Jim Valentine: What’s not in the ad

It is amazing how creative the real estate advertising language has become of late. Surely some of it has ties to artificial intelligence)while others are agents trying to out-do one another with their flowery, syrupy, gloss it over language as they describe their properties. Some of them are simply hilarious to read, but they don’t offer a serious buyer a lot of information. What are buyers looking for?

Do they really want a house that “beckons you…,” or “leads you…” or any other action items attributed to the home they are hawking? The house design can influence you in some ways, but the home won’t really be taking any action to influence you. It is funny how many times supernatural abilities are given to a home in marketing verbiage. It will appeal to some personality types, but not all.

Then there is the literal advertiser. No puffing allowed by their standards, so they list everything in a very accurate manner with little or no sizzle inflection. You get a good idea of the home and what it’s about, but you don’t get invited to see it from the ad. Their description is sure to meet the legal and ethical advertising guidelines that real estate agents must abide by, but it doesn’t always sound enticing.

Most ads will tell you about the view, the great kitchen, craftmanship, lot size, bedrooms, other featured rooms, etc.

So, what isn’t in the ad? Because of limited space there isn’t room to tell you about the heater in the shop, the huge room that doesn’t qualify as a bedroom because it doesn’t have an escape but is a great quilting or play room, the tankless hot water heater, the details of the landscaping, all the upgrades that offset the date of construction stigma, the nuances of the water systems – irrigation, filtration, etc., the great neighbors, the lousy neighbors, earthquake fault, the different color and type of carpet in every room, etc.

The highlights are easy to discern, but there are many other details of the home that ultimately contribute to its overall character. There are other details that are often overlooked when it comes to promoting a property. The entire region has winds, this is Nevada after all, but some experience more and stronger winds that others. That fact is known to those that live there but not usually talked about much. Noise from traffic or airplanes can be more prevalent in some homes due to their location, both of which aren’t going to make the hit list for marketing.

Odors can’t be seen but are certainly noticed in some homes that are near an asphalt batch plant, dairy/feed lot, sewer plant, or other odiferous neighbors. Other than the rose garden, odors aren’t going to be on the marketing hit list either.

What attracts one person may bother another regardless of how fine of an item it is. Items such as noise or odor are very subjective and may be huge to one person while not noticed by another. Some can overlook an item or understand how to mitigate it while others shudder at just the thought of it. It is important to understand that people react differently to assorted items so agents will usually feature and include only the biggest and best positive items of a property. You will need to find the home’s nuances and how they will affect you and yours.

Agents are trying to get you into the home. They will enhance some parts and minimize others to illustrate an image of what it is they are marketing. You, however, may see it differently for your purposes. Don’t always rely on what you read, look closely at the photos, talk to your agent about it and best of all, make an appointment to see the home for yourself. You may be surprised at what it really is about, and the surprise can go either way, good or bad.

Your investment in your home is going to be substantial, take the time and make the effort to check out what a home is all about and then make your decision. Don’t kill it in committee unless there is a glaring issue that settles the selection for you, i.e., a one-bathroom home for you and your seven children.

When it comes to choosing professionals to assist you with your Real Estate needs… Experience is Priceless! Jim Valentine, RE/MAX Realty Affiliates, 775-781-3704. dpwtigers@hotmail.com.