Real estate Descriptions

How to write a property description

Similar to product descriptions where you have to include every detail, you also have to write content that is appealing in order to capture the reader’s attention.

Using a special formula one needs to format the description to help influence the buyer so that they understand your home’s appeal and make it easy to share the unique features that set your home apart.

Your whole description should be 250 words or less, not only because of text space limitations on your local multiple listing service (MLS) and sites like Zillow but also because buyers are unlikely to read a very long description. Aim to be concise throughout the whole description. Note that some sites have a special field for headlines, and on other sites, your headline will just be the first line of text in your main description field. Either way, you should include the headline in your total word count.

Write an engaging and catchy headline

Keep your headline short and descriptive, while focusing on uniqueness and the benefit of the location. If you’re using an agent, they should be able to give you some guidance on what’s popular in your area, but you can also review other local listings for inspiration. Here are some good examples of headlines that pair location details with something unique about the home:

Construct an opening statement

Your opening statement should answer the buyer’s expectations. It should give buyers a reason to continue reading. It’s also a great place to showcase features that you couldn’t fit in the headline, but that buyers will love. Here are a few examples:

• “Check out this top-floor flat/apartment/condo in an all-brick, elevator building with a deeded indoor parking space.”
• “This spacious, single-family home in the heart of London features both modern amenities and architectural character in a fantastic location.”
• “This recently renovated tri-level townhome lives like a single-family, without the maintenance.”

When writing your opening statement, here are some popular features that, if your home possesses them, you should definitely include:

• Parking (especially in city listings)
• Double garage (or larger)
• Private backyard or outdoor space
• Mountain view
• Lakefront property
• Near transit access
• Renovated kitchen
• Mother-in-law suite (or another passive income potential)
• Flexible/room to expand
• Lush landscaping

Detail a listing description

The description text makes up the bulk of your word count, and it’s where you should review all of the home’s main features: beds, baths, square footage, lot size, location, upgrades, etc. But don’t just rattle off a list of all the features. Use compelling, creative language to highlight details that make your home special. Your description should pique buyers’ interest enough that they want to schedule a tour, and as the owner, you are in the unique position of being able to tell a story about what is special about the property.

Offer special promotions

If you’re trying to sell your home quickly and want to incentivize buyers, you can add a special promotion to your listing description. Some of the most compelling buyer concessions include:

• Home warranty: For just a few hundred dollars, you can purchase a one-year home warranty for your buyer. It’s a nice little value-add that buyers appreciate, as it offers peace of mind for their purchase.
• Credits toward closing costs: In buyers markets, where sellers are competing for offers from a small pool of buyers, offering to pay for some or all of a buyer’s closing costs can be very appealing.
• Seller financing: Seller financing is when you act as the bank for your buyer for a period of time, often until they can get approved for a conventional bank loan. While you’ll have to assume the risk of the buyer defaulting, it can open up your home to a bigger pool of potential buyers.
• Flexible close date: If you’re able to accommodate either a quick close or a longer close, mention that in your description. It can be very attractive to buyers with a rigid timetable.

Include a call to action

A call to action is a closing line in your description that tells buyers what you want them to do next: “Don’t miss out on this captivating home. Schedule a private tour today!” Or, “This home isn’t going to last — schedule your showing before it’s gone.”

Property Descriptions 101: How to Write Listing Descriptions That Sell | Zillow