Why Real Estate Listings Still Contain Exaggerations

In 1954, real estate agents acting on behalf of homeowners in California began including flyers attached to the yard signs indicating that their property was for sale.

When a home lacked curb appeal, the real estate agents that wanted to catch the buyer’s attention would attach written flyers promising better views inside.

To capture attention, these agents would use words like “spacious”, “comfortable”, “original vintage”, “luxurious”, “cozy”, “beautiful”, “paradise”, “classic”, “upscale”, and “charming”. The theory was that these adjectives would catch your attention enough to see if the inside lived up to the hype on the inside.

As an advertising technique, there was a first mover advantage. The early adopters were able to catch the interest of property-buyers and receive the opportunity to make the sell. Instead of the property being quickly disregarded, it would be given a fair shot by a larger base of potential customers—and when you’re selling … Read the rest of this article!