An Empirical Investigation of Variations in Real‐Estate Marketing Language over a Market Cycle

Bibliographic Data

ID12633494
AuthorsKirsten Robertson (0000-0003-3133-9763, University of Otago, corresponding author), Antony Doig (University of Otago)
Year2009
Volume27
Issue2
Pages178-189
Publication date2009-10-15
Open AccessNo
TypeARTICLE
VenueHousing Theory and Society (JOURNAL)
Journal identifiersISSN: 1403-6096 • E-ISSN: 1651-2278
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/14036090903159994
OpenAlexW2024537712
LanguageEN
Citations received4
References cited12

The present study examines the language of residential property listings under different market conditions. Property listings in one of New Zealand’s most popular property magazines were examined over an eight year period, during which time both a buoyant and slower market were experienced. One magazine from the month of September for the years 2001–2008 was coded for the incidence of 13 variables. Findings revealed linguistic variations as a function of the market cycle. During a buoyant market listings referred to the speed with which properties were selling, encouraging buyers to hurry. Listings were also longer, more attention grabbing, and referred to more lifestyle features to differentiate properties during the crowded market. During a slower market properties were referred to as a “bargain” and more emotive language was employed to persuade potential home buyers. These findings suggest that Realtor advertising language varies in response to, and may even influence, the market

Advertising · Business · Economic geography · Economics · Emotive · Property (philosophy · Property market · Real estate · Residential property · Sociology · Housing Market and Economics · Language, Metaphor, and Cognition · Linguistic Variation and Morphology · Finance · Marketing

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