Advertising Basics for Real Estate Agents
Sometimes real estate agents get too enthusiastic with ad descriptions, especially when we have a great house to describe, one we think will sell as soon as buyers see it. And how about a house that might not have much curb appeal, but its interior is a knockout--we have to convey important information to get people in the door, don't we?
We definitely need to convey the facts and give the house a good review, but we should be careful that our statements are both accurate and comply with Fair Housing laws.
Let's Analyze This Ad
You'll want to bring your family home to this completely updated 3BR 2BA contemporary. Its features include vaulted ceilings and skylights, a heated sunroom, and a large master bath with a Jacuzzi. And you'll find hardwood floors under the carpeting.
bring your family home: Remember your Fair Housing basics? Describe the house, not the type of person you feel should live in the house.
completely updated: What exactly does the statement mean? Does it refer to cosmetic updates, or has the house been fitted with all new plumbing, wiring, heating, cooling, and other systems?
It might be better to say tastefully remodeled in your ad, or at least leave out the word completely, then describe specific updates to other agents, or when you are one-on-one with a buyer.
Jacuzzi: Is the fixture really the Jacuzzi brand? If not, or if you're not sure, you'd better call it a spa or jet tub instead.
Other commonly (mis)used brand names are Jenn-Air, Whirlpool, and Pergo.
Hardwood floors under the carpeting: Are you sure about that, or did the current owner give you the information? Unless you've pulled up the carpeting to verify that hardwood exists everywhere, don't state it as fact in an ad.
I'm not implying that all sellers are untruthful. Some are, but others might be relying on "facts" they were given when they bought the house--facts that have never been verified.
Protect Yourself
You can reduce the likelihood of lawsuits initiated by unhappy buyers after a sale by making sure all of your statements are accurate. Your reputation and career are on the line, so analyze every ad for false implications and hidden meanings before it goes to press.
We definitely need to convey the facts and give the house a good review, but we should be careful that our statements are both accurate and comply with Fair Housing laws.
Let's Analyze This Ad
You'll want to bring your family home to this completely updated 3BR 2BA contemporary. Its features include vaulted ceilings and skylights, a heated sunroom, and a large master bath with a Jacuzzi. And you'll find hardwood floors under the carpeting.
bring your family home: Remember your Fair Housing basics? Describe the house, not the type of person you feel should live in the house.
completely updated: What exactly does the statement mean? Does it refer to cosmetic updates, or has the house been fitted with all new plumbing, wiring, heating, cooling, and other systems?
It might be better to say tastefully remodeled in your ad, or at least leave out the word completely, then describe specific updates to other agents, or when you are one-on-one with a buyer.
Jacuzzi: Is the fixture really the Jacuzzi brand? If not, or if you're not sure, you'd better call it a spa or jet tub instead.
Other commonly (mis)used brand names are Jenn-Air, Whirlpool, and Pergo.
Hardwood floors under the carpeting: Are you sure about that, or did the current owner give you the information? Unless you've pulled up the carpeting to verify that hardwood exists everywhere, don't state it as fact in an ad.
I'm not implying that all sellers are untruthful. Some are, but others might be relying on "facts" they were given when they bought the house--facts that have never been verified.
Protect Yourself
You can reduce the likelihood of lawsuits initiated by unhappy buyers after a sale by making sure all of your statements are accurate. Your reputation and career are on the line, so analyze every ad for false implications and hidden meanings before it goes to press.
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