The Most Popular Real Estate Listing Keywords

A Study of 300,000 Listings Reveals What Words US Agents Use the Most

Summary________________________________

Top 100 most popular real estate listing keywords

Top keywords used to market homes by geographical region
Top 100 listing words that sell homes
How luxury homes were marketed in 2012
Brand names most regularly used in advertising luxury
homes

Introduction
Do you already have a special, ka-ching! combination of words for advertising a home? If you're still open to new
possibilities, take a look at these mega-useful lists of keywords agents and brokers have been using to market
their homes in the US.
Lists were compiled as a result of research* done on hundreds of thousands of listings active during 2012.

tag cloud created using wordle.net

(*) Research Methodology

For Top-100 Most Popular Real Estate Buzzwords in 2012 we researched a pool of 300,000 listings active during January-June 2012
and we counted all words that appeared in listing descriptions more than once.
For the Top-100 Listing Words that Sell Homes we mined 1,500 NYC listings active between October 2011 and September 2012.
Lists on particular segments were based on listing keywords specific only to a particular category and which could not be found in
other categories.
For the geographic segmentation we considered the follwing states: for WEST WA, OR, CA; MIDWEST IL, MI, IN; EAST PE, NJ, NY;
SOUTH TX, FL, GE.

TOP 100 Listing Words that Sell Homes

Proven, You, Free theres almost an entire science dedicated to the discovery of Words That Sell. But are
there any real estate-industry specific words that help you sell a home faster?
We gave this a test as well. We analyzed listing descriptions for homes in NYC that sold faster than the average
(180 days on the market) and identified the top 100 most used words. The same study was done for all listings in NYC.
While there was a certain degree of overlap between the two sets, there were more than 50 words which were
present only in the first category. Closet space, city views, soaking tub, sunny, open kitchen, oversized
windows, and elegant all were among the top word choices of agents who sold homes faster, but not among the
average home description.
Is this just clever wording or does it indicate a high demand for homes that feature certain desirable characteristics
such as an open kitchen or the presence of a storage room?
We wanted to have an expert answer this for us, and who better to ask than someone with a proven record of selling
homes fast. Real estate agent Elaine Clayman, a senior vice president and managing director with Brown Harris
Stevens, gave our question some thought and told us that, based on her experience, its not only what features you
include in the ad that helps a home sell faster, but also how you describe them. Soaking tub is more inviting than
bath tub, for example. Private storage is also more compelling than public storage, she pointed out.
Here are top-100 words that helped agents sell NYC homes faster:
Rank

Keywords

Rank

Keywords

Rank

Keywords

beautiful

23

must see

45

spectacular

hardwood floors

24

soaking tub

46

elegant

stainless steel appliances

25

dishwasher

47

ceiling windows

renovated

26

excellent

48

wood burning fireplace

private

27

super

49

storage room

spacious

28

oak

50

river views

washer dryer

29

lovely

51

priced to sell

shopping

30

stunning

52

single family

closet space

31

sunny

53

unique

10

brand new

32

private storage

54

move in condition

11

luxury

33

bright

55

fabulous

12

high ceilings

34

original

56

oversized windows

13

huge

35

open kitchen

57

move right in

14

wood floors

36

pet friendly

58

spacious living room

15

quiet

37

gorgeous

59

well maintained

16

city views

38

entertaining

60

central air

17

enjoy

39

subzero refrigerator

61

beamed ceilings

18

home office

40

new kitchen

62

new windows

19

fitness

41

large living

63

completely renovated

20

pool

42

marble bath

64

wall of windows

21

granite countertops

43

conveniently located

65

finest

22

perfect

44

new hardwood floors

66

great location

The keywords highlighted are specific only for this category. They do not appear in Top 100 Most Popular Listing
Keywords

TOP 100 Listing Words that Sell Homes (cont.)

Rank

Keywords

Rank

Keywords

Rank

Keywords

67

spacious living

79

manhattan skyline

91

bosch dishwasher

68

marble floors

80

located near

92

low maintenance

69

crown moldings

81

floor-to-ceiling windows

93

extra large

70

bosch washer

82

exquisite

94

gramercy

71

air conditioning

83

most desirable

95

perfect for entertaining

72

custom designed

84

detached garage

96

magnificent

73

storage space

85

french doors

97

media room

74

recessed lighting

86

centrally located

98

large windows

75

short walk

87

the finest

99

miele appliances

76

totally renovated

88

beautiful hardwood floors

77

swimming pool

89

incredible

78

brooklyn bridge

90

investment property

100

wood cabinetry

TOP 100 Popular Words by Price Segments

Should an ad describing a $500,000 home and one marketing $5 million home sound the same?
A price segmentation of all the listings analyzed helped us notice that while beautiful appeals to the average home
buyer, the wealthy ones seem to be more attracted to homes listed as private.
Check out our top-100 most popular listing words for every price segment:
Rank

