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How to Write Compelling Property Descriptions?

By
Real Estate Technology with Realtyna 4966111

You know that writing compelling property descriptions is essential for attracting buyers.

But, where to start?

This step-by-step guide walks you through the process of creating stunning property descriptions that capture attention and drive engagement.

You’ll be ready to write listings that showcase properties in the best possible light.

Why Writing a Good Property Description Matters

Because: An engaging property description allows you to highlight the best features of your listing and attract interested buyers. With a well-written summary of the key details, you’ll capture the attention of more potential buyers browsing online listings.

Because: A compelling description paints a vivid picture of the property in the reader’s mind. This leads to more viewings as interested parties want to see the place in person. The more viewings you get, the higher the chance of receiving an acceptable offer.

Because: With a robust description emphasizing the property’s best qualities and unique attributes, you’ll elicit emotional reactions from readers. This often translates into a faster sales process at a higher selling price as buyers get into a bidding war to obtain their dream home.

Because: A thoughtful description provides an accurate sense of what the property is like. This avoids disappointment upon viewing and ensures that only genuinely interested parties will schedule a showing. It also reduces the risk of low offers from buyers with unrealistic expectations.

Elements of an Effective Property Description

Elements of an Effective Property Description

Precise Language

When writing a property description, use concise yet compelling language to capture the reader’s attention. Be specific about the key features and amenities.

For example, instead of saying the kitchen has “nice” appliances, specify that it has stainless steel or granite countertops and high-end appliances. Use precise language and an enthusiastic tone to help readers visualize the space.

Evocative Imagery

Help the reader experience the property through vivid descriptions that appeal to the senses. Mention the beautiful hardwood floors, the spacious bedrooms flooded with natural light, the private backyard oasis perfect for entertaining, or the open-concept living area ideal for relaxing. Using sensory language helps readers connect emotionally with the property.

Key Features and Specifications

While imagery and language are important, a property description must also include the key features, facts, and specifications about the space.

Provide details on the number of bedrooms, bathrooms, square footage, lot size, garage spaces, storage areas, and so on. Also specify any recent upgrades like a new roof, HVAC system, windows, or flooring. These important details give readers a comprehensive understanding of what the property offers.

Call the Reader to Action

End the property description with a strong call to action to schedule a showing or submit an offer.

For example, say something like “This stunning property won’t last long—contact us today to schedule your private tour!” or “Don’t miss this rare opportunity—submit your best offer now!” A compelling call to action motivates interested readers to take the next step.

Step-by-Step Guide to Writing a Property Description

Step-by-Step Guide to Writing a Property Description

1. Describe the Property Type and Location

To begin, specify whether the property is residential or commercial and its precise location. For residential properties, note the number of bedrooms and bathrooms. For commercial buildings, specify the property type, such as retail, office, or industrial space. Provide the street address and general neighborhood information.

2. Highlight Key Features and Amenities

Discuss the most appealing features of the property, such as spacious rooms, high ceilings, natural light, storage space, or outdoor areas.

Note any amenities like parking, security systems, or recreational facilities

Mention recent upgrades like new flooring, painting, or appliances.

Keep descriptions concise while highlighting why the features and amenities would be attractive to potential buyers or tenants.

3. Specify Dimensions and Include Relevant Measurements

Provide exact or approximate square footage for the overall property and individual rooms.

Note ceiling heights. For commercial properties, include specifications like the number of parking spaces, electrical capacity, or loading docks.

Residential listings should mention lot size and dimensions. Precise measurements allow potential buyers or tenants to easily determine if the space will suit their needs.

4. Proofread and Edit for Clarity

Carefully proofread your property description to ensure there are no errors or inconsistencies.

Get feedback from others to identify any areas that could be clearer or more compelling.

Make necessary edits to create a polished, impactful description that will motivate viewers to take the next step.

Property Description Template and Examples

Property Description Template and Examples

Here are some short examples of what we said:

Residential Property

This four-bedroom, three-bathroom single-family home offers 2,500 square feet of living space. The open floor plan features high ceilings, hardwood floors, and an updated kitchen with stainless steel appliances. The spacious master suite includes a walk-in closet and remodeled en suite bathroom.

