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6 Steps to Creating Property Listing Descriptions that Sell

Too often agents upload photos to the MLS or their featured listings, quickly jot down a few sentences about the property and that’s about it.

Using high quality listing photos is important but a well-written, detailed listing description is what you need to win that first impression and encourage buyers to hit the contact button. Here are 6 steps to creating descriptions that will separate your listings from the rest.

#1: Set the scene, tell a story.

How many times have you read a listing title that read “excellent view” or “great amenities”? The answer is likely hundreds, if not thousands of times. Describing your property with generic, worn out phrases will not get you the attention you want.

#2: Avoid repetitive info and using canned text.

One of the biggest mistakes that we see for listing descriptions is repetitive information. It’s likely that your MLS already lists the number of bedrooms and bathrooms as bullet points in the features list. If so, why take up precious character count to restate the obvious in the description section?

#3: Highlight Best Features

Surveys show that homebuyers are willing to pay more for properties that have made big improvements to the function of the house like roofing, updated entryways, and HVAC systems.

#4: Mention Practical Amenities

A previous report from the National Association of Home Builders says that more than 90% of homebuyers are looking for homes with a laundry room and more than half would turn down a home without one.

#5: Use Specific Wording

One study conducted back in the early 2000s found that certain words can even reduce the sale price on a home. They were mostly words like “must sell”, “vacant” or “clean.”

These word choices might imply some sort of deficiency about the home and can turn buyers off, even if subconsciously. Listing descriptions that sell include words like:

The takeaway point here is that buyers want to be able to picture what you are describing when they read your descriptions. Even using specific brand names to describe appliances or fixtures will tell them the quality of those items better than using descriptors like “top quality” or “wonderful.”

#6: Captivate with Headlines

Finally we come full circle to the headline titles. Those browsing your listings go from image to headlines to descriptions.

Are you using property listing descriptions that sell?

Did you read this and think you have a lot of work to do to your listings? Share your ideas on our Facebook page!