As Realtors, a routine part of our job is to write ad copy for newspapers, brochures and internet sites. Our goal is to create a favorable sense of the property and intrigue a potential buyer. However, it is easy to cross the line into false statements or discriminatory language. Although we may not intend to write discriminatory text, some of the language that we casually use may be interpreted that way.

As Realtors, our fiduciary relationship with our clients requires a high level of good faith, loyalty and confidentiality. We have a duty to protect our clients' best interests. Here are some tips to improve the representation of your seller clients.

Please note that these are only based on my personal experience as a Realtor, and are not intended to be legal advice.

Have you surfed real estate sites lately? Many still make some fundamental mistakes that tend to drive visitors away, rather than offering a rich experience that people will return to.

A visitor who has come back to your site several times is well on his way toward picking up the phone or sending an email, and beginning a business friendship with you.

"Two story brick traditional with 4 bedrooms, 2.5 baths, island kitchen, and large deck!" Sound familiar? We often talk about houses in terms of room count, along with a list of finishes, such as tile floors, granite counters, or faux paint. While this vocabulary conveys certain facts, it does not provide the tools to think about how to re-design a house in a fabulous way.

The selection of a home is an emotional decision, and it should be. You should tap into your emotional knowledge when choosing a home. Many personal factors will influence your selection of a place where your family can live comfortably and safely.

However, at some point in the future you may need to re-sell the home. Most people would like to receive at least 4% annual appreciation on the sales price of their home.

Green building is a design process that grows out of a connection with the natural landscape. It is a set of informed decisions that considers the site and materials to reduce the cost, maintenance, and energy usage of the home. Conservation is central to the green building approach. Green homes are healthier, safer, more comfortable, and cost less to operate.

1. A sense of historic connection resonates with buyers today. French, English, Tuscan and Spanish homes with stone or stucco walls, tile roofs, iron fixtures, heavy beams and rustic floors are in demand. Old world styles are in demand.

2. The Craftsman style, built in the early 1900's, is back. Rustic stonework, deep eaves, tapered columns and wide trim, reflect the handmade look over the mass produced.

When buyers make an appointment to see your home they have already made several important decisions. They have selected your neighborhood as a possible location. Your lot and exterior style appeals to them. Your price is within their range. If the floor plan and interior style works for them, and if the buyers feel a sense of trust in your home, they will move to the contract stage.

A real estate sale is usually initiated by an offer from the buyer to the seller, written on a real estate contract form, and backed by a monetary deposit. If the seller accepts the offer, the buyer and the seller are bound by a legally binding contract. While the forms vary by locality, the essential terms include the offer amount, legal description, names of the parties, and date of closing.

Being a Realtor is not like it used to be a few years ago. Now, in addition to being experts in marketing homes, we have to be highly skilled webmasters, too. My day job is marketing my listings, my night job is marketing my web site. I go from closing to copywriting, from public relations to page rank, from BPO's to SEO. Why is this necessary? Well, its like this.