Top Keywords for listings

priced below

Rank

$1 million
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41

beautiful
hardwood floors
stainless steel appliances
private
pool
your dream home
great room
priced to sell
must see
spacious
build your dream
room with fireplace
1
granite countertops
wood burning fireplace
1
enjoy
vaulted ceilings
wood floors
huge
great location
well maintained
lots of storage
two car garage
covered front porch
perfect
perfect for entertaining
shopping
freshly painted
move-in ready
breakfast bar
plenty of storage
crown moldings
gas fireplace
wall of windows
great for entertaining
conveniently located
close to schools
spacious living room
move in condition
large walk-in closet
french doors
attached garage

Top Keywords for listings

priced between

Rank

$1 and $5 million

Top Keywords for listings

priced above

$5 million

1
2
3
4
5
6
7
8
9
10
11
12

pool
hardwood floors
stainless steel appliances
private
beautiful
great room
wall of windows
granite countertops
wet bar
room with fireplace
pool and spa
french doors

1
2
3
4
5
6
7
8
9
10
11
12

private
guest house
wall of windows
pool
room with fireplace
wood burning fireplace
pool and spa
ocean views
great room
tennis court
media room
beautiful

13
14

must see
perfect for entertaining

13
14

wet bar
hardwood floors

15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41

wood floors
ocean views
spacious
high ceilings
crown moldings
guest house
media room
vaulted ceilings
enjoy
luxury
entertaining
huge
perfect
wood burning fireplace
panoramic views
tennis court
stunning
gorgeous
stone fireplace
guest suite
gated community
spectacular
your dream home
custom cabinetry
mountain views
heated pool
surround sound

15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41

high ceilings
french doors
stainless steel appliances
luxury
wood floors
perfect for entertaining
panoramic views
spectacular
guest suite
must see
entertaining
swimming pool
city views
pool house
rare opportunity
spectacular views
exercise room
your dream home
wine room
brand new
stunning
magnificent
ocean front
spacious
build your dream
home theater
perfect

TOP 100 Popular Words by Price Segments (cont.)

Rank

Top Keywords for listings

priced below

Rank

$1 million
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91

brand new
gorgeous
quiet
tennis court
detached garage
entertaining
cathedral ceilings
wet bar
privacy
move right in
washer dryer
gated community
gas log fireplace
beautiful hardwood floors
lovely
close to everything
this beautiful home
screened porch
large corner lot
beautiful home
mountain views
high ceilings
oak
stone fireplace
pool and spa
great starter home
ranch style home
location location location
new kitchen
great views
lake views
swimming pool
excellent
great opportunity
spacious master suite
bright
new windows
natural light
luxury
large back yard
enjoy the views
golf course views
fabulous
sprinkler system
quality
new construction
spacious kitchen
bay window
ceramic tile flooring
stunning

Top Keywords for listings

priced between

Rank

$1 and $5 million
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91

brand new
large walk-in closet
spacious master suite
two car garage
washer dryer
build your dream
swimming pool
elegant
gas fireplace
steam shower
luxurious master suite
fabulous
great for entertaining
natural light
exercise room
subzero refrigerator
quality
spectacular views
salt water pool
spacious living room
cathedral ceilings
lake views
home office
breakfast bar
this beautiful home
beamed ceilings
privacy
unique
wine cooler
plantation shutters
priced to sell
renovated
coffered ceilings
magnificent
double ovens
great location
outdoor living space
beautifully landscaped
new construction
city views
breathtaking views
ideal for entertaining
soaking tub
beautiful home
exquisite
conveniently located
golf course views
recessed lighting
custom designed
location location location

Top Keywords for listings

priced above

$5 million
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91

breathtaking views
steam shower
enjoy
bottle wine cellar
unique
elegant
gas fireplace
subzero refrigerator
open city views
panoramic ocean views
world class
summer kitchen
luxurious master suite
finest
washer dryer
huge
entertaining space
private elevator
ideal for entertaining
crown moldings
guest quarters
soaking tub
custom cabinetry
gunite pool
city lights
entertaining area
exquisite
privacy
custom designed
parking spaces
private beach
river views
security system
quality
detached guest house
heated pool
gated community
vaulted ceilings
ceiling windows
natural light
large walk-in closet
room wine cellar
conveniently located
floor-to-ceiling windows
most desirable
private gated
beautifully landscaped
beamed ceilings
incredible
coffered ceilings

TOP 100 Popular Words by Price Segments (cont.)

