How to Write Creative Real Estate Listing Descriptions (+ Examples) (2022)

One of the most common requests I get from realtors is to write their real estate listing descriptions for them. Since I rarely have the time (or energy) for freelance writing these days, I decided to put together this step-by-step guide to writing creative listing descriptions.

After the guide, I include seven tips for better writing, and then wrap up with some examples of creative listing descriptions from Jeanne Byers of Warburg Realty in Manhattan.

How to Write Creative Real Estate Listing Descriptions: A Step-by-Step Guide

How to Write Creative Real Estate Listing Descriptions (+ Examples) (1)Here are my four steps for writing a listing description. You can also download these steps as a PDF template.

1. ‘Brand’ Your Listing With a One-sentence Title

Length: One sentence

The first step to writing a great listing description is to “brand” your listing with a one-sentence title. Taking the time to write a catchy, one-sentence “brand” for your listing will draw people in and help them see it as a home, not just pictures on the internet. Here are some examples of great branding one-liners from Warburg agent Jeanne Byers from our example listing descriptions, below:

  • Millionaire details. Miser maintenance.
  • Artsy, techie, picky? Welcome home.
  • Prewar. Shaken and stirred.

2. Pitch Your Audience on the Home’s Best Features

Length: Two to three sentences

After your title, the next section of your listing description should be a two- to three-sentence pitch for the home’s best features. This should be a narrative description, not just a list of features, or god forbid, a bulleted list!

Here’s an example from Jeanne Byer’s listing description. Note how she hits all the apartment’s best features in a narrative format.

With its 14-foot beamed ceiling and massive south-facing picture windows, 4J pairs the beautiful bones of its 1913 Beaux-Arts origins with an extensive and impeccable renovation. Converted to condos in 2008, the interiors at 254 Park Avenue South were designed with a modern aesthetic, high-quality finishes and appliances, and a unifying sense of space.

3. Pitch the Benefits of the Location & Neighborhood

Length: One or two sentences

After you’ve highlighted the home’s best features, pitch the benefits of the home’s location and neighborhood. If the location and neighborhood aren’t great, try to find a silver lining. For example, if the home is located on a noisy street but is in a great school district, talk up the school district. If it’s in a not-so-great neighborhood but on a pretty block, mention how nice the block is. Here’s an example from Jeanne’s listing description:

254 Park Avenue South is a full-service luxury condominium with a 24-hour concierge, live-in resident manager, gym, and lounge. Ideally situated in Flatiron, the building is located blocks from Union Square, Gramercy Park, and Madison Square Park—it is central to Manhattan’s most vibrant and sought-after neighborhoods, shopping, and now—outdoor dining experiences.

4. Finish With Caveats That Are Important for the Buyer

While I never suggest agents write a “warts and all” listing description, you should still mention caveats that are important for the buyer. A buyer might forgive you for not mentioning the noisy street or less-than-perfect driveway, but they likely won’t forgive you if you don’t mention that it’s in a senior’s-only development! Here’s Jeanne again:

Please note 50% financing. Pied-a-terres welcome. Buyer pays 2% flip tax—showings by appointment.

7 Real Estate Listing Description Writing Tips From a Professional Writer

How to Write Creative Real Estate Listing Descriptions (+ Examples) (2)

1. Sell Benefits, Not Features

One of the first rules of copywriting is to sell benefits, not features. Every famous copywriter, from David Ogilvy to Joseph Sugarman, agreed. I challenge you to find any successful ad from the last 20 years that sold features instead of benefits.

What does this mean for your listing description? Simple. Instead of telling your audience the listing has a big backyard, tell them how much fun they could have with their family playing touch football in the yard or how much privacy it offers.

Here’s Warburg listing agent Steven Gottlieb on selling benefits, not features in your real estate listing descriptions: If there’s a balcony or terrace, maybe the description mentions enjoying coffee and the morning paper al fresco before a busy day or sipping a glass of Prosecco in the evening air.”

