MLS Copy

[flygirl]

My Realtor just sent over his attempt at the copy for the MLS listing and it's downright ridiculous. So I'm starting from scratch. Does anyone have any ideas? I remember reading about specific words that elicit certain feelings about a house but I can't find it, so all suggestions are welcome. Naturally, I'm trying to stay away from the typical

It's a smaller (2000sf) in an unique, upscale neighborhood, so the market for the house is pretty specific. Selling points:


House is 3 years old, one owner and still looks brand-new.
10-ft cilings
Crown moulding
Arched doorways with rounded corners
Large front porch (Wording I've come up with: Relax outdoors on the expansive front porch which is easily transformed into a cozy living area.)
Skip-trowel textured walls in kitchen & master bath
Huge master bath with jetted tub & separate shower.
Eat-at island in the kitchen (How else to phrase it? The island has an overhang for bar stools).
42" Cherry cabinets in the kitchen
Breakfast room
Vestibule entryway
Built-ins
Formal Dining
Ceramic tile, including 12" backsplash in kitchen.
Professional landscaping
Fenced backyard
The uniqueness of the neighborhood (turn of the 20th-century look, including green cast iron street lamps & mail boxes).
Upgraded hardware
Split Master plan


http://farm1.static.flickr.com/168/463357403_da84160c0b_m.jpg http://farm1.static.flickr.com/178/463345344_b3207ef8a7_m.jpg http://farm1.static.flickr.com/184/463345354_d3027372b1_m.jpg http://farm1.static.flickr.com/231/463345374_1ba1600fc8_m.jpg http://farm1.static.flickr.com/216/463345298_f37a7d59f7_m.jpg http://farm1.static.flickr.com/180/463345346_9e0b19cb45_m.jpg

Thank you!

[mamax2]

How many characters does your MLS accept?? Looks like you want to fit in a whole lot more than could be accomodated by any of the systems with which I'm familiar.

Honestly, I'd worry less about fancy wording for the MLS and focus on having a top quality brochure in a take-one box and also in a basket or something in your home.

The MLS is more about information and less about marketing (in the flowery sense). There's just not enough room to accomplish all that much.

[flygirl]

Thanks for your input! In fact, you bring up another question I have. This Realtor doesn't believe in putting out fliers. He says people are far less likely to call him for information. I can see the pros & cons and would appreciate your take. As for flier quality, I've debated with myself about this :). As you say with the MLS listing, is the information itself more important than how it's presented?

[Jenyfer9]

honestly, pictures are WAY more important than words (IMO) on the MLS. I know that it probably costs more $$ to get extra pics in there, but it's WAY worth it. My neighbor's house is listed on the MLS and his pictures suck (but then again, so does his realtor, but that's a whole other story!) and because of it (perhaps in addition to having a crappy realtor), they have had NO showings, even though there are very comparable (yet more expensive) houses within a block of us who have had many showings.

I think that the flier thing is based on each realtor's taste. Our realtor didn't use fliers when we sold our house, but the market was much different then, and I know that she uses fliers now. Also, I'd think that people who are looking for a house would use their own realtor to see a house, even if they just drove by and picked up a flier on their own... I know I did :) It isn't like he won't get his commission from the sale, so I'm not sure what the big deal is, other than the possible expense.

[ejs]

Can you post (or provide a link) to a sample MLS listing for your area? Where I live, there really isn't the option of adding a lot of text. You basically can only select options they have for features. You can get a few lines of text. For really detailed info like you want, we have to view the realtor's web site.

I agree with the PP who said that photos are the most important. When house hunting, we check out MLS. We want to see photos of all the rooms and the yard. Some of your photos seem to show the same room.

[lawyerlee]

Not to be Captain Obvious or anything, but I just wanted to make sure you were planning to include the total number of bedrooms and bathrooms. Also, is there a garage? For how many cars. Is there a basement? If so, finished or unfinished?

