I’ll never forget the first time I saw a truly bad property description. It was early in my career, and I was previewing listings for a buyer. One description read:
"Nice house in a good area. Has a yard. Must see!"
That was it. No details, no storytelling, no effort to capture the home’s real value. Unsurprisingly, that listing sat on the market for months, while similar homes were selling fast. The price eventually dropped, and the seller lost money—all because of a lazy property description.
On the flip side, I’ve seen average homes get flooded with showings just because the listing description made buyers feel something. Instead of “4-bed, 2-bath home with a yard,” it described a sunlit kitchen perfect for morning coffee, a backyard ready for summer barbecues, and a cozy fireplace for winter nights. Same house—completely different impact.
Here’s the truth: Your property descriptions aren’t just words—they’re sales tools. Done right, they don’t just list features; they create desire, spark emotion, and get buyers to take action.
The Key Elements of a High-Impact Property Description
Writing a property description that sells isn’t about throwing together a list of features—it’s about crafting a compelling story that makes buyers picture themselves living in the home. Over the years, I’ve found that the best descriptions follow a simple formula: Hook + Highlights + Call to Action.
1. Start with a Strong Hook
The first sentence of your property description is the most important. If you don’t grab attention right away, buyers will scroll past your listing. Instead of writing a generic opener like “Beautiful 3-bedroom home in a great neighborhood,” try something that immediately sets the scene.
Example:
Instead of: “Spacious 4-bedroom home with a large yard.”
Try: “Step into this sun-drenched 4-bedroom retreat, where modern elegance meets ultimate comfort.”
A great hook creates curiosity and emotion, making buyers want to keep reading.
2. Highlight the Best Features (But Make It Flow)
Once you have their attention, don’t just list features—showcase benefits. A buyer doesn’t care that the kitchen has quartz countertops; they care that it’s perfect for hosting dinner parties. They don’t just want a “large backyard”; they want a private outdoor oasis where their kids can play.
Here’s a simple structure to follow:
Feature | Basic Description | Selling Description |
Kitchen | Updated with new appliances | “Whip up gourmet meals in the chef’s kitchen, featuring sleek quartz countertops and top-of-the-line stainless steel appliances.” |
Living Room | Spacious with natural light | “Bask in the natural light pouring through floor-to-ceiling windows, highlighting the warm hardwood floors.” |
Backyard | Large with a patio | “Host unforgettable summer barbecues on the expansive patio, surrounded by lush landscaping for ultimate privacy.” |
Example:
Instead of: “This home has a fireplace, hardwood floors, and a finished basement.”
Try: “Imagine cozying up by the crackling fireplace on a winter evening, or entertaining guests in the spacious finished basement, perfect for movie nights and game days.”
3. End with a Strong Call to Action
Your description should always finish by prompting the buyer to take the next step. A simple “Call today to schedule a showing!” is fine, but a stronger call to action can create urgency and excitement.
Example:
Instead of: “Contact us for more details.”
Try: “This stunning home won’t last long—schedule your private showing today before it’s gone!”
4. Bringing It All Together: A Before-and-After Example
Let’s take a real-world example and transform a dull property description into one that sells.
Before (Weak Description):
“Nice 3-bedroom, 2-bathroom home in a great location. Has a large yard and updated kitchen. Must see!”
After (Strong, Selling Description):
“Welcome home to this beautifully updated 3-bedroom, 2-bath retreat in the heart of [City Name]. Step inside to find a sunlit living room with gleaming hardwood floors and a cozy fireplace—perfect for relaxing after a long day. The chef’s kitchen boasts sleek quartz countertops, stainless steel appliances, and a spacious island ideal for entertaining. Outside, a private backyard oasis awaits, complete with a covered patio for year-round enjoyment. With top-rated schools, charming local shops, and easy access to downtown, this home truly has it all. Don’t miss your chance—schedule a private tour today!”
Common Mistakes to Avoid in Property Descriptions
Even experienced agents make mistakes when writing property descriptions. The wrong wording can turn off buyers, make a home seem less desirable, or even lead to legal trouble. Here are some of the most common pitfalls—and how to avoid them.
Using Generic or Overused Phrases
Buyers have seen phrases like “charming home,” “must-see property,” and “priced to sell” too many times. These clichés don’t add value—they just make your listing blend in with the rest.
Instead, be specific. What makes the home charming? Why is it a must-see? Describe unique features in a way that helps buyers visualize themselves living there.
Example:
Instead of: “Charming home with lots of potential.”
Try: “This mid-century gem boasts original hardwood floors, a wood-burning fireplace, and a sun-drenched breakfast nook.”
Listing Features Without Context
A list of features without explanation doesn’t engage buyers. Simply stating that a home has “3 bedrooms, 2 baths, and a finished basement” does not create an emotional connection.
Instead, link features to benefits. Explain how each feature enhances the buyer’s lifestyle.
Example:
Instead of: “Spacious backyard with a deck.”
Try: “The expansive backyard features a newly built deck, perfect for hosting summer barbecues or enjoying a quiet morning coffee.”