[Related article: The Best Real Estate Branding + Tips From the Pros]

2. Research the Proper Architectural & Design Terms Before You Write

If you managed to get a listing in this market, the very least you can do is learn the proper architectural and design terms to describe it. Describing herringbone floors as “Beautiful zig-zag wood floors!” is going to mark you as unsophisticated, and worse, not willing to take the time to research what you are trying to sell!

If you need a crash course in architectural styles and features, check out our guide: .

3. Make Your Real Estate Listing Description Concise, but Precise

If you have any experience with Google Analytics, you know that the sad reality is that most people skim content online these days. Very few people will take the time to read every word you write, even on Zillow.

(Video) How to Write Listing Descriptions (Real Estate)

So make sure to hit the key selling points of your listing early on and avoid lengthy, wordy descriptions. As Olivia Tormenta, Marketing Director at Warburg Realty, tells her listing agents, be concise but precise with your listing descriptions.

4. Avoid Just Listing Features or Details

While lengthy real estate listing descriptions are an issue, don’t think you can just get away with a bullet point list of features either. The user experience (UX) of portals like Zillow are already designed to present data relevant to the buyer. So the number of bedrooms, square footage, and so forth are already shown to your buyer in a neater, more digestible format by the portals. A bullet list of the same features is redundant and a wasted marketing opportunity.

5. Always Get Another Set of Eyes on Your Copy, Ideally a Professional

One of the trickiest parts of writing anything is getting out of your own head. It’s just too easy to fall in love with your writing. You need distance from your work to judge it objectively.

That’s why we suggest working with a professional whenever possible. If you have a marketing team, send your copy over to them for a second opinion. If you don’t have a marketing team, send your listing description to a few members of your team or brokerage to get their first impressions.

Billy Schmidt, Marketing Director at Tim Allen Properties, a Coldwell Banker brokerage in California, uses Google Docs to collaborate with other people on his team. Tellingly, they generally go through three or four different versions of their real estate listing descriptions before signing off on them.

6. Write Without Fear, Edit Without Mercy

One of the biggest mistakes that new writers make is laboring over every sentence, word, and punctuation mark in their copy. Not only is this exhausting, but it’s also actually counterproductive to the writing process.

Instead, when you start any writing project, the first step should always be just to sit down and write. Don’t sweat grammar, punctuation, or spelling—just write.

Once you have a draft done, the next step is to read it out loud. If you find yourself stumbling over your own words, chances are your copy needs some work. Start by working on paragraphs to make sure they all have a clear subject, then drill down to sentence structure, word choice, and finally grammar.

The key to editing well is to be merciless. If it doesn’t work, delete it. Period. Yes, you worked hard on your copy. But don’t cling to a mistake just because you took a long time making it!

7. Use Grammarly to Check for Grammar & Spelling Mistakes

There is no excuse for grammar or spelling mistakes in your listing descriptions. Luckily, you no longer need to hire an editor or bug your Aunt Mary who teaches high school English to check your copy for errors. It’s not perfect, but Grammarly is free and will find grammar and spelling mistakes you might miss.

Real Estate Listing Description Examples From Jeanne Byers of Warburg Realty

Since the best way to learn anything is by example, here are a few examples of effective listing descriptions from Jeanne Byers of Warburg Realty in Manhattan, one-half of Manhattan luxury team Case+Byers.

165 East 72nd Street, Apt 2H, New York, NY

How to Write Creative Real Estate Listing Descriptions (+ Examples) (3)

Millionaire details. Miser maintenance.

Every inch of this 530-square-foot studio has been meticulously planned and renovated using the highest-quality materials, craftsmanship, and interior design aesthetic. The dramatic foyer is lined in Phillip Jeffries grasscloth wallpaper and flanked by a 9-foot-wide wall of closets with floor-to-ceiling mirrored French doors. The walls and the ceiling have been skim coated, and custom hardwood floors installed throughout. You’ll find impeccable millwork on display in every door, molding, trim, and built-in cabinet. A computer workspace/home office has been integrated into the kitchen, which features Carrera marble countertops, white lacquered cabinetry, and appliances by Wolf, Miele, and Liebherr.