Rank

Top Keywords for listings

priced below

Rank

$1 million
92
93
94
95
96
97
98
99
100

storage space
renovated
gleaming hardwood floors
unique
community pool
minutes from downtown
whirlpool tub
wood burning stove
starter home

Top Keywords for listings

priced between

Rank

$1 and $5 million
92
93
94
95
96
97
98
99
100

city lights
incredible
security system
rare opportunity
lovely
parking spaces
summer kitchen
screened porch
sound system

Top Keywords for listings

priced above

$5 million
92
93
94
95
96
97
98
99
100

mountain views
stone fireplace
renovated
outdoor living space
priced to sell
spacious master suite
granite countertops
air conditioning
home office

The keywords highlighted are specific only for the respective category. For example, highlighted keywords for listings
priced below $1 million are not found in top 100 for listings priced between $1-$5 million and viceversa.
For the luxury segment specific keywords are those not to be found in the Top 100 for $1-$5 million category.

TOP 100 Keywords by Geographical Region

Home buyers choose which property to purchase based on their
needs and tastes - but the region where they live is also a factor.
Our analysis shows that home buyers in different areas of the US look
for different things, judging by the very localized popularity of certain
keywords. And these are not just things that are specific to an area,
such as a sea view.
Have a look at the top-100 listing keywords that were used most
regularly by agents in all regions of the US:

Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36

WEST - Top keywords

stainless steel
appliances
beautiful
hardwood floors
great room
vaulted ceilings
private
must see
room with fireplace
pool
pool and spa
mountain views
spacious
wood floors
your dream home
priced to sell
enjoy
french doors
build your dream
well maintained
huge
great location
gated community
close to schools
wet bar
tennis court
two car garage
ocean views
gas fireplace
lots of storage
perfect for entertaining
perfect
high ceilings
granite countertops
attached garage
wall of windows
move-in ready

Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36

MIDWEST - Top keywords

beautiful
hardwood floors
your dream home
room with fireplace
priced to sell
build your dream
stainless steel appliances
private
wood burning fireplace
covered front porch
spacious
lots of storage
enjoy
move in condition
close to schools
plenty of storage
two car garage
attached garage
spacious living room
great room
gas log fireplace
huge
must see
vaulted ceilings
move right in
great location
perfect for entertaining
well maintained
great for entertaining
perfect
large walk-in closet
wall of windows
close to everything
beautiful hardwood floors
pool
detached garage

Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36

EAST - Top keywords

beautiful
hardwood floors
stainless steel appliances
private
spacious
pool
priced to sell
enjoy
wood burning fireplace
move in condition
room with fireplace
move right in
huge
shopping
your dream home
must see
spacious living room
perfect
plenty of storage
two car garage
quiet
build your dream
lovely
renovated
perfect for entertaining
entertaining
well maintained
wood floors
great for entertaining
wall of windows
lots of storage
beautiful hardwood floors
brand new
covered front porch
gorgeous
bright

Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36

SOUTH - Top keywords

stainless steel appliances
pool
must see
wood floors
beautiful
hardwood floors
great room
your dream home
gated community
granite countertops
crown moldings
tennis court
great location
breakfast bar
build your dream
well maintained
vaulted ceilings
private
french doors
heated pool
move-in ready
spacious
priced to sell
high ceilings
lake views
brand new
community pool
conveniently located
enjoy
washer dryer
freshly painted
swimming pool
wet bar
screened porch
beautiful home
wood burning fireplace

TOP 100 Keywords by Geographical Region (cont.)

Rank

WEST - Top keywords

Rank

37
38
39
40
41
42
43
44
45
46
47
48

shopping
spacious living room
beautiful home
wood burning fireplace
entertaining
breakfast bar
brand new
quiet
panoramic views
crown moldings
detached garage
gorgeous

37
38
39
40
41
42
43
44
45
46
47
48

49
50

great views
swimming pool

49
50

51
52

conveniently located
guest house

51
52

53
54
55
56
57
58
59
60
61
62

great opportunity
recessed lighting
this beautiful home
great for entertaining
city lights
remodeled kitchen
spacious master suite
privacy
natural light
lovely

63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86

plantation shutters
washer dryer
large walk-in closet
bright
covered front porch
spacious kitchen
plenty of storage
freshly painted
cathedral ceilings
location location location
large corner lot
golf course views
lake views
price reduction
soaking tub
enjoy the views
low maintenance
oak
stunning
beautiful views
stone fireplace
surround sound
laminate flooring
beautifully landscaped

