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How to Write a Property Description

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When it comes to creating a top-notch property listing, generating professional photos and videos is often a top priority; and for good reason. Nearly 93% of home buyers will search online for their next home. If your listing photos aren’t eye-catching, buyers will move on to the next one. There is, however, another key factor that draws an interested buyer to your listing: the property description. While the right photo grabs their attention, the description secures their interest in your property. Before you get started on your next listing, consider these tips on how to write a property description that sells.

Key Elements of a Property Description

Before we dive into our best tips for writing a top-notch property description, it is important to consider all of the elements necessary for every description you write. Part of writing property descriptions that sell is understanding what your audience expects, what information they require, and how to format it in a way that gives them the most info in the shortest amount of time.
When working on property descriptions, we recommend including the following elements:

  • Brief but catchy title
  • Opening line that grabs the reader’s attention
  • Body of text that includes key features for the home
  • Call to Action inviting buyers to find out more

Every property description you write should include each of these elements, as well as any other details you deem necessary. By sticking to a consistent format for your description, you won’t lose track of whether or not you’ve shared the necessary information to attract buyers to your listing.
With this outline in mind, it is time to take a look at how to write a winning property description. Grab a piece of paper (or your laptop) and let’s get started.

Tips for Writing a Property Description that Sells

Like any sales copy, the words we use and the expectations of our clients need to align. And client expectations are changing all the time. Consider the type of home you were selling ten years ago versus the standard home that sells today. What people are looking for has shifted, and so, too, must our language and approach to writing property descriptions.

Use Words that are Attractive to Today’s Buyer

One of the best ways to write a listing that sells is to make a list of all the features your most recent buyers have asked for. Then, write down words that describe the home you are trying to sell and pull from your first list whenever possible.
For example, if today’s buyers are looking for homes that are renovated and have new appliances or updated features, then these words are likely to be attractive to future buyers:

  • Upgraded
  • Updated
  • Remodel
  • Stainless Steel
  • Granite/Quartz
  • Landscaped
  • Turnkey

All of these words capture the idea that the home has been refreshed and is ready for new homeowners. If any of these apply to your current listing, then be sure to implement them in your property description.
Other words that capture the imagination of potential buyers, according to a study by Zillow, include words that describe today’s most popular home features. Listings with words such as shaker cabinets, farmhouse sink, and subway tile tend to sell for more money, and in some cases, they even sell faster.
What words should you avoid in your listing? Anything that tries to mask a negative quality of your home should be left out. Buyers recognize language that is intended to hide things. So instead of hiding the home’s less-than-desirable qualities, find language that says what you want in a positive light.

  • Cozy vs. small
  • Original vs. outdated
  • Discuss renovated sales comps vs. using words like fixer-upper or potential

Not sure if you should avoid certain words? Go back to your list of things your past buyers were asking for and see how you can incorporate those words into your next property description.

Highlight a Home’s Unique Factor

Your property description should immediately draw the reader’s attention to the features that make the home special. Sometimes what makes a home stand out isn’t necessarily unique to homes in general as much as it is a favored quality in that neighborhood or city.
For instance, downtown residences are notorious for having limited or expensive parking options. If a parking spot is included in your condo sale, be sure to mention that in your property description. The same is true of rooftop spaces, city views, and amenities such as a community pool, gym, or business center.
The unique factor for single-family homes might be something like a wood-burning stove/fireplace, open-concept, or landscaping such as a pond or gazebo. Buyers are looking for homes that stand out from the crowd but also meet their needs. Your property description is your opportunity to share what makes a home special in the eyes of the buyer.

Focus on Features That Sell 

Much like highlighting the unique qualities of a home, you will also want to focus on features that are popular among today’s home buyers. If you take an inventory of your homes that have sold most recently, you will likely notice some similar features that your buyers loved. Those are the features to absolutely include in your property description.
New appliances, upgraded flooring, and a designated laundry room are all features that are popular today. A survey was done by the National Association of Home Builders also revealed these features as the most desired by home buyers within the past year:

  • Energy-efficient appliances and windows
  • Hardwood floors
  • Kitchen island
  • Open-concept kitchen and dining room
  • Stone countertops
  • Stainless steel appliances
  • Storage space
  • Smart home features
  • Eco-friendly options (as long as it doesn’t cost more)

By tracking the most desirable features in current home sales, it will be easier to focus your property description on aspects of the home that will sell. Keep a running list of these features and pull from it as you write.

Be Honest and Accurate

Accuracy is one of the keys to writing a property description that attracts buyers. If your words don’t match the photos, buyers will move on to the next property. Not only that, but if buyers discover any inaccuracies while at an open house or showing, you could experience unwanted negative feedback both online and through word of mouth.
The best practice when writing your property description is to always be as honest and accurate as possible, while still offering negative features in a positive light. While not all buyers will be attracted to a home that requires updating, others may love the idea that a property can be “customized” to their liking.

Avoid Overusing Emphasis

Emphasis can be a great way to draw attention to a billboard or ad, but it isn’t the best technique for a property description. Overusing exclamation points can turn some buyers away from your listing, feeling that the emphasis is unrealistic.
This is also true when using all caps or choosing to underline words. Both options feel like sales techniques used in advertisements from days gone by. Buyers are aware of the features they most desire in their next home, and including those keywords in your description will have much more impact than all caps or excessive amounts of exclamation points.

Use Clear Language

Most American newspapers are written at an 11th-grade level, considered to be a reading level consistent with the average reader. When it comes to writing for business, we tend to write at different levels by using words and acronyms that are familiar to us. But for potential buyers, the words tossed around among brokers and real estate agents are not words they would commonly use.
Instead, think like a buyer and write for the average reader, not your co-worker. Choose to Incorporate clear language into your property description by spelling out acronyms and using relevant, relatable words.

Get More Real Estate Traction with ProspectNow

Are you ready to find more leads and bring your real estate opportunities to new buyers? Take advantage of the tools, analytics, and research potential of ProspectNow. Gain motivated leads and start writing more property descriptions than ever before. Contact our team to get started.

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