Before your new listings can go live on MLS, you must provide real estate property descriptions. You might also use the descriptions on flyers, in blog posts, or on social media.
A property description’s job is to work with the photos to entice readers and lead to showing appointments.
So why are so many property descriptions so poorly written? Many barely do more than recite the number of bedrooms and baths, and other information that is there on the details page. Unless there is nothing interesting to say about a house, I see no reason to repeat that information at all.
Instead, use the space to create interest.
Your hot market may have made real estate property descriptions less important, but…
Times are changing. It may yet be some time before we see a buyer’s market, but buyers are becoming a bit more careful. According to reports, houses are staying on the market longer and there are more price reductions than we’ve seen in a long time.
So why not make each of your listings sound so desirable that buyers can’t wait for a tour? And… why not consider the second reason for writing exceptional real estate property descriptions?
That reason is the opportunity to impress your sellers. As you know, happy sellers are more likely to give you repeat business and to send referrals your way, so make the effort. Yes, you’ll still have to handle their transactions well, but why not start off on the right foot by creating an impressive property description?
It’s true that writing real estate property descriptions isn’t exactly fun for most agents.
The task is made even less enjoyable by the character-count restrictions imposed by MLS systems. So take it as a challenge. How can you weave the most important benefits and features of your new listing into a narrative that fits the space restrictions?
Here’s how to write an exceptional real estate property description:
First, talk with your listing clients about the reasons why they purchased the house. Then ask what they enjoy most about living there. Take notes. While you’re in the house, take time to really look at those features that they mention.
Next, consider today’s buyers. What benefits and features attract them most? This does change from year to year, so take time to think about what home buyers have said to you. If you work exclusively with sellers, have a conversation with an agent who works exclusively with buyers.
Some of what appeals to buyers will be focused on the house and (if applicable) the yard. Some will relate to the neighborhood and proximity to places they want to frequent.
Once you gather all the information, begin writing…
Deciding where to start is often the hard part – no matter what you’re writing. So instead of worrying about it, just start. Write sentences about all the features and the benefits, and don’t worry about the order. If your seller is proud of recent upgrades or the brand names on appliances or finishes, do include them.
“Start writing, no matter what. The water does not flow until the faucet is turned on.”
Do not edit as you go. Don’t try to make those sentences perfect or put them in any sort of order. Just write.
Once you have all the important information in one place, it’s time to sort, re-arrange, and refine.
Often, the most important information is at the end of what you’ve written. It’s as if it takes a little while for your thoughts to get in the groove, and once they do, the best information flows out.
Keep in mind that people buy with emotion and justify with logic. If possible, your first sentence should reveal a benefit or feature that is at the top of many buyers’ want lists.
Also keep in mind that many people are lazy readers. When you add the enforced density of MLS copy, which makes it difficult to read, it’s vital to present things in the order of importance.
When you have plenty to say and space is an issue…
Look for ways to condense information by merging sentences. For instance, you might say “The light-filled great room opens onto a 12’ X 30’ raised deck overlooking the fully fenced, landscaped back yard.”
Group like features and benefits together. If you’re listing upgrades, group them by year so you only have to mention that once. When you see things of less importance, set them aside to use only if you have the space.
Creating a captivating real estate property description takes time…
But when it makes your listing sell quickly and your clients refer you to others, isn’t it worth spending the time to get it right?
One more thing: be sure to proofread!
You don’t want your listing to ever end up on a blog post such as this classic by Gwen Banta.
If you have an important listing and just don’t want to take the time…
Get in touch. I enjoy the challenge of writing property descriptions.
Learn more here: https://www.copybymarte.com/real-estate-property-descriptions/