How to Write Property Descriptions in Real Estate That Sell (2024)

Do you want to know how to write creative real estate listing descriptions? Whether you are a real estate agent or homeowner, this is crucial when selling a house.

Having a home description that rocks can help you seal the deal.

With so much emphasis on great pictures – and now video – it is easy to let the creative listing description for your selling property fall through the cracks.

However, describing a property in MLS is the next most vital marketing component besides your photos.

Unfortunately, failing to describe the property well can limit the effectiveness of your listing.

Interested buyers will read the listing description, so ensuring you have an excellent home description is vital if you want to stay at the top of your game as a real estate agent.

In my experience as a top-producing Realtor, you property descriptions are an essential part of marketing a home.

Without compelling home advertisem*nts you can lose a percentage of buyers who may have been interested in the property.

The finer details and amenities of a home should shine through in a property description. The language should illicet an overwhelmingly positive response.

We’ll dive deep into how to write creative home descriptions. By the time you’re done reading, you’ll have the ammunition to communicate better with potential buyers.

What Are Property Descriptions?

A property description serves as the written portion of the real estate listing. It highlights the specific details and notable features of the home.

When potential buyers peruse real estate listings, a skillfully crafted description can capture their attention. Referred to as a house or real estate description, this listing segment may encompass unique aspects of the home, layout, number of bedrooms and bathrooms. It may also showcase any other pertinent information showcasing the home’s distinctiveness.

Housing descriptions can be found in the Multiple Listing Service for listings, in online advertising, print media, and custom brochures. They are what separates one home from another.

These details are essential for potential buyers as they provide additional information about the home beyond what is visible in photos and the vital facts in every property posting.

They also add a touch of personality to the house.

Vital Statistics and Facts

1. Property descriptions are written summaries that provide details about a property for sale or rent.
2. These narratives typically include information about the property’s location, size, features, and amenities.
3. Real estate agents and homeowners use home descriptions to attract potential buyers or tenants.
4. Effective real estate descriptions use descriptive language and highlight the property’s unique selling points.
5. Well-written property descriptions can help facilitate faster sales or rentals by providing prospective buyers or tenants with essential information about the property.
6. Homes with detailed descriptions receive 45% more inquiries from potential buyers.
7. Including accurate room measurements in a property description leads to a 30% increase in showing appointments.
8. Properties highlighting nearby amenities like parks and schools attract 65% more interest from potential renters.
9. Listings with at least fifteen high-quality photographs have a 50% higher chance of being viewed by online users.
10. A detailed breakdown of utility costs increases the likelihood of a successful lease negotiation by 40%.

Some Realtors Pay No Attention to A Property’s Best Features

Some will go the extra mile in every business to ensure they are at their game’s pinnacle.

Likewise, some don’t pay attention, are lazy, or don’t care enough to stand out in what they do. This is undoubtedly the case with real estate agents regarding the marketing efforts when selling a home. First-time home sellers should understand this before hiring a Realtor.

Every week, thousands of homes are listed across the country. When paying close attention to how these homes are described in the Multiple Listing Service (MLS) and other places online, it is clear some real estate agents don’t put in much thought.

Some of the home descriptions severely lack any forethought.

When picking a real estate agent to work with, checking how they market homes online is critical.

Are they investing the time in writing compelling real estate descriptions? How do their photos stack up against other agents? Do they offer video tours or slide-share presentations?

Some agents do a great job at one but not the other. All three components are an essential part of real estate marketing. Even though creative real estate listing descriptions are vital to marketing, many agents lack the ambition to separate a home’s best characteristics.

Don’t Repeat Home Descriptions

One of the mistakes I see many real estate agents making is repetitively listing descriptions. There is limited space in most MLS home description sections, so using that space wisely is essential.

There is no point in saying something like “great four bedroom, 2.5 bath home” in your remarks when you can see that already in pre-determined checkboxes.

The space for remarks should be reserved for a compelling home description that will create a buzz. Real Estate agents should never underestimate the power of words in their listing remarks.

It stands to reason that all real estate agents should be writing home descriptions that help sell a property!

Without Exceptional Photography, Narration is Less Effective

Let’s get this out of the way right now. Great photography and video are a priority when trying to sell a home. Your home should have professional photography. I have a professional photographer for all my listings. Why? It makes a HUGE difference.

The saying “a picture is worth a thousand words” could not be more accurate regarding home sales.

