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Ten innocent looking finishes that can make buyers think your home feels cheap

Social Shareables
Social Shareables

Ten innocent looking finishes that can make buyers think your home feels cheap

Introduction

Sometimes your best content ideas don’t come from other agents, they come from the creators outside our industry who are racking up millions of views.

That’s exactly where this Reel started. We found a viral post from @emilymacleodwellness that’s been viewed 3M times, and rebuilt the format for you.

Here’s why it works:

  • “Innocent looking” hits harder than “common mistakes.”
  • It speaks directly to homeowners, and taps into a shared fear: no one wants their home to feel cheap.
  • It’s a clean listicle. Ten finishes. Scannable. Watchable. Easy to share.

The best part? You don’t have to film anything. We’ve designed this as a text-based Reel, all the content lives in the caption. Just post as-is, or swap in a background photo (or video) of yourself, a listing, or a local scene to make it feel more like you.

Before you get started

For best results with direct mail, you’ll want to have these core lists ready.

Before you send a text, make sure you have these three things in place:

Before you send an email, make sure these three things are in place:

This is your core mailing audience—used for general awareness and market education. Build your list using the following filters:

  • Homeowners who’ve owned for 10+ years
  • 50%+ equity
  • Areas with strong total commission opportunity (transaction volume × average price)

Start with 1,000 homes. Expand if it’s working. Need help pulling the list? Ask your title rep or use tools like PropStream or Breakthrough Broker.

Used for campaigns like Just Listed, Just Sold, Magic Buyer, or Pre-Appointment letters.You’ll need the ability to quickly pull 100–200 nearby homes around a specific property.

Used for targeted campaigns like Expired Listings, Silver Tsunami, and FSBOs.
Pull these from platforms like RedX or similar.

1

An Email Tool

You need a platform that lets you send mass emails to your database. Use what you have—FUB, Follow Up Boss, Mailchimp, KVCore, Constant Contact, etc. If you’re not set up yet, get that handled first. You can’t send if you can’t hit send.

2

Three Simple Lists

You need three lists:

Prospects

Recommended Audience For This Campaign

People you haven't done business with.

SOI/Past Clients

Recommended Audience For This Campaign

People you have.

Entire Database

Recommended Audience For This Campaign

All contacts.

These lists let you send smarter without overthinking.
3

A Plain Text Format

These emails are written to feel personal, not promotional—so keep them clean. Paste them as-is, with a short signature (your name, number, maybe your site). That’s it.

1

A CRM That Can Send Texts

Most modern CRMs can do this—Follow Up Boss, Lofty, Brivity, Real Geeks, etc. Use your CRM before buying anything new. You’ll want tracking, history, and batch-sending capabilities.

If you do need a mass texting tool, here’s what we recommend. But start with manual sends if you have to.

2

Three Simple Lists

Texting is for follow-up. And smart follow-up starts with the right filters.

Set up three lists:

Prospects

Recommended Audience For This Campaign

People you haven’t done business with.

SOI/Past Clients

Recommended Audience For This Campaign

People you have.

Entire Database

Recommended Audience For This Campaign

All contacts.

Apply two filters:

Engaged Recently

Opened an email or visited your site in the last 7 days.

Not Contacted Recently

No outreach in 30 days (for prospects) or 90 days (for clients).

That overlap—engaged but untouched—is your sweet spot. That’s who you text.
3

A Plain Text Format

These aren’t spam blasts. They’re timely, value-based follow-ups. Use their first name. Skip the signatures.

How to Execute

Step 1

Customize Canva Templates to Match Your Brand

Personalize postcard using:
Listing Leads Editor
or
Canva
Canva Template
Get Template
Copy 
Copied!

These finishes seem harmless. But to a serious buyer? They can shift how a home is perceived:

 • Thin laminate flooring → looks fine, but feels hollow and cheap underfoot
• Fake granite counters → peeling edges = low-end, even if clean
• Bright paint colors → polarizing enough to knock thousands off perceived value
• Cheap cabinet hardware → shiny + lightweight = temporary feel
• Hollow-core doors → flimsy, loud, and clearly inexpensive
• Dated light fixtures → often the first thing buyers notice—and mentally budget to replace
• Glossy wall tile → reads as low-cost compared to matte or textured finishes
• Basic white appliances → tend to signal starter home, even in an upgraded space
• Open shelving → can feel unfinished if it replaces useful cabinetry
• Matchy bathroom fixtures → overly uniform can feel less thoughtful, less high-end

These aren’t dealbreakers…but they do leave an impression.

