You know what you mean
But do your prospective clients? A regular reader called last week upset about his difficulty in deciphering real estate advertisement abbreviations. Hard enough to figure out what the initials behind an agent's name mean, he said, but when agents cut corners on their word count in ads, it causes that reader distress to the point that he does not want to deal with the agent writing them. That really narrows the field.
We have discussed here before the danger of acronyms when conversing outside one's profession. Too, we have revealed that it can be frustrating within your own circles. One form we use is called, by the state, a Seller's Property Condition Disclosure yet agents commonly refer to it as a "PCR." We should assume that that abbreviation stands for Property Condition Report. Perhaps it was called that at one time.
These inter-culture exchanges are not the impetus for the upset caller however. It is the fact that many terms used to address the consumer at large unintentioonally lead to confusion. We assume for example, that everyone knows that "a/c" means "air conditioning." The danger is in the assumption. To do a good job of advertising anything it is important to communicate clearly the benefits. David Ogilvy of the world renowned advertising agency, Ogilvy and Mather once suggested that advertising should be targeted to the 12-year-old mentality to avoid overreaching the comprehension level of the majority. Why then, would you use code words in an attempt to market a property?
Some things we can find in a quick search of real estate ads; "GFA" (gas fueled forced air furnace), "W/D/HU" (washer and dryer hookups). Rather than a mating of a washer and dryer this alludes to the fact that there are accommodations for washer and dryer - not that they are included in the sale.
Most will recognize "RV parking" to mean there is room for a recreational vehicle we suppose, but some could misconstrue this to mean "reserved parking." If you are looking for a "TH" look no further. If you are looking for a townhouse you probably would seek out the words instead of the abbreviation. "No CCRs" means that the property is without conditions, covenants and restrictions as to its use. Some will find this agreeable while others may want "conditions" that prevent their neighbors from starting a wrecking yard or rendering plant near their home. Those folks who like restrictive covenants should look for "CCRs" in the listing. If they exist they are likely managed by the neighborhood's "HOA." Home Owners' Associations make and enforce the rules within their borders and usually assess property owners a fee for the privilege.
"ROOM FOR OAT IN XL GARAGE" is likely to mean you can easily store a boat in the extra long garage, but the typo may throw off many prospective buyers. It is also common for tech savvy millenials to wonder why the agent is screaming at them by using all capital letters.
We assume that everyone knows, when associated with appliances that "SS" probably stands for stainless steel, so we may assume that "SSRFR" might mean "stainless steel refrigerator" but we cannot be absolutely certain. If we do not know, should we expect the public to be able to decipher the abbreviation?
Just as clarity is important, accuracy also counts. We are not sure if a one-bedroom condo with on-suite means that the bedroom has its own bath (en-suite) or what. Again, clarity comes from complete, comprehensive descriptions rather than assuming that everyone knows what we are talking about. Let all agents be careful, concise and complete in their communication and we will avoid irritated buyers like the one who called last week. (Thanks Dave, for the idea for this column.)
Trust an expert...call a Realtor. Call your Realtor or visit www.cdarealtors.com to search properties on the Multiple Listing Service or to find a Realtor member who will represent your best interests.
Kim Cooper is a real estate broker and the spokesman for the Coeur d'Alene Association of Realtors. Kim and the association invite your feedback and input for this column. You may contact them by writing to the Coeur d'Alene Association of Realtors, 409 W. Neider, Coeur d'Alene, ID 83815 or by calling (208) 667-0664.