In the world of real estate, first impressions go a long way. When potential buyers begin their property search online, the listings with the most enticing and detailed descriptions are the ones that will grab their attention and draw them in. 

As a real estate agent, how you compose property descriptions is crucial for successfully marketing your listings and attracting qualified buyers.

The proper description highlights a home’s unique attributes and ability to fulfill a buyer’s lifestyle needs. However, vague, lackluster language can cause even the best properties to be overlooked. 

To write compelling listings that sell, agents must take the time to include precise details, lifestyle benefits, photographic media, and subjective impressions to bring the property to life.

In this blog post, we’ll explore some critical tips for real estate agents to make property descriptions shine. Mastering these techniques will help you create more intriguing listing content, keep buyers engaged, and drive more site traffic and leads.

Let’s jump straight in!

Use Precise, Detailed Language

One of the biggest things agents need to correct is using generic, wishy-washy language in their property descriptions. 

Phrases like “must see,” “charming,” and “move-in ready” are overused and tell the buyer very little about the actual attributes of the home.

Instead, pack your descriptions with concrete details and data. Include the square footage, number of bedrooms/bathrooms, building age, lot size, etc. Mentioning detailed specifics gives buyers a clearer sense of the property’s space and layout.

Don’t just say the kitchen is “updated” – specify the year it was remodeled and amenities like granite counters, stainless appliances, tile backsplash, and breakfast bar. 

Also, identify unique characteristics like hardwood floors, high ceilings, an enormous backyard deck, a big walk-in closet in the master suite, etc.

The more descriptive details you provide, the easier buyers can picture themselves living in the property.

 

Focus on Benefits and Lifestyle

Rather than just focusing on the physical facts, bring the listing to life by spotlighting the lifestyle and emotional benefits offered by the home. 

Will the property provide a tranquil retreat from the hustle and bustle of the city? Does it offer easy access to parks for the outdoor enthusiast? Is it conveniently located near schools and shopping for young families?

Emphasize how the home’s amenities satisfy buyers’ needs and desires. Talk up the gourmet kitchen for the inner chef, the sprawling yard for gardeners, and the cozy fireplace for relaxing evenings. Ideally, help buyers envision hosting dinner parties, watching sunsets on the deck, and unwinding in the spa-like bathtub.

Paint a vivid picture of the property’s potential, showcasing it not just as a building but as the perfect place to live, work and play.

Include Both Objective and Subjective Details

The most effective listings incorporate a balance of objective facts and subjective details. 

Objective facts provide the concrete details and data buyers need to evaluate a property. Some of the critical information to mention include things like:

• Square footage
• Number of bedrooms and bathrooms
• Age of home/year built
• Lot size
• Number of stories
• Parking/garage information
• Property taxes
• School district
• HOA fees
• Special assessments

These objective facts give buyers the hard numbers and details to assess if the home initially matches their needs and budget. However, real estate descriptions shouldn’t just be reciting facts and figures.

Subjective details bring the property to life more vividly and sensually. You can use descriptive language to convey the home’s style, aesthetics, flow, and personality. This includes details like:

• Architectural style – ranch, colonial, Mediterranean, Contemporary
• Decor and finishes – rustic, modern, coastal, traditional
• Include adjectives to describe features – airy open floor plan, cheery kitchen, sprawling back deck
• Sensory details – abundant natural light, vaulted ceilings, cozy fireplace
• Impressions of the property’s atmosphere – tranquil retreat, sophisticated oasis, family-friendly

Real estate agents must go beyond facts and figures to craft compelling narratives. You should focus on helping buyers to envision living in a home. That means focusing on sparking emotional connections and exciting buyers about properties in a way static facts simply cannot. The best approach for achieving this is through subjective descriptions.

Ideally, subjective descriptors create a mental image for buyers and help them imagine what it would be like to live in the home. Use proper adjectives to appeal to buyers’ emotions and lifestyle aspirations.

The most compelling listings blend objective facts seamlessly with subjective impressions. For example, for a kitchen, you could note the factual details:

• Remodeled in 2018
• Stainless steel appliances
• Granite countertops
• Breakfast bar

And then include the subjective descriptors to create a lasting impression.

• Bright, airy chef’s kitchen with modern updates
• Gleaming granite countertops and high-end stainless appliances
• A spacious breakfast bar is great for casual meals

Using objective and subjective details together provides the facts buyers need while also painting an enticing picture of the property that sparks excitement and interest. The right balance helps buyers logically evaluate a home while also helping them connect emotionally.

Use Short, Scannable Sentences

Online readers tend to skim rather than absorb big blocks of text. To enhance scannability, craft short, uncomplicated sentences that make details pop. Avoid rambling on in never-ending paragraphs.

Points will stand out more distinctly when broken up into short snippets. For example:

• 9 inches ceilings on the main and upper levels
• Separate shower and oversized soaking tub in master bath
• Plantation shutters throughout
• Wood-burning fireplace in living room

Brief bursts of crucial information are far easier to scan than lengthy run-on descriptions. Use crisp, tight writing to highlight selling points.

Provide Photos and Videos

Even the most articulate descriptions are no substitute for visually showing a home’s allure. Ensure your listings are accompanied by a robust photo gallery capturing different rooms from multiple angles. Include exterior shots of all sides of the property.

 

Here are a few key reasons why real estate agents should ensure each listing has a photo gallery:

• Photos bring properties to life. Even the best descriptions can’t fully substitute for high-quality photos that give buyers a detailed visual tour of the home.
• They showcase the full scope of the home. A robust gallery shows off different rooms, architectural details, outdoor spaces, and amenities from multiple angles. This provides a comprehensive perspective.
• They depict a real-life view. Unlike just a few static staging shots, a deep collection of photos better captures how spaces flow together and the real-life feel.
• They focus on particular features. An abundant gallery allows for close-up shots of high-end finishes, custom decor, or unique additions like a chef’s kitchen or master spa bath. This highlights desirability.
• They reveal size and dimensions. Wide shots of each room better convey the accurate scale and dimensions of spaces than limited angles. This helps buyers evaluate fit.
• They supply visual information. Details like neighborhood appeal, proximity to amenities, community features, and layout nuances can be conveyed more readily through photos.
• They may compensate for limited access. For properties that are difficult to tour frequently, plentiful photos give buyers a sense of the home while they await in-person viewing.
• They make buyers feel informed. A home presented with sparse photos appears like it has something to hide. Ample photos signal transparency and instill confidence in buyers.
• They keep buyers engaged. Flip through a big, diverse gallery allows buyers to explore the property in an interactive, dynamic way that static descriptions cannot replicate.

Photographs make listings vastly more enticing. A gallery with variety, details, and multiple vantage points brings a property to life for buyers in a way that words alone often cannot.

In addition, videos can provide an even deeper perspective, allowing buyers to tour the home virtually from their screens. Capture clips walking through each room, opening cabinets and closets, focusing on unique attributes that may not translate in still shots alone. This brings incredible value to modern buyers.

Conclusion

In today’s digital real estate industry, where buyers shop for properties online, a listing’s description marks the difference between garnering attention and being passed over. 

As we covered, real estate agents must move beyond vague, generic descriptions toward crafting compelling narratives of each home. 

By incorporating precise facts, lifestyle advantages, visual media, and artful phrasing, your listings will capture buyer interest and drive more clicks and showings. 

Remember these tips to take your property descriptions from drab to dramatic. With more enticing and informative listings, you’ll be more empowered to connect the ideal buyers to their perfect properties and grow your real estate business.