I have compiled a list of tips to write good descriptions for real estate properties. Please feel free to add to the list.
1. Don't over-describe the property - you will only disappoint customers when they come face to face with realily. (Creating false expectations is the worst thing you could do for the property).
2. Don't under-describe the property - in this case "less is not more," leaving it up to the imagination is not a good strategy.
3. Be honest - builds confidence and attracts customers.
4. Avoid discriminatory "buzz words" - (The Fair Housing Act makes it illegal to advertise any preference or limitation or encourage discrimination due to race, color, religion, sex, national origin, handicap or familiar status) - avoid words like: "perfect for family", "no children", "Christian", "close to Temples".....etc.
5. Avoid trivial and redundant phrases like: "priced to sell" (DUH), "priced reasonably" (as opposed to what?) "modern improvements" (you mean like electricity and running water?), "nice" (please think of a better adjective).
6. Use words that trigger action: You, Proven, Quality, Prestige, Practical, Reputable, Last Chance, Don't wait.
7. Use known brand names - Sub-zero, Viking, Miele, Marvin windows, (known designers are also a good idea).
8. Look for appeal of property - go back to the basics and ask the seller what attracted them to the property when they purchased it, include a few key amenities that communicate benefits.
9. Use a catchy headline - "Not just a place to live", "Ultra chic", "Buy a lifestyle", "This is it!", "One of a kind", "Your private escape", "Begs fro loving attention", "Solves all your closet problems."
10. Target your audience - remember that you must communicate the benefits that will appeal to the buyer's needs, not the needs of the whole market (think like a buyer!).
Sometimes it is easier said than done and it takes some practice to get it right, but good descriptions are key to getting properties sold.