Crafting Compelling Property Descriptions: A Guide for Real Estate Agents

Every real estate agent knows the importance of a compelling property description. Second in importance only to property photos, descriptions help potential buyers to instantly digest the value and possibilities offered by a property. However, the truth is that writing a bad property description is easier that most people realize. This guide to crafting compelling property descriptions lays it all out!

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What Makes a Great Property Description?

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Creating a good property description is all about striking a balance. You want to make sure you're creating a factual, easy-to-scan description that isn't full of flowery language. You also want to invite the reader into the "story" of the property. An effective property description does the following:

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·???????? Lays out the facts needed to compare the property to similar properties.

·???????? Makes it clear to the reader that you are not trying to conceal anything about the property.

·???????? Highlights any "hidden gold" that may not be obvious from the photos in the listing.

·???????? Tells a story about the property's setting.

·???????? Points out any high-value features or appliances in the home that are worthy of mention.

·???????? Conveys excitement over the fact that this home has hit the market.

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Ultimately, the buyer looking at the listing should walk away with more answers than questions. Vaguely worded descriptions are red flags because they can make it seem like the agent is trying to hide something. Lastly, overly concise or curt descriptions can make it seem like a home is a low-priority listing for an agent.

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The Blueprint to an Effective Property Description for Real Estate Agents

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Let's start out by saying that creating compelling real estate listings is about more than just plugging details into a rigid formula. Each property deserves its own unique approach to storytelling. However, there are some core points to hit every time that will ensure a listing contains the meat that buyers are looking for when deciding if they want to pursue a home.

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1. Pull Then in With a Headline

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Pull them in with an engaging, alluring headline! This is the quick "elevator pitch" for a home that will make someone who is scrolling through dozens of listings stop. Here are some examples of headlines that get noticed:

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·???????? "Charming East Side Tudor waits for homeowner to restore its glory."

·???????? "Picture-perfect four-bedroom home is ready for you to move in."

·???????? "Fully Updated West Side Cape: All you have to do is get the keys!"

·???????? "Storybook setting with stream on property."

·???????? "Endless privacy at this oasis near Bradley Park."

·???????? "Amazing views from the deck of this A-frame stunner on the edge of Cliff Park."

·???????? "Beautiful five-bedroom home on dreamy cul-de-sac."

·???????? "Majestic one-story ranch with acreage."

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Of course, hooks can be tailored to call out what's valued in your specific market. For instance, a real estate agent in a market where large yards are rare would want to highlight this feature in a headline whenever possible. You can never be too specific when it comes to highlighting an in-demand feature in your market. Of course, you also need to be honest. Trying to cheat your way into getting clicks by exaggerating or misrepresenting features is an easy way to push buyers away from your listings.

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2. Be a Storyteller

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A captivating property description makes it possible for the potential buyer to picture an idyllic life in a home. While you need to avoid filling a listing with fluff, taking the reader on a little voyage through "a day in the life" of a home can be an incredible marketing strategy. Explain how the person who snatches up a home will be able to make coffee in a cozy, beautiful kitchen. Highlight the enjoyment of walking out to a sunny deck to sip morning coffee. Living rooms, dining rooms, and other spaces that are perfect for large groups can be highlighted for offering the perfect way to host family gatherings at the holidays.

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3. Talk About the Setting

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Buyers are looking to cultivate a lifestyle when moving into a new home. This is why they're paying closer attention to yards than ever before. Buyers are also interested in buying homes in interesting and vibrant communities that offer access to leisure, nature, and all of the essential amenities. If a home has a notable yard, take time to highlight the fact that the lucky buyer will enjoy nature, views, and more when calling a property home. The setting can also be played up even if a home doesn't have a dramatic yard. One way to do this is to talk about any nearby parks or natural attractions that a potential buyer will have easy access to after moving into a home. This can include public parks, dog parks, lakes, town greens, and more.

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4. Get All the Facts Down

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Don't make a property description vague! An effective property description shows a potential buyer everything they need to know about a home in one place. While you may think that leaving out key details can be a good way to entice a potential buyer to reach out to you for more information, the reality is that this strategy can easily backfire. The simple truth is that people are busy. Adding one more task to a to-do list isn't appealing. When you make your listing something that a buyer needs to follow up on, they will be more likely to skip the listing in favor of one that lays out all of the details they need to make a decision about moving forward. These are the features and stats that need to be included in a property description:

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·???????? Home style.

·???????? Property size in square feet.

·???????? Decks, porches, and other special features.

·???????? Number of bedrooms.

·???????? All amenities.

·???????? Lot size.

·???????? Recent updates.

·???????? Proximity to highways.

·???????? Proximity to public transportation.

·???????? Proximity to shops.

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Yes, a property listing also needs to detail any limitations of a property. This includes the fact that a home's septic, well, furnace, driveway, or other feature must be updated before the home can be safely inhabited. This information is important because it will instantly divide your potential buyers between people who are not looking for this type of property and people who are happy to take on big projects in order to get into a home they want. Ultimately, it will save you from the hassle of needing to provide a disclaimer every time someone reaches out via phone or email to ask you more about a property. The potential buyers who do move forward after reading about a property's limitations will be capable and accepting buyers.

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5. Tell Them to Contact You

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No property listing is complete without a solid call to action (CTA). Don't just end the listing once you've run out of details to describe. Make sure you're finishing with a reminder to contact you in order to see the property in person. Here are some simple CTAs that work beautifully on a real estate listing:

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·???????? "Don't miss your chance to see this property in person! Contact me for a tour today!"

·???????? "Contact me today to see this home in person before it's gone!"

·???????? "I'd love to show you this charming property. Reach out today to book your walkthrough."

·???????? "See this lovely home for yourself while it's still on the market. Contact me today!

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Let's wrap this up with some final thoughts. A strong property description is so important for drumming up hype about a property. However, real estate agents should be prepared for the fact that crafting a compelling description for every listing takes work. That's why most real estate agents use professional services to turn each listing into a masterpiece that sets it apart from the other homes buyers will encounter while scrolling.

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