Real Estate’s Seven Dirty Words

I’ve made a list of real estate’s seven dirty words. I didn’t want to make an extensive list out of complete frustration expressing only negativity but rather compile a small list of words I’ve found over the years in the real estate industry providing us a foggy explanation at best. Furthermore, by getting a pretty good understanding of what these words are and how to use them. We can perhaps save a bunch of time by not going down a rabbit hole and prompting us to possibly ask a few more detailed questions on the front end of things. Let’s not take any more time and just jump right In.


The word stunning can mean many things. When I hear the word stunning within the first sentence or two from the person I’m speaking with about real estate my ears immediately perk up. However, my ears are not perking up for the same reasons you’re likely thinking. Far too many people in the real estate investing industry overuse the word stunning. The word by definition means extremely impressive or attractive. The challenge with that is it can be used as a buzzword without meaning really at all. Real estate investing is a great career, and it attracts many new people to it every year. Over the course of time, people will realize it’s not the buzzwords that capture somebody’s attention but instead if the message is genuine.


Next up is the word luxury. I have seen where the word luxury has even killed deals. The challenge with the word luxury is it most often means one thing to one person and something entirely different to the other. The person overusing the word luxury can call their very own Integrity into question. Be sure you prevent this from happening. There are many resources online where you can find examples of how these words are accurately used especially when it comes to flipping real estate.


The word Immaculate is another word to be used with caution. The word means everything is free from flaws or mistakes or it’s perfect. It seems like everybody and their brother will use this word to describe something. I cannot think of one thing this word can accurately describe because nothing is perfect. I had a friend tell me of a place that he claimed to be immaculate. As it turned out after looking deeper, there were an abundant of homeowners association problems. So we should exercise caution with this term as well.


Potential is another word high on the list. I regard this as a Fluff word. Using this word as an adjective, it means having or showing the capacity to become or develop into something in the future. The issue I have is that its incredibly vague and people use it to future peace a deal attempting to paint the picture in your mind’s eye. The challenge is again, and it can mean various things. How do you determine how much a house is worth by using the word potential? When it comes down to hard facts and numbers, it has no bearing.


The word quaint is often used to target a particular demographic. It means attractively unusual or old-fashioned. It is a polite way to convey a message to someone looking for something more or even unrealistic. I think of somebody trying to sell something to my grandmother when I hear this word. Using this word in the wrong context, it can say a lot about the person using it.


A real estate list of dirty words isn’t a list without the word prime in there. A great lady we recently worked with uses this word to excess. She doesn’t even realize she uses the word as much as she does. Again try to avoid this word because it doesn’t truly have a place and loses its impact when used to describe absoulutely everything.


Last on the list, and a word that not only can come across in this day and age of real estate as dirty but also ineffective is the word boasts. This word states something is a source of pride. It’s a word people struggle to use correctly because its often forced into a sentence. For example, if you look the work up in a thesaurus, you’ll find it right alongside the word exaggeration. For this reason alone, if you want any level of credibility in the industry, you should avoid the use of this word. I find it just find it makes whatever the object its describing sound fake.

Now you have real estate’s seven most dirty words. Every word has its place and should be used in the correct context to describe something. You should be aware how often you’re using these words too. Having this knowledge can help you score a deal especially when first impressions are everything.

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Garry Hoge is a well-respected Investor and business owner. With decades of experience as a real estate entrepreneur in Texas. He has closed countless deals involving investment acquisitions, property management and has a giant footprint in the industrial warehouse market.