within walking distance.

Remember, stay within the Fair Housing Act guidelines and don’t use words or phrases that discriminate based upon or make reference to race/color, religion, national origin, familial status, gender or handicap.

Photo courtesy of  Casey Serin

Fair Housing Act Guarantees Equal Opportunity for Everyone

2008 Fair Housing PosterAs a Real Estate Broker, Agent, Apartment Community Manager, Private Home Seller or Landlord, it is imperative you and your staff are knowledgeable about the Fair Housing Act and its guidelines. Perhaps you have a new employee who could use this information or maybe you just want to refresh your memory. Either way, the staff at AnotherME wants to provide it for you.

As you know, the sale and purchase of a home is by far the most meaningful occurrence that happens in an individual’s lifetime. Because we live in the greatest country in the known world, America offers its amazing diversity of citizens the opportunity to purchase or rent a place to call home without the threat of discrimination.

Basically, in a nutshell, the Fair Housing Act makes it federally illegal to discriminate in the sale, lease or rental of real property based on race, color, religion, sex or national origin. So, interestingly enough, there are some simple words and phrases which are acceptable and then some which will land you in a heap of trouble.

What You Can’t Say

When advertising or showing property, stay away from using these types of descriptions:
Student Housing; Mature; Adults; Kids/No Kids; Exclusive Community; Traditional or Private; Unmarried or Married; Senior Citizens Only; Empty Nesters; Gay Friendly/Straight

These are terms that tend to imply a discriminatory attitude toward possible exclusion from a sale or rental. Be careful because terms like Private, Semi-Private, Restricted, Traditional and Integrated can be misconstrued as discriminatory. Try to be more specific and qualify your description by saying “Private: Gated Entrance” instead of “Private Community or Subdivision”.

Don’t use racial or significant landmarks of national origin when providing directions. Omit the fact that it’s near Arlington Cemetery or St. Paul’s Catholic Church. Give specific street directions to avoid confusion.

What You Can Say

When describing the property, you have a bit more freedom. Tell your potential clients it’s a traditional brick home with a private entrance. Do they know there’s a mother-in-law suite and a second kitchen in the basement? Is the property secluded? Mention it. And don’t forget the large, walk-in closets, the private backyard and the huge master bedroom on the main floor. Attract business clientele by mentioning its potential for a professional or executive looking for the right place to call home. Non-smoker is even okay to use.

The term “No Pets” is tricky. No pets are fine, but if you are looking to rent the property the landlord must make allowances for those who require pets to assist them (i.e. the visually impaired).

It’s always a good idea to keep current and knowledgeable about the laws and regulations that affect the Real Estate industry. If you would like more information, please visit the website for U.S. Department of Housing and Urban Development.

Image of Poster courtesy of