10 February 2015

How to Write a Compelling Real Estate Listing


Writing a compelling real estate listing will help ensure that your listing generates interest and produces showings that result in a sale. Your listing is the primary way you’ll promote your property to potential buyers. It must catch the readers’ eye and pique their curiosity.

Here’s the Hook

Two things that immediately capture the buyer’s eyes are the listing’s headline and the photo. The headline should be concise and grab the buyer’s attention within a second. Strong headlines emphasize features that will benefit buyers. For example, the selling price, the home’s overall condition, location, or key features, such as over-sized bedrooms, a large garage or a pool are benefits that can be mentioned in the headline. If you include the price in the headline, prospective buyers will immediately know if the home is within their price range.

Consider Your Opening

The opening statement of the real estate listing should begin by highlighting two or three of the home’s strongest features in one or two sentences. State the number of bedrooms and bathrooms, and note additional things that make the home stand out, such as the neighborhood, an ample area for gardening or proximity to shopping or medical centers.

Don’t Leave it to the Imagination

The description of the real estate listing outlines the home’s primary features and describes what home buyers will get for the price. Don’t leave any positive aspect of the house to the buyer’s imagination. You should include all of the basic information that the buyer seeks such as: number of bedrooms, number of bathrooms, homes square footage, lot size, home’s location, size of the garage and any recent renovations that the home has undergone.

Keep it Concise

When you write your real estate listing, make the property sound interesting, but avoid using “fluff” to increase the word count. Fluff words are non-descriptive in nature. For example, writing that the home is “lovely” or the buyer’s “dream home” doesn’t offer useful information. Because buyers’ tastes and preferences vary, it’s best to avoid using empty adjectives. Instead of using non-descriptive words in your listing, focus on words that provide valuable information, such as “tree-lined street.” The reader will instantly know that the street has ample trees, shade and curb appeal. Don’t focus on colors or home decor, because those things can be changed after purchase.

Leave Them Wanting More

The closing statement lets your buyer know an important tidbit about the property such as “owner financing available” or “qualifies for FHA/VA financing.” You can also list dates or times for an upcoming open house in the closing statement.

Make it Easy

Make it easy for prospective homebuyers to schedule a viewing or ask questions by providing contact information at the end of the listing. Providing a way to quickly contact you helps ensure that the buyer can speak to you before he or she loses interest in the listing. Include your name, phone number and email address.

A well-written real estate listing is the most important way to generate possible buyers for your property. Taking a little extra time to write a compelling listing will help you promote the property and increase the odds that it will sell quickly.

11 thoughts on “How to Write a Compelling Real Estate Listing

  1. The listing for selling your property is so key! It is how many people will see and find out about your property. Because the photo is so important, I feel like it is important to hire a professional photographer to take it for you. However, I have seen some photos that get edited to take out faults in the home. That is dishonest, and when the buyer comes to see the home they will be disappointed. Overall, just be honest in your photography.

  2. We are first time sellers and we have no idea what we are doing. I never thought about how the headline should be concise to grab the buyer’s attention. We have been living in our house for 5 years and we want to move somewhere warmer. When we list it, we will be sure to get help from an agent who has done it before!

  3. I like how you mentioned that being precise and detailed when describing your home to potential buyers especially its primary features and renovations will be essential. That’s a sound advice to have since we are just thinking of selling our home quite soon. We’ll be sure to place as much information as we can about our home to make sure that it could be sol easier. We could really use the money we’ll be gaining for starting our new year’s new life. Thanks!

  4. Thank you for writing down all this information on compelling real estate listings. One thing that really stuck with me was that you talked about capturing the buyer’s eyes with a flashy headline and photo, essentially hooking them in. My girlfriend and I love to look at the local listings, and we think that it would be really fun to put a down payment on a home. We definitely would be more attracted to a home that has quality content attached to it.

  5. It is always a good writing technique to include just enough detail that it inspires questions. I guess the same is true with a listing. Just make sure that you say enough about the home that you don’t with hold any need to know things from the potential buyers. Thanks for the tips!

  6. Great tips. A lot of agents as well as owners selling on their own seem to struggle with their listings and content. Being honest is definitely key. I help realtors and private clients with this as a freelance digital copywriter. I always tell people a compelling listing will do wonders for their sales. I write listing descriptions for property brochures, social media, websites, and the like. If you are interested in hearing more, feel free to shoot me an email. Jhlane.writing@gmail.com. Thanks!

    Jessica Lane

  7. It really helped when you said that we should be specific with our lists such as the number of rooms and the size of each space. I will definitely keep this in mind since I need the money that I will be getting to buy the medical equipment for my husband. He will be undergoing a surgery first and after that, the equipment must be ready for him. So this tip will really help us catch the attention of potential buyers.

  8. This is some really good information about real estate listing. I liked that you pointed out that it would be smart to highlight the strongest feature of your home. I want to sell my home after the holidays. So, I should probably list that my house has a three car garage and a lot of storage.

  9. I like that you mentioned the importance of making it easy for others to ask questions or schedule appointments. This is a big deal for those that are trying to sell their home quickly. My sister might like knowing this as she looks for a professional to help her with her real estate listing.

  10. Thanks for pointing out that when writing a property or real estate listing You should include all of the basic information that the buyer seeks such as: homes square footage, lot size, home’s location, size of the garage and any recent renovations. My husband and I have some property that we are thinking about listing so that we can have a better chance of selling it. I think it would be smart to make sure to have a well-written listing with a lot of of information because I think that would help make sure that people were more interested in it.

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