Selling “Different” Homes – Lessons From OKCupid

[Originally written January 2011]

“Sexy, to me, is the way you carry what you have. I have a big nose, but I rock it.” – Justin Timberlake.

Our Multiple Listing System recently started tracking and reporting view counts on RMLS.com, RMLSweb.com, and when a listing is emailed to a buyer.  It’s wonderful because now we can see how many online impressions we get versus actual showings.

As I am recently single I have perused OKCupid. [Update: That changed in Feb 2012] I have marveled at their look at statistics and behaviors, and how it coincides with selling real estate online.  OKCupid looked at how many views a profile received versus how many messages a female received.  Much like how we can now see how many people view a listing versus how many actually go view the house.  An added advantage is that the dating site allows people to rate other’s profiles.  The people in the article allowed OKCupid to show us what their ratings were so we can see the level of interest from the viewers.

Both girls have a similarly rated for attractiveness but the second one seems to polarize people more.  That person gets almost three times as many messages.  They talked about game theory which had some merit for online dating but then they said something I have agreed with in real estate terms since I began,

But our advice can apply to anyone. Browsing OkCupid, I see so many photos that are clearly designed to minimize some supposedly unattractive trait—the close-cropped picture of a person who’s probably overweight is the classic example. We now have mathematical evidence that minimizing your “flaws” is the opposite of what you should do. If you’re a little chubby, play it up. If you have a big nose, play it up. If you have a weird snaggletooth, play it up: statistically, the guys who don’t like it can only help you, and the ones who do like it will be all the more excited.

Many people try to hide their flaws in online profiles. Realtors are, unfortunately at times, masters at this.  Many clients have remarked that the house they stood in looked nothing like the photos they saw online which is also what I have heard from people who have dated online.

RMLS actually changed our descriptions to Attached or Detached homes because so many agents were playing loose with the description of townhomes, hoping that once someone got there they would say, “You know Martha, I was completely wrong in my disdain and exclusion to this type of home. Thank God the Realtor lied.” Yeah, that’s about the opposite of what happened.  On top of it, it was much harder to find townhomes for the people who actually wanted them which echoes what OkCupid is saying, be who you are.

But what if your perceived flaw is what they want? I had a listing last year with a pool which is not a popular feature in Oregon and it’s 9 months of rain.  I posted it prominently in the listing, the flyer, and even had it on the custom sign.  Since you aren’t tricking people into a first date to look at your home, you will not have as many suitors but the ones who love your “different” trait will be excited they found what they were looking for and you won’t be left wondering, “Why didn’t we have a second date?”.

One agent couldn’t sell a dilapidated home.  Finally, fed up with it, he changed the copy and wrote, “Bring your bulldozer!”  The house sold to an investor.  If people are going to turn down their nose at your house because of the flaws then just own it and hope someone will fall in love with your snaggle-toothed home.

In the immortal words of Justin Timberlake (yes I just wrote that), “Rock it.”