The Ultimate Guide To Grammar, Syntax And Real Estate Writing

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Once you first received into actual property, you in all probability anticipated to do loads of math (calculating sq. toes and commissions), market evaluation (for pricing and consumer advisory companies) and even inside design (serving to sellers with staging and serving to patrons envision the potential of an area). What it’s possible you’ll not have realized is simply how a lot writing could be required.

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From property descriptions to supply cowl letters to promotional postcards and extra, actual property writing is a big a part of the day-to-day for many brokers and brokers. I’ve rounded up a few of my greatest recommendation that can assist you refine your writing and categorical your self with extra confidence.

Be aware: This text is a roundup of previous grammar and syntax-related data. Every part’s subhead is linked to its unique model.

As a former English trainer, I didn’t imagine in handing again an essay drenched in purple ink, marking each single error in a pupil’s paper. As a substitute, I wrote on the prime: Doing these two issues will instantly enhance your writing. Then, I’d solely mark the situations of these two errors wherever they occurred.

As a pupil progressed all year long, they’d right these frequent errors, and I’d start figuring out others. This created a plan for systematic enchancment reasonably than overwhelming the coed with too many corrections.

All of us have our particular person pet peeves — these writing errors that make us cringe. Sadly, we additionally all have our personal grammatical blind spots — errors that we make again and again, particularly if we’re drained or in a rush.

Step one in refining your writing is to determine these errors you take advantage of and proofread only for these. Proofreading shouldn’t be a one-time factor. Proofread as soon as for spelling, as soon as to your commonest errors, as soon as aloud for stream and redundancies.

Unsure what errors you’re making? Take into account working with a copyeditor or writerly buddy who may also help you determine your frequent slip-ups. As well as, listed here are some issues to remember:

1. Don’t depend on spellcheck or grammar fixers solely

It’s nice to run spellcheck earlier than you submit an editorial or hit Ship on an electronic mail, however these can solely go up to now. You probably have used the mistaken phrase however spelled it appropriately, spellcheck received’t actually make it easier to.

For instance, If I write “Attractive inside sputters and customized window remedies all through” in a property description, spellcheck could not see the issue. That’s as a result of “sputters” is an actual phrase, regardless that it’s not the one I supposed.

Keep in mind, spellcheck and grammar checkers are instruments, not the entire plan for refining and modifying your writing.

2. Learn backward to catch spelling errors

Once you’ve been engaged on an editorial for some time, your mind begins to fill within the blanks, studying on autopilot and overlooking errors.

If you wish to catch spelling errors or different errors, learn backward. This can take away the context and can help you take a look at phrases individually, catching extra errors alongside the way in which.

3. Know your conjunctions

One of the vital frequent errors I see on-line includes errors associated to conjunctions, together with its/it’s, your/you’re, and there/their/they’re. The confusion arises with the apostrophe, which often signifies possession however in these circumstances signifies a conjunction — the becoming a member of of two phrases collectively.

Its signifies possession whereas it’s is a conjunction for it’s or it has.
Your signifies possession, whereas you’re is a conjunction for you might be.

For there, their and so they’re, bear in mind the next:

There signifies location and is an identical set with right here.
Their signifies possession and incorporates the phrase inheritor, one who receives or possesses an inheritance.
They’re is a conjunction for they’re.

4. Grasp possessive vs. plural

Flip the script while you’re making nouns possessive by including an apostrophe-s. To make a phrase plural, add -s or -es normally.

In case you have been questioning:

molding/moulding: Each are literally right, relying on the place you might be. Trim Information tells us that “molding,” as in “crown molding,” is the right U.S. spelling, however the time period originated within the U.Okay., the place it’s spelled “moulding.”
crepe myrtle/crape myrtle: Referring to the pink or purplish Asian shrub with crinkly petals, the consensus is that each spellings are acceptable. A passage from Backyard.com signifies that the plant’s scientific identify is lagerstroemia, or crape myrtle. “Crepe myrtle” is a standard Southern spelling that attracts from the flowers’ resemblance to crepe paper.

1. Property descriptions

In fact, errors could be embarrassing in MLS copy or may even trigger you to inadvertently make a false declare concerning the itemizing. One among my favourite examples is a property description that boasted concerning the house’s spacious “panties” as an alternative of “pantries” — making a titillating, albeit comedic, impact that was absolutely not what the agent or consumer would have wished.

Listed below are a couple of of essentially the most hotly debated grammatical points that come up in property descriptions.

To ampersand or to not ampersand?

Many brokers discover ampersands (the “&” image) cheesy or overly informal, whereas others see them as a crucial solution to save two characters on quick MLS descriptions.

Whereas there isn’t a onerous and quick rule, it’s possible you’ll discover it simpler to keep away from the problem by limiting the usage of “and” in descriptions. Take into account the next choices:

Resort-style facilities embrace heated pool, tennis courts and playspace.
Resort-style facilities embrace heated pool, tennis courts & playspace.
Resort-style facilities embrace heated pool, tennis courts, playspace.

