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Pretty pictures alone don’t sell homes—it’s also those persuasive property descriptions that get buyers interested. But finding fresh, innovative ways to write about your listings isn’t always easy. Follow these seven secrets to make the most of your property descriptions and set your listings apart from the rest.
- Start with a compelling headline. The headline is what will encourage readers to either read on or move on, so spend time making it a good one. Think about magazine covers and how copywriters use various words and phrases to entice you to read the articles inside. The same holds true for your property description’s headline. You need to give readers a reason to want to know more, such as, “Five Special Features of this Colonial That Make It Ideal for Growing Families” or “This is the Home Your Dreams Deserve”.
- Use your space wisely. There typically isn’t a lot of room for descriptive text in real estate listings, so don’t be repetitive. For example, there’s no need to state that a home has four bedrooms and three bathrooms, since those facts are already listed in the property details section. Save the description area for captivating information that will bring interested buyers to your doorstep.
- Include the best descriptive words. Use terms that will get the reader’s attention and increase his or her desire in touring the home, such as “appealing”, “classic”, “distinctive”, “exquisite”, “gourmet”, and “impeccable”, to name a few.
- Don’t be afraid to flaunt amenities and drop names. If the home you’re listing has sought-after features, highlight them in your listing description. A gourmet kitchen, hardwood floors, and a security system, for example, are all appealing amenities worth emphasizing. And if brand name appliances come with the home, name dropping can be a good thing. This is also true for any well-known architects and interior designers who may have had a role in designing the residence.
- Be sure to mention upgrades. Improved homes are often attractive to buyers. New roofs and windows are especially appealing, but any significant improvements are worth mentioning. Buyers want to know that the home they’re considering has been well-maintained, and upgrades and improvements are evidence of that fact.
- Keep it positive. Say “understated” rather than “plain”, “cozy” instead of “small,”, and “charming” in place of “old”, for example. Replacing negative words with their more positive synonyms will draw more interest from readers.
- Paint a mental picture. Talk about living in the home and neighborhood, not just about the property itself. Help readers envision themselves residing there and loving it. Rather than simply saying the house has a deck in back, try, “A secluded deck is the perfect place to enjoy quiet mornings with your coffee and newspaper”. Don’t overdo it, but sprinkle in some imagery to help readers use their imaginations.
Writing an effective property description is one thing in the sales process over which you have total control, so why not make it the best it can be? If you have questions about selling or purchasing a property, we’re here to help. Please reach out to our friendly, knowledgeable professionals anytime.
About Certified Title Corporation: Since 1994, attorney-owned Certified Title Corporation has been furnishing residential and commercial real estate stakeholders across the nation with robust title insurance, settlement, and escrow services. Renowned for their industry-leading reliability and exemplary level of service and quality, the Maryland-based company helps clients from all walks of life achieve their asset goals. To learn more, call (888)486-5511 or visit https://www.certifiedtitlecorp.com/.