300,000 US property listings were mined for this analysis and the results show there is a tight competition between descriptive buzzwords such as "beautiful" or "spacious" and words referring to home attributes or upgrades like "hardwood floors" and "stainless steel appliances."
Moreover, the study offers insight into words that are particular to certain segments, e.g. time on the market, geographical regions, and pricing.
The Most Popular Keywords in 2012
The highest-ranking keyword advertising average US homes (under $1 million) is "beautiful." However, other price segments reveal different favorites:
- Luxury homes ($1-$5 million) are commonly marketed as having a "pool," "hardwood floors" or "stainless steel appliances";
- The very top-end segment ($5 million and over) has an increased appeal when advertised as "private," "having a guest house" or a "wall of windows."
Words appealing to West Coast and East Coast home buyers
The study identified a list of specific keywords agents use to market homes in all four most important US regions. The results may be used to understand the profile of home buyers in these regions.
- East Coast home buyers are particularly attracted to homes that are "move-in ready," and "renovated";
- On the West Coast, preferences go to "beautiful" homes with "mountain or ocean views";
Words that Sell NYC Homes Fast
There were 1,500 property listings analyzed for this part of the study. The results show that if you advertise properties with the things NYC home buyers have the most trouble finding, such as light, space and city views, they are more likely to sell faster than the average time on the market (180 days).
Here are the top word choices agents used to sell NYC homes faster:
- Closet space
- City views
- Soaking tub
- Open kitchen
- Oversized windows
Brand Names Used in Luxury Home Ads
Wealthy home buyers care about the style and quality of their home fixtures. As a result, they react positively to brands like Sub Zero, Viking and Miele.
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