“Not a Drive-By!” “Must See!” Yada, Yada, Yada
One of my favorite Mad magazine cartoons (circa 1970) shows a vendor in front of a food stand with the following sign: “turkey burgers,” “chicken burgers,” “buffalo burgers,” “tuna burgers,” “veggie burgers,” etc. etc.
The caption: “we have some with ham, too, but we don’t know what to call them.’
So, too, in real estate, avoiding clichés — overused, and therefore meaningless phrases — is an occupational necessity.
Step #1
Of course, to avoid using clichés, you first have to know what they are.
If you’ve been in real estate longer than six months, that’s like shooting fish in a barrel (sorry).
Some of the choicest clichés:
–“Not a drive-by!
–“Must see!”
–“Amazing opportunity!”
–“Great bones!”
(For more in this vein, see “Real Estate Euphemisms ” New & Improved“).
Step #2
The problem with all of the above — besides suffering from overuse — is that they’re generic; far better to shine a spotlight (last one — promise) on specific, factual information.
Such as:
–“Five(!) Bedrooms!”
–“Over 6,000 square feet!”
–“Walkout abutting lakeshore!” (if you can’t see it from the street).
–“Solid ’50’s construction with cherry mill work, hardwood floors, and cove moldings.”
All of the above draw Buyers’ attention to unique and easily overlooked attributes — and give Buyers a concrete reason to see the home, vs. just telling that they should.
See also, “Real Estate Euphemisms — New & Improved.”
