Writing a winning real estate listing can make all the difference in attracting potential buyers. The strength of your listing lies in its ability to showcase the benefits of the property, highlight unique features, and stimulate an emotional connection with a prospective buyer. Writing a great real estate listing description requires more than a list of features and amenities. You need to create a compelling description that immediately grabs the attention of your target buyers.
What Do Buyers Look for in a Property Description?
On a basic level, buyers look at a property description to help them evaluate whether the property meets their needs and preferences. However, there’s more to writing great property descriptions than providing a list of features and upgrades. Great property descriptions use descriptive language that evokes emotions.
Here’s the basic structure for writing real estate listings – as well as tips for making them great.
Basic Structure for Writing Real Estate Listing Descriptions
Before you start writing your real estate listing, it’s important to understand your target audience. Are you selling to first-time homebuyers, empty nesters, or investors? Each group has different priorities, preferences, and needs, so make sure your listing speaks directly to your target homebuyer. Make sure the language, tone, and style of your listing appeals specifically to them to drive intrigue.
With that target audience in mind, follow this structure to write a real estate listing that gets noticed.
Structure of Real Estate Listings
- Write an engaging headline.
- Construct an opening statement highlighting the property’s most important features.
- Include property details that would be important for your target audience.
- Offer special promotions to make your listing more attractive.
- Include a call to action with the agent’s contact information.
1. Write an engaging headline.
Your headline is the first thing your potential buyers will see, so make sure it’s attention-grabbing – but relevant. Highlight the most appealing aspect of your property, such as a stunning view, a desirable location, or a unique feature.
Here are some examples to help spur your creativity:
- “ARE YOU KIDDING ME? 12 Acres of Wooded Land for HOW MUCH?”
- “East Side Condo with Private Deck Offering Sweeping City Views”
- “Updated Craftsman Home in Red-Hot Baton Rouge”
Here are some additional tips to keep in mind when writing headlines.
- Short and sweet: The headline for your property listing should be between five and seven words.
- Emotive: Use powerful, descriptive words to evoke a response. You can score your potential headlines with this analyzer to determine if you are using words that would grab the attention of the right readers.
- Try several drafts: Don’t always settle on the first headline you write. Try to create seven different headlines before choosing a favorite.
There are other tactics for writing a headline, including adding a sense of urgency or leading with a compelling question. Try varied approaches and then analyze what type of headlines received the most clicks.
2. Construct an opening statement highlighting the property’s most important features.
Use your first sentence to paint more of a detailed picture of the property. Be careful not to use meaningless adjectives that come off as salesy. Instead, pique the reader’s interest with some of the property specs. Here are some examples.
- “You’ll love this stunning three-story home located two blocks from McNally Elementary in downtown Preston.”
- “Come see this pleasant Tudor home with an open kitchen plan and spectacular views of the Pacific Ocean.”
3. Include property details that would be important for your target audience.
Once you have gotten the reader’s attention with your headline and opening statement highlighting the property’s most important features, including other pertinent details. Buyers want to know the number of bedrooms and bathrooms, the home’s square footage, the lot size, and the location. Note other stand-out amenities, such as a pool, garden, or fireplace – and any recent renovations (appliances, doors, floors, etc.).
Don’t forget to focus on your target audience when writing.
What features are important for a millennial buyer with small children? They may be intrigued with a listing that promises award-winning schools within walking distance, a dog-friendly fenced-in backyard, and a soundproofed home office.
Empty nesters may be attracted to low-maintenance living with the primary bedroom on the home’s main level.
Those buying condos in the city may be drawn to properties with private, off-street parking and or homes close to popular entertainment districts.
Unique features could be the selling points for potential buyers and might give them a reason to choose to move forward with your listing over others.
Here’s a detailed listing to inspire you as you write one for your client:
“You will love this delightful three-story Tudor with old-world charm and breathtaking views of Beaver Lake. This 4-bedroom, 3-bathroom home has a 2-car garage—giving you 1,800 sq. ft. of spacious elegance, natural oak floors throughout, and a modern gourmet kitchen. Imagine cuddling up to a cozy fireplace with a good book each evening and then waking up to a spectacular sunrise over the lake. All of this is situated in a convenient, friendly neighborhood with outstanding schools, only twenty minutes from marvelous Beaver City.”
