Time to KILL OFF real estate cliches?

3 minute read

When dealing with a medium as relatively new to real estate as ‘video’, its application demands a big re-think around dialogue. Voice-Overs. And presentation to camera.

You see. Viewers ‘can see’ it is a kitchen.

There’s no point in pointing it out to them. “As you can see, I’m in the kitchen.” Yup. We kind’a guessed that. The fridge was a dead giveaway. And the audience will also decide whether or not a backyard is ‘awesome’ based on their own experience. The Grand Canyon is awesome; the average backyard probably isn’t in the same league. And so, we have to choose our words for video scripts in a completely different way.

Changing the way real estate videos are produced is no overnight exercise. I reckon it has to start with the basics. Dump all the adjectives and replace them with the benefits.

Sell the benefits.
Talk about the lemon tree in the garden and its fragrance; the salt air. Come up with an idea for a film so its not just a blow-by-blow/room-by-room tour. Let’s look at a list of real estate cliches that are rolled out in most advertising. Print. Web. And video. This list was culled from a random glance at a few pages of ads at the weekend. No brand has a unique language; all brands use the same words. It is a list of jargon totally unique to real estate.

Imagine if you started talking like this to a human being at an Open Home, they’d think you were a quarter page ad.

  • Nestled in a quiet culdesac
  • Nothing to do but pack your bags and move in
  • European appliances (Miele appliances)
  • Architecturally designed
  • Genuine seller
  • Opportunity knocks
  • Sun-splashed
  • Ocean glimpses
  • Gourmet kitchen – chef’s kitchen = has two microwaves
  • Generous bedrooms
  • Alfresco (outdoor area with a corrugated roof)
  • Open-plan (the greatest invention since the ensuite)
  • Flowing (rivers flow. homes don’t)
  • Boasting
  • A stone’s throw away
  • A short walk
  • Modern/contemporary (oxymoron)
  • Arguably, could be without parallel (huh?)
  • Wide water/deep water (its water)
  • Easy access
  • Filtered ocean views
  • Media room (room with a TV)

I think the trick for Agents when presenting in property videos is to be yourself and talk like a person – not an ad. I reckon the reason great Agents get listings is because they are liked. The TV screen doesn’t need to be a barrier.

Write one set of copy for print (that’s easy as all you need to do is grab the paper and make a list of the jargon) and other copy for video.

Guest Author: Brett Clements from Platinum HD

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  • Nick
    Posted March 21, 2011 at 9:41 am 0Likes

    This applies to the description text as well. Some are definitely done better than others.

    At least now most of them arent in all caps any more.

  • Brett Clements
    Posted March 21, 2011 at 10:12 pm 0Likes

    You wouldn’t be guilty of rolling out those cliches would you Nick. 😉 You old His Dark Media dog.

  • Jutta
    Posted March 22, 2011 at 11:39 pm 0Likes

    you forgot the ohhh sooo ‘sort’ after neigbourhood!!

  • Sandra Connors
    Posted March 23, 2011 at 3:25 pm 0Likes

    2nd time lucky with this article-more succinct this time. Glad to see comments are staying on topic!!

  • Vic
    Posted March 23, 2011 at 5:37 pm 0Likes


    Love your wit- what comments? 🙂 They seem to be so succinct that they invisible.

  • Glenn Twiddle
    Posted March 23, 2011 at 6:34 pm 0Likes

    Agreed Brett,

    I’ve been screaming at my guys to look at their marketing, and try to differentiate themselves from the same ole same ole of real estate copy.

    And even our mate, Chris Gilmour, I’m glad he’s starting to get a little more ‘entertaining’ with his videos, coz they aren’t ads, they should be infotainment so they get attention.

    Great article, hope it gets you a few more agents using your service, and let your creative team get to work on them,

    Glenn Twiddle
    Real Estate Courses

  • Nick
    Posted April 1, 2011 at 8:19 pm 0Likes

    Hahaha doing some googling eh Brett?

    Dont worry – I didnt create the site. I just coded it.

  • Brett Clements
    Posted April 1, 2011 at 8:26 pm 0Likes

    I like your site Luxury Homes, Nick. Good job on that. Good positioning.

  • Ryan O'Grady
    Posted April 5, 2011 at 8:35 am 0Likes

    I think selling a dream through print is harder than through a video or voiceover. Print requires agents to use text which is flowery and full of cliches. However, in video I agree with you Brett.

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