It’s common knowledge that 92%* of buyers use the internet to search for home information. Your seller’s home is competing with many others on the market, so do all you can to entice prospective buyers to reach out for a showing appointment! Capture their attention by writing an excellent real estate property description.
Here are a few pointers to keep in mind as you write your next awesome property description.
For starters, write your descriptions in advance in either a word or google doc, or even an email draft. Don’t wait until you are entering the listing in MLS. Why? You will likely rush through it and be pressured by the character limit. Your description deserves a little reflection. Plus, you’ll be able to come back to this doc and copy and paste the description where you need it in a flash.
You need two descriptions: One for MLS and another for your online/print marketing. We find writing the long description first is easier.
Long Description for online/print marketing: Let your fingertips run free! Paint a ‘showing with words’ for the reader, beginning with the exterior drive-up, guide them through the interior, finish up with exterior. Incorporate some core property info (# beds, # baths, SF, etc) but remember this data is already included in the details so don’t go overboard. Most importantly highlight the unique qualities of the home (ask your seller what they have loved most and found unique about living there) and do not overuse ‘descriptive’ words. You want the prospective buyer to visualize living in the home, so keep your tone casual and appeal to their emotions.
Once you complete the long description, do a quick bullet list of 10-15 highlights. These are amenities using a max of three words. Many online sites ask for this and it saves time to have it ready in advance. You’ll find it easy to pull highlights from your long description.
Finally, write a descriptive title. Aim for 3-5 words that summarize the home realistically in a favorable light. This can be the toughest of all (why is it that the fewer words you need the harder they are to come by?)
MLS Description: In most cases, your MLS has a limit to the number of characters allowed in the description field when you enter a new listing (we see 400 to 1000 on average). Succinct yet unique is the goal to strive for here. You have two audiences; other agents who view the listing info in MLS and possibly prospective buyers visiting the syndicated sites you cannot enhance. In most cases, the core property info like beds, baths, SF, location etc. will be readily available outside the description, so don’t feel like you need to repeat it here. Highlight what’s unique about the home and don’t use ALL CAPS (no need to scream). Even though space is limited, walk the reader through the home best you can: drive up – interior flow – exterior. Use abbreviations as acceptable but make sure non-REALTORS® will understand. If the home has a prime location, mention it (the subdivision can be overlooked or may not feed via syndication).
No time to write? We write descriptions for your listing as part of our Listing Marketing support. Get in touch for more details.
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*2014 Profile of Home Buyers and Seller (National Association of REALTORS®)