63 Things You Should Never Use In Your Marketing

EMBRACE. FOCUS. EXECUTE. Build your 2019 roadmap to success with 4,000+ real estate leaders.
Inman Connect New York | January 29 - February 1, 2019

I have no idea what you are talking about. None. 

The frivolous use of acronyms in real estate marketing needs to end now.

Acronyms

Sadly, many will read the list below and do nothing.

They will scoff at how goofy this industry black eye is, but will not take action and eliminate the acronyms from their own marketing.

Everything that doesn’t add to your marketing subtracts from it. 

Business cards, email signatures, direct mail, websites and more are currently littered with letters.

Letters that are meaningless to those you hope to attract.

I am asking those of you that are reading this to look at your current online and offline marketing and cut the fat.

By doing so, you will get people’s much desired and difficult to attain attention on the things that matter more like your phone number, email address, website and listings.

As a rule of thumb, it is always a good marketing tactic to speak the same language as your target consumer.

 

There seem to be two primary categories of acronyms in real estate:

Industry Designations/Jargon

Property Descriptions

The following list was crowd sourced using a popular Facebook Group where technology is discussed daily.

Real Estate Acronyms

 

DISCLAIMER: I am in no way saying that the knowledge attained in the process of achieving any of these designations is useless. If you think that after reading what I wrote above you missed the point.

DISCLAIMER: I know there are often times due to lack of characters allowed by an MLS you are forced to use an acronym, the point here is when your not forced to, don’t do it.

TIP: Consider dedicating a page on your website where you explain in detail exactly what it is about each designation or certification that will make working with you better for the consumer. Explaining these face to face at a listing appointment could also be very effective.

 

Acronyms that should be eliminated from consumer facing marketing immediately:

ABR – Accredited Buyer’s Representative

AOR – Association of Realtors

ARM – Adjustable Rate Mortgage

BA – Bathroom

BATVAD – Buyer’s agent to verify all data

BPO – Broker Price Opinion

BR – Bedroom

BTVEBCOE – Buyer to verify everything before close of escrow

CCRM – Certified California Residential Manager

CE – Continued Education

CIPS – Certified International Property Specialist

CMA – Competitive Market Analysis

CNE – Certified Negotiation Expert

CO – Certificate of Occupancy

COE – Cost of Equity

CRB – Council of Real Estate Brokerage Managers 

CRS – Council of Residential Specialists 

DOM – Days On Market

DPA – Down Payment Assistance

e-Pro – Electronic Professional

EAL – Exclusive Agency Listing

FC – Foreclosure

FDR – Formal Dining Room

FHA – Federal Housing Administration

FM RM – Family Room

FMV – Fair Market Value

FP – Fireplace

FROG – Finished Room Over Garage

FSBO – For Sale By Owner

GFE – Good Faith Estimate

GRE – Graduate Record Exam

GRI – Graduate, Realtor Institute

GYWRFTK – Giant Yard With Room For The Kids

HDW – Hardwood Floors

HOA – Home Owners’ Association

HUD – (Department of) Housing and Urban Development

HVAC – Heating, Ventilation, and Air Conditioning 

KTB – Known to Broker

LTV – Loan To Value (Ratio) 

MLS – Multiple Listing Service

MVA – Market Value Analysis

NHBC – National House Building Council

NNN – Triple Net (Lease)

NPV – Net Present Value

NRV – Net Realizable Value

OBO – Or Best Offer

PHA – Public Housing Administration

PITI – Principal, Interest, Taxes and Insurance   

PMDT – Purchase Money Deed of Trust

PMI – Private Mortgage Insurance

POT – Possession on Title

POW – Places of Worship

PSF – Per Square Foot

PUD – Planned Unit Development  

PV – Present Value

PW – Present Worth

REO – Real Estate Owned

SFD – Single Family Detached

SRES – Senior Real Estate Specialist

SS – Short Sale

VRM – Variable-Rate Mortgage 

WCR – Women’s Council of Realtors

WIC – Walk In Closet

 

If you agree with the goal of this article please take a moment to share it on Facebook and Twitter now.

Did I miss an acronym that you would include?

Do you disagree in any way?

Please let me know in the comments below.