A photo may be worth a thousand words, but the listing description can still tell prospective homebuyers a lot about a property that the pictures just don’t convey. Snapping photos and collecting neighborhood data can be simple compared to writing the perfect listing description.
Should you describe the living spaces as large and open? Having lots of natural light? Warm and inviting?
Thankfully, Point2 has released its 2022 Housing Buzzwords report that breaks down the words and phrases most often used to lure in homebuyers and close sales. The report examined nearly 1 million home listings on the Point2 website across all regions of the U.S. That was over 52 million individual words.
And while certain keywords and characteristics were true across all regions and price points, ultimately, location and property value had pretty big effects on the types of keywords that attracted homebuyers.
Keywords to include about home features
In 2022, similar to the earlier years of the COVID-19 pandemic, outdoor spaces attracted many homebuyers. Keywords like ‘patio/porch’ and ‘yard’ attracted many homebuyers to a property. This was especially true in the south where temperate weather allows people to enjoy the outdoors all year round.
For example, in the Northeast, the top 10 keywords included:
- Full bath
- Garage
- Yard
- Basement
- Storage
- Patio/porch
- Fireplace
- Hardwood floors
- Walk-in-closet
- Open floor plan
Words like ‘garage’ or ‘parking space’ were also in high demand this year.
“This is to be expected, as accessible parking has gradually become the most in-demand requirement for today’s home-seekers,” said Alexandra Ciuntu, a reporter at Point2.
In the $250-500k price range, the top 10 keywords included:
- Patio/porch
- Yard
- Walk-in-closet
- Storage
- Full bath
- Open floor plan
- Fireplace
- Stainless steel appliances
- Granite countertops
- Basement
For properties in luxury price ranges, words indicating special amenities like ‘fireplace,’ ‘pool’ and ‘basement’ were popular. And, more affordable housing relied on words like ‘within walking distance’ and ‘full bath.’ Regardless of the price range, all homebuyers were attracted to terms like ‘storage’ and ‘home office’ in a listing description.
Get specific
When it comes to describing your listing’s rooms, yards, garages and storage, some adjectives were more popular in 2022 than others.
“Homebuyers were drawn by descriptors like ‘spacious,’ ‘open’ or ‘great.’ But, they were also attracted by adjectives linked to bathroom options and, thus, associated with cleanliness such as ‘primary or master,’ ‘full’ or ‘private.’ Likewise, adjectives such as ‘new’ and ‘updated’ or ‘upgraded’ were heavily mentioned in home descriptions in 2022,” Ciuntu said.
Including specific brands in listing descriptions also proved useful. Especially if you are listing a recently renovated property, be sure to ask your clients for the brand names of all the major appliances in the house. From refrigerators to washing machines, homebuyers want to know exactly what is included in the home.
When it comes time to write the description for your next listing in 2023, don’t mince words or rush through the writing process. Implement some of these popular words in your description. Sample your specific demographics, too. When showing a property to your buyers, ask them what about the listing drew them in and remember that for next time.