Possibility three saves essentially the most room and retains you from utilizing the ampersand altogether.

Anthropomorphic homes

If there’s one syntax concern that riles up brokers greater than some other, it’s the house that’s personified as “boasting” about its fixtures and finishes. Whereas this one is a matter of (sturdy) opinion, there are many methods to keep away from this utilization, together with affords, options, consists of and incorporates.

Exclamation marks

Some folks simply love exclamation marks! They really feel that they supply a substantial amount of enthusiasm and improve tone! Many people use them in texts and emails to sound friendlier, then embrace them in MLS descriptions as effectively! Isn’t that superior!?!!

Critically, please don’t do that. When you should use an exclamation mark, restrict your self to at least one mark per property description, provided that the sentence is really exclamatory.

Leaving out crucial commas

Whereas each character is valuable while you solely have a 510-character restrict, there are occasions that you just want a comma. Whereas a remaining comma could also be non-compulsory in a listing, it might enhance readability in different elements of the outline.

Learn the outline aloud and, if a pause or break is required, don’t be afraid to make use of a comma.

All caps, occasional caps or title case

MUCH LIKE THE EXCLAMATION MARK, MANY AGENTS FEEL THAT ALL CAPS INFUSE A PROPERTY DESCRIPTION WITH ENERGY. IN REALITY, HOWEVER, IT GENERALLY FEELS LIKE SOMEONE IS SHOUTING AT YOU. LIKE RIGHT NOW, DON’T YOU FEEL LIKE I AM YELLING? I’M NOT, JUST FOR THE RECORD, BUT IT FEELS THAT WAY.

I Have Additionally Seen Descriptions That Have been, Inexplicably, Written In Title Case With Each Phrase’s First Letter Capitalized. No, Simply No.

Splitting the distinction, there are Descriptions that characteristic Random Capitalizations, very similar to these within the Declaration of Independence. Presumably, these are included to be able to Spotlight a few of the most Essential and Distinguished options. I don’t discover them very efficient.

Extreme abbreviations

You understand what folks love? A 2br 2ba co-op on a cldsc w/ eik feat st st appl, hdwd flrs, Cth & CrMs.

In all seriousness, don’t make folks wade by and attempt to interpret your abbreviations as a result of normally, they received’t trouble. You don’t have to suit every thing into your MLS description.

In lots of circumstances, you possibly can embrace descriptive captions in your pictures or add a extra thorough description as an attachment for the client’s agent to share.

Language that’s all flour and no meat

Some properties are so sun-drenched and provoking that, because the final tendrils of daylight drift throughout their Western exposures, the agent turns into positively lyrical, tenderly bringing forth descriptions burnished with such poetry that they change into virtually incomprehensible.

Right here too, figurative language just isn’t your buddy, and patrons won’t spend their time puzzling out the literal options of the house by your purple prose. Favor a extra simple strategy that highlights the house — not your inventive instincts.

Timeliness

“Received’t final lengthy!” loses its impression when the itemizing has been available on the market for 82 days and not using a nibble. When you embrace time-sensitive data or calls to motion within the description, set a reminder in your cellphone to go in and take away them in a well timed method.

Truthful housing violation

All jokes apart, one of many largest errors brokers make is to inadvertently violate honest housing pointers with their property descriptions. Keep in mind, phrases like “household house,” “stroll to retailers” and “near church buildings” carry implications about the kind of purchaser who’s most popular for a house or neighborhood.

Consider your go-to phrases for property descriptions, and ensure that they aren’t carrying unintended messages that appear to exclude some home hunters.

2. Social media posts

Social media, in fact, is rife with errors. Maybe it’s as a result of folks are inclined to submit on the run or as a result of they’re utilizing their telephones as an alternative of a pc. Both means, we are inclined to see extra errors and extra issues with punctuation, spelling and syntax.

Typically, these typos may end up in embarrassing errors, undermining your credibility and making you look reasonably foolish. Typically, nonetheless, they will create severe issues, like this Australian agent whose lacking apostrophe in a Fb submit could find yourself costing him a whole lot of 1000’s of {dollars}.

Far past embarrassing and even expensive errors on social media are ill-advised, inflammatory posts that undermine your credibility, your means to serve shoppers and the popularity of the trade as an entire.

Whereas some advocate a separation of non-public {and professional} communication, hate speech, slurs and different discriminatory and bigoted language name into query an agent’s means to abide by the code of ethics and honest housing legal guidelines regardless of the place it seems.

3. E-mail and texts

Emails and texts supply a bunch of alternatives for errors and easy, downright rudeness. Whereas there aren’t as many etiquette guidelines to recollect on the subject of texts, it’s typically thought of a good suggestion to let somebody know who you might be and the place you’re from while you’re texting them for the primary time. This offers them an opportunity so as to add you to their contacts.

