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AU Creative real estate agent jargon gives vendors and buyers a laugh

Property Here - Wednesday, May 01, 2013

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Renovator's Delight

Creative real estate agents might call this property a 'renovator's delight'. Picture: Thinkstock Source:adelaidenow

ADELAIDE'S real estate industry boasts some creative and even cheesy copy writers. But, as Property Editor Eleanor Miller reports, they don't mind you chuckling at their work, as long as you are reading it.

Many a vendor has had a chuckle at the write-up their agent has created to advertise their home.

Suddenly your cobweb-ridden back porch is an "alfresco entertainment area", your TV room's a "potential home theatre" and 30-minute hike to the your local beach or park becomes "a short stroll".

Auctioneer Jarrod Tagni, who is also principal of Elders Aberfoyle Park, would have to be one of Adelaide's most creative real estate copywriters.

He says he regularly gets vendors joking that their houses sound so impressive in his ads that they almost want to buy them back again.

He has amassed many catchy and quirky phrases to help sell houses during his 20 years in the industry, including such classics as "Wanted: the Brady Bunch" (for a large family home), "Daring strippers wanted" (for a home in need of paint or wallpaper stripping) and "Sleep in while the kids walk to school".

Mr Tagni doesn't mind people giggling at his ads so long as they are reading them, he is happy.

"I think it (creative language) draws attention," he says, adding it's all about drawing attention from as wide a circle of potential buyers as possible.

Sharon Gray of Cocks Auld real estate says she departed with convention to describe a Goodwood house she was selling as "a woman" and received her biggest response.

Her headline read "Old Girl Lookin' for some Lovin", and the first sentence continued: "In the same family since she was built in 1925, this cute two-bedroom bungalow is starting to feel her age!"

"I actually had people coming to the open just to see what it was like because they'd laughed at the ad," Ms Gray says.

"I'd do it again if I had the right property."

Nick Van Vliet, of Nick Van Vliet Southern Vales, puts most of his creativity into headline writing, saying these are vital in the digital age.

"Nobody, but nobody, has more interesting headlines than us," he says.

Examples of his work for houses currently on the market include "The Mark of Zorro" for a z-shaped block of land in Willunga, "The Red Veranda" (for a home with a red veranda) and "Stairway to the Moon" (for a two-storey house on an elevated block).

"The photos are more critical, but when I talk to my vendors about attracting buyers it's about pictures and words," he says.

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