The well-proportioned living space is north-facing a tree-lined view of 73rd Street through a bank of windows with custom window treatments. The expansive bathroom is outfitted with Waterworks fixtures, a deep soaking tub with shower, basketweave marble floor, and a linen closet. 2H is wired with smart home technology, including high-speed internet in all rooms, Lutron lighting, and discreet speakers in the living room and bathroom.

Located west of Third Avenue, 165 East 72nd Street is a premier full-service cooperative boasting a knockout lobby and staff, live-in resident manager, stellar financials, gym, and famously low monthlies. At $677/month, 2H is a triple-mint home or pied-a-terre that won’t cost a mint.

Please note 50% financing. Pied-a-terres welcome. Buyer pays 2% flip tax—showings by appointment.

254 Park Avenue South, Apt 4J, New York, NY

How to Write Creative Real Estate Listing Descriptions (+ Examples) (4)

Artsy, techie, picky? Welcome home.

(Video) Writing a Property Description that Sells

With its 14-foot beamed ceiling and massive south-facing picture windows, 4J pairs the beautiful bones of its 1913 Beaux-Arts origins with an extensive and impeccable renovation. Converted to condos in 2008, the interiors at 254 Park Avenue South were designed with a modern aesthetic, high-quality finishes and appliances, and a unifying sense of space.

4J features a lofted second floor that easily fits a queen-size bed. A 7-foot ceiling and partial glass walls enclose the loft space yet allow an open sweep to the dramatic living area below. Building on the apartment’s refined sensibility, the current owner meticulously upgraded the unit. From new LV Wood white oak, wide-plank floors to custom-lacquered closets and cabinetry in the upstairs bedroom and home office and in the living room for storage and HVAC integration.

The bathroom has been beautifully updated with a sleek vanity, Vola fixtures, and a digitally controlled towel warmer. In the kitchen, Valli&Valli door handles, a water purification system, and Ariston washer/dryer provide a fitting complement to the Bosch and Liebherr appliances.

A sophisticated home automation system dims the lights, raises and lowers the blinds, monitors the smoke alarm, and adjusts the temperature—doing just about anything you want it to do, short of bringing you the coffee it brews. Every knob, light fixture, and detail of this property has been painstakingly considered.

254 Park Avenue South is a full-service luxury condominium with a 24-hour concierge, live-in resident manager, gym, and lounge. Ideally situated in Flatiron, the building is located blocks from Union Square, Gramercy Park, and Madison Square Park—it is central to Manhattan’s most vibrant and sought-after neighborhoods, shopping, and now—outdoor dining experiences.

Shown by appointment. A complete list of apartment upgrades is available upon request.

333 East 53rd Street, Apt 12H, New York, NY

How to Write Creative Real Estate Listing Descriptions (+ Examples) (5)

Prewar. Shaken and stirred.

The architects blew the doors and the walls off this prewar, retaining the beautiful proportions of its 1930s bones while energizing the space. The galley kitchen was opened to the living room, maximizing the light and views from south-facing windows.

With its BlueStar range, Miele dishwasher, Wolf microwave, Sub-Zero refrigerator, and custom cabinetry, the kitchen was designed to integrate seamlessly with the main room. A bespoke dining table tucks under the storage island to reduce its footprint for daily use.

A recessed projection screen and ceiling-mounted projector are perfect for movie night or online exercise classes. A windowed bathroom with Duravit and Grohe fixtures and a glass-enclosed bath/shower is a serene and spa-like retreat.

12H has all new plumbing, electrical, hardwood floors, custom doors with hidden hardware, ample storage, and exquisite skim-coated walls, beams, and ceilings. An entrance foyer and hallway between the living room and bedroom maintain the graceful separation of living spaces the original architect intended.