Whereas many individuals consider texting as a a lot much less formal kind of communication, while you’re utilizing it for skilled functions it is best to observe the identical communication requirements that you’d with a messaging or electronic mail platform.

Spell out phrases, and don’t use an extreme variety of emojis — one completely happy face on the finish of the message is fully adequate.

E-mail communication ought to be extra formal and embrace each a greeting and a signoff. Make sure that to proofread your emails since they’re often referred to repeatedly or archived for later reference.

As well as, make your topic strains descriptive sufficient to offer folks a way of your goal while you ship an electronic mail. Whereas it’s straightforward and fast to make “Hello!” the topic line for each electronic mail you ship, it makes it tougher for folks to return and discover the right electronic mail later or to know while you want an pressing response.

Lastly, know which sort of communication works for which sort of subject. For a fast, on-the-go reply to a query, textual content or a messaging app could also be fully adequate. Nonetheless, for extra complicated discussions or for sending necessary paperwork, electronic mail might be a better option. If time is of the essence, contemplate prompting the recipient by way of textual content to test their electronic mail.

When you’re serious about integrating AI capabilities into your content material creation course of, maybe the simplest place to begin is by looking at your workflow and content material spend, if related. In different phrases, in case you’re outsourcing content material, are there locations the place AI may also help? If your whole content material is DIY, how will you use it as a device to streamline the method of content material creation?

For instance, I’ve a consumer who used to succeed in out to me commonly for brief content material: An electronic mail to a colleague, an Instagram caption, some fast copyediting. With ChatGPT, that consumer is extra assured within the high quality and accuracy of his content material, so he doesn’t have to attend for me to assist with smaller initiatives. That frees up money and time in his advertising funds to rent me for greater initiatives. Nice use of AI.

I exploit AI as effectively, to not create content material wholesale however to discover the constructing blocks of content material. I ask ChatGPT for search-engine-optimized key phrases and descriptions. If I’m combating the title for a weblog submit, I ask for 10 clickbait variations of the boring title I’ve requested for. If the titles generated are nonetheless boring, I ask for 10 funnier, extra playful variations. Then I can tinker with the headlines to get the very best one.

When you understand your weaknesses or the issues that take you an excessive amount of time when creating content material, you possibly can outsource these duties to ChatGPT, or one other AI-driven device, as an alternative.

Greatest practices for AI-driven content material

When you’ve recognized areas the place you’d prefer to implement AI-based assets, you’ll have to learn the way to do it the suitable means. Which means understanding how (and the way not) to let AI take the wheel in your course of.

1. Use AI as a content-creation device, not a manufacturing facility

One of many first impulses most individuals had when ChatGPT first got here out was to have it write full weblog posts for them.

There are a few points with that:

When you’re going for optimized content material and the next Google rating, wholesale lifting from ChatGPT implies that your lease vs. purchase article or one other piece of evergreen content material will probably be equivalent to everybody else’s. Google doesn’t reward that.
When you’re going for value-added content material, ChatGPT can’t essentially make it easier to. It’s designed to supply a survey of knowledge with little regard for accuracy. It makes errors and gives very generic data, neither of which is useful for exhibiting your experience to potential shoppers.

Don’t use AI platforms to crank out subpar content material. Use it to make your personal content material higher and simpler to supply.

2. Determine whether or not you’re actually saving time

Once I first began listening to about ChatGPT, loads of folks stated it could be superb for property descriptions. As a result of I write loads of these for my shoppers (and write about them often), I wished to see how helpful ChatGPT could be for this goal.

I’ve had shoppers prior to now who come to me as a result of they often spent hours and hours engaged on property descriptions. I do know different brokers who don’t actually have that concern.

The return on funding with AI-based content material creation for advertising ought to be judged in proportion to the period of time it takes you to do the work by yourself. If it takes you all afternoon to do a property description, it’s possible you’ll discover it completely value your time to offer ChatGPT a listing of options to focus on after which tweak the ultimate product.

If, alternatively, you’re a pretty competent description author, it might take you virtually as lengthy to enter the data and alter the property description as it could take to do it your self. In that case, you’re not saving a lot, if any time — you’re simply introducing an additional step into the method.

3. Determine whether or not you’re enjoying it secure through the use of AI

One other means folks like utilizing AI textual content mills is for video scripts. That will make sense in case you’re at present writing scripts your self and in case your movies are extremely structured.

Nonetheless, in case you’re good at talking off the cuff and your movies get good responses, it’s possible you’ll wreck the magic by out of the blue starting to learn from a computer-generated script. It’s necessary to grasp what it’s you’re bringing to the desk now earlier than you alter a method that’s working effectively.

I get it: It feels safer to have a script. It could really feel extra skilled as effectively. But when your real persona and improvisational type is working to your viewers, it’s possible you’ll have to keep it up. Think about using AI to create a top level view so that you can work from. Use it to make the titles of your video extra clickable. Don’t use it as a alternative to your personal originality.

E-mail Christy Murdock