It’s no secret that real estate agents are a crafty bunch. They have to be in order to sell homes in a market that’s constantly changing. And when it comes to writing real estate property descriptions, many agents will tell you that it’s all about the bait.
Real estate advertisements with right bait can reel in potential buyers who may not have even considered your property before. It can make them see your home as the perfect fit for their needs and get them excited about scheduling a viewing.
Crafting the perfect real estate listing description is more important than ever. NAR reports that 97% of homebuyers searched online in 2021 during their homebuying journey.
With that in mind, let’s take a look at some tips on how to write a real estate listing description that sells.
How to Write a Real Estate Listing Description
Focus on the Headline
Writing a headline is an art form and one that should not be taken lightly. The headline is what will first catch a buyer’s attention, so it needs to be something that stands out.
A good headline should be clear, concise, and reflective of the overall tone of your listing description. It should also contain keywords that will help your listing show up in search results.
Some agents like to get creative with their headlines, using puns or jokes to capture attention. Others prefer to keep it simple, using the address or property type as the headline.
Whichever route you choose, ensure your headline reflects the rest of your listing description.
Here are some examples of effective real estate listing headlines:
- “Beautiful Bungalow in the Heart of the City”
- “Historic & Charming Apartment in the Financial District”
- “Luxurious Brownstone Condo on the Upper East Side”
- “Looking for the perfect escape from the city?”
- “Cozy Cottage in the Hamptons”
Tips for writing a catchy headline
Since the headline is the first thing potential buyers will see, you want to ensure it’s eye-catching and reflects the overall listing.
Some tips for writing a catchy headline include:
- Use keyword-rich phrases
- Keep it short and sweet
- Be creative
- Appeal to emotion
Let’s write a live example.
For a property in Seattle, WA, USA, we could use the following headline: “Charming Craftsman Home in Seattle’s Capitol Hill Neighborhood.”
This headline is short, sweet, and to the point. It uses keyword-rich phrases like “charming” and “Craftsman” that will help the listing show up in search results. And it tells potential buyers what they can expect from the property.
Include an Attention-Grabbing Opening Statement
Potential buyers love seeing photos of your property, but they won’t be satisfied until you give them the full scope of details. That’s where your opening statement comes in.
Your opening statement should be just that – a statement that grabs attention and tells potential buyers what they can expect from your listing.
Buyers always have questions when they see something new, and your opening statement needs to answer what they’re looking at while also making them want to read on. To do this, start with the features that will appeal to buyers the most. In other words, focus on their needs.
- A 4-bedroom home
- 2 bathrooms
- A backyard
- In the heart of the city
Your opening statement could look something like this: “Looking for a 4-bedroom home with a backyard in the heart of the city? Want 2 bathrooms instead of just one? This charming Craftsman is just what you’ve been searching for!”
Notice how this opening statement answers common questions buyers might have while piquing their interest. It’s also reflective of the headline and overall tone of the listing.
Describe the Property Accurately
Just because you upload photos of your property doesn’t mean you can skimp on the details in your description. You still need to provide an accurate and detailed description of the property, including its size, layout, and any special features or amenities.
It is unfair to describe a 700-square-foot house as a “mansion” or a 1-bedroom apartment as a “luxury penthouse.” Not only is it misleading, but it will also reflect poorly on your business if buyers feel like they’ve been tricked.
So how do you write an accurate and detailed description of your property? Start by focusing on the key features that buyers are looking for.
For example, if you’re selling a 3-bedroom home, some key features to focus on might be:
- The number of bedrooms and bathrooms
- The size of the property
- The layout of the property
- Any special features or amenities
Once you’ve listed the key features, you can then go into more detail about each one. For example, if you’re selling a 3-bedroom home, you might want to include how many square feet each bedroom is, how many closets are in each room, and what type of flooring is in each room.
Highlight Unique Features
What could be the potential selling points of your property?
Some examples might be:
- A private pool
- Name-brand appliances
- An expansive backyard
- A gourmet kitchen
- Spa bathroom
- Professional landscaping
- A short walk to the beach
These are the types of features that will help your property stand out from the competition. Leverage them in your listing description to further appeal to potential buyers.
For example, if you’re selling a home with a private pool, you might want to include how many square feet the pool is, how deep it is, and whether or not it has a diving board.
Note: Don’t include any features that are not actually on the property. This will only disappoint buyers when they come to see the property in person.
