The Most Popular Real Estate Listing Keywords

Transcription

The Most Popular Real Estate Listing Keywords
A Study of 300,000 Listings Reveals What Words US Agents Use the Most
Summary________________________________
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Top 100 most popular real estate listing keywords
Top keywords used to market homes by geographical region
Top 100 listing words that sell homes
How luxury homes were marketed in 2012
Brand names most regularly used in advertising luxury
homes
Introduction
Do you already have a special, ka-ching! combination of words for advertising a home? If you're still open to new
possibilities, take a look at these mega-useful lists of keywords agents and brokers have been using to market
their homes in the US.
Lists were compiled as a result of research* done on hundreds of thousands of listings active during 2012.
tag cloud created using wordle.net
(*) Research Methodology
For Top-100 Most Popular Real Estate Buzzwords in 2012 we researched a pool of 300,000 listings active during January-June 2012
and we counted all words that appeared in listing descriptions more than once.
For the Top-100 Listing Words that Sell Homes we mined 1,500 NYC listings active between October 2011 and September 2012.
Lists on particular segments were based on listing keywords specific only to a particular category and which could not be found in
other categories.
For the geographic segmentation we considered the follwing states: for WEST – WA, OR, CA; MIDWEST – IL, MI, IN; EAST – PE, NJ, NY;
SOUTH – TX, FL, GE.
TOP 100 Listing Words that Sell Homes
“Proven”, “You”, “Free” – there’s almost an entire science dedicated to the discovery of Words That Sell. But are
there any real estate-industry specific words that help you sell a home faster?
We gave this a test as well. We analyzed listing descriptions for homes in NYC that sold faster than the average
(180 days on the market) and identified the top 100 most used words. The same study was done for all listings in NYC.
While there was a certain degree of overlap between the two sets, there were more than 50 words which were
present only in the first category. “Closet space,” “city views,” “soaking tub,” “sunny,” “open kitchen,” “oversized
windows,” and “elegant” – all were among the top word choices of agents who sold homes faster, but not among the
average home description.
Is this just clever wording or does it indicate a high demand for homes that feature certain desirable characteristics
such as an open kitchen or the presence of a storage room?
We wanted to have an expert answer this for us, and who better to ask than someone with a proven record of selling
homes fast. Real estate agent Elaine Clayman, a senior vice president and managing director with Brown Harris
Stevens, gave our question some thought and told us that, based on her experience, it’s not only what features you
include in the ad that helps a home sell faster, but also how you describe them. “Soaking tub is more inviting than
bath tub, for example. Private storage is also more compelling than public storage,” she pointed out.
Here are top-100 words that helped agents sell NYC homes faster:
Rank
Keywords
Rank
Keywords
Rank
Keywords
1
beautiful
23
must see
45
spectacular
2
hardwood floors
24
soaking tub
46
elegant
3
stainless steel appliances
25
dishwasher
47
ceiling windows
4
renovated
26
excellent
48
wood burning fireplace
5
private
27
super
49
storage room
6
spacious
28
oak
50
river views
7
washer dryer
29
lovely
51
priced to sell
8
shopping
30
stunning
52
single family
9
closet space
31
sunny
53
unique
10
brand new
32
private storage
54
move in condition
11
luxury
33
bright
55
fabulous
12
high ceilings
34
original
56
oversized windows
13
huge
35
open kitchen
57
move right in
14
wood floors
36
pet friendly
58
spacious living room
15
quiet
37
gorgeous
59
well maintained
16
city views
38
entertaining
60
central air
17
enjoy
39
subzero refrigerator
61
beamed ceilings
18
home office
40
new kitchen
62
new windows
19
fitness
41
large living
63
completely renovated
20
pool
42
marble bath
64
wall of windows
21
granite countertops
43
conveniently located
65
finest
22
perfect
44
new hardwood floors
66
great location
The keywords highlighted are specific only for this category. They do not appear in Top 100 Most Popular Listing
Keywords
TOP 100 Listing Words that Sell Homes (cont.)
