Tag Archives: #Punctuation

The Exclamation Index

Oh, exclamation point! Oh, Realtor’s friend! Your slender line and dot speak volumes!

Who needs statistics!? When it comes to assessing the state of the San Francisco real estate market, one has only to review a copy of last week’s brokers tour.

Its bounty of exclamation points tells the tale of our surprise at a newly observable shift. After months of tracking the tide in anticipation of its turn, we find ourselves stranded on a proverbial spit of sand, looking at the high water mark on shore.

Surprise! The market is changing.

Brokers tour, in its printed form, allows two lines of type for each property. The first line lists basics like address and price. The second line – consisting of a maximum 60 characters (including spaces and punctuation) – lets the agent say something extra about the property’s attributes.

Given the scant space allotted for elaboration, the exclamation point becomes a shortcut. It is a one-character plea for attention. A skinny line conveying delight, excitement, urgency or panic.

This week, after reviewing the first of 23 pages of brokers tour, I abandoned counting exclamation points and looked instead at the words preceding them. I saw multiple variations on “Price Reduction!” and “Don’t Miss This!” and “Must See!

Other exclamation-point and word pairings included:

Come for pastries!
Parking!
Great flow!
View rooftop with BBQ!
Stunning!
Amazing!
Time to make the offer!
Best in show!
Offers encouraged!
Decks!
Location!
Views!
VIEWS, VIEWS & more VIEWS!
Light!
Charm!
Seller says SELL!
Cookies!

When inventory was too scarce to meet demand, the exclamation point took a sabbatical from brokers tour. No need to shriek about rooftop BBQs. No need to shout about cookies, or a $5,000 selling bonus, or two years of paid leased parking.

But that was 2015 and this is now. Next thing you know, nobody will be asking open-house visitors to remove their shoes. There will be a corresponding decrease in use of the adjective “exclusive.” Agents will cease to post offer dates. And we’ll all be saying, “Welcome home, exclamation point! We need you!”

Cynthia Cummins is a Top Producer and Partner at McGuire. For info on SF real estate visit http://CynthiaCummins.com.