Avoiding Real Estate Clichés Like the Plague (see what I mean??)
“Not a Drive-By!” “Must See!” Yada, Yada, Yada One of my favorite Mad magazine cartoons ( circa 1970) shows a vendor in front of a food stand with the following sign: “turkey burgers,” “chicken burgers,” “buffalo burgers,” “tuna burgers,” “veggie burgers,” etc. etc. The caption: “we have some with ham, too, but we don’t know what to call them.’ So, too, in real estate, avoiding clichés — overused, and therefore meaningless phrases — is an occupational necessity. Step #1 Of course, to avoid using clichés, you first have to know what they are. If you’ve been in real estate longer than six months, that’s like shooting fish in a barrel (sorry ). Some of the choicest clichés: –“Not a drive-by! –“Must see!” –“Amazing opportunity!” –“Great bones!” (For more in this vein, see “Real Estate Euphemisms ” New & Improved “). Step #2 The problem with all of the above — besides suffering from overuse — is that they’re generic; far better to shine a spotli...