The Daily Bean | Writing Impactful Real Estate Listing Descriptions

The Daily Bean | 2.20.19 | Issue 068

Welcome to The Daily Bean! The mission of The Daily Bean is to give you daily tips, resources, and timely information that you can act on to maximize your real estate career at Bean Group.


We know the importance of using high quality, professional listing photos, but don’t forget that a thoughtful, well-written listing description is also essential to creating a winning first impression with homebuyers. Listing remarks are one of the most basic elements of real estate advertising, yet so many agents fail to take the time to craft a compelling and effective description.

With the majority of homebuyers using the internet as a primary tool in their home search, it is more important than ever to write a quality listing description that draws them in and ultimately encourages them to hit the contact button.

Here are a few things every real estate agent should know about writing a great property listing description:

Establish Your Priorities
Before you begin writing, take a minute to jot down a (short) list of the most impactful property features. Remember that the MLS content already provides the viewer with the number of bedrooms, bathrooms, and square feet, so if the property has other compelling traits, don’t take up valuable space with these super basic details that can be seen – and efficiently searched – elsewhere in the listing.

Keep in mind that the ideal listing description is more than a sum of features, but instead presents the character of the property, evoking interest and even an emotional connection.

Opening Statement
Your opening statement should do two things:

  1. Give buyers a reason to continue reading
  2. Tell buyers what it is that they’re looking at

This is a great place to showcase the features you know buyers will love. Here are a few examples:

  • “This spacious condo in the heart of downtown Portsmouth features both modern amenities and architectural character.”
  • “This recently renovated single-family home offers water views and plenty of privacy.”

Things to Do
Rather than just listing off all of the features, use creative words to highlight the most unique traits of the property. Be sure to include any notable brands by name (hello Viking and Sub-Zero!) and recent upgrades – especially of the energy-efficient variety – are a no-brainer. If the listing includes any popular or trendy features, be sure to include those keywords. For example, you might not normally mention the kitchen sink in a listing description, but include the term “farmhouse sink” and you’ll be more likely to attract the right buyer.

Be careful with any abbreviations. While you may be tempted to save space, there are certain words that buyers search for which should never be shortened in case a potential buyer is searching specifically for listings which include that word. This might include words like “hardwood,” “renovated,” or “waterfront”.

Proofread, Proofread, Proofread
The importance of proofreading can’t be overstated. Read your description through at least twice, paying extra special attention to spelling and grammar. Even better, read it out loud! If it doesn’t sound good to you, it probably won’t read well either. Readers will appreciate the extra effort you took to craft a coherent description.

Finally, perform a last fact check of the entire listing to be sure there are no erroneous field entries or omissions, stray characters, or remnants of a previous property in a  cloned listing.

Remember that in most cases, this may be the only communication you have with potential buyers, so taking the time to write an effective listing description is vital to your success.