Rank
Keywords
Rank
Keywords
Rank
Keywords
67
spacious living
79
manhattan skyline
91
bosch dishwasher
68
marble floors
80
located near
92
low maintenance
69
crown moldings
81
floor-to-ceiling windows
93
extra large
70
bosch washer
82
exquisite
94
gramercy
71
air conditioning
83
most desirable
95
perfect for entertaining
72
custom designed
84
detached garage
96
magnificent
73
storage space
85
french doors
97
media room
74
recessed lighting
86
centrally located
98
large windows
75
short walk
87
the finest
99
miele appliances
76
totally renovated
88
beautiful hardwood floors
77
swimming pool
89
incredible
78
brooklyn bridge
90
investment property
100
wood cabinetry
TOP 100 Popular Words by Price Segments
Should an ad describing a $500,000 home and one marketing $5 million home sound the same?
A price segmentation of all the listings analyzed helped us notice that while “beautiful” appeals to the average home
buyer, the wealthy ones seem to be more attracted to homes listed as “private.”
Check out our top-100 most popular listing words for every price segment:
Rank
Top Keywords for listings
priced below
Rank
$1 million
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
beautiful
hardwood floors
private
pool
your dream home
great room
priced to sell
must see
spacious
build your dream
room with fireplace
1
granite countertops
1
enjoy
vaulted ceilings
wood floors
huge
great location
well maintained
lots of storage
two car garage
covered front porch
perfect
shopping
freshly painted
move-in ready
breakfast bar
plenty of storage
crown moldings
gas fireplace
wall of windows
great for entertaining
close to schools
move in condition
large walk-in closet
french doors
attached garage
priced between
Rank
$1 and $5 million
priced above
$5 million
1
2
3
4
5
6
7
8
9
10
11
12
pool
hardwood floors
private
beautiful
great room
wall of windows
granite countertops
wet bar
room with fireplace
pool and spa
french doors
1
2
3
4
5
6
7
8
9
10
11
12
private
guest house
wall of windows
pool
room with fireplace
pool and spa
ocean views
great room
tennis court
media room
beautiful
13
14
must see
13
14
wet bar
hardwood floors
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
wood floors
ocean views
spacious
high ceilings
crown moldings
guest house
media room
vaulted ceilings
enjoy
luxury
entertaining
huge
perfect
panoramic views
tennis court
stunning
gorgeous
stone fireplace
guest suite
gated community
spectacular
your dream home
custom cabinetry
mountain views
heated pool
surround sound
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
high ceilings
french doors
luxury
wood floors
panoramic views
spectacular
guest suite
must see
entertaining
swimming pool
city views
pool house
rare opportunity
spectacular views
exercise room
your dream home
wine room
brand new
stunning
magnificent
ocean front
spacious
build your dream
home theater
perfect
TOP 100 Popular Words by Price Segments (cont.)
Rank
priced below
Rank
$1 million
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
brand new
gorgeous
quiet
tennis court
detached garage
entertaining
cathedral ceilings
wet bar
privacy
move right in
washer dryer
gated community
gas log fireplace
lovely
close to everything
this beautiful home
screened porch
large corner lot
beautiful home
mountain views
high ceilings
oak
stone fireplace
pool and spa
great starter home
ranch style home
location location location
new kitchen
great views
lake views
swimming pool
excellent
great opportunity
spacious master suite
bright
new windows
natural light
luxury
large back yard
enjoy the views
golf course views
fabulous
sprinkler system
quality
new construction
spacious kitchen
bay window
ceramic tile flooring
stunning
priced between
Rank
$1 and $5 million
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
brand new
two car garage
washer dryer
build your dream
swimming pool
elegant
gas fireplace
steam shower
luxurious master suite
fabulous
natural light
exercise room
quality
spectacular views
salt water pool
cathedral ceilings
lake views
home office
breakfast bar
this beautiful home
beamed ceilings
privacy
unique
wine cooler
plantation shutters
priced to sell
renovated
coffered ceilings
magnificent
double ovens
great location
outdoor living space
beautifully landscaped
new construction
city views
breathtaking views
ideal for entertaining
soaking tub
beautiful home
exquisite
golf course views
recessed lighting
custom designed
priced above
$5 million
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
breathtaking views
steam shower
enjoy
bottle wine cellar
unique
elegant
gas fireplace
open city views
panoramic ocean views
world class
summer kitchen
luxurious master suite
finest
washer dryer
huge
entertaining space
private elevator
ideal for entertaining
crown moldings
guest quarters
soaking tub
custom cabinetry
gunite pool
city lights
entertaining area
exquisite
privacy
custom designed
parking spaces
private beach
river views
security system
quality
detached guest house
heated pool
gated community
vaulted ceilings
ceiling windows
natural light
room wine cellar
floor-to-ceiling windows
most desirable
private gated
beamed ceilings
incredible
coffered ceilings
TOP 100 Popular Words by Price Segments (cont.)
