How To Write A Real Estate Listing: 11 Tips For Getting It Right
At any given time, you’re competing with potentially thousands of real estate listings in your area. For this reason, you must train each real estate agent in your business to create great listing descriptions.
Over 96% of homebuyers use the internet in their home search, so it’s important that your agents’ online property listings are perfect.
If you want to win over potential buyers, your listing must include accurate details, a great headline, and a compelling description. Without these elements, you won’t attract anyone’s attention.
In this article, we’ll guide you through how to create the best listings to win over prospective buyers and close more deals.
Tips for Writing the Best Creative Real Estate Listing Descriptions
Let’s look at how to go about writing property descriptions:
1. Write an enticing headline
Your headline is the first thing that homebuyers searching a multiple listing service (MLS) will see, so it needs to be attention-grabbing.
Renowned advertising expert David Ogilvy once said that the headline is 80% of the ad.
The headline of your property description should be short and descriptive, focusing on a benefit of the property that is specific to its location, as this helps buyers know the location of your property. You could also include something unique about the property in your headline.
The challenge here is that you only have a few words to work with, but your headline still needs to pack a punch.
If you’re having trouble creating a compelling headline, look at real estate listings in your area for inspiration.
Below is an example of a great listing headline from Emma Smith Realty. This headline tells the potential buyer what is special about the property. It also tells you what is desirable about the property that you can’t necessarily tell from the images: that it’s in a quiet location:
2. Create a winning opening statement
Your opening statement should generate interest and answer the buyer’s main question, “What am I looking at?” It should give potential buyers a good reason to read the remainder of the listing.
This is also the ideal place to showcase any features you couldn’t fit into your headline that you know home buyers would love. These features could include:
🏠 Mountain views.
🏠 Ample parking (especially in large cities).
🏠 A double garage.
🏠 A private backyard or outdoor area.
🏠 If it’s a lakefront property.
🏠 Nearby access to transport.
🏠 A newly renovated room.
🏠 Flexibility or room to expand.
🏠 Lush landscaping.
You also need to use your opening statement to give buyers the details they can’t uncover themselves simply by looking at your photographs.
For example, you need to immediately communicate if the property is large, sits on a sizable lot, and sits in a sought-after neighborhood.
Neighborhood quality is the most important factor for 49% of buyers when choosing a home location, so this is information you can’t leave out of your listing. Starting your description with details like these will encourage buyers to keep reading.
Here’s an example of a property listing for a home in Portland advertised by the Premiere Property Goup LLC. It appeals to buyers looking for properties located in a specific neighborhood and near nature:
3. Include compelling property descriptions
Once you’ve nailed your opening statement, it’s time to perfect the rest of your property listing description.
Showcase the property’s basic features
This will make up the bulk of your word count, and your focus here should be showcasing the basic features of the property to entice buyers to contact you.
You should write about all the basic details of the home, including:
✅ The number of bedrooms.
✅ The number of bathrooms.
✅ Square footage.
✅ Lot size.
✅ Location.
✅ Any recent upgrades or renovations.
However, you shouldn’t use your description to only highlight property details. Instead, you need to use creative, compelling language to showcase what makes the home special. This will help you get buyers interested in scheduling a tour.
Below is an example of a listing description by Coldwell Banker Realty. It describes the main features of the property while using compelling language to highlight the type of lifestyle the buyer could indulge in if they were to purchase the property:
Choose the right words
Using the right words in your description is also important. Recent research has identified certain power words that can attract more buyers when used in your listing description.
Some of the words proven to attract a buyer’s attention include:
⭐️ Luxurious.
⭐️ Captivating.
⭐️ Stainless appliances.
⭐️ Granite.
⭐️ Landscaped.
⭐️ Remodel.
⭐️ Upgraded.
⭐️ Updated.
Here is an example from Aaron Kirman of a property description that uses compelling words and phrases to engage potential buyers. He uses words and phrases like “stunning gardens,” “luxurious,” “chef’s kitchen,” and “sparkling” to captivate the buyer:
Avoid jargon
Try to avoid using real estate terminology that buyers are unfamiliar with in your listing description. This can be off putting and discourage the home buyer from engaging with your listing description.
For example, you wouldn’t want to include a technical term like annual percentage rate (APR) in your listing description, as it’s unlikely a buyer would know what this is.
If there is jargon you absolutely must include in your listing description, ensure you explain it in plain language that is easy for the reader to understand.
Your listing is all about making people fall in love with their dream property. You can have financial discussions and other things that are likely to involve jargon once a buyer has expressed interest in a property.
Avoid abbreviations
As you will typically only have 200 words to work with for your listing description, you may be tempted to use abbreviations to save space and say more. However, not all home buyers will know what these abbreviations mean, and they can make your listing confusing.
Here are two examples:
👉 Instead of saying CAC for central air conditioning, say central AC.
👉 Instead of saying FT CTR for fitness center, say gym.
Avoiding abbreviations will make your descriptions clearer and easier to understand.
4. Highlight unique features
There’s a difference between listing features like the number of bedrooms and bathrooms and showing off unique aspects of the home like barn doors or granite countertops.
Your listing description should cover the property’s unique features, as these are often what will win a buyer over and secure the deal.
Highlighting unique features means telling the reader what’s particularly special about a home. Some key features you could highlight include:
➡️ Professional landscaping.
➡️ A custom kitchen.
➡️ A spa bathroom.
➡️ Name brand appliances.
