Real Estate Writing Tips for the Best Listing Descriptions
by the mls writer + NEST IMPRESSIONS | your real estate copywriting + email marketing team
Hiring a professional real estate copywriter is beneficial, but you can write an effective and engaging listing description on your own, too! Here are some tips to help you create the best listing descriptions without the need for expensive assistance...
Well-written, concise listing remarks are easier to read and more effective.
Start with a captivating opening sentence that highlights the property's main feature(s). Follow with a list of key highlights and amenities, and conclude with a strong call to action, such as "Schedule a tour today to experience this amazing home in person."
For example: "Step into to your dream home in the heart of downtown! This modern condo features an open floor plan, updated kitchen, and stunning city views. Enjoy the convenience of being steps away from shops, restaurants, and public transportation. Schedule a tour today!"
By structuring your description logically and keeping it concise, you ensure that potential buyers can quickly grasp the property's main selling points. This straightforward approach is easy to master and highly effective.
Understanding your target market is the cornerstone of any successful listing description.
Are you appealing to first-time homebuyers, young professionals, families, or retirees?
Each group has different priorities and interests. First-time homebuyers might be interested in affordability and proximity to amenities, families often look for larger homes with good schools nearby, and young professionals might prioritize modern features and access to nightlife.
By focusing on your audience's needs, you can naturally tailor your language and highlight features that resonate with them, making your listing more appealing and relevant.
Every piece of real estate has unique features that set it apart from others.
These can be architectural details, a newly renovated kitchen, a large backyard, or energy-efficient appliances.
Identify and emphasize these standout elements in your description. Instead of saying, "This house has a nice kitchen," you could write, "This home offers a gourmet kitchen with stainless steel appliances, granite countertops, and a generous island that's perfect for gatherings."
Highlighting unique features with specific details creates a vivid image in the reader's mind, making the home more memorable and desirable. It also demonstrates your intimate knowledge of the property, which builds trust with real estate shoppers!
Adjectives are powerful tools in real estate descriptions.
Words like "charming," "essential," "bright," and "modern" can evoke emotions and help potential buyers visualize living in the home. However, be careful not to overuse them, as this can come across as insincere.
Instead of saying, "The house is big and nice," try, "This expansive home offers a welcoming atmosphere with its sunlit rooms and charming decor." Just be very mindful of how you use the more common, cliche words!
Using positive and descriptive language in listing remarks is an easy technique to learn and apply. It enhances the appeal of the property and helps buyers imagine themselves in the space, which can be just as effective as professional copywriting.
Misleading info can lead to disappointed buyers and damage your reputation.
If the home has a small backyard, instead of hiding it, you could frame it positively by saying, "The cute and easy-to-maintain backyard requires minimal maintenance, giving you more time to enjoy the nearby parks and community amenities." Being transparent builds trust and credibility with potential buyers.
By framing less desirable features positively, you can present the home honestly while still highlighting its benefits.
For more compelling real estate marketing, here are more tips on writing better listing descriptions in a competitive market.
Writing an effective real estate listing description doesn't always require professional copywriting skills.
By knowing your audience, highlighting unique features, using descriptive language, being honest, and keeping your text concise and organized, you can create persuasive listings that attract qualified buyers.
With these essential tips, you can confidently showcase your properties and achieve successful sales and referrals without hiring a professional copywriter!
Not that we'd mind here at The MLS Writer...:)
Meet the Founder of The MLS Writer
KASI LIZ HYRAPETT
Former REALTOR/Appraiser + Photographer with a passion for writing captivating real estate listing descriptions and creating marketing content for Realtors and other housing-related businesses.
The MLS Writer + NEST IMPRESSIONS is a professional real estate copywriting team founded by Kasi Liz Hyrapett, a former REALTOR, Appraiser + Real Estate Photographer based in the Los Angeles area.
Professionally crafted real estate marketing emails, MLS listing descriptions, blog articles, and co-marketing ideas are for savvy and busy real estate professionals who want to dominate their local market with top-notch, compelling copywriting to fuel their real estate marketing.
Top producers DON’T rely on ChatGPT…
The MLS Writer’s team of professional real estate copywriters aims to improve real estate marketing efforts and inspire readers to take action. Though ChatGPT is often used in real estate these days, Kasi leads a team of human copywriters.
No hassle. Zero fluff.
Enhance your reputation with carefully selected words for each piece of your real estate marketing content we create for you to make each word irresistible to homebuyers, sellers, and other real estate professionals on and off the MLS.
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