Real estate listing descriptions that sell - Top Producer Blog

You are a great sales person – it’s why you got into real estate. And when it comes to listings, there’s a good chance your first opportunity to sell it is going to be online. 43% of buyers start their home search online¹, and while it may be the photo of the beautiful farmhouse with the wrap-around porch that catches their eye, it’s likely your listing description that’s going to make them want to see it (or not). So let’s make sure your real estate listing descriptions stand out from the rest, shall we?

Real estate listing descriptions that hook them from the very first line

Hook them with a catchy headline 🎣

Think of the headline as your listing’s title that’s going to entice them to read more. Make it short and sweet and be sure to highlight the property’s best features.

Some examples:

• Newly-renovated condo with unobstructed views
• Charming bungalow near Central Downtown
• Remodeled must-see home in gated community
• Historic home minutes from the harbor

Want to find out how your headline stacks up? Use a headline analyzer to find out how engaging your headline is for free.

 Use the property’s best features to tell a story 📖

People ❤️ stories and if you tell a good one, it’ll make the property memorable. Every home tells a story.

Maybe it’s a small rancher with manicured gardens that’s a stone’s throw from the local community center that would be perfect for the empty nesters that are downsizing.

Or maybe it’s a dreamy two-story craftsman with putting-green lawns and a large fenced back yard that’s close to stellar schools that’s perfect for a growing family.

Whatever the stand-out features are, spin a story around them to make an emotional connection your readers won’t soon forget. And while you’ll want to avoid certain words due to the Fair Housing Act, you can still tell a story.

Choose your words wisely and don’t forget to spell check 🔡

Word choice: Think of the property's best features—and your target audience—and then choose words accordingly. Go with adjectives that paint a picture, for example:

• Immaculate
• Modern
• Updated
• Well-maintained
• Custom-built
• Move-in ready
• Open concept
• Sanctuary
• Landscaped
• Backyard paradise

You get the drift. Choose the words that highlight the most sought-after property features and you won’t go wrong.

Spellcheck: And once you’ve drafted your masterpiece, give it a quick read for any spelling mistakes—it’s worth the effort. A study by Redfin and Grammarly revealed that buyers are 43% less likely to tour a home if the listing contained grammar and spelling errors.

And at the end of the day, if writing marketing copy isn’t your thing, don’t fret. There are solutions that can do the work for you. Happy listing!

1 – NAR 2020 Profile of Home Buyers and Sellers