Real estate professionals are constantly required to come up with snappy copy that creates intrigue in buyers and positions the property in the most favourable light, whilst holding off the competition. And they have to do it week in and out. It’s easy then to see how imaginations can wander and ads can become outlets for frustrated creative writers! But a property advertisement should never ever contain a falsehood or ‘stretched truth’ and should be very mindful of crossing into discriminatory territory.
Without meaning to, it is possible to throw words and phrases around in our descriptions that can actually get us into trouble. Comments that focus on the type of buyer may seem harmless - and indeed useful - to you, but they can be misinterpreted and upset people. Examples are:
- Perfect bachelor pad (would couples not be happy here?)
- Haven for empty-nesters (are kids not welcome?)
- Vibrant Asian community (what if I’m not Asian?)
- Family neighbourhood (if I don’t have kids will I feel left out?)
- Exclusive neighbourhood (who is excluded and why?)
- Quiet area (what if I play the drums?)
- Executive style (what if I’m a tradesperson?)
- Totally remodelled (absolutely every part of the house?)
- New carpet (as of when?)
- All in perfect condition (every single appliance?)
- Wonderful neighbours (how do you know if I’ll get on with them?)
- Room for a pool
- Build up and get great sea views
- Sub-divide and make great returns
- Perfect for a Bed & Breakfast