There is both art and science to selling a home. Mostly, this blog is concerned with the science but even to me that gets boring sometimes, so not to threaten you with too much of a good time but there won’t be any charts and graphs in this post. This time around I wanted to talk more about the art, and the science that is interfering with it. The science in question: ChatGPT. I’ll warn you now, there will be snark and judgment in this post.
When you hire someone to sell your home, you’re looking for someone with, among other things, macro and micro market knowledge, negotiating skills, and marketing expertise. That marketing expertise presents itself when the listing agent is advising a seller on how to prepare their home for the market, and it also shows up in the advertising materials the agent creates. A big part of advertising is writing the description that goes with the listing, as this description– along with the photos– will be the first thing a potential buyer sees when the email alert hits their inbox. Even if a buyer skims over the words (as I typically do), it is a vital piece of marketing that should be treated with importance by the person being paid handsomely to treat it with importance.
Now, not all real estate agents are good writers, and that doesn’t preclude them from being effective real estate agents. We all have our weaknesses, but the best of us find ways to make them less visible in the finished product. This is why any writing software includes spelling and grammar checks. Lately, it’s ChatGPT which has been used by those who either believe it’s superior to their own writing skills, or who don’t want to put the time and effort into writing a good description themselves. As a result, descriptions more and more are sounding quite impersonal, which is no way to best present a house that someone put thought and care into making a home.
Does it get it right, though? For fun, I asked ChatGPT to write a description for a house I know well, the one I grew up in. It last sold in 2016. Here’s what it punched out:
“Welcome to (REDACTED), a stunning residence nestled in the heart of (REDACTED)‘s desirable neighborhood. This exquisite 4-bedroom, 3.5-bathroom home offers an unparalleled blend of sophistication and comfort. Step inside to discover an open-concept layout featuring high ceilings, elegant finishes, and an abundance of natural light throughout. The gourmet kitchen is a chef’s dream, boasting top-of-the-line appliances, granite countertops, and a spacious island, perfect for both cooking and entertaining. The luxurious master suite offers a peaceful retreat with a spa-like ensuite bath and a walk-in closet. Outside, the meticulously landscaped backyard oasis awaits, offering a serene setting with a patio area, ideal for outdoor gatherings and relaxation. Conveniently located near downtown (REDACTED)‘s shops, restaurants, and top-rated schools, this home presents a rare opportunity for luxurious suburban living. Don’t miss your chance to own this prestigious residence at (REDACTED)!”
Things the house does not actually have:
- 3.5 bathrooms (there are two)
- High ceilings
- Kitchen island
- Top-of-the-line appliances
- Spa-like ensuite bath
- Luxury and prestige
It does have granite countertops though.
ChatGPT did better with my current house, at least with the facts:
“Discover your dream home at (REDACTED)! Nestled in a serene neighborhood, this charming 3-bed, 2-bath abode boasts modern comforts and timeless appeal. Step inside to find an inviting living space adorned with natural light, perfect for cozy gatherings or relaxation. The spacious kitchen features sleek appliances, ample storage, and a breakfast nook for casual dining. Retreat to the tranquil master suite with a private bath for ultimate comfort. Outside, the expansive backyard oasis awaits, offering a lush retreat with a patio ideal for outdoor entertaining. Conveniently located near parks, schools, and shops, this home presents a rare opportunity for serene suburban living. Don’t miss out on making this your forever home!”
It helps that my house sold in 2021, so the AI brain had something recent to go on. Most of what’s above is relatively accurate (although I wouldn’t consider serene suburban living to be a rare opportunity), but it illustrates a different problem with ChatGPT: it lays it on much too thick.
There’s a fine line between descriptive prose and roll-your-eyes level fluffery. This may be a chicken or egg argument– after all, ChatGPT is essentially trying to write the way real estate agents have historically written– but to me, it’s just reinforcing bad habits and adding to the sameness of descriptions, not to mention turning off buyers who can see through the BS. The description below is an actual one from an actual listing. I can’t tell if it was written by AI or a human, but I suspect the former:
“This stunning 3-bedroom, 2.5-bath residence is a harmonious blend of modern elegance and comfortable living. The kitchen boasts stainless steel appliances, including a convenient double oven and a gas stove. Whether you’re hosting a dinner party or preparing a quiet family meal, this kitchen is designed to inspire culinary creativity. As you explore the home, you’ll find a large primary suite complemented by a generous walk-in closet that effortlessly caters to your wardrobe needs. All three bedrooms and laundry room are conveniently located upstairs. Expansive deck at the rear of the home creates a seamless transition between indoor and outdoor living. Picture yourself relaxing in the bubbling hot tub, surrounded by the tranquility of your own private oasis. The deck is adorned with a charming pergola, providing the perfect spot for al fresco dining or entertaining guests under the stars. With its tasteful finishes, thoughtful design, and a blend of indoor and outdoor living spaces, this (REDACTED) gem invites you to make every day a celebration of comfort and style. Don’t miss the opportunity to make this residence your own!”
There are quite a few sins present in that wall of copy:
- Leading with the most overused word of them all: “stunning!”
- “The kitchen boasts…” Houses don’t boast. People boast.
- Extraneous exposition. Does it need to be said that the walk-in closet “effortless caters to your wardrobe needs?” I understand what walk-in closets are for. Does the deck really create a “seamless transition between indoor and outdoor living?” Do we need to be told that the bedrooms and laundry being upstairs make them “conveniently located?”
- Clumsy idealizing. The goal is to get buyers to picture themselves in the house, but they have more than enough imagination to do it themselves without being told to experience specific things (dinner parties, hot tub, entertaining guests under the stars, make every day a celebration, etc.). In high school writing class we were taught the mantra “show, don’t tell.” This is more telling than showing.
By the way, I’ve seen the house in question and it’s fine, but it ain’t Buckingham Palace.
Why am I reasonably sure that writing of the description above was outsourced to a robot? No grammatical errors. It’s pretty common to see a few here and there– misspellings, Randomly Capitalized Words, questionable punctuation?, and the like. This was the work of a robot, not a grammar nut with a thesaurus.
Recently, I had the opportunity to help some out-of-state friends find a listing agent for their home. I took the task to heart and came up with my own checklist of things to look for in a listing agent, in an area in which I don’t know any listing agents. There were the obvious requirements: a solid track record, decently busy (but not too busy), strong communication, and familiarity with the local market. The first filter I used though was the quality of the descriptions. Trite phrases and overused adjectives? That’s a strike. Wall of text? Strike two. Poor grammar? Deal breaker.
If AI is needed as a jumping off point to inspire some creativity, fine. However, listing agents get paid a pretty penny to sell a house, so asking for both professionalism and humanity is not too much of an ask when hiring one. Expertise in presenting a house through the marketing materials is part of the deal, and for as long as we can, let’s keep a personal touch involved. Even the least-interesting houses are special in some way, and good listing agents will always find those qualities better than AI can.