Most buyers will first notice the pictures; many of today’s buyers also look for video tours.

You want to ensure you have these listing components taken care of and are of good quality. Poor photography will not put the property in the best light and will likely turn prospective buyers away.

Your photography will be the first impression a buyer gets about a property. They will not even get to your home’s description if you blow that. They will be moving on to the next house.

While photography is critical, a creative listing description is paramount in cementing buyers’ interest. Property descriptions are where buyers start to form an opinion about a home.

Images Are Only One Component Of The Listing

When buyers look at homes for sale on the best real estate websites like Realtor.com, Zillow, and Trulia, the first thing that will grab them is the agent’s photography.

Any potential buyer who likes the look of the house from the photographs will dig a little deeper – which means they will be reading the home description provided by the listing agent.

If the home’s listing description is lacking, it can turn away buyers and cause you to miss a sale. Selling a property is a multi-stage process – images, listing description, viewing, etc.

You can lose buyers at any stage, which you want to avoid. You’re paying a Realtor a significant commission, so you want to get the most bang for your buck!

How to Write a Creative Listing Description

First, your home description needs to lay down all the qualities of the property you want people to know about – and the aspects buyers want information on.

The listing needs to be as detailed as possible without going overboard. You are trying to attract and appeal to buyers, so you want to give them all the information they like and need while avoiding sounding like a technical manual.

This is where your inner creativity comes in.

Creativity is something that comes easier to some people than others. Don’t stress too much if you are not a natural writer.

You are a real estate agent, so writing is not necessarily something you need to be great at. But it would help if you understood what works, what doesn’t, and what appeals to buyers.

Being creative in real estate listing home descriptions is doing something in a way that stands out from the crowd.

Only you know what you are trying to differentiate yourself from, so what is creative and effective for you may not be the same as for someone else.

The key is trying, experimenting, and paying attention to what works.

Learning how to write inspiring listing descriptions is something all real estate agents should strive to do!

Power Power Words to Include in Property Descriptions

Here are words you can tie into your online and offline advertisem*nts. These often hit at the heart of our emotions.

• Renovated
• Charming
• Modern
• Stunning
• Historic
• Picturesque
• Luxurious
• Stylish
• Sought-after
• Prime
• Desirable
• Tranquil
• Elegant
• Exclusive
• Original

Highlight The Best Qualities

When writing your listing description, mentioning the property’s qualities that stand out over and above the competition is essential.

For example, if all the competing homes have a two-car garage and yours has a three-car, you would want to emphasize this. Here are some specific examples of what should be highlighted in your home. Do you have them?

• The potential for an in-law suite.
• Expansion possibilities.
• Special energy-saving features.
• Unique construction materials used.
• High-end pool or landscaping.
• Large backyards or multiple acreages.
• Cul-de-sac locations.

These are the kinds of features that will appeal to a large percentage of the buying public. They are also hot buttons that could be a requirement for a particular segment of the market.

Emphasize Quality Brands

When writing a compelling home description, emphasizing recognizable brands is vital, especially when marketing a luxury home.

For example, it is widely recognized that the kitchen is the most crucial room in a home. If it is an accurate description, you may want to use catchphrases like “chef’s kitchen or “gourmet kitchen.”

Many people identify quality by brand names. If you have appliances like Sub-Zero, Viking, Wolfe, or Bosch, it will make sense to mention them. These names symbolize quality. They are also words that sell a home!

A few years ago, I was selling a home in Milford, Massachusetts, and missed that the seller had a Sub-Zero wine fridge.

We discussed how many buyers make emotional purchases; some hot buttons for them are well-known name brands.

He was 100 percent right, and I immediately fixed my listing home description.

Another excellent example of brand recognition is heating systems.

If your heating system is a Buderus or a Viessmann, this is certainly something you would point out, as they are top-of-the-line European boilers well-known as a step above the rest.

These are the kinds of things many buyers will pay attention to.

Market Your Upgrades in All Narratives

Another effective way to write creative real estate listing descriptions is to incorporate the seller’s upgrades and improvements.

The upgrades in the home should be marketed online, and marketing material that emphasizes these things should also be left in the house.

