Working in Real Estate

How to Write Great Real Estate Listing Descriptions

This article will give you 6 simple tips to improve your listing descriptions and bring in more site traffic.

Pretty pictures may attract a prospective buyer to a real estate listing, but the property description entices them to request a house-showing appointment. For realtors, a well-written property listing description is a source of valuable site traffic. 

However, writing compelling real estate descriptions is no walk in the park. It’s easy to fall into a creative rut if you’ve never sold a home before or have been selling homes with nearly identical features for a long time. 

This article will give you 6 simple tips to improve your listing descriptions and bring in more site traffic. 

How to Write Great Real Estate Listing Descriptions

Whether you’re selling your home or you are an agent looking to beef up your real estate listing descriptions, the tips outlined herein will make you a better listing description writer:

1. Be Concise but Precise

The sad reality of our digitized era is that people rarely read content word by word. Only 10-20% of web users get to the bottom of a post, and even so, they skim through its content. 

What’s more, most multiple listing services (MLS) and popular real estate sites have text space limitations. That means you have to keep your real estate listing description precise. Aim to be concise but precise by highlighting a home’s desirable features and avoid lengthy, unnecessary, and verbose words.

2. Craft Superb Real Estate Listing Title

 97% of web users read a title first to decide whether they’ll read through the rest of the content. Also, buyers (even in non-real estate situations) are naturally inclined to check out the heading after seeing pictures as it offers more context on what they were looking at. That is why you need a terrific title for your real estate listing description.

Keep it short but informative and compelling. Include a location-specific benefit and a unique house feature in your title. A title like “a rare, well-maintained colonial home in the heart of Bloomington, Illinois” tells the buyer of the type of property they’re looking at and why it’s special (rare), and why the location is perfect (the heart of Bloomington).

At the same time, it’s short and catchy enough to motivate the reader to read your listing description.

3. Write a Captivating Introduction

High-quality real estate listing pictures and a terrific listing description title get potential clients to the door, but your introduction determines whether they’ll get through it. So, after setting the scene with the title, offer the buyer a good reason to continue reading.

Tell the prospect what they’re looking at in an informative but captivating way in a sentence or two. Tell them just enough to capture their interest and lure them into reading the rest of the description. For instance, “Wake up to the luring sounds of ocean waves against the shore in this luxurious Bahamas duplex. “

4. Paint a Picture

Even while skimming, readers respond better to stories than a block of words or lists of features. So, although you have a limited word count, use the home’s best features and a good set of adjectives to paint a picture in the prospect’s mind. Try to show them what life in the listing might be like when they settle. 

For instance, instead of writing “the house features a pool,” paint a picture of bliss by writing, “the huge pool is a perfect spot for summer relaxation.”

5. Be Accurate but Positive and Persuasive

Although you aim to paint a picture through your real estate listing, you should never lie to the buyer. Stay honest even while highlighting some of the not-so-good features. At the same time, avoid being negative as it only drives buyers away.

In other words, be accurate but positive and persuasive. For instance, instead of “has a small balcony,” you could use “features a stunning and efficient balcony.”

6. Have Someone Read through It

It’s easy to fall in love with your writing and overlook its flaws. Having someone read it and give you honest opinions is an excellent way to identify and correct these flaws, turning your piece into a stellar real estate description prospects enjoy reading.

Write Real Estate Listing Descriptions that Sell

Now that you have the tips for writing a great listing description, it’s time to put what you’ve learned to the test and create real estate listing descriptions that sell.

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