The “dream home” is different for every home buyer. For some, it’s a beach front property with a captivating view of the ocean. For others, it’s a trendy brownstone within walking distance of nearby shops and restaurants. Though their lists of preferences may vary, all home buyers have one thing in common – they are emotionally invested in their quest to find the home of their dreams.
So how do you reach and connect with them while they are still in the search process? One of the best ways to grab their attention is with a creative, well-written property description that stands out from the rest. Your description 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 a small bungalow, don’t skip on the details. That’s what buyers are looking for. Listing descriptions need to tell a story so that a buyer can visualize what their life would be like in that home. Here are some helpful tips to get you started.
How to Write a Dream-Worthy Property Description
A well-written property description can help your house stand out from all the other listings in your area. Remember, your real estate listing description won’t just show up online — it’s what will be used on flyers, social media, open house materials and more. They should command your thought and strategy; not be looked at as a last-minute addition.
The first thing to keep in mind is formatting. Your whole description should be 250 words or less, not only because of text space limitations on your local multiple listing service (MLS), but also because buyers are unlikely to read a description that is too long. 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.
Some sites have a special field for headlines, and on other sites, your headline will just be the first line of text in your main description field. Either way, you should include the headline in your total word count. Keep your headline short and descriptive. Be sure to include a benefit in the headline that is location-specific. Do your research to figure out what’s hot in the area. Here are some good examples of headlines that pair location details with something unique about the home:
- Condo in Chicago: “West Loop condo with private roof deck and great city views”
- House in Seattle suburbs: “Stunning craftsman home in red-hot Kirkland”
- Townhouse in the Bay Area: “Loft-style living in Mill Valley”
Next, draft an opening statement designed to answer the buyer’s question – “What am I looking at?” It should give buyers a reason to continue reading. It’s also a great place to showcase features that you couldn’t fit in the headline, but that buyers will love. Here are a few examples:
- “Check out this top-floor condo in an all-brick, elevator building with a deeded indoor parking space.”
- “This spacious, single-family home in Boston features both modern amenities and architectural character in a fantastic location.”
It’s All About the Adjectives
While there’s no shortage of creative options for your listing description, the trick is picking adjectives and phrases that match the photos—and ones that’ll live up to the impression buyers get when they first see your home in person. Here are some good examples:
- This stunning two-story home is on a large lot in a hot neighborhood. From the open-concept kitchen and living space to the large shaded backyard, there is plenty of room for the whole family to enjoy. Recent updates include new carpeting upstairs and stainless appliances. Situated in a family-friendly neighborhood near a great park, this home is sure to go fast.
- You’ll love this charming, 2-story cottage with spectacular panoramic views of the lake. This 3-bedroom, 2-bathroom home includes 1,700 sq. ft of generous space to move about (without losing that quaint, cozy atmosphere). Wake up each morning to awe-inspiring sunrises in the East and drift off to sleep each night with the tranquil sounds of nature. Situated in a friendly community with an award-winning school system.
Call to Action
Finally, adding a call to action will increase your chances of closing the sale. A call-to-action (CTA) is a closing line in your description that tells buyers what you want them to do next:
“Don’t miss out on this captivating home. Schedule a private tour today!” Or, “This home isn’t going to last — schedule your showing before it’s gone.”
Above all else, the key 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.
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“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/.