What does a “dream home” look like to you? For some, it’s a beachfront escape with captivating views. For others, it’s a trendy brownstone in the hustle and bustle of city life. House preferences will vary, but all home shoppers have one thing in common – they are emotionally invested in their quest to find the home of their dreams.
So, how do you as a real estate agent reach and connect with buyers in the midst of the searching process? One of the best ways to grab their attention is with a creative, well-written property description that stands out from the crowd of home listings. This explanation should set up expectations for the buyer by creating visual images that spark emotion.
Whether you’re writing a listing description for a mansion or small, bungalow, do not skip out on the details. Listing descriptions should tell a shory, so that a buyer can visualize what their life would be like in that home. Here are some helpful tips to get you started:
An eloquent real estate listing is your best chance to catch the attention of home buyers. Remember, your listing will be appear on a variety of media platforms, from online and social media to print flyers and open house materials. They should command your thought and strategy, and not be looked at as a last-minute addition.
The first thing to consider is formatting. There’s a lot of listings and attention spans are short – 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 is the sweet spot. Try to be concise throughout the whole description.
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. Some examples that pair a homes’ unique feature with location:
- Condo in Canfield: Townhouse with lofted ceilings and private deck
- House in Boardman: 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.
Choose Your Words Wisely
Using the right descriptors in your real estate listing can entice any buyer to inquiry more about a home. However, don’t just use any adjectives – carefully select words and phrases that accommodate your listings’ photography and will live up to a buyers’ 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 is will go fast.
Call to Action
Last but not least, 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 act, such as filling out a form or requesting a virtual tour.
A CTA example would be the following:
“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 here is to remember 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.
*Not all borrowers will qualify. Contact us for more information on fees and terms.
“Property Descriptions 101: How to Write Listing Descriptions That Sell: Zillow.” Home Sellers Guide, 27 Nov. 2019, www.zillow.com/sellers-guide/listing-descriptions-that-sell/.