The 7 Word Rule

George Carlin had seven words. Those became infamous, as they couldn’t be said on television. I’m not sure if newsletters are prohibited from saying those words. No matter — since it’s Sunday and this is a family channel, I won’t print those filthy words. You youngsters can go research on your own if you have no idea what I’m talking about. Oh, no bother, here are the 7 dirty words.

Other things come in sevens. My daughter gambled for the first time in Las Vegas. She won $18 on the slots by getting lucky 7’s. There are also the 7 deadly sins, the 7 seas, the 7 continents, the 7 dwarfs, and The Magnificent 7. Amazing quarterbacks like John Elway — and some not-so-great ones like Bob Avellini — wore #7.

And then there are other numbers that want to be in the presence of 7. James Bond as 007. Airplanes like the 747. Next year will be 2027. Then there are the kids playing 6-7.

Businesses and products like 7-11 or 7-Up (which was a movie with one of the best car chases ever). Some numbers, like 47 right now, might evoke strong reactions!

The 7-year itch oftentimes helps the real estate industry. The house is sold, and then two purchases happen. But we don’t like for those things to happen. When I think about 7 in real estate, it mostly pertains to advertising.

There is a rule with billboard advertising: 7 words or less. You generally have about 1½ seconds zipping through the highway to take in a billboard. It drives me crazy when I see one where everything is crammed in without any ability to actually read it.

Written descriptions on the MLS are critically important. Write-ups for brochures are different from what should go on websites.

A bad write-up would be: “Welcome to this wonderful 2BR/2BA Sylvester model located in the prestigious Pinecrest community.” Instead, “Gorgeously updated and the largest model in Pinecrest with stunning lake views and full impact glass — this desirable 2BR/2BA condo offers space, style, and serenity in one of the area’s most desirable 55+ communities.”

The first version really didn’t say anything. The client already knows it’s a 2BR/2BA, so it’s somewhat useless to repeat yourself. Nobody knows or cares about a “Sylvester model.” The keys to fit in are:

• Updated
• Largest model
• Lake views
• Impact glass

Those four bullet points are the key to getting the end user and their Realtor to read more. If they aren’t hooked quickly, then you can be toast.

I recently had someone contact me about taking over their listing. Besides the first photo not being a much-needed aerial (aerials tell a picture story), the write-up started this way…

“XXXX Delray Lakes is a culmination of everything we love about living in East Delray Beach. Feel free to drive your golf cart to Atlantic Avenue or to the Atlantic Ocean, as you are merely minutes away. Or, enjoy the amenities only found in Delray Lakes such as…”

Again, nobody who is dialed into a home search should be sold on living in East Delray Beach. They know that already. You’ve lost them, and they are moving on quickly. Instead…

“Beautiful & stunning unobstructed long lake views from this remodeled 4BR + den w/ wow kitchen, 2023 new roof & impact glass.”

As another example, here is one that clearly shows where the major selling point is at 206 Thornton Court, PGA National:

“Unmatched, spectacular lake views w/ southern exposure on a massive .46-acre cul-de-sac locale. 3BR + study, 3.5 baths. 3,390 living square feet w/ incredible outdoor living, pool, and spa.”

The lead photo says it all. It shows much of the property line, lake view, and cul-de-sac location.

The write-up immediately hits the following…

• Unmatched spectacular lake views (says it’s the best)
• Southern exposure (best exposure)
• .46 acre (tells a buyer you have land for pets, kids, gardening, or breathing room)
• + Study is key. Libraries, bonus rooms, and movie theaters need to be mentioned quickly, as it’s hard to specifically search for them
• Spas are not usually searched for as well

Other items we like to always bring up early in a write-up are…

• Materials. Sometimes we will say something like… Exquisitely remodeled w/ Quartz/Marble/Wood/Crown/Wood (naming materials gets the point across quickly)
• Newer — newer roof, newer ACs, newer water heater
• Impact glass
• Club membership if advantageous
• Dock and boat size frontage
• Generator
• Garage size if more than 2 spaces
• Ceiling height
• Light, open, and spacious (everyone wants that)
• Great room plan
• Volume ceilings

Things that should be avoided are items that are nice but can be mentioned later in the write-up or at the showing. Central vac is an add-on, but is someone really searching for that in their dream home right away? A water filtration system in the kitchen — maybe the whole house gets mentioned early, but not in the first few precious paragraphs.

Sellers can sometimes push agents on the write-up for what they want rather than what is best. If you have a good agent, let them do their thing and then look it over.

And if you do roll lucky 7’s at the casino, it’s time for an house upgrade. Just call 561-500-ECHO. (See 5 phrases. I kept it under 7).