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How to Write Compelling Real Estate Listing Copy

Posted by Brian Lim

Sep 26, 2019 4:03:00 AM

A quality listing description can incite excitement, motivation, and action. It describes a property in such a way that the reader cannot resist to see it in person. If they do, they will have to contact you for a showing. With more than 90% of home searches starting online - that's the reason listing descriptions are so important and powerful.

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In this article, I show you how to write compelling listing copy to convert more prospects into leads.

1. Be Clear & Concise

Buyers know what they’re looking for - so be clear, concise, and include as much details as you can without rambling.

Tip: Use brand names when describing appliances and other amenities

2. Tell a Story

It’s not enough to list the details of a home, you need to tell a story in order to be effective.

Tip: Instead of saying, “The house has a kitchen.” Say, “The house has a large, open kitchen – perfect for entertaining family and friends during the holidays or any special occasion.”

3. Think Local

Be specific and use names when describing the house’s proximity to points of interest such as schools, parks, businesses, grocery stores, and restaurants.

Tip: Instead of saying, “The house is near the grocery store.” Say, “The house is a quarter mile from the nearest grocery store, Sprouts, making it easy to pick up a cup of sugar when you’re short."

4. Build on Success

Ask past clients or other buyers which part of the listing description stood out the most for the home they purchased. Were there memorable power words or adjectives?

5. Review

Read your listing description out loud and pause at the end of each sentence to ensure it makes sense. Is the description comprehensive? Are there spelling or grammar errors? Be sure to find these errors because they could lower your credibility.

According to a Fit Small Business article, below are the top 115 descriptive words to use in your listing description:

Words to Describe a Kitchen:

  • Built-in microwave
  • Chef grade appliances
  • Custom-built
  • Double-oven
  • Dry bar
  • Gas stove top
  • Gourmet
  • Granite
  • Innovative
  • Island
  • Maple
  • Marble counter tops
  • Stainless steel
  • Ultra-modern
  • Upgraded

Words to Describe a Bathroom:

  • Double vanity
  • Elegant fixtures
  • Guest bath
  • Hideaway
  • Jack-and-Jill
  • Jetted tub
  • Marble bath
  • Private
  • Remodeled
  • Spa
  • Spacious
  • Updated

Words to Describe a Living Room:

  • Beamed wood ceilings
  • Family room
  • Window seat
  • Vaulted ceiling
  • Designated for entertaining
  • Well-lit
  • Wet bar
  • Family space
  • Brick fireplace
  • Sun porch

Words to Describe a Bedroom:

  • Carpeting
  • Cozy
  • Ensuite Bathroom
  • Fireplace
  • Hardwood
  • Intimate
  • Private
  • Retreat
  • Suite
  • Sunlight
  • Terrace
  • Walk-in closet

Words to Describe Interior Design:

  • Classic
  • Clean
  • Hardwood Floors
  • Minimalist
  • Modern
  • Professionally Decorated
  • Remodeled
  • Sun-Filled
  • Wall-to-Wall Carpeting

Words to Describe Landscape & Exterior:

  • Backyard paradise
  • Split-level
  • Skyline view
  • Cul-de-sac
  • X-car garage
  • Fenced
  • Manicured lawn
  • Deck
  • Landscaping
  • Ranch-style
  • Wood siding
  • Gables
  • Beachfront
  • Curb appeal
  • New roof
  • Porch

Words to Describe Neighborhood & Location:

  • Close to town
  • Safe
  • Centrally located
  • Schools
  • Historic
  • Inviting
  • Upscale
  • Close to public transportation
  • Tree-lined
  • Walking distance
  • Prestigious
  • Gated
  • Picturesque
  • Parks
  • Family-friendly

Words to Describe Price:

  • Energy-efficient
  • Investment
  • Perfectly priced
  • Priced under value
  • Affordable
  • Valuable
  • Reasonably priced
  • Priced to sell
  • Well-priced
  • State-of-the-art

General Descriptive Words:

  • Alluring
  • Pristine
  • Breathtaking
  • Detailed
  • Captivating
  • Spacious
  • Bright
  • Storybook
  • Beautiful
  • Refreshing
  • One-of-a-kind
  • Desirable
  • Striking
  • Must-see
  • Move-in-ready
  • Prime

Now that you know how to write compelling listing descriptions, try it with your listings. When you do, don't forget to be clear and concise, to tell a story, to use names when referring to local entities, to build on your success, and to review your description before publishing it.


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Topics: Practical Advice for Brokers

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