What’s a word worth?

This recent article from the Wall Street Journal shows us that words have a measurable value in the real (estate) world.

Bennie Waller, a professor of finance and real estate, says that slipping a positive adjective like “beautiful” or “fabulous” into a listing will boost a house’s price by nearly 1%.

“Beautiful” only takes half second to type, so that’s not bad ROI. There’s a similar bump for each feature of the house that a listing mentions.

Calling this a “picturesque one-bedder in heart of rural Oxfordshire” will net you an extra £1100.

Calling this a “picturesque one-bedder in the heart of rural Oxfordshire” will net you an extra £1100.

There’s an upper limit to the value your words can add.

But you can’t just include 100 eloquently described features and increase the property’s value by 200%. Too many words over the average can deter viewings, and may even lower the price by as much as 6%, according to the report.

It appears that with copy, as with so many other things, the law of diminishing returns applies.

We’ll shut up now.