Everything You Need to Know About Writing Sale-Inducing Home Listing Descriptions

by Gloria KoppMarch 2, 2018

In the real estate industry, it’s common knowledge that the photographs you post alongside your description are essential when it comes to trying to sell your own home. However, accompanying these photos, you need written content that will really drive home that sale.

In fact, the written content of your home listing description could be considered the most essential element, since it will be providing your potential customers with the information they need and the inspired they want.

Today, we’re going to explore 7 key points to remember when you and your real estate agent are writing your home listing description, enabling you to promote interest in your property and secure that all-important sale.

#1 – Your Sales Space

Whether you’re posting the advertisement for your property in a local newspaper, magazine or online, the chances are that you won’t have a lot of room for paragraphs of text.

This means you’ll need to be proactive in making sure that you include the valuable information your customers want to read and don’t repeat yourself. You can use tools like Easy Word Count and Cite It In to make sure that your description is the right word length.

#2 – Your Best Foot Forward

When it comes to starting your description, you need to make sure that you’re putting the best features of your property at the very top.

This is because this is the first part of your listing that your potential customers are going to read so you’ll want to grab their attention straight away, so they can start getting excited about your property.

#3 – Talk About Your Improvements

Everybody loves a property with a few added extras or features that set it apart from the rest, and this is exactly what your potential customers are going to be looking for. If you’ve recently replaced your roof, the windows, the insulation or added anything to your property over the last few years, be sure to mention it in your description.

#4 – Be Engaging

If you look through your local property directory, you’ll notice that many of the descriptions look, sound and read pretty much the same, especially if they are similar properties. However, as a home seller, you’ll want to make sure that your description stands out from this crowd.

This means using power words throughout your description that makes your potential buyers want to know more. Some of these words could include;

  • Beautiful
  • Stunning
  • Landscaped
  • Granite
  • Maple
  • Any other descriptive words that match your property

If you’re stuck trying to find the right words to describe your property, you can always make use of the writing guides that are available online, such as the ones at State of Writing or WritingPopulist, for help.

#5 – Avoid Generic Words

Hand in hand with the consideration above, there are many words and phrases that you’ll see throughout many property descriptions in print and on the web that can actually put buyers off and makes your description less engaging.

Some of these avoidable words include;

  • Clean
  • Must sell
  • New paint job
  • Vacant
  • Quiet
  • Move-in condition

If in doubt, you can enlist the help of professional writers at copywriting websites such as Viawriting or Ukwritings to help you write engaging content.

#6 – Creating Mental Imagery

With both of the above points in mind, it’s important that you understand the importance that mental imagery has when it comes to selling your property. A home is the biggest investment that the average makes in their lifetime, and it’s a big step for anybody to take, whether someone is moving out individually or as a family.

This means that your potential buyers will see your photos and your written description, and they’ll automatically start to imagine themselves living in that property to see whether or not it suits them.

Why not help your buyer out on this imaginary journey by writing a description that helps to fuel this train of thought?

Even writing a small paragraph, something along the lines of

“Imagine waking up in your cozy east-facing bedroom every morning, making your way into your tiled kitchen with granite surfaces and a spacious island to pour yourself a fresh cup of coffee while overlooking your luscious garden”.

This is a sure-fire way to get buyers excited about your property and eager to read on, learn more and even to make a viewing booking.

#7 – Check Your Description Before Posting

An essential part of writing a successful home listing description is making sure that your content is accurate, in every way that you can imagine. Not only does this mean being honest with the features of the property that you write about, but it also refers to the accuracy of your text.

Before uploading your description, read through your description to make sure that it’s free from errors, such as spelling mistakes, typos, poor grammar and misplaced punctuation, all factors that could harm the credibility of your description.

For this, you can use a second pair of eyes to check your written content or use a professional writing service, such as Grammarix to check grammar, or MyWritingWay to edit your description to perfection.


Selling your property yourself without the use of an estate agent or realtor may, at first, seem like a daunting and quite impossible task, but this is far from the case. Capture some attractive photos and write a stellar description and you can be sure that you’ll sell your home in no time at all.

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About The Author
Gloria Kopp
Gloria Kopp is a communication and marketing manager at Paperfellows. She is writing Studydemic educational blog for marketing students and is an expert contributor at Huffingtonpost, Microsoft and Academized blogs.