Abstract
Real estate brokers develop their own sense of style and methods for entering listings into the MLS. Anecdotally, they may have their own take on what works and what does not, but there is very little evidence to support those theories. In this study, we examine the use of broker vernacular in the multiple listing service (MLS) listing and its impact on selling price, time on market, and probability of sale. What the broker promotes in the MLS listing impacts marketing outcomes. Careful construction of property descriptions can improve listing performance. Additionally, brokers convey meaningful information to each other privately through the MLS.