For really detailed info like you want, we have to view the realtor's web site.
I agree with this. They should provide a really nice listing on their website for you, ideally, even if you have to write the text to get it done.

Otherwise, I agree with the suggestion about adding more photos. I'd really like you to include a shot of the front of the house, in particular.

I like the idea of having flyers, and I would do them myself if your realtor isn't willing.

[mamax2]

I concur with everyone that pics are so helpful. I assumed from the photos you posted that all of them were being shown on the MLS in addition to a front exterior shot, I presume.

Fliers... well, they're commonplace in my area because most neighborhoods don't allow signage here - just take one boxes. So, it's literally the only way to physically advertise your property's location. I also am of the belief that any time you can provide someone w/something to take-away, you have a better shot of them remembering your property. This is why I tend to make all my take-ones in full-color or print them on colored paper, etc. - just something to make it float to the top of the stack, kwim?

I would tell your Realtor you value his experience, but you want fliers (if you do want them), likewise with web exposure. You are a paying customer and you can negotiate for the services you'd like provided.

[hmbay]

Dh is a realtor and I do most of his "computer" work. I agree MLS has very limited space in "public remarks". his MLS system allows you to attach a word document with more description. However only the person accessing MLS can see this (ie the agent) and not a potential buyer who might be getting their listing from realtor.com or whatever is the popular online mls pulling search site in your area.

Also fliers really don't cost that much--most real estate office have template they use--they just have to input the pictures and appropriate text. Yes they cost your realtor something but it's minimal. Unless you're only paying him 1% to sell the house (4% listing fee) I think fliers are a reasonable request.

[udsweetpea]

I'd tell him you want the fliers. It seems like your Realtor wants to be both the selling and listing agent for your house, which can create a problem, if he's saying he doesn't get calls when he puts out fliers. Along with your flier, you might want to ask a mortgage broker/bank to provide a payment analysis sheet so buyers can get a good look at what they're actually going to be paying.

I agree that MLS is basically for informational purposes only. Room sizes, square footage, the major features, a few pictures, etc. I think having a flier would fill in the missing gaps of the MLS.

BTW, your house is beautiful! I'd buy it!

[Sabrina]

I agree with PP's that some of your wording is too flowerly. I would want to see the facts on the MLA.

You are missing:

How many Bedrooms?
How many Bathrooms?
Basement? finished?
City water/Sewer or well & septic?
School district

not sure why you would put this in the MLS:
Skip-trowel textured walls in kitchen & master bath

what does this mean?
Upgraded hardware

Eat-at island in the kitchen (How else to phrase it? The island has an overhang for bar stools).
I would say: Eat-in Kitchen with island

Good luck! Have you already signed with this realtor? Sounds like you don't have the same ideas about how your home should be marketed.

[MrsBeckyLP]

I agree that you should have fliers made. Our house is for sale, and while some of the fliers were probably taken by nosy neighbors or people walking by, the two serious buyers we have said they drove by, saw our sign and picked up our flier. We included a lot of the info you listed in our OP (though we surely don't have as many features as you), and the back is filled with color interior photos. Like someone else said, make sure a photo of the front exterior of your house is shown.

As far as the island goes, I've seen "Breakfast island" used often. I wouldn't really describe it as an eat-in kitchen; to me that makes it sound like you don't have a formal dining room.

[EJM]

I would refer to the Kitchen Eating Island as a "Breakfast Bar", unless you could put a table in there. If you can, then I would just say eat in kitchen. Eat in kitchen in my mind does not equal a breakfast bar (i.e. I couldn't put my DD there to eat). We are housing hunting now, and in our area all the houses have a dining room but not everything has either a breakfast bar/eat in kitchen. If it does, that is a huge selling point and would be listed separately.

Where we are looking does not allow signs outside, so every house has had an extensive flier inside.

[Rose]

Not to be Captain Obvious or anything, but I just wanted to make sure you were planning to include the total number of bedrooms and bathrooms. Also, is there a garage?