Overhyping or Misleading Buyers
It is tempting to use words like “luxurious” or “completely remodeled,” but if the home does not live up to the description, buyers will feel misled. Disappointed buyers do not make offers.
Stick to accurate, appealing language. If the kitchen has new countertops but the cabinets are original, say so. Transparency builds trust.
Example:
Instead of: “Brand-new kitchen with high-end finishes!” (if only the countertops were updated)
Try: “The kitchen boasts sleek new quartz countertops and a spacious layout, ready for your personal touch.”
Ignoring SEO Best Practices
Most buyers start their home search online, so using the right keywords in your property description can help your listing get found. Avoid keyword stuffing, but naturally incorporate terms buyers search for, such as:
- Move-in ready home in [neighborhood]
- Updated kitchen with quartz countertops
- Spacious backyard with private patio
Think about what buyers type into search engines and make sure your listing includes relevant phrases in a natural way.
Checklist: How to Write a Property Description That Sells
Use this checklist to ensure your property descriptions are compelling, engaging, and optimized for search.
Craft an Attention-Grabbing Opening
Do This | Avoid This |
Start with a strong hook that highlights a unique feature or lifestyle benefit. | Generic phrases like “must-see home” or “great location.” |
Use descriptive language to create an emotional connection. | Boring, vague statements that do not engage buyers. |
Example:
Weak Opening | Stronger Opening |
“Beautiful home in a great neighborhood.” | “Nestled on a quiet tree-lined street, this charming home offers modern comfort with timeless character.” |
Highlight the Home’s Best Features
Do This | Avoid This |
Showcase standout features (e.g., open floor plan, updated kitchen, spacious backyard). | Listing features without explaining their benefits. |
Use sensory language to help buyers picture themselves in the home. | Dry, factual descriptions that lack emotion. |
Example:
Basic Feature Listing | Engaging Description |
“Hardwood floors and a fireplace.” | “Warm hardwood floors lead to a cozy, wood-burning fireplace—ideal for relaxing on crisp evenings.” |
Use Clear and Concise Language
Do This | Avoid This |
Keep sentences short, engaging, and easy to read. | Long, wordy descriptions that lose the reader’s attention. |
Break up long paragraphs to improve readability. | Overloading descriptions with unnecessary adjectives and filler words. |
Example:
Wordy and Confusing | Clear and Concise |
“This home features a very large and spacious living room with plenty of natural light coming in through the oversized windows, creating a bright and airy atmosphere.” | “The sun-filled living room boasts oversized windows, flooding the space with natural light.” |
Incorporate SEO-Friendly Keywords
Do This | Avoid This |
Naturally include terms buyers search for (e.g., “updated kitchen,” “move-in ready,” “spacious backyard”). | Overloading the description with too many keywords (keyword stuffing). |
Use location-based keywords where applicable (e.g., “family-friendly neighborhood in [City]”). | Ignoring SEO and missing out on search traffic. |
Avoid Common Listing Description Mistakes
Do This | Avoid This |
Be truthful and transparent about the home’s condition. | Exaggerating or misleading buyers. |
Use precise, valuable descriptions that add depth. | Generic statements that do not provide real selling points. |
Write professionally, avoiding all caps and excessive punctuation. | “DON’T MISS THIS ONE!!!” |
Example:
Misleading or Generic | Accurate and Engaging |
“Completely remodeled kitchen!” (if only the countertops were updated) | “The kitchen features brand-new quartz countertops and stainless steel appliances.” |
End with a Strong Call to Action
Do This | Avoid This |
Encourage buyers to schedule a showing or reach out for details. | Leaving the reader without a clear next step. |
Create urgency without sounding pushy. | Over-the-top language that feels salesy. |
Keep it short and clear. | Generic or weak calls to action. |
Example:
Weak Call to Action | Strong Call to Action |
“Call now before it’s too late!” | “Don’t miss out—schedule a private showing today!” |
Template: High-Impact Property Description
Section | Description |
Opening Hook | Start with a strong, engaging sentence that highlights a key feature or lifestyle benefit. |
Main Features | Describe the home’s standout features with sensory language and buyer-focused benefits. |
Neighborhood/Location Highlights | Include details about nearby schools, parks, restaurants, or other selling points. |
Call to Action | End with a clear, compelling prompt for buyers to take action. |
Example:
“Welcome home to this beautifully updated 4-bedroom, 3-bath retreat in the heart of [City]. Step inside to find a sunlit living room with soaring ceilings and gleaming hardwood floors. The chef’s kitchen boasts sleek quartz countertops, custom cabinetry, and a spacious island—perfect for entertaining. Unwind in the luxurious primary suite, complete with a spa-like ensuite and private balcony. Outside, a lush backyard oasis awaits, featuring a covered patio and landscaped garden. Located just minutes from top-rated schools, charming cafes, and local parks, this home offers the best of [Neighborhood]. Schedule your private tour today—this one won’t last!”
Final Thoughts: Turning Listings Into Sales
A well-crafted property description is one of the most powerful marketing tools an agent can use. By following this framework—starting with a strong hook, showcasing key features, avoiding common mistakes, and ending with a compelling call to action—you can make every listing more attractive, increase engagement, and drive more showings.
