A Complete Guide to Writing Property Descriptions That Sell

Strong property descriptions do more than fill space between photos—they set the scene, filter for the right audience, and turn casual browsing into showings, inquiries, and bookings. We’ve seen it firsthand: two agents listed the same home at the same price with the same photos; the first sat for two years, the second rewrote the listing copy and sparked eight offers in four days. Same house, different words. In this guide, we’ll show you how to craft real estate listing descriptions that consistently convert—clear, compliant, and packed with value.

Before You Write: Set a Winning Strategy

• Define the audience by desire, not demographics. Think use cases: loves to entertain, craves quiet, wants low-maintenance living, needs a home office, values walkable amenities. This keeps you Fair Housing safe and laser-focused on benefits.
• Gather facts that buyers compare. Beds/baths, interior and lot square footage, parking, HOA/fees, taxes, systems ages (roof/HVAC/plumbing/electrical), notable brands (Sub‑Zero, Wolf, Miele), energy certifications (LEED, ENERGY STAR), views, zoning, rental history, proximity to transit/parks/shops/schools.
• Interview the seller for unique benefits. We always ask: What will you miss most? Where do you spend the most time—and why? Favorite memory here? Which nearby spots elevate daily life (coffee, trails, dog parks, transit)? What improvements did you make (include dates/brands)? These answers unlock authentic lifestyle copy.
• Note platform constraints. Many MLS/IDX feeds cap you around 150–250 words. Vacation rental OTAs (Airbnb/VRBO/Booking.com) allow longer—but draft for mobile and scanners.
• Align voice and compliance. Keep tone consistent across portals and social. Describe the property and lifestyle—not people or protected classes.
• Learn the right vocabulary. For an entertainer’s layout, use indoor–outdoor flow, 10‑ft island, bar seating. For outdoorsy buyers, mention trailheads, gear storage, mud room, EV charging.

The Anatomy of a High‑Converting Listing Description

1) Write a headline that stops the scroll

• Keep it under ~10 words and lead with your strongest hook: view, location, signature feature, or investment angle.
• We draft 5–7 options, then pick the punchiest and A/B test on digital channels when possible.

Headline formulas to try:

• Sunset Bay Views in a Full‑Floor Penthouse
• Restored 1908 Craftsman with Modern Systems
• Walk‑to‑Metro Loft with 14‑Foot Ceilings
• Turnkey Triplex: 6.2% Pro‑Forma Cap
• Private, Tree‑Top Oasis with Panoramic Cityscape

2) Open with a 50–60‑word scene setter

• Expand on the headline without repeating it; paint a quick lifestyle picture in present tense.
• Front‑load 1–2 major upgrades with dates (Roof 2021, dual‑zone HVAC 2023) for peace of mind. The first 60 words carry the most weight on MLS and mobile.

3) Build a narrative that informs and excites

• Tell the story room by room or experience by experience. Lead with hero spaces (chef’s kitchen, great room, outdoor living), then secondary spaces (suites, office/flex, storage).
• Translate features into benefits. Don’t just say “chef’s kitchen.” Say “quartz‑topped, 10‑ft island with seating for five, a 36” range, walk‑in pantry—everyday cooking and weekend hosting made easy.”
• Weave in the setting. Walkability, commute routes, parks, dining, waterfront access—all help buyers connect dots.
• Include crucial facts succinctly. Beds/baths, square footage, lot size, parking/EV charger, notable finishes/brands, remodel years/permits, HOA amenities/fees, and practical proximity.
• Be transparent. If the septic is older or foundation work is needed, say so. You’ll save time and build trust.

4) Close with a clear call to action (CTA)

• Guide the next step: Schedule a private tour, request financials, check live availability, or book now/pay later (if true).
• Time‑bound cues can help when accurate: showings begin Friday; limited availability this weekend.

Word Count, Scannability, and MLS/IDX Realities

• Target 180–250 words for MLS. Expand to 350–500 on your website, brochure, or landing page.
• Use short paragraphs and white space. Two to three sentences per paragraph improves readability.
• Bullets where allowed. Great for quick‑hit differentiators (EV‑ready garage, new roof 2023, LEED Silver, HOA includes water/trash).
• Edit ruthlessly. We write long, then edit short—keep the best lines, cut repetition, and eliminate typos.

Show, Don’t Tell: Techniques and Adjective Swaps

• Replace clichés with specificity. “Beautiful view” → “Sweeping skyline sunsets from every principal room.”
• Use precise, sensory language. Sun‑drenched, airy, whisper‑quiet, spa‑like, vaulted, gleaming, tranquil, turnkey.
• Powerful swaps:
  • Cozy → Well‑proportioned / efficiently designed / intimate
  • Charming → Character‑rich / thoughtfully restored / warm
  • Handyman special → Bring your vision / ready for renovation
  • Updated → Fully renovated in 2022 with [specifics]
  • Near → Just minutes to / a short stroll to

Two quick before/after lines:

Before: Beautiful home with nice kitchen and great view.

After: Entertain with ease in a quartz‑topped, 10‑foot island kitchen with a 36” gas range—then unwind to sunset skyline views from your private balcony.