333 East 53rd Street is an elegant full-service building, centrally located, with solid financials. It features a gorgeous planted roof deck with spectacular views, a live-in super, central laundry, and gym. Pets are welcome (dogs under 30 lbs).

Electric is included in the maintenance. Showings are by appointment with 24 hrs notice required.

Over to You

Have any examples of effective creative real estate listing descriptions or tips to write them? Let us know in the comments. Or, join us on our private Facebook Mastermind Group.

How to Write Creative Real Estate Listing Descriptions (+ Examples) (6)

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(Video) How to Write the PERFECT Property Description that SELLS Homes FASTER - FREE Listing Description

FAQs

What are the best property words? ›

100 Real Estate Words That Sell
  • alluring.
  • architecture / architectural.
  • attention-to-detail.
  • beamed ceilings (wood)
  • beautiful.
  • brand new.
  • breathtaking.
  • bright.

What should a listing include? ›

10 Elements your pre-listing package should have
  1. About us.
  2. Local market statistics.
  3. Examples of past experience.
  4. Step-by-step guide.
  5. Professional portrait.
  6. Your personal marketing strategy.
  7. Q&A.
  8. Visuals and infographics.
7 Sept 2022

How do you write a listing description that pops? ›

Know How To Write A Listing Description
  1. Be Descriptive. ...
  2. But Not TOO Descriptive. ...
  3. Use These Flashy Words According to Science. ...
  4. Avoid This Stuff In Your Home Description. ...
  5. Use Brand Names. ...
  6. Don't Repeat Yourself… and Don't Repeat Yourself. ...
  7. Make People Use Their Imagination. ...
  8. 2 Minds are greater than 1.
7 Oct 2022

How do you write real estate content? ›

Written Content
  1. Your brand's story. Why are you passionate about real estate? ...
  2. Customer stories. Describe the problems they faced and the challenges they overcame.
  3. Describe locations. List the services and facilities in each geographical area. ...
  4. Industry news. ...
  5. Tips for buyers and sellers.
26 Jun 2018

What are buzz words in real estate? ›

Top real estate buzz words:
  • Move-in ready.
  • Granite countertops.
  • Meticulously maintained.
  • Open floor plan.
  • Stainless steel appliances.
  • Primary bedroom suite.
  • Hardwood flooring.
28 Aug 2022

What are the three most important words in real estate? ›

There is an old adage, that the three most important words in real estate are 'Location, Location, Location'.

What words go with real estate? ›

General real estate terms
  • As-is.
  • Buyer's agent/listing agent.
  • Closing.
  • Closing costs.
  • Days on market (DOM)
  • Due diligence.
  • Escrow holder.
  • Homeowner's association (HOA)
16 Oct 2019

How can I promote my home listing? ›

How to Market Your Home for Sale: 10 Tips To Get More Buyers
  1. Get your listing on the MLS. ...
  2. Promote your listing on mobile-friendly sites. ...
  3. Put up a sign. ...
  4. Share on social media. ...
  5. Price to excite. ...
  6. Be available for showings. ...
  7. Make sure you have stellar listing photos. ...
  8. Stage your space.
18 Aug 2022

How do I make my air B and B stand out? ›

10 Ways to Make Your Airbnb Listing Stand Out
  1. Invest in High-Quality Photos. ...
  2. Be Accurate in Your Listing Description. ...
  3. Frequently Update Your Listing. ...
  4. Create a Superior Airbnb Host Profile. ...
  5. Respond Promptly. ...
  6. Family-Friendly Additions. ...
  7. Provide a Welcome Gift. ...
  8. Local Guide.

