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6 Real Estate Listing Description Examples: Boost Your Sales!

CEO Khai Intela
Are you struggling to create captivating property listing descriptions? Look no further! While the sales price remains the top priority, a well-crafted description can make all the difference in attracting potential buyers. With the average...

Are you struggling to create captivating property listing descriptions? Look no further! While the sales price remains the top priority, a well-crafted description can make all the difference in attracting potential buyers. With the average buyer only considering 10 homes, your listing needs to stand out and make an impact. In this article, we will share some creative ideas, templates, and examples to help you compose compelling property descriptions that grab attention and drive sales.

Listing Description Template

The Headline: Grab Attention and Highlight the Best Features

While the MLS may not have a dedicated headline section, your other advertising platforms like Facebook boosts, Craigslist, or open house flyers will require a catchy headline. Keep it short and focus on the property's key features that you will elaborate on below.

Attention Grab with the Best Feature: Hook Them from the Start

To prevent potential buyers from clicking away, begin the description with an attention-grabbing statement about the property's standout feature. If it's a fixer-upper in a prime location, emphasize the location. If it's the only home in the neighborhood with a downstairs master, highlight that unique selling point!

Pitch the Area: Sell the Lifestyle

Instead of leaving the area details until the end of the description, promote the neighborhood and lifestyle early on. Buyers often decide on the area before selecting a specific house. Focus on selling the neighborhood's attractions and amenities rather than mentioning generic information like the city or neighborhood. Be cautious to avoid fair housing violations by not referring to specifics like "good" schools, "youthful" energy, or "family-friendly" unless relevant.

The Home's Story: Sell Benefits, Not Just Features

Now it's time to tell the story of the home. Take potential buyers on a journey through the house, walking them through each room in the same order as the accompanying photos. Instead of simply listing features, focus on the benefits they provide. Use specific details such as brand names and dates of upgrades whenever possible to showcase the property's appeal.

The Need to Know: Be Transparent and Share Key Information

Don't waste your buyers' or sellers' time by withholding important information until after they've toured the property. If the home is being sold "as-is," a short sale, or has any uncommon restrictions, share these details upfront. Transparent communication sets realistic expectations and ensures that only genuinely interested buyers inquire further.

Call to Action: Prompt Action and Make It Easy

Remember, a listing description is an advertisement, so include a clear call to action. Tell prospective buyers what you want them to do next. Consider ending with a simple and inviting prompt like: "Easy to show! Call your agent to schedule a showing today!"

Check out this Google Sheets template to save and edit a ready-to-use template.

Components of a Great Listing Description

Highlight the Unobvious: Showcase Unique Features

Some aspects of a property can't be adequately captured by a simple list of specifications. If your property has a true mother-in-law suite or unique design elements, be sure to highlight them. Also, mention the builder's name if it adds value or prestige to the property.

Use (Some) Keywords: Highlight Major Selling Points

Although you've already checked off certain features in the MLS listing, mention them again in the description. Some portals and MLSs search the description for keywords to classify properties. Highlight major selling points like pools, guest suites, or 3+ car garages, even if you've already selected those options in the listing.

Sell Benefits, Not Features: Appeal to Buyers' Desires

Avoid getting bogged down in technical specifications. Instead, focus on the benefits that the property offers. For example, instead of mentioning that the lot is half an acre, emphasize the ample space for outdoor activities or the potential to build a playground. Remember, you're selling a lifestyle, not just a house.

Narrate the Journey Through the Home: Tell a Story

When describing the property, imagine yourself as a buyer touring the house. Begin by mentioning the standout features that initially caught your attention. Next, provide high-level information such as the number of bedrooms. Then take your readers through the property, starting with the front and moving through the living room, kitchen, bedrooms, and backyard. Use complete sentences and craft a narrative that engages potential buyers.

Call to Action: Seal the Deal

Make sure to include a call to action at the end of your description. It can be as simple as mentioning any buyer incentives you're offering or providing a general prompt like, "Call your agent to schedule a showing today!" By explicitly stating the next step, you encourage potential buyers to take action.

Don't Overshare: Balance Transparency and Promotion

While it's essential to disclose any necessary information, avoid oversharing negative details that might deter buyers. Save any warts and caveats for the agent-to-agent remarks and seller's disclosures. Present your property in the best light possible, just like a first date. Strike a balance between being transparent and not overwhelming potential buyers with unnecessary information.

Get Specific: Highlight Noteworthy Details

Mention any specific items that make the property unique and desirable. For example, proximity to a park, a backyard kitchen, or a high-end dishwasher. Use numbers and names to create a sense of value and reliability. If possible, provide data sources to back up your claims, such as Google directions printouts or landscaping receipts.

Get Your Seller's Input: Tap Into Their Knowledge

The homeowner knows their property better than anyone else, so involve them in the description process. Ask them to share their top three favorite things about living in the house and incorporate their insights. It's also a good idea to have the seller review and approve the description, ensuring their satisfaction and accuracy.

Use Complete Sentences: Craft Clear and Engaging Descriptions

Avoid using phrases that aren't complete sentences. Instead of simply stating, "New roof in 2018," provide more information and create a more engaging description. For example, "The homeowners installed a new 30-year roof in 2018," adds more context and impact.

DON'T USE ALL CAPS!!! Respect the Reader.

Finally, avoid using all capital letters in your description. It can come across as unprofessional and off-putting. Stick to using sentence case and maintain a friendly and inviting tone throughout.

