Property Descriptions That Sell
Your Guide to Writing Effective Property Listings
Your Guide to Writing Effective Property Listings
Jacqueline Kyo Thomas
You’re a real estate agent, not a writer. But writing is a big part of your job. Often, before a potential client meets you, they meet your words first… in your listing. So, how do you create a listing that not only sets the right tone but also gets the reader so excited to see a property that as soon as they finish reading it, they immediately decide to call you?
It might sound challenging, but with a few tips and tricks, you can craft descriptions that grab attention, spark interest, and drive action. This guide will walk you through the steps to make your property descriptions stand out and connect with the right audience. Let’s get started.
Start by analyzing the property’s features. What features really make this property stand out from competing listings in your local market? You will want to tailor your listing description to highlight those features.
Next, think about what is going to sell this particular property. Are most buyers going to be drawn to its home office, space for entertaining, or low-maintenance condo association? Tailor your description to highlight the property's unique features that align with buyer expectations in your market. For example, if many prospective buyers are working remotely and this property has an incredible home office, it might make sense to highlight the property's home office. Or if the property is located right by a popular fishing lake, it probably makes sense to mention it in the listing.
And remember: You always have to observe fair housing law. Fair housing prohibits discrimination in real estate marketing based on a person’s membership in a protected class. Protected classes include race, color, religion, national origin, sex, sexual orientation, gender identity, and more, depending on the state you practice in. Talk about the property, not about the person.
The next step is to start your listing off with an engaging line that sets the tone for the entire listing. Here’s how to craft an engaging opening, even if you’re not a writer:
Think of the first sentence as your hook. It should be intriguing enough to make the potential buyer want to continue reading. Avoid generic openings like “Beautiful home in a great location.” Instead, try something more compelling, such as “Step into your dream home where elegance meets comfort in every corner.”
Begin with a standout feature of the property. This could be anything from a breathtaking view to a custom-designed kitchen. Every home has something special going for it, even if it’s as simple as the location. You can lean into this by highlighting the property’s panoramic city views, for example.
Next, encourage potential buyers to act quickly by emphasizing the property’s desirability. Phrases like “Don’t miss this rare opportunity” or “Act fast—this gem won’t stay on the market for long” can motivate buyers to move now instead of later. Creating a sense of urgency can sometimes make a big difference, but don't overdo it. It can be embarrassing if your "hot" listing sits on the market for months!
Show enthusiasm. Your excitement about the property can be contagious. If you are really excited about the property, share that with buyers. Maybe include something like, “We’re so excited to present this stunning property.” Authentic enthusiasm can make the listing more appealing, but again, don't fake it!
Finally, keep it simple and direct. When in doubt, use a clear and direct opening that highlights a key feature. This can be just as effective as an emotional appeal. For example, “Spacious 4-bedroom home with a beautiful garden and modern updates.” By keeping it simple and direct, you’ll provide what the buyer needs to know in a way that’s easy to digest.
Put yourself in the buyer’s shoes. What would catch your attention about this particular property if you were looking for a home? That's what you want to focus on.
Also, do your research and read other property listings for inspiration. Notice what catches your eye, and incorporate those tactics into your own listings.
Grabbing their attention is one thing. But keeping them hooked requires good structuring. Once you’ve created a great opening, you need to structure the rest of your listing so that you keep the potential buyer reading until they get to the final call to action. Here’s how to do it:
After you’ve written the hook, it’s important to follow up with a detailed description that focuses on key features such as the number of bedrooms, bathrooms, and square footage. Also include any standout elements like an updated kitchen, scenic views, or recent renovations. The goal is to paint a convincing picture for the reader.
After detailing the property itself, shift to describing the amenities nenarby. Highlight amenities such as nearby parks, shopping centers, or transportation options. This can help potential buyers envision their lifestyle in the new location (but again, keep fair housing in mind).
Break the description into clear sections, using headings like “Living Spaces,” “Kitchen and Dining,” “Bedrooms and Bathrooms,” and “Outdoor Areas” to make it easy for the eyes to scan. Use bullet points to make the listing even more easy to read.
Finally, close with a strong call to action that encourages readers to contact you for more information or to schedule a viewing. This could be as simple as “Don’t miss out on this incredible opportunity—call today to schedule your private tour!”
When you follow the above structure, you’ll create a listing that’s easy to read, engaging, and persuasive for hooking your prospective buyer.
Don’t forget to use emotion in your listing.
Remember that most purchases are emotional. Lean into this by using language that appeals to your prospective buyer’s motions. How?
Words like cozy, elegant, sunlit, and spacious can evoke positive feelings in your potential buyer. Descriptive adjectives add color and warmth to your descriptions which will cause the reader to lean in a little more and imagine themselves in the space. For example, instead of saying, “The house has a large backyard,” say, “Enjoy your huge backyard—a vibrant and luscious green space that’s perfect for entertaining guests.” This not only describes the space but also paints a picture of the potential lifestyle.
Emotive language should also convey the standout features that the property offers. Describe how the space will enhance the buyer’s life by using phrases that appeal to their dream lifestyle. For example, you can say, “Wake up to stunning sunrises over the tranquil lake,” or “Experience the ultimate in modern living with sleek finishes and breathtaking city views.”
This last tip is the most important: You don’t want to oversell the proeprty or mislead buyers. Over-the-top descriptions can come across as insincere, and will cost you the buyer’s trust. Imagine reading a listing that describes a castle, only to arrive at a showing for a shack!
While you should always highlight the true strengths of a property, don’t be deceptive or misleading. Always provide an accurate and truthful representation of the property. This honesty helps manage buyer expectations, avoids disappointment during viewings, and avoids damage to your reputation.
By thoughtfully incorporating these elements, you can create property descriptions that not only inform but also inspire the buyer to take the next step.
Writing compelling property descriptions is a powerful tool in real estate. By understanding your audience, starting with a strong opening, structuring effectively, and using emotive language, you can create engaging listings that resonate with buyers.
Happy writing and selling!