According to the Statista Research Department, in 2022, 99% of home buyers aged between 24-57 used the internet during the home buying process. The figure was 84% for those aged between 77-97. This notably high rate of internet usage to check on listed properties means that the majority of house hunters, at one time or another, are having a long, hard look at your listing photos and descriptions.
Thus, crafting an impressive real estate listing description accompanying those interesting property photos becomes an absolute must. But how should we write a perfect listing description that engages the buyers and compels them for a house visit? If you’re also scratching your head about what to write, maybe it’s better to read below instead.
Why Do Listing Descriptions Matter?
Real estate listing descriptions are key elements toward the successful sale of a house, though overlooked from time to time. So, to appreciate the importance of listing descriptions, let’s first have a look at why listings matter.
- First impressions: Listing descriptions are often the first detailed information a buyer sees after the photos. They set the tone for how they perceive the property and can either entice them to learn more or move on to another listing.
- Highlighting features: Good descriptions emphasize the property’s unique features, such as a renovated kitchen, a spacious backyard, or proximity to amenities. These details help a property stand out.
- Emotional connection: Effective descriptions complement the emotional connection created by the listing photos, helping buyers paint a picture of what it would be like to live in a given home.
- Search Engine Optimization (SEO): Well-written descriptions with relevant keywords improve the property’s visibility in online searches, increasing the chances of the listing being seen.
- Building trust: Clear, honest, and informative descriptions help build trust with potential buyers. They reassure them that the property is accurately represented, which is crucial for making a decision.
- Targeting the right audience: A carefully crafted real estate listing description helps attract the right audience by focusing on features that appeal to specific buyer demographics.
- Reducing time on the market: Properties with compelling descriptions attract more interest, leading to faster showings and offers. This greatly reduces the time a property spends on the market.
Write Engaging Listing Descriptions: What’s the Catch?
Countless writers advise you to just put pen to paper – or fingers on a keyboard for the sake of current digital times – and simply write. This, they advocate, will get your creative juices flowing. However, creativity alone won’t sell your house, so it’s better to observe some rules before you begin.
Know your audience
Sure, you just want to sell a house, whether it’s yours or that of your client, but a house is just another product. And every product has its own specific audience(s).
Maybe a house suits some buyers more than it does others! You should see if it’s good for a single-child family or an extended family looking for some extra space. Is there a special pet-friendly feature that might appeal to animal lovers? Whoever the place might be suited for, organize your real estate listing description around their needs and lifestyle!
“Located in a top-rated school district, this home is perfect for a growing family. With a large backyard and a safe neighborhood, it’s an ideal space for kids to play and grow.”
Regardless of what comes before or after this description, the agent has identified the suitable audience. The place is ideal for big families who need a safe place for their children.
Write compelling headlines
Think of headlines as the photo element of your words! It’s there to attract attention to the real estate listing description itself.
A headline is composed of just a few words, yet it should convey an interesting message and entice readers to read through the entire content. Picking the right adjectives that evoke emotions and curiosity is key to writing compelling headlines. While it’s not a must, headings are usually location-specific or draw attention to a unique feature of the property. Here’s an example of a concise and compelling headline that makes the reader want to know more:
“Elegant Townhouse on Fifth Avenue, Steps from Central Park”
The adjective “elegant” suggests that the place is graceful and stylish. Also, to emphasize the prime location of the house, the writer has used the phrase “steps from” to show how close the place is to Central Park.
Begin with a compelling opening
To complement that heading, you need to include a captivating opening. Something that reveals more about the property and tells the reader, “There is something special about this house.” Take a look at the one below:
“Enter a world of sophistication in this beautifully renovated home.”
While providing more information about the property, the phrase “world of sophistication” entices the reader to continue reading and learn more about the place.
Highlight all unique features
Most properties have more than a couple of unique features. You only need to bring them to the buyers’ attention by describing them thoughtfully. Does the kitchen boast custom cabinetry with handcrafted details? Perhaps there is a cozy reading nook next to a charming fireplace, or even a breakfast area overlooking a serene garden.
Remember, though, that just as you shouldn’t be dismissive and judge the place as ordinary, you shouldn’t ramble on about every detail trying to present an unrealistic picture of the place. Mentioning one or two unique features would suffice. Look how the real estate listing description below highlights the property’s features in one sentence!
“This exceptional duplex boasts 3 bedrooms and 3 full baths, featuring custom California Closets throughout for unparalleled organization.”
Always be brief
Remember that your listing is only one of thousands in the market. So, don’t assume that buyers will take their time and scrutinize everything you’ve written about the property. They only spend a minute, if not less, to learn about the property. That’s all you have to capture their interest. If you fail to do so, they’ll move on to the next listing. Look at how the lengthy description below can be summarized into a few sentences without leaving out any important details.