4. Offer special promotions to make your listing more attractive.
If your goal is to sell your listing fast, a special promotion can incentivize your readers to take action. Here are some examples:
- Offer a small discount from the sales price for a limited time.
- Offer 100% of the buyer’s closing costs for a limited time.
- Offer seller financing. This is always attractive, as banks require too many documents and questions.
- Offer either a lease purchase or rent-to-own.
These are just a few promotions you might include in your real estate listing descriptions if you need to sell a home quickly.
5. Include a call to action with the agent’s contact information.
Conclude with a call to action (CTA) that tells your buyers how to act. There is nothing wrong with conveying a sense of urgency at the end of your real estate listing descriptions. Here are two examples:
This house is only available to the first buyer who acts NOW. Call XXX-XXXX.
Why are you still reading this? CALL XXX-XXXX.
Beyond the essential elements outlined above, there are two very important things to remember when writing real estate listing descriptions. First, don’t oversell the property; people will recognize when you’re exaggerating. Also, never lie in your real estate ads.
Tips to Write a Winning Real Estate Listing
We’ve provided you with a basic structure for real estate listings, but here are some additional tips for writing a real estate listing that gets noticed.
1. Spin the negative into positive.
It’s always important to be honest and transparent with potential buyers. However, you can spin negative aspects into selling points without being dishonest.
For example, if the house needs renovation, you can mention the opportunity for buyers to customize the space according to their preferences. A small yard requires less maintenance, and a home on a busy street has easy access to public transportation and restaurants.
2. Choose adjectives wisely.
Avoid using buzzwords like “charming” or “cozy,” and opt for specific words that evoke a sense of luxury, comfort, or convenience. Here are some examples:
- Modern
- Sleek
- Gourmet
- Panoramic
- Picturesque
- Luxurious
- Serene
- Inviting
- Tranquil
- Expansive
- Bright
- Airy
- Elegantly appointed
Play with a thesaurus app if it feels that you are overusing some words.
3. Use great photos.
The reality is that many buyers look at photos and watch virtual tours before they read a listing. If they like what they see in the pictures, they may review the listing to confirm the property has the necessary specs. Professional staging and photography make a difference in real estate.
4. Don’t use all caps or too many exclamation points.
Modern buyers may feel you are yelling at them if you use all caps or too many exclamation points. Instead of relying on sales techniques from the past decades, let your words and images sell the property.
5. Research listing descriptions used by competitors.
While we certainly aren’t recommending that you steal listing descriptions used by competitors, it makes sense to look at strategies and techniques that work well for others. You know what agents are selling homes in your area. Take a peek at their listings.
6. Include words that add value.
Whether you are writing a real estate listing, a cover letter, or a eulogy – remove extraneous phrases that don’t add value to your content. When writing, more isn’t better.
7. Highlight unique features.
Buyers searching for a perfect property may have a hard time remembering the distinguishing characteristics of each one. As a real estate agent, it’s your job to find and name unique features to make your client’s home more memorable.
8. Proofread.
It’s ok if you didn’t ace your English classes in high school. If writing isn’t your strength, use grammar programs and have others look at your text before publishing. Invest in Grammarly.
9. Add an enticing call to action.
In most cases, you want buyers to contact you – the seller’s agent – if they are interested in a property. But instead of simply listing your phone number or email address, give some urgency to the situation. For example, “This home isn’t going to last – schedule your showing before it’s gone.”
10. Use AI to help write property listings.
Give Chat GPT a whirl. It’s free and simple to use and can cut your writing time in half. Create an account and request a property listing for a three-bedroom, three-bathroom home in X neighborhood. List the home’s unique features and nearby attractions. Immediately, you will receive a property listing that may not be perfect – but one that can be tweaked to meet your high standards.
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