real estate listing description

How to Write a Real Estate Listing Description that Sells

Did you know the first step of about half of all home buyers is to look online for properties? This means your real estate listing description matters more than ever. If potential buyers read your listing and aren’t impressed, they’re on to the next one. But writing a compelling listing can be easier than you think. We’re here with eight tips for you to write a real estate listing description that sells.

Describe the property accurately.

This may seem like a no-brainer, but your real estate listing description should be accurate. If the house is barely 900 square feet, writing that the space is “sprawling” is dishonest. When you say a home is in “excellent condition” and there is water damage throughout the house and the back deck is rotting, a potential buyer will be turned off by seeing this on arrival. Setting unrealistic expectations helps no one.

Instead, own up to the home’s flaws or shortcomings and turn them into positives or offer suggestions to fix them. If your potential buyers know what to expect, they’re more likely to be accepting of the work that needs to be done.

Original Example:

needs some TLC but lots of big time potential to make your mark!!

Better Example:

This single-owner home sits on a large lot with mature trees. It’s ready for the next owners to bring it into the 21st century.

Choose adjectives wisely.

Be descriptive without going too crazy. Remember, people can tell when the words are 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.

Original Example:

This gorgeous and nearly perfect house will stun you with its modern and dazzling interior finishes.

Better Example:

It’s hard to list all the indoor and outdoor features of this stunning home. Schedule a tour today!

Avoid red flag words.

In a study of 24,000 homes, Zillow found certain words will actually hurt a home listing. This means the way you write your real estate listing description could actually affect the final selling price.

These words include “fixer,” “TLC,” and “cosmetic.” Why? Unless you’re looking to flip a home, these words imply the home requires a lot of work. While these words are not outright negative, they give potential home buyers the impression there is a lot of room to negotiate. Save these words unless you have a home that needs a lot of work and is priced accordingly.

Include words that add value.

While you may want to avoid the red flag words listed above, there are also words that can help a home listing. “Impeccable,” “luxurious,” and “landscaped” were found to help boost sales prices. So if there’s a jacuzzi tub in the master, luxurious will definitely apply to your real estate listing description.

Highlight unique features.

Character can help sell a home. Is there a fireplace in the master bedroom? Or maybe an original stained glass window in the entryway? At the very least, it will help potential buyers differentiate your listing from the other dozen they are browsing.

Mention a few one-of-a-kind home features in your real estate listing description and the right buyers will appreciate it. It may end up being what makes a potential buyer schedule a showing.

Take notice of punctuation.

Every sentence should not end in an exclamation! If everything is amazing, then nothing is! On the other end of the spectrum, be sure that you use punctuation. Long, run-on sentences are hard to follow and information gets lost.

Write your real estate listing description using complete sentences and appropriate punctuation. Readers will appreciate the effort you took to write a coherent, easy-to-follow summary.

Original Example:

tons of natural light – nice park nearby lots of trees in backyard, move in ready

Better Example:

his move-in ready home has been recently updated, including new windows that provide ample of natural light. Enjoy the shaded backyard or walk to the neighborhood park down the street.

Leave out super basic info.

The number of beds, baths, stories, and so on is visible elsewhere in your online listing. This also applies to your phone number or contact info. That should be available in your email or on your landing page. Save your real estate listing description space for the juicy details that will make potential buyers want to see it for themselves.

Use great photos.

This isn’t anything you can write, but photos are an incredibly important part of your listing. Consumers are more tech-savvy than ever and expect quality photos. If every image is washed out with a bright flash or is so grainy you can’t tell what you’re looking at, people will move on to the next listing.

Smartphones can do just about everything, including taking pretty excellent photos. If you remember anything, remember that natural light is your best bet. Open the curtains and get to snapping!

Time to put your real estate listing description to work!

Let’s take what we’ve learned and write up a sample real estate listing description.

Original Example:

updated throughout, nice yard, good size for family, but lots of room to grow!! all bedrooms updated w/clean carpet – w/d connections – charming and comfortable home. Good neighborhood too

Better Example:

This stunning two-story home is on a large lot in a hot neighborhood. From the open-concept kitchen and living space to the large shaded backyard, there is plenty of room for the whole family to enjoy. Recent updates include new carpeting upstairs and stainless appliances. Situated in a family-friendly neighborhood near a great park, this home is sure to go fast!

Focusing on your clients

Helping your clients buy or sell a home is a time-consuming process, and writing a real estate listing description is just one tiny part of the process. Between showings, inspections, closings, and all the other tasks that need to get done, time is a limited resource. Writing newsletters and engaging with your network on social media may not even make it on the to-do list.

That’s where OutboundEngine can help. We craft content for your email marketing campaigns as well as your Facebook, Twitter, and LinkedIn accounts and automatically send and post to your network. By staying in touch with your past and current customers, you uncover potential opportunities and build your valuable referral business. Schedule a free demo today and see how OutboundEngine can help your real estate business grow.

Taylor Wright
taylor.wright@outboundengine.com

Taylor is the Content Marketing Manager at OutboundEngine. She's passionate about helping businesses succeed through finding the right words and creating positive client experiences.