How do you win a listing presentation? ›

Come prepared.
  1. Ask questions. Sellers want to feel heard by you. ...
  2. Let them ask questions. ...
  3. Bring the value from the get-go. ...
  4. Be informative, not aggressive. ...
  5. Illustrate your qualifications. ...
  6. Prepare for objections. ...
  7. Give them a process overview. ...
  8. Give them an overview of your business.
18 Jul 2019

How do you describe property? ›

Property descriptions should include descriptive words, painting a picture of the property, neighborhood, and location, as well as the property's features, like the kitchen, living room, and bathroom.

What should a real estate listing presentation include? ›

Here are the 11 steps to a successful real estate listing presentation that will help you win more sales clients:
  1. Begin With a Short Overview. ...
  2. Present Local Market Data. ...
  3. Explain the Sales Process. ...
  4. Prepare Home to Sell. ...
  5. Outline Your Pricing Strategy. ...
  6. Walk Through Your Marketing Strategy. ...
  7. Advertise on All Major Platforms.
4 Nov 2021

How do you start a real estate description? ›

Property descriptions start with an opening statement followed by a paragraph or two about the home that's up for sale. All copy should be terse, highlighting the home's features and their benefits. For example, a pool is a feature. Entertaining friends, exercising or cooling off on a hot summer day are benefits.

How do you write a good MLS description? ›

Focus on the Headline

Focus on two things in your real estate property description: location and something unique about the house. If you're having a hard time getting started, look at other MLS descriptions in the neighborhood to get some inspiration for creative real estate listing descriptions examples.

How do you create social media content for real estate? ›

Real Estate Social Media Marketing
  1. Promote the town, not just the house.
  2. Be yourself.
  3. Educate your buyers.
  4. Chat with your followers.
  5. Respond to comments, good and bad.
  6. Avoid simply shouting about your home listings.
  7. Don't forget video.
  8. Never assume you're only connecting with first-time buyers.
13 Sept 2021

What should you not say when selling a house? ›

Sellers should never discuss things like price, why they are selling, problems with the home, other offers, or closing with buyers. Anything said to a buyer's agent should be considered said to the buyer and may be used during negotiations.

How do you describe a beautiful home? ›

Houses are built according to the budget, that's why some houses are so luxurious, capacious, ravishing and alluring while some are simple, elegant and beautiful.
...
Words to Describe the House of Your Dreams.
BeautifulLuxuriousDream house
GiganticGrandAncient
LovelyAttractiveEnchanting
HeavenlyCaptivatingBeguiling
12 more rows

How would you describe a beautiful house for sale? ›

Need Help Writing a House Listing? 15 Best Words to Describe a House for Sale
  • Luxurious. The word luxurious signals that a home's finishes and amenities are high end. ...
  • Captivating. Unlike the word "nice," "captivating" provides a richer, more enticing description for buyers. ...
  • Impeccable. ...
  • Stainless. ...
  • Basketball. ...
  • Landscaped.
23 Jan 2020

What are a few words that describe your home? ›

You can use the following adjectives to describe your home:
  • Big.
  • Beautiful.
  • Comfortable.
  • Cosy.
  • Huge.
  • Small.
  • Homely.
17 Nov 2016

What are the general influencers of real property value? ›

Which four characteristics are required to establish value in real estate? Demand, utility, scarcity, transferability or "D-U-S-T" or desire,utility, scarcity, and effective purchasing power.

What does ETA mean in real estate? ›

Form ETA, Extension of Time Addendum - Realty Supply Center.

What is real estate in simple words? ›

Real estate is property in the form of land and buildings, rather than personal possessions.

What is another name for realtor? ›

What is another word for realtor?
estate agentreal estate agent
house agentproperty agent

What is another name for real property? ›

mortmain dead hand land estate landed estate demesne realty real estate immovable real prope...

How do you list a property? ›

List the property
  1. Sign in.
  2. Find and open the property page by searching the address.
  3. Click 'MORE', then 'Post for sale by agent for free'
  4. Fill out the price.
  5. Supply photos.
  6. Give the property's details.
  7. 'Post for sale by agent'

How do you describe property? ›

Property descriptions should include descriptive words, painting a picture of the property, neighborhood, and location, as well as the property's features, like the kitchen, living room, and bathroom.