MIDWEST - Top keywords

Rank

large corner lot

ranch style home
freshly painted
great starter home
oak
move-in ready
quiet
cathedral ceilings
shopping
large back yard
home warranty included
gorgeous
homepath renovation
mortgage
wood floors

37
38
39
40
41
42
43
44
45
46
47
48

51
52

53
54
55
56
57
58
59
60
61
62

wet bar
gas fireplace
renovation mortgage
financing
entertaining
privacy
new water heater
conveniently located
this beautiful home
lots of updates
wood burning stove
location location location
lovely

63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86

breakfast bar
brand new
excellent
quality
french doors
enjoy the views
minutes from downtown
stone fireplace
spacious master suite
partially finished
washer dryer
great family home
new windows
whirlpool tub
crown moldings
in good condition
ceramic tile flooring
garage door opener
gleaming hardwood floors
granite countertops
lake views
great opportunity
new kitchen
very nice home

63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86

49
50

53
54
55
56
57
58
59
60
61
62

EAST - Top keywords

gleaming hardwood
floors
freshly painted
vaulted ceilings
close to schools
cathedral ceilings
great room
gas fireplace
great location
granite countertops
great starter home
oak
privacy

Rank

SOUTH - Top keywords

37
38
39
40
41
42
43
44
45
46
47
48

huge
pool and spa
media room
shopping
plantation shutters
sprinkler system
perfect for entertaining
perfect
great opportunity
owner financing
boat ramp
room with fireplace

conveniently located
washer dryer
location location
location
close to everything

49
50

new kitchen
great views

51
52

great for entertaining

two car garage

french doors
stone fireplace
new kitchen
original
wood burning stove
detached garage
this beautiful home
luxury
new windows
excellent
home warranty
included
large walk-in closet
high ceilings
crown moldings
unique
new hardwood floors
fabulous
breakfast bar
ranch style home
attached garage
stunning
spectacular
new construction
quality
ceramic tile flooring
tennis court
in good condition
dishwasher
recessed lighting
brick fireplace
sunny
ground pool
wet bar
large back yard

53
54
55
56
57
58
59
60
61
62

fully furnished
golf course views
stone fireplace
lots of storage
country living
large walk-in closet
gorgeous
surround sound
natural light
parking spaces

63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86

centrally located
security system
cathedral ceilings
spacious kitchen
ocean views
guest house
glass doors
exercise room
double ovens
entertaining
resort style
financing available
wall of windows
guest suite
beautiful views
close to schools
located near
gas fireplace
very large
close to everything
quiet
energy efficient
oak
impact windows

TOP 100 Keywords by Geographical Region (cont.)

Rank
87
88
89
90
91
92
93
94
95
96
97
98
99
100

WEST - Top keywords

new kitchen
sprinkler system
centrally located
community pool
spectacular
completely remodeled
spectacular views
parking spaces
quality
double ovens
excellent
luxury
located near
fabulous

Rank
87
88
89
90
91
92
93
94
95
96
97
98
99
100

MIDWEST - Top keywords

unique
great views
original
screened porch
beautiful home
stunning
fabulous
well kept home
country living
luxury
new construction
bay window
starter home
bright

Rank
87
88
89
90
91
92
93
94
95
96
97
98
99
100

EAST - Top keywords

magnificent
large corner lot
elegant
move-in ready
great opportunity
soaking tub
storage space
bay window
enjoy the views
sliding doors
natural light
partially finished
screened porch
starter home

Rank
87
88
89
90
91
92
93
94
95
96
97
98
99
100

SOUTH - Top keywords

large corner lot
this beautiful home
panoramic views
privacy
road frontage
location location location
new construction
new appliances
laminate flooring
lovely
storage space
extra storage
great place
starter home

The keywords highlighted are specific only for the respective category. In determining which words are specific for a
certain category we compared the Top 100 keywords from the West with the ones from the East and Top 100 from
Midwest against Top 100 from South.

Top Brand Names in Luxury Home Listings

Since home attributes are so important, brand names matter all the more.
And judging from which brand names were used in luxury home listings, quality and style are two things on which
wealthy buyers are not willing to compromise.
The most attractive brand name used for advertising luxury homes is Sub Zero--their refrigerators appear to be the
hottest (and some of the priciest) appliances these days.

Top Brand Names in Luxury Home Listings

Sub-Zero

Viking

Miele

Bosch

Whirlpool

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