Real estate listing descriptions that sell

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 properties 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!

Want to learn more about how Top Producer® solutions can help manage your transactions from list to close? Request a demo or call 1-855-534-5534.

1 – NAR 2020 Profile of Home Buyers and Sellers

Comments (3)

  • SUMIT

    Please approve for attending this webinar.

  • SUMIT

    very apt listings insight, id love to attend this webinar.

    • Christine Rodgers

      Glad you enjoyed the content! We don’t currently have this scheduled as a webinar, but you’ve given us a great idea to do so, so stay tuned! We’ll email you when we have it scheduled. In the meantime, we have 2 upcoming sessions you might be interested in:
      – May 19th: Latest product updates in Top Producer X CRM. Click here to register: https://topproducer.zoom.us/webinar/register/WN_WL5XEtXfRQ-JrVeB-atq_A
      – May 26th: The recipe for long-term success in real estate. Click here to register: https://learnmore.topproducer.com/3-steps-for-success
      Thanks for commenting!