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Writing A Listing Description

an image of a listing on Zillow
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an image of a listing on Zillow

Writing A Listing Description That Sells

Recently, while attending an event with a group of agents that we regularly shoot for, we started talking about some of their listings. As I came into the conversation, I felt they were trying to make us feel good by making comments such as “I wish my listing descriptions could be as high quality as the pictures you take”? and “I feel like my listing description doesn’t compliment the photos as it should.” But the conversation continued, and I began to understand that writing the listing description is an area that not many agents have been properly trained around; they just had to learn on their own.

So, I wanted to take the opportunity to offer some insight on how to write a property description that is designed to sell. That way, if one of our realtors wanted more information about getting the most out of their listing description, I could refer them to this blog post or be able to answer them directly.

As real estate photographers, our number one priority is to help real estate agents promote their listings. The way we do this is by capturing amazing images of their listings both on the ground and in the air. Photos capture the space of the rooms, ensuring that potential buyers can see the room and the property’s potential, but that is just one aspect of the listing that needs to get dialed in. While the photos are designed to capture buyers’ attention and get them to read the description, the description is responsible for motivating buyers to take the next step, persuading them to schedule a showing.

The Ultimate Guide To Writing Listing Descriptions

Within this ultimate guide is the information that will help any listing agent ensure they can get the most out of their property descriptions. We will walk you through, step by step, how to write the listing description so that your listing will sell faster and for more money.
Real Estate Photography in Cleveland Ohio

Keys To Writing Great Real Estate Property Descriptions

Before we dig deeper into the steps and guidelines that will aid in writing these stellar descriptions. Here is a quick overview of the keys to success when writing a great listing description.

1) Use a format that makes it easy to promote key features of your listing.

2) Use enhancing words to highlight the top features of the home.

3) Don't use terminology that will turn buyers away.

4) Mention luxury brands for appliances that will come with the property.

5) Double-check your grammar for spelling errors and punctuation.

6) Remember, simplicity is a sign of sophistication.

7) Make sure your description is completely accurate.

Know Your Buyer Before You Even Start To Write

Before you put pen to paper, it is vital that you understand the demographics of your buyers. Is your listing geared toward an investor, a first-time home buyer, or an affluent market? Understanding who you are selling to will help craft the perfect description that will stand out in the market and attract more offers.

How Long Should My Property Description Be?

Be concise! When writing your listing description, you should keep it at 250 words or less. This is for two reasons. The first reason, as mentioned above, is that simplicity is the ultimate sign of sophistication. Potential buyers have a lot of houses to look through, you want to make sure your listing is captivating and straight to the point. The second reason is the Multiple Listing Service (MLS) will have limitations and guidelines to write within. Also, keep in mind that these 250 words will take into account your headline and opening statement. Make sure you speak to the highest priority areas of your listing and do so in a manner that makes buyers want to continue reading.

The Format Of The Perfect Listing Description

Writing A Headline Worthy For The New York Times

The headline is the first thing that potential buyers will read. This is what we would call the “attention grabber.” There are countless houses that people are scrolling through in their search to find the perfect property. That means for the sake of time they will normally just glance through the headline of listings. Making this a critical piece of your description to focus on. One of the best ways to capture someone’s attention is to use specific action-based words that will entice them to engage with your listing further. Let’s take a look at a description example headline:

Listing Headline 1: “Gorgeous Colonial style home in Pepper Pike, with a large patio and unique floor plan”
Listing Headline 2: “5,500 Sq. Ft. Multi-unit property in Cleveland for sale at 7.5% cap rate”
Listing Headline 3: “3 bedroom house for sale”
Listing Headline 4: “Property for sale”

When looking at these headline examples, you can start to see the impact of adding attention to your listing’s description. Examples 1 and 2 are great ways to speak to a specific target audience, capture their attention and build the desire to continue on to your full listing.

While I hate to say it, I have seen numerous properties use similar wording to examples 3 and 4. These examples don’t do any property justice. Since they are rather vague and generic, most buyers may glance right over them and move on in their search.

