The Perfect Listing: Crafting Descriptions that Sell

Tony Ketterling • October 27, 2023

The Perfect Listing: Crafting Descriptions that Sell

Learn the art of writing listings that captivate buyers and drive inquiries.

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Key Takeaway Your property description can make or break a sale. Here's how to write listings that grab attention and get people to reach out.

1. Start with a Strong Headline

What's in it for you? A catchy headline draws potential buyers in. Use descriptive words that paint a quick picture—like "Charming 3-Bed Family Home with a Garden Oasis."

2. Highlight Key Features Early

What's in it for you? People skim listings. Put the best stuff—like a newly renovated kitchen or a walking-distance park—right at the start. They’ll want to know more.

3. Use Simple, Yet Descriptive Language

What's in it for you? No need for fancy words. Stick to clear and vivid language that paints a picture. Say "sun-filled living room" instead of "bright living room."

4. Tell a Story

What's in it for you? Create a brief narrative. Instead of just listing features, explain how they fit into the home's lifestyle. Does the back deck make for perfect summer BBQs? Say so!**

5. Be Honest but Focus on Positives

What's in it for you? It’s okay to note a small bedroom but pair it with a positive, like its cozy space that saves on heating bills. Turn drawbacks into unique features.**

6. Use High-Quality Photos

What's in it for you? Photos give life to your words. Ensure they are clear, well-lit, and showcase the property’s best features. People click on listings that catch their eye.

7. Include a call to action

What's in it for you? End your description by encouraging people to act. Use phrases like “Contact us to schedule a viewing!” to nudge potential buyers.

8. Proofread

What's in it for you? Typos can make your listing look careless. Double-check everything. Your credibility is on the line.

A good property description is like a movie trailer: it gives away just enough to leave people wanting more. Craft your listings carefully, and you’ll see the inquiries rolling in. Happy selling!**

Tony Ketterling

CEO of Equity Real Estate

With more than 40 years of experience in management and leadership. I have been 24 years in the real estate market as an agent and his broker. I love being an owner at Equity Real Estate and have managed over 350 agents in my brokerage. Equity has over 3500 agents, Equity ranked #15 independent in the nation.