Tailor Your Listing Copy to the Use Case

Luxury homes

• Emphasize craftsmanship, privacy, provenance, and discretion.
• Name premium materials and brands (Miele, Calacatta marble, rift‑sawn white oak), integrated smart/security, indoor‑outdoor flow, spa baths.

First‑time buyers

• Highlight clarity, low maintenance, energy efficiency, warranties, low HOA/modest taxes, storage, and flexible spaces.
• Demystify with plain language and dates on big‑ticket items.

Investors

• Lead with numbers and zoning: current rent roll, T‑12, NOI, cap rate, vacancy, comps, value‑add paths.
• Use bullets and offer a data room on request.

Historic homes

• Celebrate period details (leaded glass, original millwork), note thoughtful updates that respect architecture, and mention designations/guidelines.

Fixer‑uppers

• Be transparent on scope and opportunity; frame potential with footprint, good bones, and ARV comps (if appropriate). Flag permitting considerations.

Eco‑friendly/green

• Specify certifications (LEED, ENERGY STAR), HERS score, solar output, insulation values, ERVs, water‑saving fixtures, and quantify utility savings when possible.

Urban lofts/contemporary

• Feature volume (ceiling height), light exposure, concrete/steel details, smart tech, building amenities, walk/transit scores.

Vacation rentals/small hotels

• Sell the experience: sunrise coffee on the terrace, steps to the shore, remote‑work‑ready Wi‑Fi; include parking, self‑check‑in, pet policy, family features, attractions proximity.
• Ethical urgency works if true: limited availability, flexible cancellation, book direct for best rates.

Professional Visuals Amplify Your Words

• Hire a pro. Great real estate photography, videography, virtual staging, and floor plans boost perceived value and clicks.
• Sequence photos like a walkthrough. Entry → great room → kitchen → primary suite → secondary spaces → outdoor living → neighborhood highlights.
• Caption key images. Call out what eyes might miss: 14‑ft ceilings, custom millwork, white‑oak floors, Sub‑Zero fridge, EV charger, sound‑insulated walls.
• Sync copy and visuals. If the description teases a panoramic view, make sure a hero photo proves it.

Compliance, Accuracy, and Ethics

• Fair Housing compliance. Describe activities and features, not people. We write “room to host a crowd” instead of “perfect for families,” and we prefer “primary suite” over “master” where market norms have shifted.
• Be inclusive in phrasing. Use “short stroll to parks” rather than “walking distance” (ableist language). Avoid “exclusive” or “bachelor pad,” which can be misinterpreted.
• Accuracy and photo honesty. Verify all details, avoid exaggeration, and don’t misrepresent scale or condition in edits. If relying on third‑party sources, note “information deemed reliable but not guaranteed.”
• Avoid greenwashing. If you claim efficiency, specify the measure (SEER rating, HERS score, monthly utility averages).

A Fast, Repeatable Workflow

1. Fact pack: Intake checklist with features, upgrades (with dates/brands), systems ages, location benefits.
2. Hook hunt: Identify three standout selling points and a lifestyle angle. We always lead with the single strongest differentiator.
3. Draft: Write a 180–250‑word core version for MLS; extend to 350–500 for web/brochure. Keep sentences short and paragraphs tight.
4. Visual sync: Ensure promises in the copy match the photo/video sequence. Caption 2–3 hero images if allowed.
5. Edit: Cut clichés, tighten verbs, remove repetition, and run a compliance/typo check. We read aloud; if we stumble, buyers will too.
6. CTA and publish: Add tracking where possible, note showing dates, and A/B test headlines.

Property Description Checklist

• Audience defined by desires; top three hooks chosen
• Headline under 10 words with a specific benefit
• Opening paints a vivid lifestyle snapshot in 50–60 words
• Features translated into benefits with concrete details and brands
• Location and proximity woven in (parks, transit, shops, schools)
• Crucial facts verified; any limitations disclosed
• Clean, skimmable formatting; bullets where allowed
• Professional photos sequenced and captioned
• Clear CTA aligned to buyer type and platform
• Grammar, spelling, and compliance reviewed

Templates and High‑Converting Examples

Simple, adaptable template

• Headline: [Primary hook] in [Neighborhood/Setting]
• Opener (50–60 words): [Lifestyle snapshot that expands on the hook + 1–2 key upgrades with dates.]
• Body:
  • [Hero space: features + benefit]
  • [Secondary spaces + notable finishes/brands]
  • [Outdoor living/setting + proximity benefits]
  • [Key facts: beds/baths, sqft, lot, parking, systems/upgrades, HOA if any]
• Closer/CTA: [Next step and any friction‑removers]

MLS‑length core example (~200 words)

Entertainer’s perch with sweeping city sunsets. Gather around the 9‑ft quartz island in a chef’s kitchen outfitted with a 36” Bertazzoni range, pantry, and bar seating; wide‑open living spills onto a covered deck for effortless indoor–outdoor evenings. Upstairs, a sunlit primary retreat features a spa‑like bath and dual walk‑in closets. Two additional bedrooms share a Jack‑and‑Jill bath; a main‑level office supports work‑from‑home days. The finished, light‑filled lower level opens directly to a level, fenced yard—ideal for weekend games or a future firepit. New roof (2021), dual‑zone HVAC (2023), EV‑ready two‑car garage, and smart home package. Quiet loop just a short stroll to parks, cafes, and transit. Schedule your private tour while it’s available.