Remember, first impressions are the key here. This is your one shot to capture a potential buyer’s attention and get them to check out your listing. Make sure you are portraying your listing the way it deserves; this will help your clients sell their listing quickly.

Home buyers getting their questions answered, reading the opening statement to a real estate listing description

Build An Opening Statement That Answers The Buyer's Questions

The opening statement of your listing’s description is where you need to answer potential buyers’ questions. This is the stage in their search where they ask themselves, “Is this something I would be interested in?” or ” What kind of property am I looking at?” or “Where do I want to raise my kids?”

Once you have the buyer’s attention with your headline, this is the section that will give your potential buyers a reason to continue reading.

Need some guidance on what type of selling point to highlight in your opening statement?
  • If you have a property that is located in the city, does the listing come with parking?
  • Buyers love listings that have extra large garage space
  • Call out a fenced-in private backyard
  • Leverage the view of a lakefront property
  • Recently renovated kitchens and bathrooms add benefit to any opening statement
  • Let the reader know if this listing comes with a mother-in-law suite
  • Brag about the unique landscaping of your listing

So let’s put this all together and share a couple of description examples to get you pointed in the right direction.

  • “This extravagant, 5-bedroom home has a spacious pool house to compliment the heated inground pool.”
  • “The stunning drive up gives way to this fully renovated 4 bed, 2.5 bath home overlooking Lake Erie.”
  • “This modern listing is complimented with a double lot in the heart of Barrington. Walk inside this custom home and fall in love with the open floor plan, complete with 5 bedrooms, 2.5 bathrooms, a private study, and a private theater”

Note how these opening statements get the point across right away. Building on the size of the property, the view, and where they are located. Leverage the top features of your listing. Adding these details to your opening line will ensure potential buyers will be captivated and continue reading.

Call Out The Main Features And Highlight The Specifications.

Let’s break this section down into two parts. Once you have grabbed the buyer’s attention and convinced them to continue reading through your description, we will need to provide two types of information: the specifics of the property and certain details of the listing. Treat this section like a narrative. Write it the same way you would have written a letter to your best friend.
Property specifications, this gorgeous kitchen

The Specifics Of The Property

We want to start this section by giving the reader information about the type of property they are reading about, along with the facts about that property.

When we write about the property type, we want to start by talking about if this listing is residential, office, commercial, etc… Then stem into talking about the “style” of the property. So if you are listing a residential property, promptly identify if the listing is a single-family, or land that is zoned for residential.

Then, we want to talk about the facts of the property. Let the reader know things like square footage, the number of bedrooms and bathrooms, and when the property was built. These are all things that serious buyers will want to know before they ever schedule a showing with their real estate agent.

Property Details

When writing about the details of your property, you are telling the story of your listing. We want to focus on all of the great benefits that come with the property, but at the same, we need to downplay any of the potential negatives.

If you have recently got a listing that would be a great fit for a family, point out the fact that the property comes with numerous bedrooms, ample space for entertaining, a large backyard, and a magnificent patio.
For the sake of conversation, let’s say the kitchen is a little outdated… rather than say the kitchen hasn’t been updated in over 20 years, play it down by saying “the spacious kitchen awaits your inspiration.”

It’s in this section that you really want to focus on selling the lifestyle of your listing. Highlight how the property will fit what your potential client is looking for. Point out local areas along with the features that will speak to your target buyer.

Highlight Any Special Promotion Offers Your Seller Is Willing To Give

This section is the most important when you are looking to sell a house in a buyer’s market or looking for a quick offer.

When you are looking for a fast turnaround on a property, offering an incentive to prospective buyers is a great way to accelerate the selling process.

There are a few ways to get creative and offer buyers special offers. A few of the most common ones are:

This image is to depict real estate special promotions that you can run to help sell your listing faster

Best Special Offers To Use When Listing A Property

Offer a home warranty

Most home warranties can be purchased at very affordable prices. Typically they will cover the home for a period of one year. This is a great opportunity to give buyers additional peace of mind when purchasing a property since it takes away some of the risks for potential issues that may happen in the first year.

