Each of your clients has a different idea of their dream house. For some, it’s a home on the lake in Northeast Ohio. For others, it’s a trendy brownstone in the hustle and bustle of city life in Pittsburgh.  

While house preferences will vary, all home shoppers have one thing in common – they are emotionally invested in their quest to find the home of their dreams.  

So, as their real estate agent, how do you tap into that emotional connection with each client to find them the home they can’t possibly do without? 

One of the best ways to grab their attention is a creative, well-written property description that stands out from the crowd of home listings. This explanation should set expectations for the buyer by creating visual images that spark emotion. 

Do not skip the details, whether you’re writing a listing description for a mansion or a small bungalow. Listing descriptions should tell a story so a buyer can visualize their life in that home. That will connect them emotionally to that property, which increases your chances of getting them to put their money where their emotions are.  

Here are some helpful tips to get you started on writing home descriptions that evoke emotion: 

Follow the right format 

An eloquent real estate listing is your best chance to catch the attention of home buyers. Remember, your listing will appear on various media platforms, from online and social media to print flyers and open house materials. They should represent your thought and strategy and not be considered a last-minute addition. 

The first thing to consider is formatting. There are many listings, and attention spans are short, so you’ll want to keep the entire listing to 250 words or less. According to Zillow, the average listing for a medium-tier home uses 60 words to describe it, but data shows that 250 words are the sweet spot. Try to be concise throughout the whole description. 

Use attention-getting language 

Your headline will be the first thing buyers see, so be sure it’s an attention-grabber. Keep it short, descriptive, and include a benefit in the headline that’s location-specific. Do your research to figure out what’s hot in the area. Here are some examples that pair a home’s unique feature with location: 

  • Condo in Cleveland: Townhouse with lofted ceilings and private deck 
  • House in Miami: Modern ranch featuring big backyard and two-car garage 

Next, draft an opening statement designed to answer the buyer’s question – “What am I looking for?”  

Give buyers a reason to continue viewing the listing. This is where you’ll want to showcase the home’s features and list property information that buyers will love. 

Using the right descriptors in your real estate listing can entice any buyer to inquire more about a home. However, don’t just use any adjectives. Carefully select words and phrases that accommodate your listing’s photography and will live up to a buyer’s expectations. 

Here’s a great example: 

This stunning two-story home sits on a large property in a quiet and picturesque neighborhood. From an open-concept kitchen and living room to a spacious backyard, there’s plenty of room for the whole family to enjoy. Recent updates to the house include new carpeting and stainless-steel appliances. Situated in a family-friendly neighborhood near a great park, this home will go fast. 

Include a call to action 

Finally, adding a call to action will increase your chances of closing the sale. A call to action (CTA) is a marketing tactic designed to prompt a direct response or encourage a buyer to perform a specific action, such as filling out a form or requesting a virtual tour. 

Here are two CTA examples: 

  • “Like what you’ve seen so far? Schedule a virtual or in-person tour today!” 
  • “Hot buyers’ market – this home isn’t going to last. Schedule a viewing before it’s gone.” 

Above all else, the key to remember is that listing descriptions have an impact. Don’t look at them as something you have to do just because it’s on your checklist or part of the routine. They have a purpose and will get buyers’ attention if done properly. 

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