Working as a professional estate agent is certainly never dull. With daily progress updates, valuations, client meetings and property viewings, this is a role that demands dedication and drive.
When it comes to getting the best results, it also demands a wonderful way with words.
The power of language to set a scene and secure a sale cannot be underestimated and that’s why we’re to help you love the lingo and make language work for you, not against you.
Be euphemistic
A flat should never be described as tiny when it is in fact compact.
Similarly, the mock Tudor cottage that looks as though it hasn’t changed since Henry VIII sat on the throne, offers the discerning new owner an opportunity to put their own stamp on it.
Formality equals reality
When the BBC wants us to know the evening news is really serious it announces the headlines with a canon-fire drum beat so loud and frightening it sends Granny Ina’s Tiddles under the table.
In the same way, using formal language gives extra-loud authority to any statement.
And so a door does not merely open into a loo. No, ‘it leads seamlessly from the master bedroom to the fitted en suite, thereby affording unhindered access to the luxury facilities comprised within’.
Be optimistic
Inevitably, there may some details that do rather let a property down. But by being positive about everything (okay, anything!) else means everyone can look on the bright side.
So, if the compact kitchen resembles a caravan interior, highlight the usability of having everything you need literally within arm’s reach.
Remember, it’s only a cliché because it’s true!
If a one-bedroom flat is ‘perfect for a first time buyer’, all you’re saying is it really suits anyone who can’t afford the two-bedroom version.
If there are windows – and there will be – it is bound to be ‘light and airy’ at some point.
If you noticed other people in the street, who’s to argue this postcode isn’t popular?
Finally, for everything else, simply choose the stock cliché that best states the obvious . . . but in a really nice way.
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