We’ve all seen those listing descriptions that sound like they were written by a robot. “Charming cottage with ample natural light.” Snooze. Look, people are scrolling through hundreds of listings. They want to feel something. They want to picture themselves living there.
So, how do we do that?
- Ditch the Jargon: “Ample natural light” is boring. Instead, try: “Sunlight floods the living room in the mornings, perfect for lazy weekend breakfasts.” See the difference? We’re painting a picture.
- Focus on Lifestyle: People aren’t just buying a house, they’re buying a lifestyle. What’s special about this place? Is it perfect for hosting game nights? Is it a quiet retreat for a writer? “Imagine cozying up by the fireplace with a good book” is way more effective than “fireplace included.”
- Highlight the Unique: Every house has something special. Did the previous owners plant a killer herb garden? Is there a secret nook under the stairs? Did the kitchen get a super fancy upgrade? Don’t be afraid to get specific and highlight the quirky details that make the property stand out.
- Use Sensory Language: Engage all the senses. Don’t just say “updated kitchen.” Say “The smell of freshly brewed coffee fills the bright, newly renovated kitchen.”
- Tell a Story: Think of your listing description as a mini-story. Take the reader on a tour, highlighting the best features and creating a narrative. “Step inside and you’ll immediately notice…” or “Picture yourself hosting your next BBQ on this spacious patio…”
- Keep it Concise (But Not Too Concise): People have short attention spans. Get to the point, but don’t skimp on the details that matter. Aim for a sweet spot where you cover the important items, and create a story.
- Know Your Audience: Who are you trying to attract? First-time homebuyers? Families? Retirees? Tailor your language and focus on the features that will appeal to them.
- Don’t Forget the Basics (But Don’t Just List Them): Of course, you need to mention the number of bedrooms and bathrooms. But don’t just list them. Weave them into the story. “This spacious three-bedroom home offers plenty of room for a growing family.”
- Proofread, Proofread, Proofread! Nothing screams “unprofessional” like typos and grammatical errors. Read your description aloud to catch any awkward phrasing.
Example Time!
Instead of: “Three bedroom, two bath home with updated kitchen and large backyard.”
Try: “This inviting three-bedroom retreat is perfect for families or anyone who loves to entertain. Imagine whipping up gourmet meals in the newly renovated kitchen, then stepping out onto the expansive backyard patio for summer barbecues under the stars. The master suite offers a peaceful escape, while the two additional bedrooms provide plenty of space for guests or a home office.”
Writing effective listing descriptions is all about connecting with people on an emotional level. Show them what it’s like to live in the home, and they’ll be much more likely to schedule a showing (and make an offer!). Now go forth and write some listings that sell! Like, share, comment below.
