How to write creative real estate listing descriptions + examples
Real estate listing descriptions can be tricky to write, especially for agents who don’t have a background in creative writing. They need to be detailed, informative, capture the essence of the property and grab a reader’s attention all at once and with limited words – not easy!
So, how do you make the most of your allotted character count and ensure your listing stands out from the crowd? I’ll teach you how to write a real estate listing description, plus share some creative real estate listing description examples.
Why is a good listing description important?
While the key statistics about a property will be available to buyers in the real estate listing description, residential buyers tend to shop with their emotions. Your listing description allows you, as the listing agent, to showcase the property’s best features in a way that reaches potential buyers on a deeper level. It’s your chance to emotionally connect with the buyers and create the desire for them to come see the home in person.
A well-written property description also allows you to highlight aspects of the home that would not otherwise be readily available via MLS, such as a newly renovated kitchen or a brand-new septic system. Your goal: use the description to sell the property.
How to write a listing description
Wondering where to begin? Here’s our step-by-step guide to writing creative real estate listing descriptions.
1. List all the best features of the home
We start formulating the property description during our first meeting with a seller, taking notes about the unique features/improvements, and asking the seller what they love about the property. While this includes the basics like bedrooms, bathrooms, outdoor space etc., you want to think specifically about features to highlight that will make the home stand out and attract future buyers.
For example, the seller may love that the house has a primary bedroom with an en suite bathroom, but most properties have that. What makes it attractive? Does the primary have cathedral tray ceilings with custom lighting, a view of the skyline, a freestanding soaker tub and a separate rainfall shower – that’s something to write home about (pun intended).
2. Read the previous listing description
If the property was listed before, even if it was years ago, it’s worth reading the description. This is to ensure you don’t miss any key features of the home and to draw inspiration for your description (just don’t copy anything word for word).
You can also use the previous listing to glean information the seller may not know or remember, such as the age of the roof, appliances or anything that was updated by the previous owner the last time the home was for sale.
3. Research other agents’ descriptions
For newer agents who don’t have much experience writing real estate descriptions, go through your MLS and read what other agents are writing. What words stick out that you like? What phrases do you think are too cheesy, and you want to avoid? Again, don’t copy anything, but you can certainly start to craft your own voice.
4. Write a strong headline
The first sentence of the description should capture the attention of all potential buyers. It should draw them in and make them want to keep reading. Accomplish this by starting your description with the absolute best feature of the property.
Example: “A magical setting awaits you as you cross the private bridge over Hyde Brook to this extraordinary property surrounded by mature trees and beautiful shrubbery at the end of a cul-de-sac.”
5. Start writing!
Using the list of best property features, start writing your description. Go in an order that makes sense, such as: headline, first-floor features, second-floor features, basement, overall design (hardwood floors, etc), garage, yard and location. This will make it easier for buyers to understand before they look at the photos or floor plans.
I often think of the real estate listing description as a property tour for a buyer who’s out of town, pre-smart phones: walk them through each room and describe what they see in front of them, give them vivid details of each room, appliance, layout, lighting fixture etc. This will paint the picture of the property and make readers want to experience it in person.
6. Use language to paint a picture
Try to appeal to the emotions of the buyers. Instead of saying, “This home has a back deck,” say, “Enjoy warm summer nights on your back deck.” Thesaurus.com is an excellent resource for finding alternative words; just don’t use words you wouldn’t use in everyday conversation.
Here are some helpful words/phrases for when you’re not sure what to write:
Spacious
Gracious
Fabulous
1 mile from… (the train, the park, etc)
Modern
Renovated
Chef’s kitchen
Gourmet kitchen
Eat-in kitchen
Enjoy… (describe the experience the buyer may have)
Custom-built
Move in ready
Luxurious finishes
Gleaming hardwood floors
Light-filled
Convenient location
Tranquil
Rustic
In the heart of (city)
Tree-covered backyard
Top-rated school
7. Proofread and proofread again
Whenever I see spelling and grammatical errors in a real estate description, it makes me crazy. Avoid being that agent! Take the time to proofread your property descriptions, or better yet, have a friend/colleague proofread them for you. If you’re going to do your own proofreading, I find reading it aloud helps catch more errors than reading silently. You can also use a program like Grammarly to double-check your spelling and grammar.
8. Be mindful of your character count
Most MLSs will only allow you a certain number of words or characters. In Massachusetts, where I sell, we only get 1000 characters per listing, so you may have to do some editing to keep the best aspects of the house in the description. You can also use shorthand such as “W/D” instead of “washer and dryer” or “w/” instead of spelling out the word “with.”
What to include in your listing descriptions
So, knowing that you don’t have unlimited room to write about everything in the home, how do you decide what’s worth including and what’s not? Here’s our guide for what to include:
Number of bedrooms
Number of full baths and half baths
Major upgrades the seller has done. Example: “New roof (2024) and HVAC system (2023)”
Unique features of the home. Example: “Fenced-in backyard, abutting conservation land”
Neighborhood/area amenities. Example: “0.25 miles from public transportation!”
All the benefits of the home. Go through your list of home features and include as many as you possibly can. Don’t forget things like storage space, closet space, gas cooking, upgraded appliances, ensuite bathrooms, finished basement, 3-season rooms, outdoor living spaces, off-street parking, low HOA fees, etc.
Pro Tip
Words/phrases to avoid at all costs – stay out of fair housing jail!
Walking distance
Master bedroom
Safe
Quiet
Family
Best/great schools (anything that’s an opinion is a no-no. You can say “top-rated” if that’s objectively true. For example “top-rated schools” without naming the specific school.)