Now is a great time to check out strategic marketing communications—specifically, property descriptions. When was the last time your property descriptions got a tune-up? A new app that checks spelling and grammar may help to ensure a great first impression for online and print communications.
The new app is called Ginger. It examines spelling and grammar, providing suggested replacement content as needed. It reportedly checks context so that correctly spelled but inappropriately used word choices are flagged and replacement content is suggested. According to Marti Trewe of AGBeat, Ginger works on Microsoft Word, PowerPoint and Outlook (versions 2003+) in addition to Explorer 6.0+. That means that when composing online, an electronic editor can be coaching in the background. Best of all, the price is right—it’s free.
Listing Description Excerpts:
- “Miner work needed.”
- “New constriction.”
- “For those with disturbing taste.”
- “Watch head, ponch hangs low.”
- “1 bd-real germ.”
- “The Garage has been covereted to a 4th bedroom.”
The quotes above are from actual listing descriptions. Most were sent by agents to AGBeat columnist Gwen Banta, who authors a regular feature on flawed property descriptions. The last two were spotted on a major search engine while researching information for this article. A strong listing description may seem like a small matter, but thanks to the presence of syndication, each error may have an audience of millions. Content posted becomes a reflection of an agent’s brand and can impact the impression of current and prospective clients.
So whether you give the new app a tryout or review property descriptions the old-fashioned way, ensure that your listing descriptions are ready for prime-time viewing at their irresistible best.
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