How do you describe a house in a story? ›

  • Choose your narrator or main character. ...
  • Choose the house and its inhabitants. ...
  • Identify the emotional angle on the house. ...
  • Write a quick scene/anecdote that illustrates that emotion. ...
  • Generalize about the people who live in the house (or spend time there). ...
  • Generalize how the people used the house.
15 Jul 2014

How do you describe commercial property? ›

The simplest way to define commercial real estate is a property that has the potential to generate profit through capital gain or rental income. Commercial property can be anything from an office building to a residential duplex, or even a restaurant or warehouse.

How do you attract customers to buy property? ›

But for some quick ideas, keep reading.
  1. Local sponsorships. ...
  2. Local content on your website. ...
  3. Build your Google Business Profile. ...
  4. Become a columnist in local magazines. ...
  5. Host free seminars for home buyers. ...
  6. Partner with local businesses. ...
  7. Create a newsletter. ...
  8. Start an email nurture campaign.
16 Apr 2015

What should you not fix when selling a house? ›

Fixing cosmetic damage

Sure, peeling paint, a weathered back door and scuffed floors may make things look a little run-down, but if you are looking to save some cash on repairs and renovations, you'll rather want the money to be put to good use.

How can I sell my house quickly? ›

If you need to sell quickly, consider dropping the asking price to about 90% of the market value. It's a more cost-effective way than simply waiting to sell at the original asking price or using a quick house sale company, which pay on average 75% of market value.

What are the three most important words in real estate? ›

There is an old adage, that the three most important words in real estate are 'Location, Location, Location'.

How do I write a property description template? ›

Property descriptions start with an opening statement followed by a paragraph or two about the home that's up for sale. All copy should be terse, highlighting the home's features and their benefits. For example, a pool is a feature. Entertaining friends, exercising or cooling off on a hot summer day are benefits.

How do you describe a house example? ›

Example: "My home is located in Bandra on Carter Road. I live in a magnificent row house, which flaunts a small yet dainty garden at the entrance to my home. As you enter you will see an elegant formal living room attached to which is our stylish and chic family dining room.

How do you describe a beautiful home? ›

Houses are built according to the budget, that's why some houses are so luxurious, capacious, ravishing and alluring while some are simple, elegant and beautiful.
...
Words to Describe the House of Your Dreams.
BeautifulLuxuriousDream house
GiganticGrandAncient
LovelyAttractiveEnchanting
HeavenlyCaptivatingBeguiling
12 more rows

How do you write a description? ›

7 Tips for Writing Descriptive Sentences
  1. Cut out obvious descriptions. ...
  2. Use surprising words. ...
  3. Remember sensory details. ...
  4. Make use of figurative language. ...
  5. Think about who is doing the describing. ...
  6. Be wary of over-description. ...
  7. Read good examples of descriptive writing.
19 Aug 2021

What words go with real estate? ›

General real estate terms
  • As-is.
  • Buyer's agent/listing agent.
  • Closing.
  • Closing costs.
  • Days on market (DOM)
  • Due diligence.
  • Escrow holder.
  • Homeowner's association (HOA)
16 Oct 2019

Videos

1. How to Write a Real Estate Listing Description that Sells
(College of Real Estate)
2. Tips for Writing Better Real Estate Listing Descriptions
(The MLS Writer)
3. Real Estate Listing Descriptions | Listing Descriptions That Sell - Sarah Layton
(Sarah Layton 💗Wildly Creative Women TV)
4. How To Write Compelling Listing Descriptions For Real Estate Agents
(Cindy Bishop)
5. Writing Powerful Listing Descriptions | 6/8/20
(KWAN Training)
6. Hire a Real Estate Copywriter for Writing Your Listing Descriptions | The MLS Writer
(The MLS Writer)

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