The seller is willing to offer financing

Some buyers need to go the route of seller financing. This is when the seller is willing to act as the bank for a certain amount of time. This financing could be for the entirety of the purchase or for just a short period of time, while the buyer can obtain a conventional loan through a traditional bank. This is a phenomenal way to open up the market.

Does your seller have flexibility around the closing date?

Maybe the seller has already purchased a new home and doesn’t have to sell this listing right away. If they can work with the buyers on a longer closing period, note that in your listing. This is a big value add to some buyers.

Put credits toward the closing costs

Regardless if you are working with a smaller pool of buyers or are simply in the heart of a buyer’s market. Offering to pay some, if not all, of the closing costs, is extremely appealing to buyers.

Leverage The Perfect Call To Action

Close out your listing description with a bang! The Call to action is where you will tell the buyer what they should do next. Leaving them with an actionable item and pushing them to schedule a showing.
Here is a list of some of our favorite call to action (CTA's) for real estate listings.
  • Don’t miss out on this once-in-a-lifetime opportunity.
  • Schedule your private tour of this unique property.
  • This home won’t last long. Schedule your showing today.
  • See for yourself how extravagant this listing is. Schedule your tour now.

Tips On How To Write A Creative Real Estate Listing Description That Sells

There are plenty of realtors out there listing houses just like yours. In such a competitive market, it is critical that you make your listing stand out from the rest. The best way to do this is by using the perfect words in your description. Statistically speaking, by choosing your words carefully, you can drive more money from your listing.

Zillow CEO Spencer Rascoff, alongside Chief Economist Stan Humphries, highlight several words that are proven to help you get the most out of your listing.

It was noted that two terms were high performers. The first is “luxurious” it was noted that houses with a median estimated value in the bottom third of their market, described with the term luxurious, outperformed their sales price by a total of 8.2%. The second word is “Captivating.” This term proved to be valuable when selling a home with a median estimated price that was in the top third of its market. When described as captivating, the listing outperformed its sales price by 6.5%.

Make Sure You Describe The Listing Honestly.

While this sounds rather basic and simple, making sure that your listing description is accurate is very important. It is easy to get a little carried away when writing your description and state that your 750-square-foot listing is “spacious.” This could come across as a little misleading and dishonest, even if it feels large for such a small home. Instead, own up to the fact that the listing is on the small side and say, “This quaint house was designed to feel spacious, maximizing all of the available space.”

How To Properly Describe Potentially Negative Attributes In A Positive Manner

It’s inevitable that you will sell a listing that isn’t quite perfect. If one of these “not so desirable” characteristics stands out in the photos, you want to ensure it’s addressed in your listing. But, rather than talk about it negatively, take the opportunity to get creative and add a positive spin to the feature. Here are a few examples to help you describe less-than-desirable features in a listing.

Examples of how to describe not so favorable real estate features

  • If your listing has a rather small bedroom, describe the room as the perfect home office.
  • When the house has a segregated floor plan, get creative and mention that the floor plan gives the homeowner privacy when entertaining guests.
  • When your gorgeous listing comes with a small yard. Mention that the yard is low maintenance.

Carefully Choose Your Sentence Enhancers (Commonly Known As Adjectives).

When writing out your listing description, you want to be descriptive but not too descriptive. It is easy for someone to tell when you are going over the top and trying to sell the property a little too hard.

For example, your listing may read, “This beautiful, near-perfect listing is sure to amaze you with its modernistic and unique interior.” This statement has a few too many extra adjectives. Take the opportunity to paint a picture of your listing without trying to distract the buyer.

A good way to re-write that sentence would be, “You will find modern updates throughout this recently renovated, breathtaking property. Don’t wait. Schedule your tour today.”

Avoid Words That Can Potentially Turn Buyers Away

There are certain words that you want to stay away from when writing the perfect description. Zillow did a study of 24,000 listings and found that there were common words that hurt a property’s listing description. Truly showing the importance of not only how a good description can help promote your listing, but also how writing it the wrong way can be detrimental.