Rank
priced below
Rank
$1 million
92
93
94
95
96
97
98
99
100
storage space
renovated
gleaming hardwood floors
unique
community pool
minutes from downtown
whirlpool tub
wood burning stove
starter home
priced between
Rank
$1 and $5 million
92
93
94
95
96
97
98
99
100
city lights
incredible
security system
rare opportunity
lovely
parking spaces
summer kitchen
screened porch
sound system
priced above
$5 million
92
93
94
95
96
97
98
99
100
mountain views
stone fireplace
renovated
outdoor living space
priced to sell
granite countertops
air conditioning
home office
The keywords highlighted are specific only for the respective category. For example, highlighted keywords for listings
priced below $1 million are not found in top 100 for listings priced between $1-$5 million and viceversa.
For the luxury segment specific keywords are those not to be found in the Top 100 for $1-$5 million category.
TOP 100 Keywords by Geographical Region
Home buyers choose which property to purchase based on their
needs and tastes - but the region where they live is also a factor.
Our analysis shows that home buyers in different areas of the US look
for different things, judging by the very localized popularity of certain
keywords. And these are not just things that are specific to an area,
such as a sea view.
Have a look at the top-100 listing keywords that were used most
regularly by agents in all regions of the US:
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
WEST - Top keywords
stainless steel
appliances
beautiful
hardwood floors
great room
vaulted ceilings
private
must see
room with fireplace
pool
pool and spa
mountain views
spacious
wood floors
your dream home
priced to sell
enjoy
french doors
build your dream
well maintained
huge
great location
gated community
close to schools
wet bar
tennis court
two car garage
ocean views
gas fireplace
lots of storage
perfect
high ceilings
granite countertops
attached garage
wall of windows
move-in ready
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
MIDWEST - Top keywords
beautiful
hardwood floors
your dream home
room with fireplace
priced to sell
build your dream
private
covered front porch
spacious
lots of storage
enjoy
move in condition
close to schools
plenty of storage
two car garage
attached garage
great room
gas log fireplace
huge
must see
vaulted ceilings
move right in
great location
well maintained
perfect
wall of windows
close to everything
pool
detached garage
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
EAST - Top keywords
beautiful
hardwood floors
private
spacious
pool
priced to sell
enjoy
move in condition
room with fireplace
move right in
huge
shopping
your dream home
must see
perfect
plenty of storage
two car garage
quiet
build your dream
lovely
renovated
entertaining
well maintained
wood floors
wall of windows
lots of storage
brand new
covered front porch
gorgeous
bright
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
SOUTH - Top keywords
pool
must see
wood floors
beautiful
hardwood floors
great room
your dream home
gated community
granite countertops
crown moldings
tennis court
great location
breakfast bar
build your dream
well maintained
vaulted ceilings
private
french doors
heated pool
move-in ready
spacious
priced to sell
high ceilings
lake views
brand new
community pool
enjoy
washer dryer
freshly painted
swimming pool
wet bar
screened porch
beautiful home
TOP 100 Keywords by Geographical Region (cont.)