The large fenced backyard has a deck, swimming pool, and jacuzzi, perfect for entertaining. The home is located in the desirable Hillcrest neighborhood, close to downtown shops and restaurants, walking trails and public parks. It is within walking distance to top-rated schools and minutes from the freeway.

Office Space

This 1,500-square-foot office suite is located on the ground floor of a two-story commercial building. The open layout has nine-foot ceilings and is divided into four individual offices, a reception area, and a large conference room. Amenities include on-site parking, a break room with a kitchenette, and WiFi throughout.

The property is situated in a central business district, providing convenient access to hotels, banks, restaurants and other businesses. The location is minutes from the freeway and public transit center, offering employees easy commutes. The building has 24/7 security and an on-site property manager for additional support.

Villa

This newly constructed four-bedroom villa offers over 4,000 square feet of luxurious living space. The open-concept floor plan features high ceilings, marble floors, and floor-to-ceiling windows that flood the living areas with natural light. The chef’s kitchen comes fully equipped with top-of-the-line appliances.

The master suite includes a private lounge, his and hers walk-in closets, a soaking tub, and a separate shower. Additional amenities include an outdoor pool and spa, a fully equipped gym, a golf simulation room, and a home theater. The villa is nestled in a secure and gated community with 24-hour security and access to resort-style amenities such as tennis courts, jogging paths, and a clubhouse.

How long should a property description be?

Property descriptions should be concise yet compelling, typically ranging from 175 to 350 words. Keep paragraphs and sentences relatively short, around 2 to 3 sentences for each. Longer, more detailed descriptions may be suitable for unique or high-end properties. As a general rule, shorter descriptions tend to be more impactful.

That’s all for now!

The ability to showcase properties in their best light is an invaluable real estate skill. Use this new knowledge to create property descriptions that engage readers and get results.

Thanks for reading.

Michael Elliott
Fathom Realty - Burlington Township, NJ
Burlington, New Jersey Residential Sales

So are you saying Welcome to 123 Main Street is not a good idea??

Apr 02, 2024 06:24 AM
Realtyna Inc

HA HA, It's better to be expanded :)

Apr 02, 2024 10:57 AM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

"Brain Drought" is evident in everyday writing as well as creating real estate descriptions.  I don't think there is an easy answer, but your suggestions can help put some useful thoughts into motion.  And that's a good start in my opinion.  

 

Apr 02, 2024 06:44 AM
Realtyna Inc

You're welcome! We are glad you found this helpful.

Apr 02, 2024 10:58 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Prop. Mgr, Wenatchee, WA

In general, I agree with all of your points.
Regarding #3: I was always advised to use "per assessors" to avoid any legal liability if the measurements were wrong. It is up to the buyer to determine if the square footage is acceptable for their needs.

Apr 02, 2024 08:21 AM
Realtyna Inc

You're right, Thanks for your comment!

Apr 02, 2024 10:58 AM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

It is best to describe your listing truly, and don't "puff".   If they are excited about the property, they will see you did while touring.

Apr 02, 2024 07:56 PM
Realtyna Inc

Completely agree, Honesty sells. Let the tour speak for itself. 

Apr 21, 2024 09:20 AM
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
The Grit and Gratitude Agent

One key element often ignored is the emotional value hidden in the words. Out here I believe in high lightening the openness of the Wild West and activating words that resurrect a memory such as "Give me a home." People hear words, but see pictures in their minds.  The goal is to craft an emotionally appealing picture. Good tips in your posting. Thank you.

Apr 06, 2024 07:26 AM
Realtyna Inc

Thanks for sharing your thoughts.

Apr 21, 2024 09:20 AM
Ed Silva, 203-206-0754
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

A property description needs the information, and the emphasis should be on that which makes the house stand out.

Apr 06, 2024 11:30 AM
Realtyna Inc

Exactly, Thanks for your comment.

Apr 21, 2024 09:21 AM
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

I have written so many property descriptions over the years I think it is good to read your post and get a gentle nudge to rethink about the total product! Thank you for the nudge!

Apr 14, 2024 01:06 AM
Realtyna Inc

Thanks for your comment.

Apr 21, 2024 09:21 AM