Leave Out Super Basic Info
Let’s say you’re selling a 3-bedroom, 2-bathroom home. You don’t need to include the property’s many bedrooms and bathrooms in your listing description because that information is already included in the headline.
The same goes for square footage – unless a buyer specifically asks for it, there’s no need to include how many square feet the property is.
You need to include information about the property not already included in the headline in your listing description. This might be things like:
- The type of property (e.g., condo, single-family home, townhouse)
- The number of stories
- The age of the property
- The type of construction
- The type of heating and cooling system
Be sure to include any other information that would be important for a potential buyer.
Include Words That Add Value
The power of words should not be underestimated – especially when it comes to real estate. Let your potential buyers know that your property is more than just a “house” or an “apartment.”
Some words that add value to a property listing include:
These are the types of words that will help your property stand out and appeal to potential buyers.
Avoid Words That Turn Buyers Off
Just as certain words add value to a property, there are also certain words that turn buyers off. These are the types of words you want to avoid using in your listing description, as they can make your property seem less appealing.
Some examples of words to avoid include:
Talk about the Neighborhood
Do you know people tend to avoid buying a property located in a bad neighborhood? The location can still turn buyers off even if the property is perfect.
This is why discussing the neighborhood in your listing description is essential. Highlight any features or amenities that make the area desirable, such as:
- Good schools
- Low crime rates
- Proximity to shopping, restaurants, and other attractions
- A quiet and peaceful setting
- Beautiful scenery
A desirable location is one of the key selling points of a property, so be sure to highlight it in your listing description.
Use Professional Photos
As with anything else, first impressions matter when it comes to real estate. In fact, most buyers will decide whether or not they’re interested in a property based on the listing photos.
Homes with professional photographs included in the listing sell nearly 32% faster than those without, so it’s definitely worth the investment.
If you’re unsure how to take good property photos, hire a professional photographer. They will know how to capture your home’s best features and make it look its best.
Explain Why the Home Is Perfect for the Buyer
Talk about how the property would be perfect for the buyer’s needs rather than only listing the features of the property.
For example, if you’re selling a family home, talk about how the property is located in a good school district or how the backyard is perfect for barbecues and parties.
If you’re selling a condo, talk about how the property is perfect for someone who wants a low-maintenance lifestyle.
By talking about how the property would be perfect for the buyer, you’re more likely to appeal to their needs and wants, which can help you sell the property faster.
Pro Tip: You should also avoid using too much technical jargon in your listing description. Unless you’re selling to another real estate agent, the buyer won’t understand all the real estate terminologies. Keep it simple and easy to understand.
Use Strong, Positive Language to Make the Home Sound Irresistible
Unlike a traditional sales pitch, a property description is not the place to be shy about how great your property is.
Use strong, positive language to make the home sound irresistible and impossible to resist.
Some examples of how to do this include:
- “This is the perfect starter home for a young family.”
- “This is the perfect retirement home for someone who wants to downsize.”
- “This is the perfect investment property for someone who wants to make some extra money.”
- “This is the perfect vacation home for someone who loves the outdoors.”
Close with a Call to Action
Letting the buyer know what you want them to do next is always a good idea, especially when it comes to real estate.
Your listing should always include a call to action, such as “Call now for a showing!” or “Come see this property today!”
You can also ask the reader to ask your questions by including something like, “If you have any questions, please feel free to contact me.“
This will help motivate the buyer to take action and contact you about the property.
Here are some personalized and creative real estate listing descriptions CTA that will help you write your own:
- “Make your homeownership dreams come true by calling me today.”
- “Let your family enjoy all that this home has to offer by scheduling a showing today.”
- “Start enjoying your retirement in this beautiful home by contacting me for a showing.”
- “Invest in your future by buying this property today.”
- “Make your vacation home dreams come true by calling me about this property.”
Proofread, Proofread, Proofread
After you finish writing your property listing description, take the time to read it over for any typos or grammatical errors. You want potential buyers to see that you’re professional, so accuracy is key. If you’re not sure you can catch everything, hire someone else to proofread it before publishing.
Get Your Home Ready for Showings
Now that you know how to write a real estate listing description that sells, it’s time to get your home ready for showings. Never underestimate the power of curb appeal, and make sure your home is clean and clutter-free before buyers come to take a look.
You only have one chance to make a first impression, so make it count!
Time to take action: If you are a realtor and want experienced mentorship to help you skyrocket your business, or if you are thinking about getting into real estate but are not sure how to get started, then schedule a call with me. I would be more than happy to help you achieve your real estate goals.