Get it Write: How to create the perfect listing description
Whether it’s a single-family home that completely neglects to mention what’s on the second floor or a land listing that mentions nothing of the property and only talks about the nearby community, we’ve all seen listings that you wonder what the agent was thinking. Real estate agents tend to be excellent talkers and networking champs which makes them great salespeople in face to face interactions, but with so much of life moving into the digital realm, is it possible translate your natural charisma into your online listings? Here’s an easy formula to write a winning listing description.
Use the Right Words
Many sites like Zillow can be searched by keyword meaning that if a home has a pool, loft, Jack-and-Jill bathroom, or any other special feature and you don’t have it called out in your listing description, you’re missing an opportunity to be found! Having pictures of these features will definitely help boost interest once someone is actually viewing your listing, but the keywords is how you get them there.
As important as it is to have keywords, it’s important to keep in mind what the right keywords are. Is it a wardrobe or a closet? A butler’s pantry or a larder? One of the biggest ways this can trip up even the most experienced agents is when brands become almost synonymous with their product ie. a Jacuzzi® is a type of jetted bath or hot tub.
Focus on Reality
Sure, there might be potential for a shed or you could add in some fruit trees or any number of a million other possibilities, but a listing description should focus on what is there currently (or is planned, in development properties), not what could be. If the yard isn’t landscaped or the basement is unfinished, you can mention that it’s got “tons of potential” but throwing out ideas is essentially wasting your (text) breath.
Cut the Fluff
While text that promotes imagery is evocative and interesting when reading fiction, your listing descriptions should be based in fact. By focusing on the “crystal clear turquoise waters lapping at the shore just feet from the expansive deck while you watch the blazing sunset” you’ve used up valuable character space (and attention) that could have been used to differentiate this property from the three next to it that offer the exact same features.
Less is More
Please use all the text you need to talk about the features and amenities a property has but don’t use any more than that. Attention spans are short and good pictures will have more impact than any description ever will. After you write your description, reread and edit it. If you’ve already said the home is built for entertaining you don’t need to reiterate that the deck is perfect for entertaining guest.
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[…] Make sure your listing is reflective of the property and it’s uses — especially if there are many other competing listings in the area. Describing sunsets is great, but people are going to be interested in your listing versus it’s neighbor based on the features not the view because it’s essentially the same. Likewise, if a property looks and feels one way (like a residential property), but acts like another (zoned for short term rentals in a high traffic area) it’s important to bridge that gap with the listing description. […]
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