Luxury snippet

Refined, indoor‑outdoor living with rift‑sawn oak, Calacatta marble, and a Miele suite anchored by a 10‑ft waterfall island. Walls of glass frame panoramic skyline views; a serene primary wing offers a spa bath with steam shower and radiant floors. Full‑home automation and secure, private entry. Book your confidential viewing.

Investor snippet

Turnkey triplex near transit: 3x 2‑bed units, current rent roll $6,450/mo with upside to market. T‑12 available; trailing NOI $58,200; 6.2% pro‑forma cap. Separate utilities, updated roofs (2022), off‑street parking, RM zoning for ADU potential. Request the full financials and comps.

Historic home snippet

1912 Craftsman rich in character—original millwork, leaded glass, and coffered ceilings—thoughtfully updated with new wiring, plumbing (2020), and a chef’s kitchen. Wide front porch overlooks a tree‑lined street moments from cafes and parks. Listed on the local register; guidelines and incentives available.

Eco‑friendly snippet

Light‑filled modern with ENERGY STAR appliances, 9.2 kW solar (avg. bill $38/month), ERV, and spray‑foam insulation. EV charger in the garage, drought‑tolerant landscaping, and low‑HOA community garden. Quiet setting minutes to transit and trails. Ask for the green features sheet.

Urban loft snippet

Sun‑drenched corner loft with 14‑ft ceilings, concrete pillars, and wall‑to‑wall city views. Sleek kitchen with 36” range and island seating; bedroom nook plus dedicated workspace. Amenity building with fitness, roof deck, and secure garage. Walk to metro, markets, and music venues.

Fixer‑upper snippet

Bring your vision to this storybook bungalow on a 7,500‑sf lot. Solid bones, original hardwoods, and a walkout basement suggest compelling expansion paths. Roof older; sewer scope available. ARV comps support renovation. Buyers to verify permits. Imagine the possibilities.

Vacation rental snippet

Beachfront retreat steps to the shore—wake to sunrise coffee on the terrace and fall asleep to gentle surf. Fast Wi‑Fi, stocked chef’s kitchen, and self‑check‑in make getaways effortless. Family‑friendly with a pack‑’n‑play and beach gear. Check live availability—flexible cancellation.

CTA Phrases and Headline Starters That Convert

• CTAs: Schedule your private tour; Book your viewing; Request the full financials and rent roll; Check live availability; Book now with flexible cancellation; Contact the agent today; Don’t miss out.
• Headline starters: Breathtaking [view] from a [home type]; Sun‑drenched [room] in a [style] stunner; Turnkey [home type] steps to [amenity]; Private, [adjective] oasis with [signature feature]; Rare [layout/lot] with endless potential.

Using AI Without Losing Your Voice

• Treat AI as a first draft. Feed specifics: audience by desires, tone, word count, features/brands, neighborhood, upgrades with dates, compliance notes.
• Always fact‑check, personalize, and run a fair‑housing/accuracy pass. We keep our opener usable even when we trim for MLS caps.

Prompt you can paste:

Write a 180–220 word, professional yet warm listing description for a renovated 3‑bed/2‑bath 1950s ranch in [neighborhood]. Audience: first‑time buyers who value low‑maintenance living and walkable amenities. Features to include: white‑oak floors, new roof (2023), 36" Bertazzoni range, fenced yard with deck, 2‑car garage with EV charger. Mention a short stroll to [parks/shops/transit]. End with a clear CTA. Avoid any references to protected classes.

FAQs

What’s the ideal word count for property descriptions?

We aim for 180–250 words on MLS (character limits) and extend to 350–500 words on web and brochures. The first 60 words matter most.

Should we repeat beds/baths/square footage in the text?

Only when context adds value. Those fields already appear elsewhere; use the description to sell the lifestyle and highlight benefits.

How do we handle negatives?

Be transparent (older roof, dated bath, foundation repair). Serious buyers self‑select; you save time and build credibility.

Is urgency language okay?

Yes, when true and ethical: showings begin Friday, limited availability this weekend, book now/pay later. Avoid hype and ALL CAPS.

Should we name brands and materials?

Absolutely—especially for luxury buyers. Sub‑Zero, Wolf, Miele, Calacatta marble, rift‑sawn oak signal quality and justify price.

Any inclusive language tips?

Say “primary suite,” not “master,” and “short stroll to parks” instead of “walking distance.” Focus on uses (host a crowd) over people (families).

Bring It All Together

Great property descriptions convert because they make people feel something while answering practical questions. We start with a clear hook, write long to capture the story, edit short for impact, and sync copy to visuals. Front‑load upgrades with dates, translate features into benefits, respect Fair Housing, and invite action with a crisp CTA. Do this consistently and you’ll earn more clicks, more calls, and faster, better outcomes—sometimes the difference between another scroll‑by and eight offers in four days.