How To Write A Property Description That Sells
The written property description remains a unique opportunity to make a listing stand out. Zillow (the #1 real estate website) visitors include not only potential buyers, but also potential sellers. A motivated seller is assessing the work of the listing agents, with an eye toward choosing one in today's market. Considering these facts, listing agents should pay ever-close attention to the quality of their real estate listing description for MLS. This is especially true as listings become more and more swamped with photographs with property descriptions that all look the same, and as the residential sales prices go down and interest rates go up. Home shoppers are your target audience so let’s look at a real estate listing description as another way to advertise your listing.
Start With A Headline For Your Property Description
Headlines make your listing stand out and draw readers’ interest. The power of a good headline will entice a prospective buyer to read further down to the property description. Please, for the love of everything, do not use "welcome home".
Here are some examples of good real estate description headlines:
"Could this be the falling waters of MI?"
"You can't be to close to downtown."
"You can finally say "I made it" here at 123 street."
"Imagine all the family gatherings you could have here."
"Play harmonica as loud as you want at this private cottage."
"Finally impress your mother in law."
As you can see, all we are trying to do is grab attention. Be creative! It’s okay to add humor. Commercial real estate headlines are a little different. Stay tuned for a future blog entry on this topic.
Use "You" language In Your Real Estate Listing Description
What in the world are we even talking about here? Well, if you look above at the headlines section you will see we used the word you. Why? Using the word instantly takes a broad statement to a personal one. Last time we checked only one person/family buys a house. We are talking specifically to that person. Using the word “you” grabs your buyer's attention. It starts to create the story of them living in this listing. It is a simple, yet effective technique in creative real estate listing descriptions. Use "you" in all of your real estate advertisements, newsletters, and even your agent bio.
Turn Home Features Into Home Benefits
A real estate agent that can turn a home's features into a home's benefits will always have a high quality property description. Well written property descriptions always take a listing to the next level.
What are features?
Granite countertops, natural light, updated kitchen, spacious backyard, close to the shopping, open concept, 1 acre lot, hardwood floors, large living space; the list goes on and on. These are all great features to a potential buyer, but what if we could just tweak them a little bit to make them a little better.
What are benefits?
What are the benefits of having granite countertops? Well they are more durable, add value, and are completely unique. Now lets add it to the listing description: "Set your self apart with granite countertops an investment you no longer need to make." Make sure the property photos capture the benefit from multiple angles. Can you see the difference between just listing "granite counters" and adding benefits to it to attract buyers?
Let's look at close to shopping. Most homes are built in cities so yeah its gonna be close to something, but we can elevate that. This is where you can use your drive in to the property to your advantage. "Need groceries? You are a hop, skip and jump away"
Desirable features like hardwood floors and natural light are an easy win. "Just grab the Swiffer to clean your beautiful hardwood floors" "Just imagine heading downstairs grabbing your morning coffee and watching your house fill with natural light"
Always Include A Call To Action (CTA)
If you have a great headline and a well written property description, you should already have a potential buyer calling their real estate agent to schedule a tour. You should always tell the a buyer what the next steps are. A simple "schedule your tour now' will do the trick.
The Do's and Don'ts Of Writing Property Descriptions
Do have a creative property description
Do craft an eye catching headline for your listing description
Do include "you" language in your property descriptions
Do check for grammatical errors, Grammarly is a life saver here
Do include relevant details in your listing description
Do include seller financing in your property description if that's part of the deal
Do turn unique features into unique benefits for home buyers
Do include if your seller has a flexible close date
Do include if the listing includes a home warranty
Don't write "Welcome Home" as your property listing headline
Don't just list features of the house
Don't use too many exclamation points
Don't go over the MLS word count
Property Description Examples
Property Description Example #1:
You Won't believe this Move in Ready Condo!
Say hello to 123 street! It’s time for you to just move in and relax. This 3 bed 2 1/2 bath home has a spacious open concept with a stellar 1,920 square footage of living space. Imagine yourself cooking your favorite meal in the gourmet kitchen while you loved ones are sitting in the living enjoying the company. You can finally impress your in-laws with Cameo Pearl quartz counter-tops and stainless steel appliances. Upstairs you will find a spacious landing to set up a home office or play area. The murphy bed is staying so now you have a 3rd bedroom!
Maintenance free living is 123 street home's story. The low HOA fee covers exterior/grounds maintenance, community pool maintenance, sewer and water. You are steps away from the community pool. Like to fish? You are within walking distance to Lake Heather.
Call Now to schedule your own private showing. This maintenance free Condo will not be on the market for long.
Property Description Example #2:
7613 Forest Mere a Home You Deserve!
You will be amazed by the way this 5 bed 3 bath home feels. It’s the way a home should feel. Your living room features high ceilings, decorative curbing, and sliding glass door to the screened lanai. In the dining area, you will find 42 inch espresso cabinets, and under-cabinet lighting. The family room also features an oversized kitchen island with stainless steel appliances, 42 inch espresso cabinets, custom, decorative curb, and in-wall surround sound. You can sip your morning Bloody Mary outside and listen to the waterfall in the pool. There is a 15 x 25 ft paver patio to party on, before entering the pool. The pool has a sun shelf, bubbler and insert for an umbrella for those hot summer days. The electric pool heater was installed less 3 years ago, allowing for year-round swim with pebble-tec finish. Backyard is still big enough to add a play set or have a cornhole tournament. Back inside, there is a family room already wired with in-ceiling surround sound. The remaining rooms on the first floor are the half bath and laundry room with sink. Upstairs you will find the master bath with large on-suite bathroom with a gorgeous tub, his & hers sinks and walk-in closets, guest bath and bedrooms. Additional benefits to this home include custom, corrugated aluminum hurricane shutters, a carefree in-wall pest system, video camera security system controlled by an app.
Schedule your private showing today!
Property Description Example #3:
Could this be the Falling Water of MI?
5063 Canyon Oaks Drive, your stunning home in a secluded private oasis. As you enter the driveway you feel like you are going away for the weekend. At the top of the hill is your beautiful home just looking like its meant to be there. As you enter the front door you will not believe the the space inside. Open kitchen living concept with a full wet bar (fun for when the kids go to bed). For those cold Michigan nights 5063 provides 4 fireplaces! Camp out indoors! Downstairs is perfectly situated for a game room or perhaps a play room. With the finished walkout basement this makes this house over an incredible 5,000 square footage seated on 1.3 acres of peace and seclusion!
Things to take off your worry list: 2 furnaces (2021) 2 AC units (2021), water heater (2017), water softener/purifier/filter (2020), brick walkway (2022), retaining wall (2022), located in award winning Brighton Schools.
All you have to do is move in!
Schedule your private showing now!
This is your creative real estate business and you get to determine how property listings stand out. You can keep on keepin on or try something different and become the listing agent you were meant to be. The core elements of a real estate listing description include an attention grabbing headline, you language, turning features into benefits, and of course a call to action. Let's get the right buyers to your listing!
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