Here are the types of upgrades you should emphasize:

1. New windows – emphasize high-quality brands like Anderson, Pella, or Marvin.
2. New kitchen – especially mention things like granite counters and stainless appliances.
3. New granite counters or tile showers in the baths.
4. New carpets in the bedrooms.
5. New roof.
6. New hardwood floors or newly re-finished.
7. New heating system.
8. Air conditioning replaced.
9. New Deck – specifically emphasize if it is low maintenance like Trex decking. More and more buyers want fewer home maintenance issues.

Consider having these things in the marketing material at your home.

Don’t Forget City, Neighborhood, Schools, and Location in Home Descriptions

When creating your listing remarks, don’t just focus on the house. If there is something special about the city where your home is located, emphasize it.

If the schools are a cut above the rest, market the heck out of that. Maybe the neighborhood you reside in is considered one of the best around? Never short-change the best attributes your home has to offer.

Remember, you are selling a complete package, not just the structure you live in.

Knowing how to write creative listing descriptions starts with knowing most buyers’ hot buttons.

Look at The Work of Others For Inspiration

Although your goal is to be creative and unique, you must start somewhere if you are new to this.

You can look at what other Realtors are doing and format your material based on their work.

Ideally, you will look at real estate agents you know are successful in your area.

All good listings have a basic structure. There is no reason to reinvent the wheel.

Learn to recognize and reproduce the structure, then experiment with the different components. Selling a home with creative marketing is a quality that most outstanding real estate agents have.

Remember this when it comes time to sell your place! Work with a real estate agent that thinks outside the box and goes the extra mile.

Follow General Marketing Principles With Words

Certain marketing words should be used and also avoided. Take a look at this excellent article from Vertical Response for a perspective.

Be sure to also check out this article from Buffer on words and phrases that convert into sales. These articles will help create listing remarks that stand out from other real estate agents!

Using high-impact words can separate your description of a home from the competition. I provided some excellent examples above.

Avoid These Property Listing Mistakes

• Exaggerating things that could lead to a home buyer being disappointed. For example, don’t say the kitchen is updated if the only thing done is painting the cabinets.
• Don’t use all caps – you look like a desperate bozo with no marketing skills.
• Avoid repeating the exact words over and over.
• Don’t use words in your description that could encourage lowball offers. Words such as fixer-upper needs TLC, or seller is motivated. These all emphasize negative characteristics.

The Basic Writing Structure Online

The basic listing structure goes something like this:

Home Description Headline

The headline is what buyers will see when they first view the ad. It is the short sentence that shows up along with the image. If you look on sites like Craigslist, you can see how real estate agents are trying to stand out with their headlines.

Things like, “CHECK THIS OUT! – “A rare waterfront Listing” or something similar. They are trying to stand out. How you come across is up to you, but remember that the headline is critical.

Make Your Opening Statement Captivating

An opening statement is your first chance to describe what you are offering. It is where you give the reader a reason to continue looking at the listing.

Make the first sentence in your remarks one of the most critical aspects of the property. What do you want to get across to the reader?

Real Estate Listing Description Examples

Let’s look at an example of a home description. You can use listing description examples like the one below to make your property stand out. A house-for-sale description like this will make the listing more compelling.

Creative Description of Features

The easiest way to list the home’s features is to be straightforward: “New carpet, large backyard, basem*nt with kitchen, etc.” The straightforward way is quick and easy but also the least exciting way to explain what the home offers.

A narrative description is much more appealing to buyers.

A narrative home description would go like this:

This spacious home with two story foyer and in-law apartment features lush new carpeting, a remodeled kitchen with granite counters and a big backyard, perfect for play, gardening or just relaxing on a weekend. The addition of a second full kitchen in the basem*nt, along with private access, is ideal for someone who wants their own space – for renters or for family. The location can’t be beat as the home is located in a top neighborhood close to the center of town, schools, and highway access!

The narrative house description is designed to make the reader feel how great it would be to live in the home. These are two real estate listing description examples, with each probably having different impacts.

Rental Listing Example

Charming 2-Bedroom Apartment in Prime City Location – Your Urban Oasis Awaits!

Nestled in the heart of Boston, this stunning two-bedroom apartment offers the perfect blend of comfort, style, and convenience. Designed with modern living in mind, the apartment features spacious interiors, contemporary finishes, and an abundance of natural light, creating a warm and inviting atmosphere.

Promotions Should Be Front and Center

Suppose you are offering a promotion to help sell the property. In that case, you can place it after the narrative home description – which will help motivate the reader to contact you after they read up on all the exciting features of the property.

