Post Pic

Writing Great Real Estate Marketing Descriptions

Property descriptions are a critical marketing step required for every listing, but all too often they are written as an afterthought. A great property description should be informative yet succinct, and it should paint a positive image without being overly “salesey”. A good property description starts before you’re sitting at your computer entering the listing in the MLS.

When I first started my career, I prided myself on writing dramatic property descriptions so full of hot air they could nearly float.  I thought I was doing my job – and representing the best interests of my seller.  Only after watching countless eyes roll after reading my descriptions of “majestic spaces great for entertaining” while standing in a 12 x 12 foot living room, did I realize I was doing myself and my seller a disservice.

Property descriptions are a critical marketing step required for every listing, but all too often they are written as an afterthought.  A great property description should be informative yet succinct, and it should paint a positive image without being overly “salesey”.  A good property description starts before you’re sitting at your computer entering the listing in the MLS.

Step #1: Research.

Bring a camera with you on your listing presentation, and with the sellers permission try to catalog as many specifics as possible, including appliance brands, flooring, countertops, and any and all special features.  If you’re unsure, ask your client what brand of carpet or flooring it is, along with window coverings, etc.  If they are a ho-hum brand, then you likely won’t be mentioning them again.  If they are a premium brand, however, this is solid gold for your property description.
Also ask about any favorite restaurants or shops or activities the owners like to do in the area.  This can come in handy later – it will help you to paint a description of the lifestyle people are buying along with the home.

Step #2: Write the long version.

property-marketing-kitchen
The MLS may limit the amount of text you can write, but everyone else (Trulia, Zillow, etc) lets you write an unlimited property description.  It’s often easier to write the long version first, then pare it down to fit into your MLS length requirements.  That way, you’re basically editing your writing down to your best points, instead of trying to add unnecessary fluff to make it longer later.

Describing Things:

When you’re describing things such as appliances, flooring, etc. mention the brand specifically if it is a higher end brand.  If anything has been replaced in the past few years, or is in excellent condition, mention that also.

property-marketing-living

Describing Spaces:

If any rooms truly are above average in size, be sure to mention this.  If the floorplan has a good flow, describe the spaces in the order a potential visitor would encounter them.  Walk them through each room, and mention one or two key features of each.

Describing the Area and Extras:

If the location’s great, don’t just write “great location!”, tell people why it’s great.  Mention specific shops and restaurants, and 2-3 sentences on the background of the area.  While not property specific, it never hurts to mention things such as the You may want to also consider creating a floorplan to go along with your listing.

Step #3: Edit!

This should go without saying, but proofread and edit your description.  The nice thing about writing the long version first is that you’re forced to edit your description so it will fit in your MLS. After editing, have a co-worker, spouse, or friend take a quick read through.  Sometimes we get too close to our own writing, and forget obvious things (like our contact info!).  This step will save you a lot of time, because once you’ve spend hundreds of dollars printing statements and hours entering it into half a dozen online marketing sites, it’ll bee too late.

No related posts.

Leave Your Response

* Name, Email, Comment are Required