Many real estate agents dread writing property descriptions. But even gifted wordsmiths can struggle with writing real estate descriptions that sell. Using these simple steps, you can create eye-catching copy that brings in more buyers.
7 Steps to Writing Real Estate Descriptions That Sell
It’s time to get your client’s property listed! But before you put that property online, you must create a real estate description that stands out from the rest. Buyers are browsing dozens of listings, trying to find their ideal home. The words you write could be the difference between back-to-back showings and a home that sits on the market.
No pressure, right? Never fear! We’ve got 7 steps to help you write real estate descriptions that sell.
1. Identify the Best Features
A great real estate description starts with a list – that is, a list you make about all the home’s best features.
During your initial walkthrough, identify what makes this home special. Is it the updated kitchen? The lot? The neighborhood? The sanctuary-esque master suite?
Create a list of everything that makes this home worth buying. Then, rank those features from more impressive to least. Keep that list with you because you’ll need it when writing the rest of the description.
2. Write a Great Headline
The headline is the heart and soul of real estate descriptions that sell. Summing up what makes the home unique in one sentence is a tall task, but it’s vitally important to get this piece right.
Your headline should grab the reader’s attention, conveying the most essential and impressive information in the fewest words possible.
If you’re struggling to create a great headline, consider writing the entire description first. Save writing the headline for the end. As you craft a description, you’ll narrow down the most impressive aspects of the property, which can make writing an engaging headline a little easier.
- A wooded refuge: True 4-bedroom home on a half-acre lot in sought-after Springfield!
- Revitalized historic home with upgrades and storage galore!
- Exquisite craftsmanship, modern finishes, and luxurious living in the heart of Atlanta.
3. Start With the Highlights
Most buyers will read dozens of descriptions a day.
Scrap that: they’ll browse dozens of descriptions a day.
If they’re not interested in the first few sentences, they may not even bother reading the rest. That said, you need to bring your A-game from the beginning. What are the home’s best features? What makes it stand out? Why should the buyer choose this home over all the others?
Don’t bury the lead; put the property’s best selling points at the beginning of the description, where potential buyers are most apt to see them. Impress the reader from the very first sentence.
4. Keep It Short
While you want to mention everything the property has to offer, you don’t want to write an entire novel. Potential buyers have a short attention span when it comes to real estate descriptions, so keep it short and to the point.
Aim to make the descriptions 250 words or less. That might mean leaving out some of the less impressive selling points, but it’s better to have a succinct description than one that drones on and on.
To piggyback on that point, think about formatting as well. A great real estate description should be easy to scan, allowing potential buyers and agents to find relevant information quickly.
5. Mention Updates and Upgrades
If the property has upgrades, recent additions, or other features that add value, be sure to mention those in the description. Buyers love a home that doesn’t need much work, so any updates and upgrades are sure to make the home more attractive.
Updates and upgrades you might mention include:
- New kitchen cabinets, countertops, or other updates
- Bathroom remodels or updates
- Upgraded appliances
- Recently finished spaces (basements, rec room, or other additions)
- New windows
- Energy-efficient upgrades
6. Mention Special Offers and Incentives
If the seller is offering incentives for the buyer, be sure to include those in the description. An included home warranty, flexible closing dates, and help with closing costs are all offers that make a listing stand out.
Before uploading your description to MLS and other online platforms, double, triple, and quadruple check it for spelling and grammatical errors. These mistakes distract the reader and give the impression that you lack attention to detail.
Proofreading plays a vital role when writing real estate descriptions that sell. If you’re not a dynamic editor, ask someone else to read over the description before you list.
What is the best real estate description you’ve ever written? Share your examples in the comments!