Here is an example of a listing description from Keller Williams Platinum that highlights unique home features that may pique a buyer’s attention. The description starts with the basic features and then goes into more detail about the brick exterior, engineered wood flooring, and recent home updates:
5. Include a call to action (CTA)
A call to action (CTA) is a phrase you use to tell the buyer what you’d like them to do after reading your listing. It could be contacting you for more information or scheduling a viewing.
Many multiple listing services will automatically include a call to action button in your listing on their platform, like the ones below on Zillow:
However, it’s always a good idea to include a line at the end of your listing description that encourages potential buyers to take action. Clear, concise calls to action can increase conversion rates by up to 161%.
In the below example from White Picket Realty LLC, the agent has used a short and simple call to action at the end of their listing: “Schedule your viewing today!” even though there are already call to action buttons available for buyers to use:
6. Use keywords buyers are searching for
Multiple listing services aren’t the only place that potential buyers will search for properties. Many of them will use search engines like Google, too. In fact, six out of 10 home buyers use Google to search for real estate.
Whether you post your listing on an MLS or on your website, you need to optimize it so that it appears in Google search results when a prospective buyer searches for your type of property.
The best way to do this is to include keywords in your property description. Keywords are the terms or phrases that someone would type into Google or an MLS to find what they’re looking for.
If you are selling a two-bedroom luxury apartment in Colorado, it would be important to include keywords related to this in your listing description so that it has the chance of being found on Google.
As you can see in the example below, when using the keyword “luxury apartment for sale in Colorado,” the first search result that appears is a luxury apartment listed on Zillow. This is one way to get your listings discovered beyond your MLS.
7. Take advantage of your word count
Most multiple listing services give you between 200 and 250 words for your listing description. It’s a good idea to leverage your full word count and be as descriptive as possible of the property you’re listing.
Research has found that homes with longer listings consistently sell for more than those with shorter descriptions.
Buyers want to know all the details about the home that they’re interested in, and using those extra words can give them the additional information that might help them decide if your property is their dream home.
On multiple listing services that give you more than 250 words to work with, it’s important to find a balance between a short description and an essay. Focus on writing around 250 words instead of rambling because you have the space to do so.
8. Proofread and get a second opinion
A listing description that contains spelling and grammar errors doesn’t look good for your brokerage. You want your listings to be as professional as possible, and inaccuracies can impact a buyer’s impression of your firm.
Ensure your agents proofread their listings and get them to ask another member of your team to read through their descriptions before posting them. Sometimes, a second set of eyes can pick up issues that your agents may not see themselves.
9. Follow Fair Housing Guidelines
As a real estate broker or agent, you’re required to follow the Fair Housing Act when you write property listing descriptions. This act protects people from discrimination when they rent or purchase a home.
You need to avoid mentioning race, gender, national origin, familial status, or disabilities in your listings. You can’t make statements like “family-friendly home” or “perfect for bachelors” in your listings.
Instead, you should focus on what the property presents and welcome all potential buyers by using inclusive language in your property descriptions.
10. Test different descriptions
About half of home buyers search for properties for three months. This means you have time to try out different listings to determine what works.
We recommend that you write several different descriptions for each property you’re selling. Then, list the property with your first description and see what results you get. If you don’t get buyers booking calls or scheduling viewings, try another listing description.
The more you test different descriptions, the more you’ll learn what works and what doesn’t. This will allow you to perfect each listing and ensure you attract more prospective buyers.
11. Avoid writing in all caps and using too many exclamation points
When trying to capture a buyer’s attention, some real estate agents will use all caps or too many exclamation points to try to create excitement about a listing. Examples include:
❌ HOME FOR SALE with PRIVATE BEACH!!!
❌ WATERFRONT PROPERTY with 4 beds and 4.5 baths!!
Headlines and sentences like these can look spammy and aren’t the best way to describe a property in an engaging way.
Writing something like: “Luxurious waterfront property on a private beach with 4 beds, 4 baths, and breathtaking views of the ocean” is far more appealing to buyers than using all caps and exclamation marks to communicate your point.
A Template for Your Real Estate Listings
Below is a template you can use to create amazing real estate listings, whether you’re an experienced broker or just starting out:
Address: 123 Main Street, Springfield, XYZ
Price: $450,000
Property Type: Single-Family Home
Agent: John Doe
Contact: (555) 123-4567 | john.doe@realestate.com
Description:
Headline: Charming 3-Bedroom Home with Modern Upgrades in Prime Location
Welcome to 123 Main Street, a beautifully renovated 3-bedroom, 2-bathroom home located in the heart of Springfield. This property boasts an open floor plan, a modern kitchen with stainless steel appliances, and a spacious backyard perfect for entertaining.
Features:
- Bedrooms: 3
- Bathrooms: 2
- Square Footage: 1,800 sq ft
- Lot Size: 0.25 acres
- Year Built: 1990
- Renovations: New roof, updated kitchen and bathrooms, hardwood floors throughout
Photos:
[Insert high-quality images here]
Additional Information:
- HOA Fees: $50/month
- Utilities: Average monthly cost: $150
- Schools: Springfield Elementary, Springfield High School
- Nearby Amenities: Parks, shopping centers, public transportation
Contact the Agent:
For more information or to schedule a viewing, contact John Doe at (555) 123-4567 or john.doe@realestate.com.
Perfect Your Property Descriptions and Close More Deals with Paperless Pipeline
Once you start perfecting your real estate listings, you’re sure to see those transactions rolling in. However, if you don’t manage these transactions effectively, deals could fall through, and you’ll lose out on your hard-earned commission.
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