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July 15, 2013

WSJ – What Words Should Real-Estate Listings Use? Depends on the Market

July 15, 2013

WSJ – What Words Should Real-Estate Listings Use? Depends on the Market

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A strong market means homes with more sun and more views—that is, if you are going by real-estate listings.

During strong market cycles, agents tend to reference lifestyle features, including sunshine, entertainment and views, more frequently in their listings than during slow periods, says Kirsten Robertson, senior lecturer in marketing at the University of Otago in Dunedin, New Zealand, who researched language in residential property listings.

About 55% of the listings she studied mentioned sunshine and 42% referenced views during a buoyant market, compared with 41% that referenced sunshine and 26% that referenced views during a slow market.

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