Pictures can entice customers. Words, on the other hand, fire up something else. Something deeper sparks up the imagination and motivates them to move into the real estate funnel. That’s why engaging listing descriptions are important. So, let’s roll up the sleeves and discover how to write amazing real estate listing descriptions that sell.
As a real estate agent, your listing descriptions must catch your target audience’s attention. It must also be searchable and fitting for social media and real estate platforms, flyers, or invitations for open houses. It should be effective in sparking the interests and imaginations of readers.
Uniform Structure Or Format For Real Estate Listing Descriptions
Your list description structure is critical to help your readers and target buyers understand what you are trying to sell. It also enables you to share the best distinctive characteristics of the property.
- Your listing description headline is not necessarily a whole sentence. It’s much better if your headline is a phrase that best describes your listing, and distinguishes it from other listings.
Newly Built Beach Front Condo in San Diego.
- The description should not be too long. It must be concise in describing the house’s best features. 200 to 300 words are enough to give an overview of the house, headline included.
- Always aim to be precise with the descriptions. Be straightforward and forthcoming with your words.
Make sure all real estate listing descriptions have a uniform structure, eye-drawing headlines, and exact wording.
Compose an Eye-Catching And Appealing Headline
An appealing headline will undoubtedly draw your target buyer’s attention. First, start with the location. Emphasize what makes the location better than others. You could point out that the property is near community centers, commercial districts, or walking distance to a school.
- To get an idea about composing an appealing headline for your real estate listing descriptions, research the location and community. What would attract buyers to the area? You can also look at other listings within the area and use them as your guide. But remember, do not simply copy other agents’ listing descriptions. Be creative and make sure to stand out.
- Combine the location with words that best describe the house for sale.
San Diego North County: Newly Renovated Luxury Condo For Sale.
The headline isn’t long, but it can already give buyers an insight into what to expect about the property.
Craft A Good First Statement
After the headline, what now? How do you write the first statement that would make your readers want to read more? The first statement must answer their burning questions. Immediately tell your potential buyers what they are looking at. Convince them that the property is what they need and is the missing piece that they’re looking for. Avoid making unnecessary and flowery sentences because that could lose their attention. Be direct, and to the point.
Imagine waking up to the cool sea breeze each morning.
Wake up to a cool sea breeze every day in this opulent space.
In the examples, you can say that this could be a semi-furnished unit with state-of-the-art appliances that is located near the beach. Directly addressing your readers will ignite their imagination and gives off an impression that you personally know what they want. Who wouldn’t want to wake up to the smell of still cool and fresh sea air?
Here are other descriptive words that could spark interest and imagination:
- Private outdoor space or a yard
- Mountain view or lakefront property
- Easy access to transportation
- In-law suite (rental space opportunity)
- Woodlands
- Expandable spaces within the house
Get Into The Details
Now you come to the details of what’s behind the front door. Thoroughly describe the unique details of the bedroom, kitchen, bathroom, parking, outdoor spaces, and all available areas. Highlight the elements that make the property special.
Your description must be accurate to what they’ll see when they visit the property. If you know enough of the property, tell them the story about what makes it unique and how it came to be. Remember, you only have 200 to 300 words, including the headlines, so create an engaging and compelling text without being too wordy.
Include A Call-To-Action
At the end of your description, part of the structure should always be a CTA or Call-To-Action. This is to zap your readers back to reality and advise them to move forward and make an appointment for an ocular inspection or property visit.
The CTA puts them right back in the reality that in order to get what they want, they have to act now and fast.
Call us today for a private tour before it’s too late.
Crafting Real Estate Listing Descriptions That Sell
In creating real estate listing descriptions that sell and engage, use the right words. These words are worth hundreds or thousands more on the deal. Words work like spring water that will let your readers’ imagination flow. Here are samples of words that will make a difference in your real estate funnel:
- Luxury impacts readers’ minds that you’re selling more than just a house, it’s a lifestyle.
- Captivating and picturesque are words that describe a view, or a scene that stands out.
- Updated and upgraded are words that denote care to future owners.
- Other words such as beautiful and impeccable also imply perfection.
From the updated deck, you can view the beautiful Pacific Ocean. Drink your coffee in the morning while listening to the sound of gentle waves meeting the North County shoreline.
Words To Avoid When Writing Real Estate Listing Descriptions
If there are winner words, there are also words that’ll sink the ship and make your readers avoid your listings. Here are some words to avoid and how to reword them.
- Fixer and TLC — This signals the house needs a lot of work or not necessarily a lot, but there’s work involved — which means time, effort, and money to be put in. Instead of using “fixer” or “needs TLC”, you can put Classic, Victorian, or Home with old-world charm.
- Investment opportunity — Depending on your niche, you want your buyers to see the listing as a house they can live in. Or, you want to reel people in looking for investment properties. Although “investment opportunity” seems to be the perfect way to describe it, it could turn buyers off right away, thinking there’s a need to sink more money in. You might use the term:
Newly remodeled multi-family properties for sale, high ROI!
As a real estate agent, you want to highlight the best in what your property offers to buyers. Other essential tips are:
- Always check your real estate listing descriptions before uploading to your site, social media, and real estate platforms. Take note of the readability, grammar, and spelling of your content. A great free tool to keep your listing descriptions in check is Grammarly.
- Avoid abbreviations as much as possible. You may think you’re saving on character space, but it could be a turn-off to readers who aren’t aware of these abbreviations. Keep your language in a friendly tone. Make sure that you are easily understood and readable.
