Are you a real estate agent looking to sell properties quickly? Well, one of the essential skills you need is the ability to write compelling real estate listing descriptions. These descriptions are the first impression potential buyers have of your properties, so it's crucial to make them stand out. In this article, we will explore effective techniques to craft engaging real estate listing descriptions that make buyers take action.
Stand Out with Unique Listing Descriptions
To catch the attention of buyers, it's important to avoid blending in with the crowd. Most property listings tend to be similar and mundane. To make your listing descriptions shine, you need to stand out. Let's start with the basic structure for all real estate ads:
- Headline
- Opening statement
- Narrative description of features
- Special promotion
- Call to action
Crafting Eye-Catching Headlines
Your headline is the first thing buyers see, so it needs to catch their attention instantly. To make your headline stand out, consider these tips:
- Keep it short and sweet, preferably under five to seven words.
- Use powerful and emotive words to evoke a response from readers.
- Try different drafts and iterate to find the most attention-grabbing headline.
Compelling Opening Statements
In your opening sentence, get straight to the point and let readers know what your real estate ad is all about. For example:
- "You'll love this stunning 3-story home located 2 blocks from McNally Elementary in downtown Preston."
- "Come see this pleasant Tudor home with an open kitchen plan and spectacular views of the Pacific Ocean."
These statements immediately answer the question, "What am I looking at?" and give readers a reason to continue reading.
Crafting a Narrative Description
In this section, you should list the property's primary features and provide an inspiring and compelling description. Consider including the number of bedrooms and bathrooms, square footage, lot size, location, extras (pool, garden, fireplace, etc.), recent renovations, and unique characteristics. Here are two examples to illustrate the difference:
Example #1: "Air conditioning unit, new furnace, all appliances included. Basement walks out to fenced backyard. Huge deck in the back. Lots of updates."
Example #2: "You will love this delightful 3-story Tudor with old-world charm and breathtaking views of Beaver Lake. This 4-bedroom, 3-bathroom home has a 2-car garage—giving you 1,800 sq. ft. of spacious elegance, natural oak floors throughout, and a modern gourmet kitchen. Imagine cuddling up to a cozy fireplace with a good book. Every night, drift off to sleep to the subtle sounds of the natural lake and forest, then wake up to a spectacular sunrise over the lake. All of this situated in a convenient, friendly neighborhood with outstanding schools, only twenty minutes from marvelous Beaver City."
By using descriptive language and painting a vivid picture, you can make your real estate listings more appealing to potential buyers.
Special Promotions to Drive Action
If you want to sell your listing quickly, consider offering special promotions that incentivize buyers. Here are a few examples:
- Offer a limited-time discount from the sales price.
- Cover 100% of the buyer's closing costs for a limited time.
- Provide seller financing as banks often have stringent requirements.
- Offer a lease purchase or rent-to-own option.
Feel free to get creative with your incentives to attract more potential buyers.
Encouraging Action with a Strong Call to Action
End your real estate listing descriptions with a clear and compelling call to action (CTA). Create a sense of urgency and motivate buyers to take action. Here are a couple of examples:
- "This house is only available to the first buyer who acts NOW. Call xxx - xxxx."
- "Why are you still reading this? CALL NOW!"
Remember, it's essential to be authentic and honest in your descriptions. Avoid hype or overselling, as people can see through exaggerated claims. Also, ensure you never lie in your real estate ads.
Now that you have these tips, you can start crafting inspiring real estate listing descriptions that capture buyers' attention and help you sell properties faster.
Written by Steven Rich. Steven Rich, MBA, has over three years of experience as a successful real estate agent. He was awarded the Top Condo Salesperson for two years by his real estate company. Steven has served as an Associate Editor for a real estate magazine and is the author of a 104-page e-book on How to Buy, Develop, Lease, and Sell Real Estate.