How to Write a Real Estate Description

While photos may initially grab a buyer’s attention when browsing online real estate listings, it’s the property description that keeps them interested. A real estate listing description tells a home’s story and provides the buyer with insight about what it’s like to live there.

According to the Zillow Group Consumer Housing Trends Report 2019 survey data, 78% of sellers value an agent who promotes their listings on real estate websites, and 83% of sellers promoted the sale of their homes with the help of an agent.Which means that as an agent, you will often be tasked with writing real estate descriptions. This guide explains 15 best practices on how to write a real estate listing description.

Craft a catchy headline

You only have a few seconds to catch a buyer's attention. Keep headlines short and use descriptive words that evoke a response and compel prospective buyers to read on. Each headline should include a benefit that's specific to the home or location. Here are some examples of catchy real estate headlines:

• Condo in Chicago: West Loop condo with private roof deck and sweeping city views
• Brownstone in Boston: Historic home with stunning river views
• Townhouse in the Bay Area: loft-style living in Mill Valley

By becoming a Zillow Premier Agent, you’ll also have access to local business consultants who know what works best in your market.

Include an opening statement

Right off the bat, you need to inform buyers about the main benefit of the home and prove its value. Showcase key features that you couldn't fit in the headline to keep buyers reading. Some popular features to include in the opening statement of a property description if the home offers them are:
“This single-family home in Austin has been upgraded with stainless steel appliances and features an open-concept layout.”
“Check out this spacious townhome with a private backyard and convenient access to the lake.”
“This recently renovated condo sits on the top floor of a modern high-rise building in downtown Seattle — and includes free indoor parking.”
Some popular features to include in the opening statement if the home offers them are:

• Parking, especially in city listings
• Double garage or larger
• Private backyard or outdoor space
• Mountain, lake or ocean view
• Lakefront or riverfront property
• Near public transit
• Renovated kitchen (especially with stainless steel appliances or an upgraded countertop)
• Mother-in-law suite or other passive income potential
• Flexible or room to expand
• Lush landscaping

Choose adjectives that sell

Using the right words when writing home descriptions can attract more buyers and lead to a higher sale price. An analysis of 24,000 home sales in “Zillow Talk: Rewriting the Rules of Real Estate” revealed that listings containing certain words tend to sell for a higher price than expected.

nConsider including some of these descriptive real estate words in your listing description:nLuxurious: Homes with a median estimated value in the bottom third of the market beat their expected sales price by 8.2% when using this word.

Captivating: Homes with a median estimated value in the top third of the market sold for 6.5% more than their expected price when listings included this word.

Other words found to add value: Stainless (appliances), granite, basketball (hoop or court), landscaped, pergola, remodel, tile, upgraded and updated, impeccable and beautiful.

Avoid words with hidden messages

On the other end of the spectrum, here are some real estate descriptive words that can decrease the final home sale price:

Fixer: Zillow Talk found that homes using this word sell for 11.1% less than expected.

Potential: Listings that included this word sold for 4.3% less than expected.

Opportunity: Homes using this word took a 2% hit on their expected sale price.

Other words to avoid: Investor, bargain, cosmetic, TLC, must-see and nice.

If you find yourself short on space, try cutting down on some of the main stats like square footage and number of bedrooms — that information is easily accessible in other areas of the listing.

Highlight unique features

Creative real estate listing descriptions keep buyers engaged and differentiate your listings from others in the area. Always be specific and descriptive, and avoid long-winded sentences.

Home features

When describing a home's interior, consider calling out name-brand appliances, flooring, windows and other prominent features that add value.

Flooring: If the home has hardwood flooring, describe it as cherry, walnut, red oak, etc.

Kitchen: Elaborate on this area — it's important to just about every home buyer. List the upgraded name-brand appliances, whether it has double ovens, a large island, etc.

Energy efficiency: Any upgrades that lower utility costs or add convenience should be called out. Mention smart thermostats, solar panels, high-efficiency washers and dryers, and other energy-saving appliances.

Smart electronics: Many modern homes have Wi-Fi-enabled electronics such as thermostats, doorbells, sound systems, lights and more. Calling these out is a great way to add value to a home.

Nearby neighborhood amenities

When the neighborhood itself is a selling point, you should mention it in the listing description. Remember, you’re marketing a lifestyle that goes beyond the home’s property lines. Some neighborhood amenities to highlight in a listing include:

• Parks
• Walking and biking trails
• Restaurants
• Shopping
• Lakes, rivers and open spaces

Keep home descriptions concise

Whether you write a listing description for a mansion or a fixer, buyers want details, and the better the home is the more there is to say about it. However, text space is limited on multiple listing services (MLSs) and sites like Zillow, so keeping a listing description concise is key. The average listing for a medium-tier home uses 60 words to describe it, but data shows that 250 words is the sweet spot.