“Welcome to your dream home! As you step through the front door of this stunning brick residence, you’ll immediately fall in love with its expansive design and timeless charm. Freshly painted interiors and brand-new carpet set the stage for a warm and inviting atmosphere that welcomes you home. The grand high-ceiling foyer gracefully ushers you into the heart of the home: a spacious family room bathed in natural light, thanks to large windows that offer breathtaking views of your own private backyard oasis. The backyard is a true retreat, featuring majestic old-growth live oaks that frame a luxurious designer black-bottom pool and spa, perfect for relaxation or entertaining. Situated on two generous lots, this property offers an abundance of outdoor space, making it an entertainer’s paradise with a sprawling backyard. The layout is ideal for both family living and hosting guests, with the primary suite conveniently located on the main level. The primary bedroom features a dual-vanity bathroom and is adjacent to the family room and an open-concept kitchen, seamlessly connecting with the breakfast nook to create a large, integrated living space. For more formal occasions, the private dining room is perfectly situated just off the kitchen, providing an intimate setting for memorable dinners. Upstairs, four additional bedrooms surround a cozy game room, offering a private space for relaxation or play. From this vantage point, you can overlook the stunning pool, further enhancing the serene and inviting ambiance of this exceptional home.”
Now, have a look at the concise version that’s almost 7 lines shorter:
“This stunning brick residence offers expansive design and timeless charm, with freshly painted interiors and brand-new carpet creating a warm, inviting atmosphere. The grand high-ceiling foyer leads to a spacious family room filled with natural light, offering breathtaking views of your private backyard oasis. The backyard features majestic live oaks and a luxurious black-bottom pool and spa, perfect for relaxation or entertaining. Situated on two generous lots, the property provides ample outdoor space, making it an entertainer’s paradise. The main level includes a primary suite with a dual-vanity bathroom, conveniently located near the open-concept kitchen, breakfast nook, and family room. A private dining room offers the perfect setting for formal dinners. Upstairs, four additional bedrooms surround a cozy game room, with views overlooking the stunning pool, enhancing the serene ambiance of this exceptional home.”
This real estate listing description provides enough information regarding the architecture and convenience of the place without boring the reader with unnecessary trivia.
Bullets instead of lengthy text
More often than not, you may think that everything you’ve written is necessary for the reader. If you don’t want to delete anything, put some of the details in bullet point format. For example, in the previous description, if you still feel that some details should be included, you can present them as separate bullet points.
“Additional Features:
- Expansive design and timeless charm
- Freshly painted interiors and brand-new carpet
- Grand high-ceiling foyer
- Spacious family room with large windows
- Majestic old-growth live oaks in the backyard
- Luxurious designer black-bottom pool and spa
- Sprawling backyard, perfect for entertaining
- Primary suite on the main level with dual-vanity bathroom”
With bullets, buyers find all the info they need to know about the property without dozing off!
Create vivid visions with words
If your real estate listing description follows all the tips above and yet doesn’t capture much attention, it might be due to your poor choice of words.
Avoid using too ordinary or overly abstract words. Always keep in mind that readers picture the place based on how you’ve described it. Typical adjectives will not spark interest, while highly abstract ones may only create confusion. Here’s an example of a typical description that can be improved with better adjectives:
“This fully detached one-family colonial (six-room duplex) is situated on a beautiful block allowing you to enjoy a feeling of country living in a quaint cottage setting.”
By itself, this real estate listing description is nice, but by changing just a few words, the reader will easily picture the soothing atmosphere of the place and experience and entirely different feeling about the property.
“This charming secluded one-family colonial (six-room duplex) is situated on a serene quiet block, allowing you to enjoy a feeling of country life in an idyllic cottage setting.”
Persuade readers to act
Many agents forget about including an effective ‘call-to-action’ (CTA). Please don’t be one of them! A CTA is a short sentence you put at the end of your description, inviting buyers to take some form of action like booking a visit or contacting the agent for more information.
In the realm of sales, when the demand for your product is high, your CTA can carry a tone of urgency, telling buyers that the property will soon be sold, or the promise of a more sweet offer if they act now. That way, you’ll hint that they shouldn’t wait until it’s too late. Here are some examples:
- “Don’t miss this rare chance to renovate and personalize your own space in a prime West Village location.”
- “This is a rare opportunity.”
- “MUST SEE!!! EMAIL FOR AN APPOINTMENT.”
- “Don’t miss out on this exceptional opportunity to own a beautifully renovated home in a sought-after neighborhood.”
Make use of artificial intelligence
Preparing a well-crafted and intriguing real estate listing description takes some time, even for those who have a way with words! But it sure doesn’t have to be like this.
Instead of joining those who, for whatever reason, worry about AI replacing real estate agents, you can use this great technology in your daily tasks, including writing property descriptions. You could use tools like ChatGPT or Perplexty AI. Here’s a tutorial on how to use ChatGPT to write property descriptions.
Couple descriptions with visuals
Let’s agree that black and white type can never compete with a dazzling, colored photo of a property under the twilight sky! Always make sure that your descriptions are accompanied with eye-catching photos. You can write the best description of a lifetime and still lose the competition to a few alluring photos in the adjacent listing.
But remember, hastily snapping and uploading photos without properly editing them will only leave a negative impression on the buyers. You’re going to convince the buyers that the place is worth buying, and this should be reflected in your real estate listing description, as well as the visuals you provide. Therefore, it’s necessary to know how to capture perfect real estate photos and edit them before attaching them to your listing.
Unleash the Magic of Words!
Words have the power to make or break lots of things, including the sale of houses. Use them correctly, and you’ll have a headstart against the competition. Bear in mind that creativity is only one side of the coin. Study your audience, put yourself in their shoes, be critical of your descriptions, and make sure that every single word serves a purpose.
Also, don’t leave the words high and dry without proper photos, and you’re good to go!