Awesome Listing Description Examples

To inspire your own listing descriptions, here are some examples from top agents who excel at selling properties:

DeLeon Team

DeLeon Team Listing Description Example

"A REWARDING ESCAPE PEACEFULLY SITUATED: Luxurious and upgraded, this 4 bedroom, 4.5 bathroom home of 5,281 sq. ft. (including poolhouse, per independent third-party measurement) rests on a lot of 1.23 acres (per county) on a peaceful cul-de-sac in the Lakeside neighborhood. Richly-appointed spaces include large gathering areas, a bright, professional-grade kitchen, spectacular dining room, two walk-out master suites, and a home theater. Contemporary amenities include solar PV and a Tesla EV charging station. The expansive backyard includes a sparkling pool and spa plus a comfortable poolhouse all in private, verdant surroundings. You'll appreciate the short drive to downtown Los Altos, Rancho Shopping Center, access to Interstate 280, and numerous parks and preserves."

The Serhant Team

Serhant Team Listing Description Example

"Boasting an array of sleek finishes and a thoughtful open-plan layout, this immaculate 1-bedroom, 1-bathroom condo is a paradigm of contemporary Brooklyn living. Features of this 531 sq. ft. home include wide plank engineered hardwood floors, huge Pella windows with western exposure, central heating and cooling, and a convenient washer/dryer hook-up. Beyond a functional entryway space, the home flows into a luminous, open-concept living, dining, and kitchen area. The galley-style kitchen is equipped with white quartz countertops, a white tile backsplash, Nolte cabinets, and a suite of high-end stainless steel appliances from Samsung and Fisher & Paykel. The bedroom, just off the living area, offers a large reach-in closet. The bathroom showcases ceramic tile flooring, textured walls, and chic Kohler and Delta fixtures. Located in the brand new boutique condominium building, The Hill, in Ocean Hill, this residence offers an elevator, bicycle room, private storage, and parking spaces. It is conveniently situated near restaurants, shops, grocery stores, parks, playgrounds, and multiple subway lines. Pets are welcome. *Disclosure: Taxes listed are subject to 421-A Tax Abatement approval. The complete offering terms are available from the sponsor. File No. CD18-0259."

Indy Home Pros Team

Indy Home Pros Team Listing Description Example

"This 3 Bedroom W/ 2 Full Bathroom Ranch Home Is Immaculate & Full Of Upgrades! Enjoy The Open Floor Plan W/ Vaulted 15ft Ceilings & Large Windows Throughout. The Beautiful Kitchen Is The Heart Of The Home, Complete With A Large Customized Granite Island & Stainless Steel Appliances. Updated Lighting Throughout The Entire Home. Fully Updated Guest Bathroom And Laundry Room. This Floorplan Includes A 2' Extension On Every Side, Increasing The Square Footage. The Large Master Bedroom Features A Large Garden Tub, Double Sinks & Huge Walk-In Closet. Enjoy The Fully Fenced Backyard, Perfect For Kids & Pets. The 2.5 Car Extended Garage Allows Room For Extra Storage Or A Work Area."

Please note that the last listing description example is not ideal to model word-for-word.

Examples of Exciting Listing Descriptions for Boring Houses

Every house has something unique to offer, even those that might seem nondescript. Here are some examples of compelling descriptions for otherwise ordinary houses:

Kathy Murray

"Stunning large late 80’s contemporary home with soaring ceilings and windows, split levels, great floor plan including open dining and living room. Located in the beautiful hilly and treed, desirable Windmill Hill section of Desoto, you are conveniently located to shops, dining, and just 20 minutes from downtown Dallas. This 3-bedroom, 3.1-bath home is large and accommodating, perfect for entertaining with two living areas, an office, wet bar, and a master suite located on the first floor. The house has great structure and bones, waiting for new owners to bring their decorating ideas. Don't miss this wonderful opportunity!"

Kacey Wells

"Excellent little home superbly located right off Old Fredericksburg Road! The original owner is selling this home that backs up to a GREEN BELT. With 3 bedrooms, 2 baths, and a covered back patio, this home also features a water softener, refrigerator, clothes washer, and clothes dryer! The roof was replaced in 2019, the garage floor was professionally epoxied in the same year, the exterior received new paint, and there has NEVER been a fire in the wood-burning fireplace! A great opportunity for comfortable and convenient living."

Kyle Eastland

"Perfectly set on a tree-shaded lot, this North Waco beauty feels like home the minute you pull up. The living room is warm and inviting, centered by a wood-burning fireplace and built-in shelving. A spacious breakfast area looks out to the backyard and flows into the kitchen, which features a breakfast bar, double oven, and built-in cooktop. The master bedroom offers ample storage, including a separate walk-in closet and additional dual closets. An updated vanity with granite counters and a beautiful tile and glass shower remodel make the master suite a true owner's retreat. Enjoy your morning coffee or relax in the evening on the back patio. Create lasting memories in this charming home!"

Conclusion

Impress both potential buyers and sellers with your exceptional real estate marketing skills. Crafting a thorough, exciting, and accurate listing description will set you up for success as a real estate agent. Remember to follow the given guidelines, use conversational language, and prioritize the unique aspects that make each property special. With these examples and insights, you'll be well-equipped to create captivating listing descriptions that drive sales and exceed expectations.

Updated on December 27, 2021; Originally published on August 22, 2019

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