Here is a list of some of the top words we are advised to stay away from:

Fixer

This word quickly implies that the property will need some work to get it back into livable condition. Most buyers who are in the mid and high-priced home market are expecting to be able to move right into a listing. The term “fixer” showed to drive the price of a listing down by 11.1%

TLC

TLC falls into the same category as a fixer. Implying that a buyer will have to do some work to get the property back into the condition needed to live there. The research shows that homes mentioning “TLC” in certain markets sold for 4.2 – 8.7% lower than asking.

Cosmetic

Subconsciously, the term cosmetic means “this property needs a little bit of work” and when you are listing a higher-priced house, the last thing buyers want to hear is that they will need to put work into the property. When these higher-priced houses used the word cosmetic in their listing, they, on average, went for 7.5% less than asking.

Investment

unless you are trying to sell your listing to investors, you may want to stay away from this term. When a home buyer reads “investment,” they instantly think that the house is a ways away from good condition. Even when looking at lower-priced listings, when the word investment was used in the description, houses were sold for 6.6% less (on average).

Potential

You may have all of the best intentions when you say that a house has potential. But to a buyer, when you say something has potential, they hear that the listing isn’t finished yet. If your target market is looking for a house that is turn-key ready for them to move into, this is a phrase that you want to stay away from. To the point that, on average, lower-priced houses described to have potential, sold for 4.3% less.

Bargain

The second someone hears “bargain,” they are trained to think the exact opposite. If you have a listing with a ton of value, let the property and photos speak for themselves. Certain homes that were listed to be a bargain sold on average for 3.5% less.

Nice

This is another one of those words that have been coined to mean the opposite of its true definition. The term nice is considered highly subjective when it comes to real estate. So instead, use a different adjective to describe your listing, or just let the photos and property promote themselves. On average, “nice” homes sold for around 1% less.

Utilize Value-Adding Words To Your Real Estate Listing

Now, we know that there are certain words that we need to avoid in our listing description. But, there are also the right words that have shown to provide ample value.

So if you are listing a property with a built-in dry sauna in the master bathroom, it may be in your best interest to define your listing as luxurious.

Looking for that right word?

Here is a list of some of the top value-adding descriptive words you can use in your next property listing:

Luxurious
Signaling that the property has high-end finishes and amenities. Most effectively used when the price point of the property is on the higher side.
Captivating
While this term has shown to be most useful on higher-end homes, this is a term that works across the board. This word is a great alternative to nice.
Impeccable
This is a great word to use when enhancing your listing. When a property is deemed impeccable, it typically means that it is highly desirable and ready for the buyer to move in.
Landscaped
This is a term that you can benefit from using at any price point. If your listing has a great yard with beautiful gardens and hardscapes, drop in the term landscape and paint the picture of what your prospective buyer is getting with this property.
Remodeled
If you have a property that was recently remodeled and updated, make sure you call that out in the listing. From lower-tier to higher-end homes, the term remodeled has proven to be a valuable addition to your listing.
Beautiful
You have heard the phrase “beauty is in the eye of the beholder.” Regardless, it is still a great term for your listing description. Helping paint a picture of the quality and design of a house.
Gentle
Didn’t expect to see this word in here? While gentle is a unique term to use in a listing, when done properly, it can certainly help take your listing to the next level. This term is usually used to describe the home’s location or yard.
Spotless
This may not be a term you want to drop into the listing of a high-end home. But when selling a lower tier property, buyers have shown to be favorable with properties that were described as “spotless.”
Updated
Interchange this term with upgraded. This speaks to the fact that the home had something outdated that was recently replaced. Showing the true value of this property.
Leverage the beautiful features of this gorgeous living room

Leverage The Unique Features Your Listing Has To Offer

Start to talk about the features and characteristics your listing brings to the table. Are there multiple fireplaces? Sauna in the master bathroom? How about a butler’s kitchen? Make sure you list out everything that will help differentiate your listing from all the others on the market.

Call out any of the unique features in your description, and when the perfect buyer comes along, they will be sure to appreciate it. Who knows, that may be what catches their attention and prompts them to schedule a showing.

Another study the team at Zillow did, focused on what features and real estate words in the description helped a listing sell for more and sell faster than average. 

