Writing a description Potential Clients will LOVE

This is something that I struggle with on every listing.  Some properties are easier than others, particularly luxury homes.

Nailed it!  I can see with my eyes that it is a huge chunk of house.  You made me FEEL with the second description that I wanted to (really bad) to live there.

Can't use the word "parents" in marketing as it implies only families may purchase the home.  Some buyers love the appeal to emotions and other buyers think the fluff is covering up problems with the house.  I try to strike a balance between the two, but I agree, focus on lifestyle is key for selling high end homes.

Great post!  The second description was so much better.  I could picture myself living there.  

Nicely done!  I wish we could be that creative.  Your second description is 744 characters, counting spaces and punctuation.  We get a whopping 512 characters for ours.  When I bitched and moaned enough about it, instead of expanding the number of characters, they added another field that isn't picked up anywhere else on the internet... :-

I remember a real estate agent I worked with was always fabulous about writing thoughtful and descriptive property descriptions that gave the homes "life".  She would receive thank you notes from sellers and would get extra listings just because of her wordsmithing.  Great blog post :) 

You are so right - I often feel like I should have majored in English to become a Realtor.  Writing the descriptions for print ads, post cards, brochures etc. can be time consuming and anxiety ridden.  Thanks for some good examples. 

Great Blog! I often wonder how an agent got the listing when I read their description of the home. You are being paid to market the home, regardless of the listing price. Writing a good description is work, but is what you were hired for.

Excellent idea.  I like your second description, also. It lets me envision myself walking from room to room and enjoying every minute!  

I sure wish our MLS allowed more than 400 charachters.  I would go to town.  Trying to squeeze it in I tend to just get the facts.  Nice reminder to make the buyers picture themselves in the home and why they would like certian features.

Style and taste is a matter of personal choice. There's different ways of saying everything and anything. To me it all works at the end of the day if your getting the job done.

A buyer in the luxury market will look at the features and the quality of the home, it's construction and amenities. Personally, I liked your first description but that's just my opinion, so as long as it sizzles and gets the buyers attention, that's all that matters, doesn't it?

Dear Melynda,

I tend to go for a hybrid of the two with one catchy sentence & facts that are not self-evident otherwise in the rest of the text. With limited space, you have to get creative here, but someone may just jump at the saltwater pool or boat dock mentions. From a picture, you could not tell that the pool has salt water or that the dock comes with the subject property.

Melynda - you nailed it!  I love how you changed up the basics to a warm, inviting description about lifestyle.  Great job.  That is one of the hardest things about a listing, creating an inviting desription to entice views, showings, etc.  Great job!

Painting an accurate picture with words to attract buyers helps to attract interested buyers.  I ask the sellers what they like best about the neighborhood and the home.

If the home has flaws, I usually tout the location. I try to stay away from words like cute, small, little because buyers want space! One expired property had the description: "Cute little house in cute little town". I replaced that line with: "Be at the epicenter of Lewis County's best recreational areas!" The owners liked that one a bit more. :)

Great rewrite! I often struggle to find the right words, but I always avoid abbreviations.

I think we have some of the best reads out there on Active Rain. Thanks for sharing