Provide a Call to Action

While there is limited space in most multiple listings description boxes, online is a different story. There is much more space to get creative in capturing a buyer.

Every listing advertisem*nt should end with an encouraging call to action: “Don’t hesitate – call now to be the first in line for this incredible value!”

You have to ask people to do what you want them to do, so don’t feel bad about putting in a call to action.

Don’t Forget Contact Information

Put your contact information down so they can quickly get in touch to learn more or view the property.

One of the frustrating parts of numerous real estate agent websites is how difficult it is to contact a person.

Nearly every page on a real estate website should make it easy to make contact. This means having an email address and phone number buyers can reach you at!

As an agent who often refers clients to agents in other parts of the country, it is frustrating to search all over the site for contact information.

If this describes your site, you are losing business!

What to Avoid in Advertising Remarks

One of the things real estate agents need to be very careful of when writing their listing remarks is violating the Fair Housing Act.

Real Estate agents are prohibited from discriminating in the sale or rental of property because of race, color, religion, sex, handicap, familial status, or national heritage.

When crafting your remarks, avoiding terminology that mentions these things is essential.

This is the worst kind of real estate advertising mistake!

Make Sure You Proof For Grammar and Spelling Mistakes

There should be no excuses for grammatical or spelling errors in your listing description. Thankfully, you don’t have to find assistance from someone with a recognized mastery of English syntax.

You can use Grammarly, which is free and will identify any mistakes that could otherwise easily escape detection.

From experience, I can tell you that Grammarly is an exceptional tool. It’s used for all of my article writing.

It Gets Easier With Practice

Writing is a skill that gets better with practice. Real Estate agents who want to improve will keep writing listings and experimenting with what works best. With practice, the agent should eventually get into a groove where they feel more comfortable.

Remember, real estate copy is an integral part of the sales process, so make sure the listing agent you hire invests the time to make your home sound worthy of grabbing a buyer’s attention.

Always Check Your Real Estate Agent’s Advertising

It is always a good idea to check your home’s advertising online as soon as it is posted. Many agents do nothing whatsoever to enhance your home description.

You could likely find yourself shocked and disappointed.

Summary of Writing Awesome Property Descriptions

We will review some essential things in writing a quality real estate listing description. They are as follows:

• Hire a professional photographer for outstanding photography that entices people to read the listing advertisem*nt.
• Ensure the property is described accurately without exaggeration.
• Include words in your home description that add value.
• Highlight the property’s most unique features.
• Avoid using negativity or things that can be red flags.
• Make sure you have used appropriate grammar and punctuation.
• Avoid repeating information and providing wasting words on things that aren’t crucial.

Final Thoughts

While a real estate listing description isn’t as crucial as your home’s photography, never assume it won’t help sell your property. Look for an agent willing to put in the time to make your home’s description stand out.

A well-rounded marketing plan will help your home sell quickly and for more money. Property descriptions should not be taken for granted!

Not having any thought put into a home description can lead to home sale failure or an expired listing.

Additional Home Selling Articles Worth a Look

• Outside-the-box real estate marketing – get some helpful tips on marketing a home much better.
• What real estate agents should do for home sellers – see the myriad of tasks that a real estate agent should perform when selling a home.
• Hire a content marketer to sell your home – the best real estate marketers write creative listing descriptions. They also have an online marketing plan as well.

Use these additional home-selling resources to make intelligent decisions when hiring a real estate agent to market your property. Look for a real estate agent who understands the importance of well-thought-out listing remarks!

About the Author: Bill Gassett, a nationally recognized leader in his field, provided information on writing property descriptions. He is an expert in mortgages, financing, moving, home improvement, and general real estate.

Learn moreabout Bill Gassett and the publications he has been featured in. Bill can be reached via email at billgassett@remaxexec.com or by phone at 508-625-0191. Bill has helped people move in and out of Metrowest towns for the last 38+ years.

Are you thinking of selling your home? I am passionate about real estate and love sharing my marketing expertise!

I service Real Estate Sales in the following Metrowest MA towns: Ashland, Bellingham, Douglas, Framingham, Franklin, Grafton, Holliston, Hopkinton, Hopedale, Medway, Mendon, Milford, Millbury, Millville, Natick, Northborough, Northbridge, Shrewsbury, Southborough, Sutton, Wayland, Westborough, Whitinsville, Worcester, Upton, and Uxbridge MA.