"Premier schools", "Gaggenau", "Carrara marble", "European oak" and "coffee machine" are among the most popular marketing lures when it comes to selling million dollar-plus homes.
But an analysis of the 3.78 million words used in selling property on realestateview.com.au in 2012 revealed different approaches by estate agents to sell in different market segments.
In the affordable segment the most prolific words include "tidy" and "affordable". The term "first-home buyer" was also popular for homes selling for less than $400,000.
Looking at all advertisements, regardless of the price segment, revealed the importance of highlighting a home’s spaciousness, heating and proximity to schools, according to the Real Estate Institute of Victoria manager of policy and public affairs Robert Larocca.
He notes that real estate agents are experts at selling and through their daily interaction with buyers develop a very good knowledge of what makes a home stand out.
“In Melbourne’s million-dollar suburbs buyers respond well to terms which highlight the proximity of the home to good schools and the presence of high-end features.
“Those looking in the million-dollar market clearly want something special so words such as ‘Gaggenau’, ‘European oak', ‘coffee machine’ and ‘premier schools’ are very popular.
“An analysis of the words used not only reveals common features in marketing a home but is also a reflection on what buyers are looking for,” Larocca concludes.
Top 10 selling words in 2012
|All homes||Million dollar||Affordable|