Here are a few of the top features to highlight in your listing description

Barn Doors
helped listings sell for 13.4 percent more and 57 days faster
Shaker Cabinets
helped listings sell for 9.6 percent more and 45 days faster.
Subway tile
brought 7% more for listings and helped them sell 63 days faster.
Quartz
using this term helped listings sell for 6% more when compared to the term granite.

Pay Attention To Your Punctuation - Don't Over Do The Exclamations ! ! !

When writing, you don’t want to overdo the exclamation marks. We get it, when you are selling a property everything is amazing. But if every sentence in your listing ends with an exclamation mark, that will take away from the features that truly are amazing.

So as a good rule of thumb, only add emphasis to features that you really want to call out. Make sure your sentences are short and precise. When you use proper punctuation, your readers will appreciate the time you took to write an easy-to-read description.

Don't Add In Information That Is Too Basic

Leonardo Davinci once stated that simplicity is the ultimate sign of sophistication. Let this bleed into your listing description. Potential buyers are browsing through hundreds of listings looking for their perfect home. This means they are not looking to spend a ton of time on any one listing.

So keep in mind that there are certain specifications that will be listed outside of your description when your listing goes live. Things like the number of rooms, number of bathrooms, and square footage, along with others. So unless you feel it is necessary to add one of these into your listings description, we would recommend you leave it out. Allowing yourself to really paint a picture of the property with the 250 words you are trying to stay within.

Leverage The Power Of Professional Real Estate Photos

If you are really looking to stand out from the crowd, then professional photos are a must. While it isn’t something you can write about – a picture is worth a thousand words, and you get to use 35 of them!

Consumers are shopping online more than ever, and are beginning to expect exceptional photos in listings. So if the photos of the property you are selling are not properly lit, are overly grainy, and don’t highlight the important feature, buyers will move on.
While the quality of photos you can get with a smartphone is far better today than they have ever been, they are still no match for professional real estate photos. So save yourself time and energy, and hire a professional photographer to capture your listing. It has been proven time and time again that they are worth their weight in gold.

What Media Should You Have A Real Estate Photographer Capture For Your Listing?

These recommendations go for any listing that you are selling. Regardless of the price of the property, professional media is an extension of your brand. When individuals see you getting the professional photos for every one of your listings. You will start to get more calls from sellers looking to sell their property.

Whether you are listing a residential property or for a rental property looking for prospective tenants, here is our recommendation on the items your real estate photographer should be capturing for you on a regular basis.

Twilight Photo For Your Hero Shot

I am sure you have seen these on a real estate website or two. Not many realtors are leveraging twilight photography within their listings. This means that this is the perfect opportunity for you to stand out from the competition and enhance your brand image. A Twilight photo is the number one way to make your listing stand out on Zillow and the MLS.

There are two different types of twilight photos you can get for your listing. The first is traditional “real twilights,” which is where your real estate photographer will schedule a time to come out to the property at dusk and capture the property when the sun is just about to go down. They will make sure all the lights are on in the house to give a dramatic feel. Real twilight photos are typically reserved for higher-end houses that pay out a little more in commission, but that is where the second type of twilight photo comes into play.

If you have a house that is on the lower end of the market, virtual twilights are the perfect addition. In fact, we are so adamant about them that every one of our photo packages comes with a virtual twilight. Virtual twilight is an edit of the featured image of your listing, making it look like the photo was captured during dusk. Promoting the same sunset sky that a real twilight photo would have but for a fraction of the cost.

wide angle real estate photography shot of a kitchen dining room combo

Wide Angle Photos Of Your Listing

I am sure you have sat in a meeting with your broker and heard the phrase “space sells.” And, it’s true, the bigger the house feels the more likely it is to sell. That is why you want to make sure your real estate photographer is using a lens that will capture the entire space, even in small rooms.

This allows buyers to get a better understanding of the size of a property and show them the true potential of each and every room.

architectural real estate photography of a dining room

Architectural Shots Promoting The Features Of Your Listing

While it is imperative to capture wide angles of your listing. You also need “magazine” style photos. These capture certain features and help highlight the callouts in your real estate description.

These types of photos are commonly referred to as architectural-style photos. Typically captured with a lens that is more zoomed. Promoting specific features and capturing buyers’ attention with breathtaking images.

