If you’re like most agents, you know that your listing description – along with professional photos – can make a huge difference in the way prospective buyers see your clients’ homes. But when it comes to putting a description in the MLS, how do you even begin? This guide explains how to write an irresistible listing description for properties at various price points so you can encourage people to click through and request showings of your clients’ homes.
How to Write an Irresistible Listing Description
When you’re writing a listing description for a client’s property, the first thing to do is ask yourself about your intended audience – and typically, the type of property determines the audience. If you’re selling a duplex as a fixer-upper, for example, your audience may be investors who just want to cut to the chase; they’re not interested in reading about the appliances in the kitchen, but they are interested in whether it has a new roof, the type of flooring it has and the size of each unit. On the flip side, luxury buyers generally want to read all about a home’s amenities, how it’s perfect it is for entertaining guests, and whether it’s outfitted with the latest-and-greatest in smart home tech.
With that in mind, here are five things to remember when you sit down to write a listing description:
- Keep it short
- Write a great headline
- Put the best info at the top
- Provide details using compelling words
- Include a call to action
Here’s a closer look at each.
Tip #1 for Writing Irresistible Listing Descriptions: Keep it Short
The MLS has a character limit, but that’s not the only reason to keep your listing descriptions short. Online readers have short attention spans, so first, they’ll look at the photos. Then, if they find the photos appealing, they’ll read the description – but you don’t have long to keep their attention. Most people only spend a few seconds scanning listing descriptions.
Tip #2 for Writing Irresistible Listing Descriptions: Write a Great Headline
Grab people’s attention with a great headline that sums up the house. Think of Amazon reviews; Amazon requires people to include a headline with their review that summarizes and justifies the accompanying star rating. Your client’s home is five stars for someone out there, so explain what makes it that way. Try headlines like these:
- “12 South condo with breathtaking skyline views”
- “Elevated living in a Belle Meade luxury home outfitted with smart home tech”
- “Fabulous 5-bedroom in one of Brentwood’s most popular neighborhoods”
Pro Tip: Sometimes it’s helpful to write the description before coming up with a headline. That way, you’ve already scoured through the home’s best features – and coming up with an attention-grabbing headline may be easier.
Tip #3 for Writing Irresistible Listing Descriptions: Put the Best Info at the Top
Because you only have a few seconds to capture readers’ attention, put the best – and most compelling – information at the top of the listing description. This goes back to knowing your audience; the selling points that appeal most to them belong in your first sentence or two, whether you’re writing for real estate investors, first-time buyers, luxury buyers or commercial buyers. For a luxury home in a hot neighborhood, for example, you may want to lead off with something like “Entertain like a celebrity in this 8-bedroom, 12-bath smart home. Take a dip in the Olympic-sized swimming pool, cook for two or twenty in the state-of-the-art kitchen, and relax across nearly 6,500 square feet of luxurious space.”
Tip #4 for Writing Irresistible Listing Descriptions: Provide Details Using Compelling Words
Though you want to avoid extra language, descriptive words are essential parts of a good listing description. You can spice up yours with words like:
- Manicured lawn
Tip #5 for Writing Irresistible Listing Descriptions: Include a Call to Action
You can create a slight sense of urgency and offer special promotions in your call to action, which is really just a nudge for readers to get in touch with you or their agent about the home. You only have so many characters to express the home’s best points, so try phrases like:
- “Don’t miss out on this energy-efficient home – schedule your private tour today!”
- “This Belle Meade home won’t be on the market for long. Call now to set up a tour.”
- “Homes are selling fast in The Governors Club, so catch this one before it’s gone.”
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