How to Write Listing Descriptions

According to the National Association of Realtors (NAR), only 19% of potential home buyers contacted a real estate agent as their first step. However, a whopping 95% of buyers used online tools during their search. Clearly, a savvy real estate agent must know how to write listing descriptions that will grab a buyer’s attention—without seeming desperate.

Buyers are likely to have a type of home, ideal neighborhoods, and key features in mind when they begin their search. Ideally, your well-written description will allow your target demographic to identify your property as their ideal property even before they view your high-quality photos. 

Today, we’re sharing our tips for writing engaging listing descriptions that will make excellent first impressions. Whether you’re a new agent, or a mentor who is assisting a new agent in navigating the post-pandemic market, this post is an excellent starting place.

Craft a Punchy Headline

In addition to being the first thing a buyer sees; a headline may be the only thing a buyer can see on certain websites until they click through for more information. Therefore, you’ve got to write a headline that will catch a buyer’s attention all on its own. 

Before you start writing, analyze what this property’s best-selling point will be within the targeted demographic. Then, compose several short, punchy headlines that mention that feature with descriptive language. 

Finally, read your headlines out loud to yourself. The one that “reads” best is your headline!

Keep the Introduction Direct

Your introduction should tell readers precisely what’s on offer. The trick is to strike a balance that ensures that your target demographic doesn’t click away. 

For example, there are fantastic features that can be described in two words: wooded views, lake access, free parking, impeccable landscaping, large pool, just to name a few. Whenever possible, choose 2 – 3 of these features to include in the introduction.

The Power of Language

As you write your listing descriptions, it’s essential to use clear, evocative language. Avoid including abbreviated terms and real estate jargon. 

Your task is to describe what makes this home special using rich, powerful language. For example, instead of saying a home has “hardwood floors,” you might say it has “brand-new, gleaming white oak floors,” or “freshly restored, gorgeous original oak floors.” 

If a home has undergone an extensive kitchen upgrade, don’t say “updated kitchen.” Get descriptive: “Kitchen has marble countertops, stainless appliances including Bosch dishwasher and Whirlpool French door refrigerator, 6-burner professional range, red oak cabinetry, and bamboo floors. 

Be Honest

Don’t say a home is “pristine” if it’s in desperate need of a renovation, don’t say it’s “cozy” if it’s 650 square feet, and don’t use “secluded” if it has a thick shrub layer but is located a stone’s throw from the interstate. The key is to speak positively to buyers who are looking for this type of home.

Never Write with Desperation

Even if your seller is moving to Miami in three weeks, your listing still shouldn’t include phrases like “very motivated seller,” “must sell this month,” or “priced to move quickly.” Buyers do not like to feel as though there may be anything amiss with a listing. That initial surge of caution can be impossible to overcome. 

Include a Call to Action

All right, you’ve got an interested buyer who has made it to the end of your listing and can’t wait to get in touch! Let them know what they should do now. Include the best way to contact you and wording that suggests immediacy. 

Phrases like, “Schedule a tour today. Call me at 555-5555,” and “This listing will be off the market quickly. Call now at 555-5555” are appropriately urgent without being tinged with desperation. 

Observe Fair Housing Laws 

The Fair Housing Act says you cannot “make, print, or publish any notice, statement, or advertisement with respect to the sale or rental of a dwelling that indicates any preference, limitation, or discrimination.”

Now, we know that you would never purposely exclude buyers on these grounds. Unfortunately, sometimes listing descriptions can be discriminatory entirely by accident.

Consider phrases like, “bachelor pad,” “exclusive neighborhood,” “perfect home for a young family,” “conveniently located near two synagogues,” “ideal for active gardener” or “traditional, blue-collar neighborhood.” Although these phrases are meant to be positive, helpful descriptions, they can be interpreted as discriminatory and exclusionary. 

A friendly neighborhood, proximity to schools and parks, access to public transportation, distance to rivers or forests, and farmers market location may be of interest to your reader and can certainly be included in your listing without making anyone feel left out.

Time for a Spelling and Grammar Check

Return to the top of your listing—including the title—and read through it carefully. Read it aloud, and if possible, read it to a supportive fellow agent or assistant.  

If you know you tend to miss typos and grammatical mistakes, either keep an editor on retainer or use a plug-in like Grammarly. While far from perfect, Grammarly will catch nearly all of your errors, especially when you’re writing something as simple as a listing description.

Whether we like it or not, we’re all judged on our writing. Typos, spelling errors, and glaring grammatical gaffes are not professional, and may prevent a discerning buyer from getting in touch. Therefore, as drastic as it sounds, each listing should be proofread as though the sale may hinge on it being correct.

Please, don't use all capital letters anywhere, not even in the title. Instead of being exciting and attention-grabbing, all caps will make a reader feel as though you’re hollering at them. This unprofessional tactic will alienate your reader and should be avoided at all costs.

 We hope you’ve found this guide helpful. If you are stuck on your listing descriptions, we encourage you to reach out to your mentoring agent. New agents commonly must work at getting more comfortable with writing listings, so keep at it!