How To Write The Perfect Real Estate Listing Description
Today, home and property buyers have so much information at their fingertips.
With a simple swipe of the finger, thousands of real estate listings can populate a website or an app, allowing users to spend hours browsing through homes for sale.
And while high-quality photos and imagery are critical, you will also need to write an enticing listing description to keep potential buyers interested–keeping in mind that you have a (very) short time to hold their attention.
So, in today’s blog, let’s review a few basic steps to writing the perfect real estate listing for your property.
Grab your reader’s attention
It’s essential to write an opening statement that grabs and takes hold of the reader’s attention.
Right from the jump, make sure that you include the most essential and desirable information that a potential buyer wants to learn. Now, this information may vary from property to property, depending on the listing’s most distinguishing and desirable characteristics.
This can include:
- Prime location info, such as school zones or friendly neighborhoods
- Size of the property
- Bathrooms and bedrooms
And be sure to add any subjective, distinguishable traits that you think should make it to the top of the description. Remember, you know this property more than most, so be sure to use that knowledge to craft your opening.
If possible, make your opening statement a single, easy-to-read sentence. But make sure that you avoid creating a clunky, run-on sentence. When in doubt, do what feels natural.
Use powerful yet simple adjectives
When writing a real estate description, the last thing you want to be is boring. A boring description gives the impression of a boring property–not quite what we’re going for.
The use of powerful, descriptive adjectives throughout your listing paints a vivid mental picture of the property. By combining incredible descriptions with high-quality photography, readers can see the property as a whole, visualizing themselves in the home as they read.
However, there’s a fine balance between powerful adjectives and flowery words. Be sure to keep your descriptions as simple as possible, increasing overall readability.
Respect your reader’s time and intelligence
On the subject of descriptive language, do your best to avoid cliche or “cover-up” words. These words aren’t only overused, but readers can also interpret them as red flags.
You know the words we’re talking about–quaint, charming, cozy, etc. We all know that words like “cozy” mean small, and so do your readers. So, be sure to respect your readers’ attention, still using powerful descriptive words, but make sure they accurately represent the property.
In addition, staying honest and transparent in your listing description saves much-appreciated time for yourself and potential homebuyers.
There’s no reason to “trick” readers into inquiring about a property that isn’t the right fit for them. Ultimately, this will always end in disappointment and mistrust when they arrive at the property.
You want property listings to engage readers that have the highest chance of actually using your services to purchase a property. In doing this, you can gain solid leads, build trust, and deliver a property that best matches homebuyers’ needs, leading to sales.