Save this. Share it. Or send it to that one friend getting ready to list.

‍

Copy 
Copied!

These finishes seem harmless. But to a serious buyer? They can shift how a home is perceived:

 • Thin laminate flooring → looks fine, but feels hollow and cheap underfoot
• Fake granite counters → peeling edges = low-end, even if clean
• Bright paint colors → polarizing enough to knock thousands off perceived value
• Cheap cabinet hardware → shiny + lightweight = temporary feel
• Hollow-core doors → flimsy, loud, and clearly inexpensive
• Dated light fixtures → often the first thing buyers notice—and mentally budget to replace
• Glossy wall tile → reads as low-cost compared to matte or textured finishes
• Basic white appliances → tend to signal starter home, even in an upgraded space
• Open shelving → can feel unfinished if it replaces useful cabinetry
• Matchy bathroom fixtures → overly uniform can feel less thoughtful, less high-end

These aren’t dealbreakers…but they do leave an impression.

Save this. Share it. Or send it to that one friend getting ready to list.

Copy 
Copied!
Download Image
Thank you! Your submission has been received!
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Step 2

Post to Instagram

Send

Step-by-Step: How to Customize This Instagram Reel
‍

Step 1: Open the Canva Template
Click the Canva link provided—it will open in your browser.
(If you don’t have a Canva account, you can set one up for free in under a minute.)
‍

Step 2: Choose Your Background Video
This is a text-based Reel, so you don’t need to film anything. But if you want to personalize it, you can replace the background with a photo (or video) of yourself, a listing shot, a local scene, any video clip that adds context or personality.
In Canva, click Uploads in the left‑hand menu → Drag in your video → Drop it into the background layer to replace the default.
‍

Step 3: Customize the Text (Optional)
The hook—“Ten innocent looking finishes that can make buyers think your home feels cheap”—is pre-loaded and ready to post.

But if you want to tweak it, just click the text box and make it yours.
‍

Step 4: Download Your Reel
Click Share → Download

  • File type: MP4 Video
  • Save to your phone or desktop.

Step 5: Post to Instagram
Open Instagram → Tap the “+” → Choose Reel
Upload your video and paste in the caption we’ve provided (or make your own).

Done.

Target Audience
Instagram Followers
Step 1

Record the Video

Show Flow
Guided narration script for the video.
Hook
Audio Transcription of Show Flow
AI-generated representation of the intended sound flow.
Step 2

Customize Template

Canva Template
Canva Template
Get Template

Thinking about making a low offer? Read this first.

Lowballing can work—but only if we’re smart about it.

Here’s what we’ve learned:

  1. The timing has to be right.
    If a home’s fresh on the market, sellers aren’t budging. We look for listings that have been sitting 60–90 days. If it’s been pulled and relisted? Even better. That usually signals they’re open to negotiation.

  2. Our terms need to be clean.
    We’re talking strong financing, short inspection window, flexible close. The smoother we make the rest of the deal, the more likely they are to take a lower price seriously.

  3. We keep the ask reasonable.
    A 10–15% discount might fly. But coming in way under just kills the offer. Low doesn’t mean unrealistic. We don’t throw numbers at the wall—we make offers that stick.

And yes—having the right agent matters more than most people think. A thoughtful, professional approach goes a long way.

Step 3

Post Your Video

Video Title & Description
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Copied to Clipboard
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These finishes seem harmless. But to a serious buyer? They can quietly shift how a home is perceived: • Thin laminate flooring → looks fine, but feels hollow and cheap underfoot • Fake granite counters → peeling edges = low-end, even if clean • Bright paint colors → polarizing enough to knock thousands off perceived value • Cheap cabinet hardware → shiny + lightweight = temporary feel • Hollow-core doors → flimsy, loud, and clearly inexpensive • Dated light fixtures → often the first thing buyers notice—and mentally budget to replace • Glossy wall tile → reads as low-cost compared to matte or textured finishes • Basic white appliances → tend to signal starter home, even in an upgraded space • Open shelving → can feel unfinished if it replaces useful cabinetry • Matchy bathroom fixtures → overly uniform can feel less thoughtful, less high-end These aren’t dealbreakers…but they do leave an impression. Save this. Share it. Or send it to that one friend getting ready to list.
Copy 
Copied to Clipboard
Download Image
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Video Walkthrough

Examples

Video Guide
Video Guide