How to write a real estate listing description that sells

Although the description is not the first impression of a listing, it holds a large amount of value as this is where one may emphasize on the attributes of a property and explain in more detail why this or that property is a great buy. It therefore requires a bit of “sales language” to get visitors to your listings excited to ask for more information. Below we explain the key principles of what is important.

Never copy and paste

Copy and pasting has many benefits including not spending any time but it holds a huge amount of negativity. When copying and pasting, we are consciously or unconsciously mimicking someone else’s work in their words and it often blocks us from using our own ways to describe the benefits of a particular property. Therefore, the most important rule of all is to NEVER copy someone else’s descriptions.

Know the details of a property

To write an accurate description it is important you know the property’s key attributes. Even if you receive a listing without having inspected it physically, it is important you pick out whatever attributes you can to describe the property accurately and in detail. Highlight the unique features early on in the description.

Be honest

Nothing is more important than honesty when it comes to descriptions because even if you get someone excited with your description but when inspecting the house, it does not represent at all what was stated, it is a waste of time for all. Therefore, always be honest about the property. Although it seems a no-brainer, if the property is 200 sqm in size do not call it “luxury” as this is dishonest. Even if there are some flaws, write about them and if you can make recommendations on how they could be fixed. This instills trust and shows you know what you are doing.

Choose adjectives wisely

Be descriptive, but don’t go over the top with your praise. Remember, people can tell when you’re trying too hard. For example, we all know “cozy” is code for “very small.” Your real estate listing description is your chance to get creative and paint a picture of your listing. Adding too many extra adjectives will make the readers assume you’re trying to distract them from reality.

Avoid stating the obvious

There is no point to describe the size, number of bedrooms or address again in the description as those are stated at the very top of the listing in bold. Stating this would only show you don’t know what else to write about and indicate you may not know as much about the property as you should. Instead of focusing on points which can be seen on pictures or are stated in other ways on the listing, focus on things they can’t see. For example, write about the calm neighborhood, or the many families with children around making it child friendly. Or the park nearby to walk the dog. Whatever it may be, those facts add value and cannot be seen when looking at the listing and they add tremendous value to the listing.

Put yourself in the shoes of Buyers

Once you finished the description and feel ready to post the listing, read through it again and put yourself in the shoes of a buyer. Ask yourself, will this convince a buyer to want to know more? Will this help him understand the pros and cons of the house? Will this help a potential buyer to take a decision? If you feel these questions can be answered with YES, then you have successfully created a great description. Now, go and sell it!