Using humor in something that is as emotionally charged as a real estate description is a risky business, but done right can pay off big in capturing the attention of the right buyer.
First, why do I call real estate listings “emotional”? Well, put yourself in the shoes of your clients. A home buyer is almost always someone whose life is undergoing a dramatic change. People buy new places to live when they leave another home somewhere else, or get married or divorced, or lose or start a career, or empty the nest … big changes are taking place in their lives. Also, as we have often been told, a home is the single most important purchase most people will make.
When added, shoppers are emotional, sensitive, vigilant, and may generally appear more “touchy” than they would in everyday life. A joke that is the least bit offensive in this situation could do a lot of damage. Nobody wants to feel like they are being shaken, especially when they are already under pressure.
You can try enlivening your listing descriptions with a touch of humor by keeping a few guidelines in mind, which I’ll expand on below:
-
Keep it light
-
Don’t make it personal
-
No drama
-
Be happy
-
Be kind
-
Be supportive
Keep it light! Do not add anything to the description of a real estate listing that could be perceived as disparaging or insulting to a potential client, even if you know, and I know, and they all know, that you were “kidding.” Especially don’t joke about race, religion, or any other “protected class.”
In other words, don’t make it personal. Please don’t talk, even jokingly, about being “the right kind of people”, as in “You deserve to be pampered and you know it!” or “the finish colors will match your unique personality.” You don’t know who is reading the list, so don’t pretend to know. Don’t brag about potential buyers.
Don’t use drama as humor. Don’t be like, “the biggest, most wonderful, and insanely fabulous house east of the Mississippi !!!” It is not true in the first place, and one of your first agency rules should be to never lie. Second, you want to be calm, collected and professional, remember? Drama doesn’t do that for you.
So what works? It is humor that creates an emotional connection. Humor that lets your future client know that you understand what they want. Humor that relieves stress and awakens the desire to meet you in person and see your ad for themselves. This will require some thought and effort.
Be happy. “The partially hidden reading nook will make you want to snuggle with a good book for hours, but don’t forget about that roast in the oven!”
Be kind. “Free your dogs inside this completely fenced backyard, and they’ll think they have escaped to puppy heaven.”
Be supportive. Let your buyer know that you understand the challenges and stresses they face. This helps with that emotional connection that we talked about. “This great location will allow you to fall asleep until 7, grab a bagel and shower, and be at work by 8”.
If you get it right, using a touch of humor in a real estate listing description will help build trust as a confident, friendly, and understanding person. You can make your ads stand out and generate more calls, more visits, and more sales. Good luck!