How to Write Compelling Property Descriptions for Listings
When buyers browse real estate listings online, professional photos initially grab their attention. But it’s the listing description that tells the property’s story. The description is every realtor’s chance to emphasize the best aspects of the property and its surrounding area.
A well-written listing description can make your property stand out. And this description will appear online and on flyers, open house materials, social media, and more.
We’ve prepared these valuable tips to ensure you’ll write compelling property descriptions for listings. Also, you can work with a team of experts from Scale Up Agent to leverage your real estate marketing approach.
Know Your Audience
Are you targeting first-time buyers, families, young professionals, or retirees? After determining your target audience, tailor your language and highlight the property’s unique features that appeal to the intended audience.
Start with Attention-Grabbing Headline
Your property description’s first few lines are like a hook that captures readers’ attention. You can use descriptive language with a question or description of the property’s most outstanding feature, like “Welcome to your dream oasis – a charming coastal retreat with breathtaking ocean views!”
Consider Buyer Preferences
According to Homelight’s Fall 2021 industry trends survey, an outdoor living space, a great school district, and a home office are the top three property features that buyers seek. When writing a property description, you can include home features and amenities like:
- Dedicated home office
- Fenced backyard
- Outdoor kitchen
- Spacious family room
- Deck or front porch
- Hardwood floors
- Corner lot
- Chef’s kitchen
For the neighborhood features, you can incorporate the following into the description:
- Excellent schools
- Easy freeway access
- Convenient public transportation
- Safe and quiet streets
- Walking distance to parks
- Close to restaurants and shops
Select Adjectives Wisely
While you must be descriptive, don’t go over the top with the description. Buyers can quickly tell when agents are trying too hard. Also, avoid adding too many extra adjectives because readers might assume you’re distracting them from reality.
Descriptive words to use for a compelling property listing description:
- Upgraded
- Ultra-modern
- Spacious
- Move-in-ready
- Gourmet
- Custom-built
- Chef-grade appliances
- Bright
Use AI
Tone and sentiment are among the key elements of an engaging property description. And AI-powered tools can help realtors gauge the emotional tone of their descriptions. This ensures your description evokes positive emotions and aligns with the desired brand image. Additionally, AI can eliminate phrases that may inadvertently trigger negative emotions.
Be Specific and Detailed
Your listing description should provide all property details, like the number of bedrooms, bathrooms, square footage, lot size, and recent renovations or upgrades. Potential buyers or tenants appreciate transparency and accuracy when considering a property.
Create a Sense of Urgency
You can incorporate urgency into your property description to encourage the readers to act promptly. Highlight limited-time offers, exclusive deals, or high demand in the area. For example, “Don’t miss out on the chance to call this stunning property your own.”
List Special Promotions
Another way to motivate potential buyers to act quickly is by adding a list of incentives. For instance, you can add a flexible close date, a one-year home warranty, or a limited-time discount for first-time homebuyers or from the sales price to the description.
Incorporate an Enticing Call-to-Action
End your property description with an enticing call to action that urges readers to take the next step, like scheduling a viewing, contacting you for more information, or visiting your website. A clear CTA can speed up the property sale. For example, “Schedule a viewing now; this home won’t stay on the market for long.”
Crafting compelling property descriptions for listings requires creativity, market awareness, and a deep understanding of your audience’s needs and desires. And a well-crafted description not only attracts interest but also forms a connection, making it more likely for your property to be the perfect match for the right buyer.
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