How to write a winning real estate listing description
Learn how to create a standout listing description guaranteed to attract the right buyers
Whether you’re a new real estate agent or you’ve been in the game for decades, you know that this industry requires you to be a ‘jack of all trades’. Just like you don’t have to be a graphic designer to create eye-catching templates, you also don’t have to be a copywriter to create a killer listing description.
Here are 8 tips for writing a great description for your next listing:
Understand your audience
Part of writing a great real estate listing description is knowing your audience. Creating relevant content for your targeted audience will help you earn higher engagement and valuable leads.
Who’s your audience on the MLS and third-party listing sites? Ultimately it’s buyers and buyer’s agents. This means that your description needs to attract buyers without detracting agents. We will discuss how to achieve this balancing act in the categories below.
Know which upgrades are worth mentioning
The listing description’s main job is to get people in the door. If your listing has any new or expensive upgrades, add that to your description! Home buyers love knowing that a listing they found online has a new roof and a remodeled bathroom.
There are other upgrades that can stay out of the description. For instance, new light fixtures are not intriguing enough to include in the description. Buyers can see what the light fixtures look like in the listing photos.
Likewise, updated hardware is another feature not worth mentioning. Over 70% of new homeowners make one major renovation the first year they live in their new home. More likely than not, there are some upgrades that may not fall in line with the new owner’s style.
Create an intriguing narrative
Captivate your audience with a narrative that not only tells a story but helps buyers imagine themselves in the home. For example, if you want to talk about how the kitchen is spacious and has a lot of natural light, create a scenario for that.
Something like: On Sundays, wake up slowly and enjoy a freshly brewed coffee in your spacious gourmet kitchen. While natural sunlight fills your space through the large floor to ceiling windows, imagine making fluffy pancakes on your luxury range.
Use words that sell
If you feel like your description is lacking some oomph, try adding words scientifically proven to help sell listings for more money. Zillow’s results from a 2015 listing description study found that the following words can boost a listing sale by 8.2 percent:
- Curb appeal
Of course, when you decide to incorporate some of these keywords into your description, just make sure they are relevant and true.
Avoid these words
Just as there are perfect buzzwords for your listing description, there are also words that you should stay away from. In the same Zillow study, researchers found that the following words can negatively impact your listing price and DOM:
- Investment / Investor
In some circumstances, the words lifted above may suit your description. Always remember who your audience is and consider running some A/B experiments. It may turn out that “fixer” works for you while it doesn’t work for others.
Limit your adjectives
While creating a story-like description is the goal, adding too many adjectives can come back to bite you. You want to paint a picture so people can easily imagine settling into the space, however, going overboard is a red flag for savvy buyers. When you use too many adjectives in your listing description, readers might assume you’re trying to distract them from reality.
Here is an example of a listing description with way too many adjectives:
This incredibly stunning and renovated mid-century modern home is pristinely upgraded throughout its large and roomy open-concept floor plan.
And here’s how to fix it:
This stunning home is ideal for those that want mid-century modern design elements but also upgraded finishes.
Leave out the basics
Save your limited listing description space for the details that matter. More likely than not, the listing’s number of bathrooms and bedrooms will be listed in plain site for viewers. The same goes for square footage and lot size.
Your description space should be for the more interesting details and the listing’s story, which will prompt the right buyers to see it in person.
Name drop valuable brands
There’s no shame in highlighting your listing’s top-quality appliances and smart technology. If your listing has a Viking Range or a Wolf Double Oven, share those details! It’s completely acceptable and encouraged to name drop in this circumstance.
Remember, “gourmet” is a word that sells.
Likewise, if your listing has a smart fridge, smart thermostat, or any other ‘smart’ device, it’s worth a mention.
We provided you with a solid understanding of how to write a winning listing description, however, it’s not always easy to write one out of thin air. Check out this listing description builder technique called A.I.D.A. (includes free templates!).