POTENTIAL
“Potential” is a high-performance and high-volume word, as it appears in over 3.5% of all descriptions and these descriptions are 1.5 times as likely to receive a favorite than the typical description. Of course, “Potential” is often used in properties that are intended to be investments or perhaps fixer-uppers. We will discuss how to use the word and the concept in a way that is most advantageous for your business.
Descriptions using the word “Potential” are 50% more likely to receive a favorite than other descriptions
Descriptions using “Potential” perform well across all price points, but perform best in mid-priced homes in a given market. Properties priced in the mid-range are 1.9 times as likely to receive a favorite than the average description. Top “Potential” formulations in mid-priced homes include “tons of potential”, “lots of potential” and “great potential”.
More top combinations
Use these words together anywhere in a description to improve performance:
3.9x
Potential + Flexibility:
3.9 times as likely to be
high engagement.
high engagement.
5x
Potential + Separate
entrance + Custom:
5 times as likely to be
high engagement.
high engagement.
3.4x
Potential + Sweet:
3.4 times as likely to be
high engagement.
high engagement.
5.5x
Potential + Mature
Landscaping + Wood
burning fireplace:
Landscaping + Wood
burning fireplace:
5.5 times as likely to be
high engagement.
high engagement.
3.9x
Potential +
Gardening + Relaxing:
Gardening + Relaxing:
5 times as likely to be
high engagement.
high engagement.
Top topics in Potential descriptions
2.8
Times
Basement:
Nearly a quarter of all “Potential” descriptions also include references to basements. The connection makes sense, as basements can be something of a white space in a home, giving buyers more options to customize.
The most successful Potential/Basement descriptions discuss storage. Potential/Basement/Storage descriptions are 2.8 times as likely to be high engagement than the average description.
3.5
Times
Ready:
Ready is a very successful topic as well. Potential/Basement/Ready descriptions are 3.4 times as likely to be high engagement. Phrases such as “ready to go”, “ready for your updates”, or “ready for you to enjoy” work well. Properties that use “Potential” in descriptions are often lacking in some way, many are fixer uppers. Indicating some form of readiness seems to help buyers feel more comfortable with the home.
Close Proximity Topics in Potential descriptions
“Potential” descriptions perform very well when used in close proximity to the following words/topics:
2.9
Times
Endless:
Potential + Endless works very well together in descriptions, as these descriptions are 2.9 times as likely to receive a favorite. These descriptions tend to stress the options and flexibility of the property. Phrases such as “Endless potential”, “Endless options” and “Endless opportunities” are often used in high-engagement descriptions.
2.7
Times
Space:
Similar to basement, high-performance “Potential” descriptions use the concept of space to express flexibility and options. Terms like “Bonus space”, “Lots of space”, “Dining space”, “Flex space”, “Ample closet space”, “Outdoor space”, and “Additional space”, perform very well in “Potential” descriptions. Using at least one of these phrases along with “Potential” yields descriptions that are 2.7 times as likely to receive a favorite.
2.4
Times
Opportunity
“Potential” descriptions are also often used in investment properties. Top “Potential” descriptions use “Opportunity” often in investment contexts. Top phrases include “amazing opportunity”, “investor opportunity” and “wonderful opportunity”. Descriptions using “Potential”, and any one of these phrases are about 2.4 times more likely to receive a favorite.
