Whether you’re promoting a home via MLS listing, flier, or social media ads — you need a solid property description that will entice potential buyers to take the next step.
High-quality photos are essential for grabbing prospects’ attention, but serious buyers will read the property description to decide if they want to move forward. So how do you write property descriptions that entice more people to get in touch or attend an open-home event?
1. Start With a Compelling Headline
Write a short and descriptive headline that pairs a location-specific benefit with a unique characteristic of the home (e.g., Mill Valley loft with a view of Mt. Tam.) Since buyers tend to scan through listings, keep your headline short and snappy to stand out.
2. Craft a Succinct Opening Statement
What do prospects need to know to continue reading your listing? Use the opening statement to showcase features buyers love, such as private outdoor space, mountain/ocean view, transit access, and passive income potential (e.g., mother-in-law suite.)
3. Write an Accurate Listing Description
Provide details about the home’s main features, such as the number of bedrooms and baths, square footage, lot size, etc. Use compelling language to pique potential buyers’ interest but stay truthful — setting unrealistic expectations will turn off buyers and backfire.
4. Consider Word Count Limits
Most MLS systems, real estate sites, and online advertising platforms have word count limits. Additionally, most people scan multiple listings and aren’t likely to read a long description. Aim for 250 words or less, and focus on features most appealing to buyers.
5. Highlight Special Promotions
Incentivize buyers to take action by offering compelling buyer concessions and mentioning them in the listing description. These include limited-time discounts, home warranty, credits toward closing, seller financing, and flexible close dates.
6. Choose Your Words Wisely
Avoid red flag words (e.g., fixer, cosmetic) that can make the property less appealing and impact the final selling price. Meanwhile, include ones that add value, such as impeccable, luxurious, and landscaped. However, don’t overuse adjectives, which can create the impression that you have something to hide.
7. Call Out Desirable Features
Highlight notable home brands and recent upgrades to increase a property’s perceived value. These include kitchen appliances (e.g., Viking, Sub-Zero, and Wolf,) smart home devices (e.g., Nest thermostat and Bose sound system,) and energy efficiency upgrades (e.g., high-efficiency washer and solar panels.)
8. Reframe Negative Features
Sometimes, less desirable features will show up in your photos. You can reframe them in a positive light to stay ahead of buyer objections. For example, you can position a small bedroom as a home office.
9. Avoid Jargon and Abbreviations
The average home buyers don’t live and breathe real estate, so avoid industry-specific terminologies that may confuse them. While abbreviations can help save space, don’t sacrifice clarity for word count. Also, don’t shorten popular search terms (e.g., waterfront, renovated, quartz.)
10. End with a Call to Action
Wrap up your listing with a short but potent call to action (CTA) that tells potential buyers what to do next while adding a sense of urgency. For example, “This home will sell fast, don’t miss out! Call [phone number] or email [email address] to schedule a viewing today!”
