A PICTURE tells a thousand words, so the old adage goes, but a new book suggests the words you use in a property ad can potentially cost you thousands of dollars.

老话说得好：“一张好图胜过千言万语”，但在房产广告中用词不当却可能会使您白白损失数千美元。

While well-chosen words can help boost your sale price, the authors of Zillow Talk argue that the wrong words can have the opposite effect.

“介绍房产时用词得当会帮助您提高售价”，Zillow Talk的作者认为，“用词不当却会产生相反的消极作用。”

Spencer Rascoff and Stan Humphries analysed 24,000 ads from the property website Zillow to measure how different words, descriptions and listing lengths impacted sale prices.

Spencer Rascoff 和 Stan Humphries 分析了房地产网站Zillow上面的24000则广告，以此衡量不同的用词，描述和上市周期给售价带来的影响。

For top-tier homes, “investment”, “potential” and “TLC” were linked with significantly lower final sale prices compared with their estimated values, while “captivating” properties fetched higher prices.

对于顶级豪宅而言，“投资”，“潜力”，“悉心维护”等词往往预示着房子的成交价会低于它的市场预期，而描述房子“迷人”属性的那些房源却获得了较高的成交价。

“Cosmetic”, “bargain”, “fixer”, “nice” were best avoided and “unique” homes, the authors found, tended to need some kind of rehab.

“包装”，“讨价还价”，“改造”，“美好”，“独一无二”等词也最好回避。

“If a home is described as a ‘unique opportunity’, for example, that’s a negative signal, whether or not the seller is trying to send one,” the authors write.

该作者认为：“倘若一个房子被描述成一个独一无二的机会，这往往是在发出消极信号——这么好的房子卖家是否真的有诚意出售呢？”

For bottom tier homes, ads using the word “luxurious” tended to beat the expected sale price by a whopping 8.2 per cent.

对低层次住宅而言，广告语中使用“奢华”这个词的成交价以高达8.2%的概率超于市场预期价出售。

“Impeccable” and “remodelled” homes also performed better than expected.

“无懈可击”和“完美改造”的房子也表现地比预期要好。

Katie Taylor is copy manager at Real Estate Studio, a division of the Australian online real estate marketing platform campaigntrack.

Katie Taylor在澳大利亚房产网营销平台旗下的一个房产工作室担任复制管理员工作。

She recommended avoiding cliches.

她认为在房产广告中应该避免陈词滥调。

“They are tacky and hold no informative value.”

“他们既俗气，又没有任何参考价值。”

“Renovator’s delight” is on her list of banned phrases, along with “stunning” and “whisper quiet”.

“革新者的最爱”，“惊人的”，“超级静谧”等词都是她被禁止的短语。

“If the street was whisper quiet, it would be creepy to live in — how is this appealing?”

“如果一条街道安静到都能听得到耳语，那将是一个多么可怕的居住地——会有什么吸引力可言呢？”

She also dislikes “young” — as in “three years young”.

她也不喜欢用“房龄年轻”这类词-比如：“三年房龄。”

Andrew Lutze, a partner at Cunninghams Property at Balgowlah on Sydney’s northern beaches, adds “quaint”, “homely”, “lovely”, “guaranteed”, “the ultimate”, “metres from the beach”, “friendly neighbours” and “never to be built out” to the roll-call of overused words and phrases.

悉尼北部海滩Cunninghams 房产公司合伙人Andrew Lutze特地列了一个“被过度使用的词和短语”名单，将“古雅”，“家居”，“可爱”，“保证”，“最终”，“距离海滩咫尺之遥”，“邻居友好”等词列入其中。

Rather than dumping a list of features in the ad copy, he recommends using words that transport potential buyers into the house. “For example, instead of stating the property has a ‘seaside location’, talk about the sea spray felt from the property’s porch,” Lutze says.

他建议使用引人入胜的方式将目标客户带入到那所需要推荐的房子之中，用生动的语言描述，不仅仅是告诉客人这套房产“位于海边”，应该换一种方式，谈谈从房产的门廊边如何能真切地感受到周边迷人的浪花。

“If the words used in copy don’t marry with the property, perceptions can be changed and the wrong impression can be left on potential purchasers. For this reason, it’s important not to understate or overstate the property to ensure you’re attracting the right buyers, as the wrong buyers can ultimately result in driving the price down.”

如果描述房产用词不当，可能会给目标客户留下错误的认知，不佳的印象。因此，你需要准确定位每套房产，用精准的语言描述他们，以此确保你能吸引到合适的买家，不会让某套房产出现低于市场预期价出售的情况。

*原文摘要来自于news.com.au