Rank
WEST - Top keywords
Rank
37
38
39
40
41
42
43
44
45
46
47
48
shopping
beautiful home
entertaining
breakfast bar
brand new
quiet
panoramic views
crown moldings
detached garage
gorgeous
37
38
39
40
41
42
43
44
45
46
47
48
49
50
great views
swimming pool
49
50
51
52
guest house
51
52
53
54
55
56
57
58
59
60
61
62
great opportunity
recessed lighting
this beautiful home
city lights
remodeled kitchen
privacy
natural light
lovely
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
plantation shutters
washer dryer
bright
covered front porch
spacious kitchen
plenty of storage
freshly painted
cathedral ceilings
large corner lot
golf course views
lake views
price reduction
soaking tub
enjoy the views
low maintenance
oak
stunning
beautiful views
stone fireplace
surround sound
laminate flooring
Rank
large corner lot
ranch style home
freshly painted
great starter home
oak
move-in ready
quiet
cathedral ceilings
shopping
large back yard
home warranty included
gorgeous
homepath renovation
mortgage
wood floors
37
38
39
40
41
42
43
44
45
46
47
48
51
52
53
54
55
56
57
58
59
60
61
62
wet bar
gas fireplace
renovation mortgage
financing
entertaining
privacy
new water heater
this beautiful home
lots of updates
wood burning stove
lovely
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
breakfast bar
brand new
excellent
quality
french doors
enjoy the views
minutes from downtown
stone fireplace
partially finished
washer dryer
great family home
new windows
whirlpool tub
crown moldings
in good condition
garage door opener
gleaming hardwood floors
granite countertops
lake views
great opportunity
new kitchen
very nice home
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
49
50
53
54
55
56
57
58
59
60
61
62
EAST - Top keywords
gleaming hardwood
floors
freshly painted
vaulted ceilings
close to schools
cathedral ceilings
great room
gas fireplace
great location
granite countertops
great starter home
oak
privacy
Rank
37
38
39
40
41
42
43
44
45
46
47
48
huge
pool and spa
media room
shopping
plantation shutters
sprinkler system
perfect
great opportunity
owner financing
boat ramp
room with fireplace
washer dryer
location location
location
close to everything
49
50
new kitchen
great views
51
52
two car garage
french doors
stone fireplace
new kitchen
original
wood burning stove
detached garage
this beautiful home
luxury
new windows
excellent
home warranty
included
high ceilings
crown moldings
unique
new hardwood floors
fabulous
breakfast bar
ranch style home
attached garage
stunning
spectacular
new construction
quality
tennis court
in good condition
dishwasher
recessed lighting
brick fireplace
sunny
ground pool
wet bar
large back yard
53
54
55
56
57
58
59
60
61
62
fully furnished
golf course views
stone fireplace
lots of storage
country living
gorgeous
surround sound
natural light
parking spaces
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
centrally located
security system
cathedral ceilings
spacious kitchen
ocean views
guest house
glass doors
exercise room
double ovens
entertaining
resort style
financing available
wall of windows
guest suite
beautiful views
close to schools
located near
gas fireplace
very large
close to everything
quiet
energy efficient
oak
impact windows
TOP 100 Keywords by Geographical Region (cont.)
Rank
87
88
89
90
91
92
93
94
95
96
97
98
99
100
WEST - Top keywords
new kitchen
sprinkler system
centrally located
community pool
spectacular
completely remodeled
spectacular views
parking spaces
quality
double ovens
excellent
luxury
located near
fabulous
Rank
87
88
89
90
91
92
93
94
95
96
97
98
99
100
unique
great views
original
screened porch
beautiful home
stunning
fabulous
well kept home
country living
luxury
new construction
bay window
starter home
bright
Rank
87
88
89
90
91
92
93
94
95
96
97
98
99
100
EAST - Top keywords
magnificent
large corner lot
elegant
move-in ready
great opportunity
soaking tub
storage space
bay window
enjoy the views
sliding doors
natural light
partially finished
screened porch
starter home
Rank
87
88
89
90
91
92
93
94
95
96
97
98
99
100
large corner lot
this beautiful home
panoramic views
privacy
road frontage
new construction
new appliances
laminate flooring
lovely
storage space
extra storage
great place
starter home
The keywords highlighted are specific only for the respective category. In determining which words are specific for a
certain category we compared the Top 100 keywords from the West with the ones from the East and Top 100 from
Midwest against Top 100 from South.
Top Brand Names in Luxury Home Listings
Since home attributes are so important, brand names matter all the more.
And judging from which brand names were used in luxury home listings, quality and style are two things on which
wealthy buyers are not willing to compromise.
The most attractive brand name used for advertising luxury homes is Sub Zero--their refrigerators appear to be the
hottest (and some of the priciest) appliances these days.
Top Brand Names in Luxury Home Listings
Sub-Zero
Viking
Miele
Bosch
Whirlpool
Point2 Homes is the real estate listings portal developed by Point2, a leader in the development of real estate
marketing tools. Among its most important features are a homes for sale and rent map search engine and a
comprehensive property data package.
For more real estate news and market reports, visit the Point2 Homes blog.

The Most Popular Real Estate Listing Keywords

Transcription

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