There is a separate area for the standard info like baths,bedrooms and so on.

[mamax2]

It seems like your Realtor wants to be both the selling and listing agent for your house, which can create a problem, if he's saying he doesn't get calls when he puts out fliers.

I don't think that's it. What the Realtor is saying here (and it's true to a certain extent) that when you give people a lot of information, you have given them less reason to call you. So, let's say, you give the facts, but don't overdo it, then the prospect has to call you and you have a better chance of converting them at that point. When you have a lot on a flier, you risk that they will axe the property before you've actually had a chance to sell it, kwim?

Again, I think all the information posted is nice and relevant, concentrate on web and fliers to get it across. Leave the MLS for just the facts (and the 4 lines or whatever of text that you can actually get in there! ;) )

[off2skl]

Eat-at island in the kitchen (How else to phrase it? The island has an overhang for bar stools).


Not sure what everyone else has said, but possibly "breakfast bar?"

[udsweetpea]

I don't think that's it. What the Realtor is saying here (and it's true to a certain extent) that when you give people a lot of information, you have given them less reason to call you. So, let's say, you give the facts, but don't overdo it, then the prospect has to call you and you have a better chance of converting them at that point. When you have a lot on a flier, you risk that they will axe the property before you've actually had a chance to sell it, kwim?


That is true. But as a buyer, I'm turned off by a realtor who doesn't offer information, especially price (which seems to be the case around here maybe not in all areas). If I want answers for a property, I'm calling my own realtor. But I guess realtors play on the fact that most people think its okay to call the realtor on the sign instead of someone who is looking out for their best interest.

[MrsBeckyLP]

Breakfast "BAR" – that's the word I was looking for!

[Jenyfer9]

That is true. But as a buyer, I'm turned off by a realtor who doesn't offer information, especially price (which seems to be the case around here maybe not in all areas). If I want answers for a property, I'm calling my own realtor. But I guess realtors play on the fact that most people think its okay to call the realtor on the sign instead of someone who is looking out for their best interest.
Although I know it really isn't, it almost seems sneaky to NOT put a price on a flier. I mean seriously, are you going to call the realtor JUST to ask for the price? If I were house hunting, show me the price and the # of bed/bathrooms PLEASE. It's a total turn-off when the realtor doesn't bother with a price. Like they're hiding it.

[udsweetpea]

Although I know it really isn't, it almost seems sneaky to NOT put a price on a flier. I mean seriously, are you going to call the realtor JUST to ask for the price? If I were house hunting, show me the price and the # of bed/bathrooms PLEASE. It's a total turn-off when the realtor doesn't bother with a price. Like they're hiding it.

I think its really sneaky to not post the price. I skip right over the ones without a price. I came across one today with no price and no mention of where it was located. I need more info!

[SweetRed]

I know this may vary geographically, but word a word like "transform" immediately makes me think there's work to be done on that room of the house. On a similar note, I cringed when our realtor used the phrase "flexible floorplan" when selling our old house. Around here, that means the additions weren't well thought out and we don't know what the heck this room is used for!

When I read, "convenient to major roads" I think the road runs through the backyard. That's usually true.

I always take the word "unique" with a bit of skepticism. Just how unique are we talking?

I agree with everyone else that pictures are priceless and the wording should be pointed and mention things not obvious from the photos.

[flygirl]

Thank you all so much for your input! I read a full article a few months ago about how to word MLS listings so of course I'm thinking it's important. But you're right; there's not much you can do with 400 characters.

The listing went up Tuesday and I had numerous showings yesterday. We got a contract this morning, are countering, and my Realtor hopes to have it completed by lunch. I'm absolutely floored and completely caught off guard, but whadya gonna do :).

[udsweetpea]

Wow! That was fast!!!

[littlelove8138]

very cool happy for you! :)

[mamax2]

Awesome! I wanna move and work in your market... :p ;)

[hmbay]

congrats!

[MrsBeckyLP]

Holy crap! Congrats!