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A PICTURE tells a thousand words, so the old adage goes, but a new book suggests the words you use in a property ad can potentially cost you thousands of dollars.

老話說得好：“一張好圖勝過千言萬語”，但在房產廣告中用詞不當卻可能會使您白白損失數(shù)千美元。

While well-chosen words can help boost your sale price, the authors of Zillow Talk argue that the wrong words can have the opposite effect.

“介紹房產時用詞得當會幫助您提高售價”，Zillow Talk的作者認為，“用詞不當卻會產生相反的消極作用。”

Spencer Rascoff and Stan Humphries analysed 24,000 ads from the property website Zillow to measure how different words, descriptions and listing lengths impacted sale prices.

Spencer Rascoff 和 Stan Humphries 分析了房地產網(wǎng)站Zillow上面的24000則廣告，以此衡量不同的用詞，描述和上市周期給售價帶來的影響。

For top-tier homes, “investment”, “potential” and “TLC” were linked with significantly lower final sale prices compared with their estimated values, while “captivating” properties fetched higher prices.

對于頂級豪宅而言，“投資”，“潛力”，“悉心維護”等詞往往預示著房子的成交價會低于它的市場預期，而描述房子“迷人”屬性的那些房源卻獲得了較高的成交價。

“Cosmetic”, “bargain”, “fixer”, “nice” were best avoided and “unique” homes, the authors found, tended to need some kind of rehab.

“包裝”，“討價還價”，“改造”，“美好”，“獨一無二”等詞也最好回避。

“If a home is described as a ‘unique opportunity’, for example, that’s a negative signal, whether or not the seller is trying to send one,” the authors write.

該作者認為：“倘若一個房子被描述成一個獨一無二的機會，這往往是在發(fā)出消極信號——這么好的房子賣家是否真的有誠意出售呢？”

For bottom tier homes, ads using the word “luxurious” tended to beat the expected sale price by a whopping 8.2 per cent.

對低層次住宅而言，廣告語中使用“奢華”這個詞的成交價以高達8.2%的概率超于市場預期價出售。

“Impeccable” and “remodelled” homes also performed better than expected.

“無懈可擊”和“完美改造”的房子也表現(xiàn)地比預期要好。

Katie Taylor is copy manager at Real Estate Studio, a division of the Australian online real estate marketing platform campaigntrack.

Katie Taylor在澳大利亞房產網(wǎng)營銷平臺旗下的一個房產工作室擔任復制管理員工作。

She recommended avoiding cliches.

她認為在房產廣告中應該避免陳詞濫調。

“They are tacky and hold no informative value.”

“他們既俗氣，又沒有任何參考價值。”

“Renovator’s delight” is on her list of banned phrases, along with “stunning” and “whisper quiet”.

“革新者的最愛”，“驚人的”，“超級靜謐”等詞都是她被禁止的短語。

“If the street was whisper quiet, it would be creepy to live in — how is this appealing?”

“如果一條街道安靜到都能聽得到耳語，那將是一個多么可怕的居住地——會有什么吸引力可言呢？”

She also dislikes “young” — as in “three years young”.

她也不喜歡用“房齡年輕”這類詞-比如：“三年房齡。”

Andrew Lutze, a partner at Cunninghams Property at Balgowlah on Sydney’s northern beaches, adds “quaint”, “homely”, “lovely”, “guaranteed”, “the ultimate”, “metres from the beach”, “friendly neighbours” and “never to be built out” to the roll-call of overused words and phrases.

悉尼北部海灘Cunninghams 房產公司合伙人Andrew Lutze特地列了一個“被過度使用的詞和短語”名單，將“古雅”，“家居”，“可愛”，“保證”，“最終”，“距離海灘咫尺之遙”，“鄰居友好”等詞列入其中。

Rather than dumping a list of features in the ad copy, he recommends using words that transport potential buyers into the house. “For example, instead of stating the property has a ‘seaside location’, talk about the sea spray felt from the property’s porch,” Lutze says.

他建議使用引人入勝的方式將目標客戶帶入到那所需要推薦的房子之中，用生動的語言描述，不僅僅是告訴客人這套房產“位于海邊”，應該換一種方式，談談從房產的門廊邊如何能真切地感受到周邊迷人的浪花。

“If the words used in copy don’t marry with the property, perceptions can be changed and the wrong impression can be left on potential purchasers. For this reason, it’s important not to understate or overstate the property to ensure you’re attracting the right buyers, as the wrong buyers can ultimately result in driving the price down.”

如果描述房產用詞不當，可能會給目標客戶留下錯誤的認知，不佳的印象。因此，你需要準確定位每套房產，用精準的語言描述他們，以此確保你能吸引到合適的買家，不會讓某套房產出現(xiàn)低于市場預期價出售的情況。

*原文摘要來自于news.com.au