This is an image of a house's lot lines in Brunswick Ohio

Aerial Photos Of The Property, Highlighting The Property Lines

Houses are 68% more likely to sell when they are accompanied by drone photography, making drone photos important to include in your real estate marketing.

There are two main drone services that you can get when selling a residential property. One is traditional drone photography. This will come with aerial images along with one highlighting the property lines. The other service is a drone video. This is the perfect way to leverage a quick video to capture the attention of prospective buyers and draw them into your listing, inevitably leading to more scheduled showings.

Screenshot of a zillow 3d home tour

Zillow 3D Home Tour

There is no doubt that Zillow is the most common listing website for real estate listings. That being said, there is a secret weapon that Zillow gives agents to bounce to the top of the results page. When you leverage a Zillow 3D home tour, you can take advantage of premium placement on Zillow’s website. Simply by adding a virtual tour to your listing, you will now show up at the top of the results giving your perfectly written description all the opportunity it needs to shine.

Still Need Some Help On What Features Should Be Used As Selling Points In Your Listing?

It is easy to get writer’s block when trying to put together the perfect listing. When you are going through the list of features that your listing has, there are a few areas that you want to focus on calling out in your description.

Here is a few bonus features that you should add into your listing if you can

Laundry Room
homeowners are looking for that one room where they can hide their dirty laundry and fold the clean ones. According to the National Association of Home Builders, this is one of the most-wanted features for those looking to purchase a home.
Exterior Lighting
This can be a real estate photographer’s dream come true when shooting a house at dusk. A maintained lawn with gorgeous exterior lighting is one of the best ways to capture a buyer’s attention. From Edison lights around the patio, accent lights on the home, or a well-lit pool, exterior lights are a must-add to real estate ads.
Energy-Efficient Appliances
More and more buyers are looking for ways to reduce their carbon footprint. This means things like energy star windows and appliances will be sure to make your listing stand out in the modern market. Not only are these features that can help reduce energy consumption, but they are also key features to help reduce utility costs.
The Perfect Patio
After 2020, countless homeowners took the time to invest in outdoor living for their families. This means that individuals looking for new homes will want to have the same features. Not to mention when describing a patio in your listing, a potential client can start to imagine themselves sitting outside with their friends and family enjoying their new home.
Side-by-Side Kitchen Sink
Studies have shown that 81% of buyers prefer to have a double sink in the kitchen. As more and more homeowners find themselves cooking at home, they want to make sure they have the room to clean up.
Walk-In Pantry
This is a unique feature that can help any listing stand out. No one has ever said, “I wish I had less storage space in the kitchen.” So if you are the listing agent for a property that has a walk-in kitchen pantry, make sure to add it into the listing.
Porch On The Front Of The House
81% of home buyers have shown they would like a front porch and 75% of home buyers would also like to have a deck in the back. This is the perfect place where a homeowner can sit, relax and spend time with friends and family. This feature is an extension of the inside living space.
Hard Wood Floors
Offering a natural and modern look to any home’s living room. Hardwood floors are easy to clean and maintain. Not to mention that they are far more durable than carpet. They end up costing the homeowner less money in the long run.
1st Floor Main Bathroom
Some home buyers are looking for a full bath on the first floor. This includes a sink, toilet, bathtub, and shower. This feature is more popular with a more mature market since it gives the homeowner the potential to live on one floor.
Dedicated Dining Room
While modern floor plans are designed to be open and will have seating in the kitchen for eating meals, a valuable feature for listings is a dedicated dining room.
Walk-In Closets
Preferably in the Master Bedroom. While this isn’t the number one desired feature in a listing, it is a big value add. This gives homeowners more room for storage and is something that is highly sought after by second-time home buyers.
A Large Detached Garage
This is most valuable when there is also an attached garage to the house. Most families find the extra space of a detached garage a huge value add. While they may not be specifically looking for a property that has this, when they find one that does, it is hard for them not to fall in love.

