An engaging property description can be just the thing that turns a window shopper into a client.
In today’s day and age, many homebuyers start their hunt for the perfect property online. Real estate agents must hold this fact in the back of their minds and use it to their advantage. Homebuyers are going to begin their search online; meet them there. And draw them to your listings with high-quality, creative, and captivating descriptions.
What Makes a Property Description Engaging?
Polished writing. Dynamic storytelling. Targeted audience. These are some of the qualities that make a property description engaging.
Real estate agents understand that all property descriptions include:
• A headline (or title)
• Property information (or opening statement)
• Property details (or body)
• Call to action
• The key to a successful and engaging description is in the writing.
How to Write an Engaging Property Description
A Winning Headline
The headline (or title) is the part of your description that makes a property hunter stop in their tracks. Just like a great book has a powerful hook in the first sentence, so do property descriptions. Winning headlines:
• Speak to your target audience
• Pique your audience’s interest
• Feature specific information
• Include details that matter to buyers
• Show your expertise as an agent
• Draw them to the listing itself
Appealing Property Information
Property information, or the opening statement, keeps the reader engaged as they transition from the title to the property details (body).
Engaging property information should:
• Feature well-written content that is free from grammatical and spelling errors
• Articulate the property’s value
• Set the scene for the property details
• Hook the reader
Captivating Property Details (Body)
In order to write a property details section that truly captivates the reader, you must put on your storyteller hat. This is the place for you to put your creativity on display; capture the reader’s imagination by helping them see themselves in the home. Tell the property’s story and forge a bond between the reader and the listing.
Drive your point home by showing the property hunter just how amazing your listing is. Complement the property details with photography that wows. It is a great idea to hire a professional stager to ensure that each room looks its best.
Call to Action
This is the point of a property description that genuinely engages the house hunter. Let them know what they can do to take action. Direct the reader to call you to schedule a listing, sign up for notifications about other properties in the area, or fill out a form.
These are the basic steps you can take to write an engaging property description. However, there are a few more pointers you should keep in mind to take your property description to the next level.
Tips to Make Your Property Descriptions Even Better
Location: Whether they want to be surrounded by the countryside, nestled by the sea, or in the heart of downtown, location is critical to property hunters. Highlight your property’s fabulous location by detailing nearby amenities and the area’s overall vibe.
Amenities: List out the amenities included with the property. Amenities can include an outdoor pool, a sauna room, an outdoor shower, distance to the expressway, nearby transportation options, and even the distance to a beloved neighborhood coffee shop.
Upgrades: Buyers want to know about any recent upgrades or renovations that took place on the property. Do not forget to write about the new quartz countertops, state-of-the-art appliances, or completely renovated basement.
Keep it Concise: While details are important to a house hunter, no one wants to be bombarded with information – especially online searchers. Include key information, and if there is genuinely a lot to include, be sure to format it in a way that is easy to read/scan.
Check Your Spelling and Grammar: Listings with property descriptions that have spelling errors and poor grammar are passed over more often than listings with quality descriptions. Take the time to read over your writing and ensure that your spelling and grammar are up to par.
Be Wise with Adjectives: Buyers want to enjoy reading about your listing – however, they do not want to be inundated with adjectives. Use wisdom when including adjectives in your descriptions.
Include Important Property Facts: Let the homebuyer know about any important facts. This may include:
• Total square footage
• The year the home was built
• The home’s current assessed value
• The tax rates
Avoid Words That Are Red Flags: These words can be anything that causes a reader to stop in their tracks (in a bad way). If your target audience is multimillionaires looking for a move-in-ready home, you will not want to include words like “fixer-upper,” “TLC,” or “lots of potential.” These words imply that the property needs a lot of work, and your audience may just pass the listing over.
That said, you do not want to lie in your property descriptions, either. You will need to find a balance between being honest and really selling the home with your language.
Include Value Words: Incorporate words associated with a high level of value. These words can be name-brand appliances or vocabulary like “luxury,” “impeccably crafted,” “professionally landscaped,” “chef’s kitchen,” and “hand-scraped hardwoods.”
Highlight the Home’s Unique Features: Buyers love to learn as much as they can about the property they are interested in, especially if the home has unique features. Unique features can include anything from a barn in the backyard to original woodwork, imported marble flooring, and any intriguing history that may interest the buyer.
Crafting an engaging property description is simple. All you need to do is take a deep breath, put on your creative writing hat, and enjoy the storytelling experience.
Captivate potential buyers with careful, descriptive, and articulate language that tells the story of the property. Describe what it is like to wake up in the home, cook a meal, or relax at the end of a long day.
Powerful property descriptions include content that allows a reader to see themselves living in that particular home. When you appeal to the buyer’s imagination and emotions, that is where the magic really starts to happen.
When written properly, an engaging property description is almost like an affectionate letter about the listing itself.
One final note: for real estate agents, these descriptions are not just a way to draw your audience and hook a potential buyer. Well-written descriptions will also help you generate new leads, land new clients, and even boost your following. After all, who doesn’t enjoy reading a quality property description?