REALTORS®, your work goes far beyond selling homes. You’re trusted guides, passionate advocates and creative problem solvers, helping clients turn their dream of homeownership into reality. With National Homeownership Month upon us, it’s the perfect opportunity to celebrate the important role you play in guiding individuals and families toward this meaningful milestone.
This month is also an ideal time to reflect on how communication can shape the buyer experience, including the impact of thoughtful word choices in real estate listings. Inspired by an article on this topic, we’ve taken a closer look at five common listing terms, examining what REALTORS® might mean versus what buyers might hear and offering suggestions for reframing them to build trust and clarity.
1. “Cozy”
You might mean: Warm and inviting.
Buyers might hear: Cramped.
Instead, try to be more specific. For example, “A thoughtfully designed space with lots of natural light, ideal for relaxation and comfort.”
2. “Charming”
You might mean: Unique, full of personality.
Buyers might hear: Quirky or outdated.
Clarify the charm by specifying details like “This home features original woodwork, arched doorways and a beautifully preserved historic feel.”
3. “As-Is”
You might mean: Easy, no-fuss sale.
Buyers might hear: Warning! Proceed with caution.
Highlight the affordability or investment potential. For example, “An excellent value for buyers looking to invest in a property with great potential.”
4. “TLC”
You might mean: Needs a little love.
Buyers might hear: Major renovation incoming.
Downplay the scale of work by saying, “A home that’s move-in ready with room for enhancements over time.”
5. “Great Bones”
You might mean: Structurally sound with room to enhance.
Buyers might hear: Old, outdated and in need of work.
Help buyers see the opportunity by saying, “Solid foundation and flexible layout, ready for you to transform into the home of your dreams.”
By rethinking how these descriptions are framed, you can create listings that inspire confidence, not skepticism. Buyers appreciate clarity, and honest communication helps build trust—not just in the property, but in you as their REALTOR®. At Continental Title Company, we see REALTORS® go above and beyond every day to serve their clients, from crafting thoughtful listings to guiding them through every stage of the process. When it’s time to close, we’re here to ensure everything goes as smoothly as possible. Visit ctitle.com, and together, we can give buyers the confidence they need to achieve their homeownership dreams.