These days, people start with online listings when searching for a new home, so writing a description that stands out from the rest is crucial. Photographs grab a viewer’s attention, but the words in a listing draw the buyer in. This article will give you examples of how to write an effective, engaging listing.
Gather information first. As a real estate professional, you’ve developed a keen eye for the pros and cons of any particular property. It’s easy to rely on your own expertise when writing a description, but don’t overlook the perspective of the sellers. Find out what they love about the property and what needs improvement. You’ll get details that only they know. Maybe they had a great experience with the elementary school in their district. Perhaps they felt the kitchen needed updating. Seeing the property through the seller’s eyes can give you the additional details you need to portray the home in its best light while remaining honest.
Grab the reader’s attention with a headline that captures what is so special about the property. “Updated 4bed/2bath now available” tells you something about the home, but doesn’t do much to excite the reader. On the other hand: “Family home with plenty of room and updates you’ll love” puts the homebuyer at the center of an exciting prospect.
Remember to capitalize on your knowledge of local trends in your market. For example, if your listing is in one of the more desirable neighborhoods, mention it in the headline: “Stunning condo in the Pearl district just steps from downtown.” With this headline, readers begin to imagine themselves spending an afternoon walking the city center straight from their new home.
When it comes to the body of the listing, don’t worry about giving details that will be found elsewhere on the page. Square footage, number of bedrooms and bathrooms, lot size––basically any question that can be answered with a number will already be listed for easy reading. Instead, focus on two things: tell a story and tell the truth.
A description that tells a story allows readers to envision themselves in the home. Here’s some tips on how to do this with examples from a single family home.
Taken together, the above examples paint a picture of the reader’s own family living in the house. They tell a story. But it’s of equal importance that they tell the truth.
Of course, you know not to lie about a property when writing a listing, but sometimes enticing language can veer into hyperbole. If you over sell a feature, you run the risk of setting unrealistic expectations. “Brand new appliances,” for example, might be overstating it when it comes to a kitchen that was updated 5 years ago. Don’t say “pristine wood floors” if you think they could use a re-finishing––instead focus on the charm of “original” hardwood floors. Using your common sense and not getting carried away is key here.
Once you’ve told a truthful story about the house, make sure to end your listing with a clear call to action. Tell the reader exactly who to contact and how.
Now it’s time to consider what not to do in your real estate listing. We’ve already mentioned that you should not repeat information that’s elsewhere on the page, but you should also consider the information given in the photographs. Very likely the reader will already have looked at the photographs of the property, so it’s important that your description adds clever details rather than telling them exactly what they’ve just seen.
Also think about words that might have negative connotations. “Deadend” is far less appealing than “quiet street,” for example. If a property could do with some updates or repairs, it’s better to speak to its potential: “the classic features are a blank canvas for your modern sanctuary.”
The more you write listings the more feedback you’ll get about which are effective and which are not. Marketing is hard work and you can find yourself in the weeds from time to time. Remember that Realtor.com can help you build your brand and market your business. Get lead generation and marketing solutions at realtor.com/marketing.
