{"id":411,"date":"2020-04-24T06:30:00","date_gmt":"2020-04-24T06:30:00","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2020\/04\/24\/how-to-write-catchy-listing-descriptions-that-get-clicks\/"},"modified":"2025-03-13T02:02:17","modified_gmt":"2025-03-13T02:02:17","slug":"how-to-write-catchy-listing-descriptions-that-get-clicks","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2020\/04\/24\/how-to-write-catchy-listing-descriptions-that-get-clicks\/","title":{"rendered":"How to Write Catchy Listing Descriptions That Get Clicks"},"content":{"rendered":"

One of the most underutilized and overlooked aspects of the real estate listing<\/a> is the description. We\u2019ve all seen home listings with amazing, irresistible professional photos, and then had our enthusiasm trickle away when we got to the uninspired, zero-effort description. (\u201cBig LR\/GR, new kitchen, big MBR suite, pking.\u201d) <\/span><\/p>\n

<\/p>\n

Why do agents write such lackluster descriptions? Some say they\u2019re just too busy with all the other aspects of selling a home to sit down and cook up a detailed description; others cite the need to appeal to the widest possible audience. But writing a good description doesn\u2019t take long if you follow a few simple rules, and no buyer is going to be scared off by a colorful, well-written description. Properly marketing a home is how agents earn commission<\/a>, and part of marketing is writing snappy, concise, informative listings that pop off the screen. <\/span><\/p>\n

The truth is, well-written descriptions are going to be more important than ever for the foreseeable future. With buyers scared off from open houses by the threat of coronavirus, most of the browsing and consideration is going to happen online, with buyers only going to in-person viewings for homes they\u2019re already serious about. Now\u2019s the time to invest in professional photos, virtual tours, and colorful listing descriptions.<\/span><\/p>\n

Let\u2019s go over a few of the basics.<\/span><\/p>\n

Make Your Opening Punchy<\/span><\/h2>\n

The first line or two of your description should convey the essence of the property. Note that we said \u201cessence,\u201d and not \u201cbasic information.\u201d A description that flatly states \u201c3BR townhome in West End\u201d might technically be informative, but it fails as a sales tactic.<\/span> <\/span><\/p>\n

In order to convey the essence of a property, you have to be really familiar with it and understand how it will appeal to buyers. If you\u2019re not sure how to frame it, ask the owner. They\u2019ll know exactly what their home\u2019s best features are; if it\u2019s in a top school district, if it\u2019s close to the city\u2019s best park, if the yard is great for kids. Saying a home is \u201ca family-friendly townhome with an expansive yard, in a top school district\u201d is much more enticing than \u201c3BR townhome in West End.\u201d<\/span><\/p>\n

Use Adjectives \u2014 the Right Ones<\/span><\/h2>\n

Think beyond words like \u2018big\u2019 or \u2018small\u2019 or \u2018amazing.\u2019 We\u2019re talking about the text equivalent to curb appeal; what impression does the house make on a first-time visitor? <\/span><\/p>\n

If it\u2019s a brick Edwardian, maybe it\u2019s \u201cstately\u201d or \u201cdignified.\u201d <\/span><\/p>\n

If it\u2019s a bungalow, maybe it\u2019s \u201cwarm\u201d or \u201cinviting\u201d or \u201ccozy.\u201d <\/span><\/p>\n

If it\u2019s a hypermodern steel-and-glass condo, maybe it\u2019s \u201csleek\u201d and \u201csophisticated.\u201d <\/span> <\/span><\/p>\n

This applies to individual features, too. Once they\u2019ve clicked on your headline, give them an engaging description to sink their teeth into. Instead of describing the great room as \u201cbright,\u201d consider something like \u201ca pair of angled skylights admits stunning natural light into the great room.\u201d Don\u2019t just say there\u2019s a deck; say \u201cthe deck, which is made of Norwegian pine, offers 40 square feet of outdoor space.\u201d Details and specifics are incredibly engaging to readers.<\/span><\/p>\n

Sell Them, and Offer Perks<\/span><\/h2>\n

Selling a house takes, well, salesmanship<\/a>. Phrases like \u201cRare Opportunity!\u201d or \u201cAmazing Value!\u201d or \u201cCall now!\u201d or \u201cThis home will go fast!\u201d may be unsubtle, but they can give a buyer on the fence a much-needed jolt of urgency. And if you\u2019re motivated to sell quickly, givebacks like offering to pay some of the closing costs can be enticing without seeming too desperate.<\/span><\/p>\n

Think Narratively<\/span><\/h2>\n

When you\u2019re writing the full listing description, don\u2019t just list off rooms; a good description makes the reader feel like they\u2019re actually in the home. Consider the difference between \u201cmud room, great room, full dining room, deck\u201d and \u201cyou enter into a generously-proportioned mudroom, which opens onto the stunning south-facing great room. This space flows naturally into the full dining room, which opens, via French doors, onto a cozy wooden deck.\u201d Don\u2019t write just to convey information; try to take readers on a tour of the place. <\/span><\/p>\n

Go Beyond the Basics<\/span><\/h2>\n

A common mistake that many descriptions make is that they\u2019re too basic. Yes, buyers need to know that a home has four bedrooms, but that information is not going to get the home pushed to the top of open house lists. It\u2019s the extras that really catch a prospective buyer\u2019s eye. Talk about the deck in back, the window seats in the kitchen, the skylights in the master bedroom, the walk-in closets, the landscaped backyard. The details are what really make an exceptional home, not the basics.<\/span><\/p>\n

Consider the Data<\/span><\/h2>\n

Zillow studied 24,000 home listings<\/a>, and discovered that some words<\/a> actually drag down a home\u2019s final sale price, while others tended to increase it. <\/span><\/p>\n

Avoid words like \u201ccosmetic,\u201d \u201cTLC,\u201d and \u201cfixer upper\u201d; they imply that the house needs a lot of work, which emboldens buyers to aggressively negotiate the price down. For similar reasons, never mention a \u201cmotivated seller,\u201d even if it\u2019s true\u2014 you\u2019re basically asking for insultingly low offers.<\/span><\/p>\n

On the other end of the spectrum, words like \u201cimpeccable,\u201d luxurious,\u201d and \u201clandscaped\u201d were associated with higher sale prices. For homes with a median value in the bottom third of the market, using the word \u201cluxurious\u201d led to a sales price that was 8.2% higher than projected. On the other end of the spectrum, homes with a median value in the top third of the market beat their projected sales price by 6.5% when the word \u201ccaptivating\u201d was included in the listing. <\/span><\/p>\n

The study also found other words that were associated with added value: granite, remodel, tile, pergola, stainless (steel appliances), basketball, upgraded, and updated. If you have any of these features in your home, or if you can honestly apply any of these power words to any aspect of the home\u2014 even just the front yard or the jacuzzi tub\u2014definitely include them in your listing.<\/span><\/p>\n

Author bio:<\/strong> Luke Babich is the CSO of Clever Real Estate, the online referral service that connects home buyers and sellers with top-rated agents. Luke is a real estate investor in St. Louis, MO with over 24 units who specializes in multifamily units. His first investment was a house hack with Clever’s cofounder, Ben Mizes. <\/i><\/div>\n

 <\/span><\/p>\n

 <\/span><\/p>\n

 <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

One of the most underutilized and overlooked aspects of the real estate listing is the description. We\u2019ve all seen home listings with amazing, irresistible professional photos, and then had our enthusiasm trickle away when we got to the uninspired, zero-effort description. 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