Let's Recap The Best Practices for Writing The Perfect Real Estate Listing Description

Use Every Word You Can

You should keep your listing description limited to 250 words. That doesn’t mean the shorter the better. Keep in mind that when your listing is getting pushed out to all of the listing websites, a good rule of thumb is 250 words. That means you want to do your best to get as close to that number as possible.

Get Someone To Proof Read Your Content

A second set of eyes is always a wonderful thing. Before you publish your description and push it out across the internet, take a minute to personally read through it and make sure everything is the way you want it. Then, when your i’s are dotted and t’s are crossed have someone else read through it. This will give a fresh perspective and make sure you aren’t missing anything obvious like grammatical errors.

Accurately Describe The Listing

Don’t oversell the benefits. You want to make sure you emphasize the most important features, touch on the benefits, and briefly mention any downfalls in a creative way. You don’t want to misrepresent your listing. That is a fast way to irritate potential buyers that schedule a listing and expect something different than what they see.

Don't Go Overboard With Your Punctuation

Don’t try to emphasize your entire listing. When you start to use too many exclamation marks, they all lose their power. Save them for the features that really matter. When done right your description should read like a story, drawing the buyer in to review the entire property.

Keep It Simple

Remember the words of Leonardo Davinci, “Simplicity is the ultimate sign of sophistication.” Don’t over-exaggerate, let buyers fill in the gaps. Give readers everything that they need to know, but not the full story. This will allow them to imagine themselves living at your listing.

Follow The Fair Housing Act Guidelines

This one should speak for itself. ALWAYS follow the Fair Housing laws. Keep in mind that it is against the law to mention race, nationality, sex, and any disabilities in your listing. If you have any questions about what you can and can’t say talk with your broker or check out the guidelines online.

Focus On Your Customers

The job of a real estate professional is no easy task. Helping clients buy and sell homes can prove to be very time-consuming. Attending showings, scheduling inspections, walking through closing with your clients… writing the perfect listing description is just one aspect of the process. Time can be a very limited resource.

With so much going on, it can be easy to overlook the need for professional photography.

The research shows that 93% of homebuyers spend most of their time shopping for properties online. That means they will have limited contact with a realtor. This is why it is so important to make sure your listing stands out from the competition.

That is why the team here at Captivly Real Estate Photography prides itself on making sure our agents always have a seamless experience. Simply just shoot us a message or give us a call when you have a listing that is going to hit the market. We will quickly get it in the schedule so you can get your listing up.

1) Use a format that makes it easy to promote key features of your listing.

2) Use enhancing words to highlight the top features of the home.

3) Don’t use terminology that will turn buyers away.

4)Mention luxury brands for appliances that will come with the property.

5) Double-check your grammar for spelling errors and punctuation.

6) Remember, simplicity is a sign of sophistication.

7) Make sure your description is completely accurate.

A good home description will follow a format that was designed to grab the attention of prospective buyers and entice them to read through your descriptions. Prompting them to schedule a showing.

The format for a great home description is as follows:

  • Opening statement
  • Lead in sentence
  • Highlight the features and details of the property
  • Close with a strong call to action

When starting a property description, you want to build out a strong opening statement. This is the part of your description that will capture the attention of potential buyers.

One of the best ways to capture someone’s attention is to use specific action-based words that will entice them to engage with your listing further.

A good property headline is one that is built to grab the attention of potential buyers.

One of the best ways to capture someone’s attention is to use specific action-based words that will entice them to engage with your listing.

Let’s take a look at a couple of examples:

  • Listing Headline 1: “Gorgeous Colonial style home in Pepper Pike, with a large patio and unique floor plan”
  • Listing Headline 2: “5,500 Sq. Ft. Multi-unit property in Cleveland for sale at 7.5% cap rate”

The best way to make your listing attractive and stand out from all the others online, is to make sure you craft a captivating description and compliment your listing description with professional photography.

Other than an amazing listing description and listing photos. You should be including a virtual tour (Zillow or iGuide) along with drone photography and some form of a twilight photo.

Your listing should be limited to 250 words or less. In an ideal world, you are using every one of those 250 words. Making sure that while your description is short and sweet, it is still powerful and focuses on the highest priority features of your listing.
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