Mark Lemmons Group

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How to Write a Listing
Description that Stands Out

Online shopping has become a staple in the American household. From clothing, to groceries, to power tools, we can find it all online. Shopping for a home is no different. A recent survey from the National Association of Realtors showed that 97% of buyers use the internet in their search for a home. With this large amount of buyers browsing for homes online, it’s never been more important to have a listing description that stands out from the rest. 

Here are my top tips for writing a listing description that will grab the attention of buyers and drive traffic to your listing.

Create an Eye-Catching Headline

A strong headline is short, informative, and enticing to the reader. Your headline should focus on describing the location of the home along with a unique feature the home has to offer. If you need help, you can review local listings to familiarize yourself with popular attractions in your area. Here are some examples of strong headlines that include details about both the home and location:

  • Condo in Austin: “Congress avenue condo with private rooftop pool”
  • House in the hill country: “Three acre hill country home on with guest house”
  • House in the suburbs: “Beautiful craftsman home nearby top-rated schools”

Craft Attention-Grabbing Opening Statement

Your opening statement tells the buyer what they’re looking at. It should be a concise and to-the-point statement that will set the foundation for the body of the description. It is also a good opportunity to go into a little more detail on what the headline communicated about the home. Here are some examples:

  • This spacious highrise condo includes modern amenities featuring a luxurious pool with downtown views.
  • Enjoy three sprawling acres of privacy in this hill country home with included guest house for rental income potential! 
  • Check out this recently renovated single family home walking distance to some of the city’s top-rated schools! 

Write a Description of the Property 

As you write the description of the property, stay truthful to what the home has to offer while making sure to point out positive aspects. You’ll want to note all of the home’s key features, including number of bedrooms, square footage, location, upgrades, etc. This should be a creative, compelling description of the home that will pique the interest of buyers to see the home in person. 

Strategically Choose Adjectives

You’ll want to choose adjectives that highlight unique and attractive features about the home. Be careful not to use too many adjectives as that comes across as phony or “trying too hard.” According to data collected from Zillow, these words are proven to be attractive to buyers:

  • luxurious
  • captivating
  • impeccable
  • stainless
  • landscaped
  • granite
  • updated/upgraded

Brand name appliances included in the home should be noted in the description as well. Here are some examples of well-chosen adjectives used in sentences to creatively describe a home:

  • You’ll find stunning updates throughout this recently renovated, spacious home.
  • The kitchen showcases granite countertops and stainless steel Whirlpool appliances.
  • Step outside to find a backyard oasis tastefully landscaped; perfect for summer night entertaining.

Add Special Promotions

What special promotions will you use to further incentivize buyers? Sometimes additional funding or a little flexibility makes all the difference for a buyer when it comes to pulling the trigger on a home. Some of the most common and compelling buyer concessions include:

  • Included home warranty
  • Flexible closing date
  • Credit toward renovations or closing costs
  • Seller financing

Include a Call to Action

A call to action should be the last sentence in your listing description. This is what will motivate your buyer to take the next step in pursuing the home. It should be written in a way that tells the buyer what to do next with a sense of urgency. For example:

  • “Call today to schedule a showing.”
  • “Come to the open house this Saturday from 12:00pm – 4:00pm”
  • “Contact your agent today. This will not last!” 

Avoid these Pitfalls

  • “Fixer,” “TLC,” “potential,” and “investor/investment” communicate a lot of work needed. They should be avoided unless you are certain this home will require renovation from an investor and is priced accordingly.
  • “Bargain” comes across as cheap or undervalue.
  • “Nice,” and “good” are too simplistic of adjectives that will not relay compelling details about the home.
  • Repeating yourself, using all caps, or improper grammar comes across as spammy and unprofessional. 
  • Real estate jargon that will not be understood by the average buyer should be left out. 

Follow Fair Housing Guidelines

The Fair Housing Act (FHA) protects individuals from being discriminated against on the bases of race, national origin, gender, disability, or familial status in seeking housing. Therefore it is illegal to mention these things in real estate listings. Avoid all mentions of race, national origin, gender, disability, and familial status. Even an innocent comment of how a home might be “perfect for a young family” should be avoided.

Keep it Short and Sweet 

Too many words can lessen the impact on your audience. A buyer might be tempted to skim over the content without really digesting the information about the home. Make sure your entire post is 250 words or less. You want enough information to convey why your home is worth their time and money without all of the detail they need which would prevent them from seeing the home in person. 

Ask for Feedback

We’re all capable of making mistakes. Have a colleague review and discuss your listing description with you. Ask for feedback on what can be changed to make it easier to read and more inviting to buyers. Reach out to me for further help and inquiry with real estate. I would love to chat with you! I’ve been in the business for over 10 years and would be happy to help you in your real estate journey. 

Once you get more online traffic to your listing, you might need some help converting online leads. Watch my youtube video here that will walk you through that process!

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