Here’s an example of a concise home description that highlights unique features, includes words that attract buyers and mentions nearby amenities:
Enjoy your privacy without giving up the perks of a city — this recently renovated two-story home sits on a quiet street in Seattle's Ballard neighborhood, just two blocks from shopping, dining, parks and public transit. The spacious open kitchen has been upgraded with granite counters and stainless steel appliances, and dining and living areas on the main level have brand-new walnut flooring. The living room opens up to a fully fenced backyard with large patio, propane fire pit, mature fruit trees and a lush lawn with an underground sprinkler system. Three upstairs bedrooms have captivating views of Puget Sound and downtown Seattle. Master bedroom features a private five-piece bathroom with remodeled shower, large bathtub and 8-by-10 walk-in closet. Convenient upstairs laundry room with high-efficiency washer and dryer. Ample off-street parking with one-car attached garage and room for two more cars in the driveway. Easy commute to downtown Seattle or nearby Bellevue via car or bus.

Provide an accurate portrait of the home

Be honest in your portrayal of the home, but don't sell it short. If the countertop is the only kitchen feature that was redone, don't say that the whole kitchen was remodeled — but do say, 'Kitchen was recently upgraded with a low-maintenance granite countertop.'

Follow fair housing laws

Fair housing laws prohibit the mention of race, national origin, gender, disability, familial status and more in real estate listings. Always comply with all applicable fair housing laws in your area.

Proofread each listing before posting

Edit a home’s description for spelling, grammar, clarity and accuracy before posting it. Use tools like a spell-checker and have someone else look over the description as well.

Don’t use all caps or too many exclamation points: This can look like you’re shouting or being overly enthusiastic. Sentences that sound unnatural will be a turnoff to buyers.

Omit real estate acronyms and abbreviations: You might use them every day, but the typical buyer doesn’t know what they mean. Many agents use acronyms to save space, only to end up sacrificing clarity and confusing buyers.

Run the listing by a colleague or broker

Having a second set of eyes on your real estate description is a good way to make sure you’ve caught all errors and have created a listing that’s clear and easy to read. An experienced agent or broker will also be able to offer advice to improve the listing.

Work with the seller

Working together with the seller will give you a unique point of view — that of someone who's lived in and enjoyed the home. They'll be able to call out their favorite features and describe any additional benefits (like a quiet neighborhood, friendly neighbors, etc.) that you may not be aware of.

Offer special promotions

Your goal is to sell the home quickly. Any incentives to the buyer will help to close a sale. Such incentives include:

Home warranty: Often, sellers can purchase a one-year home warranty for the buyer. This adds value and decreases any uncertainty that the buyer might have.

Credits toward closing costs: In a buyer's market, it's sometimes a good idea to have the seller pay for some or all of the home’s closing costs to attract more buyers.

Limited-time discounts: See if the seller is willing to offer a small discount off the sale price for a limited time.

Seller financing: This is when the seller acts as the bank for the buyer for a period of time, usually until the buyer can get approval for a conventional loan. While sellers have to assume the risk of a buyer defaulting, it can open up a home to a larger pool of buyers.

Flexible closing date: Let potential buyers know if the seller is willing to accommodate either a quick close or a longer close. Some buyers are on specific timetables.

Include a CTA

Conclude your real estate description with a call to action (CTA). Your CTA will reinforce the value of the home and compel the buyer to act. Here are some examples of CTAs:

• Don't miss this captivating home — schedule a private tour today!
• This unique home won't last long — schedule a showing before it's gone.

Craft multiple versions

Write two or three versions of each real estate description, highlighting different features that appeal to different buyers. For listings that take longer to sell, you can switch up the description on a weekly basis to keep it fresh and show your extra efforts to the seller.

Using your listing description to tell the unique and compelling story of each home will entice buyers into viewing it and ultimately making an offer. A good home description doesn't lie or exaggerate — you'll only have disappointed buyers, and you could possibly break the law. Use concise phrases to paint a vivid picture of what it feels like to live in the home and neighborhood, and you'll quickly notice how many more buyers become interested in the home.

Real estate description checklist

The top priority for a real estate listing description is to help buyers understand your home’s appeal and easily recognize the most compelling features. Here’s a checklist to reference when writing a listing description:

• Keep your description around 250 words.
• Use a catchy real estate headline to capture buyers’ interest
• Include an opening statement that describes what the buyer is looking for.
• Incorporate descriptive words that appeal to buyers.
• Highlight unique home features and neighborhood amenities.
• Be honest in your portrayal of the home, but don’t sell it short.
• Don’t mention race, national origin, gender, disability or familial status.
• Avoid the use of acronyms, abbreviations, all caps and exclamation points.
• Correct any spelling and grammar mistakes.
• Offer special promotions when applicable.
• Provide buyers with a call to action (CTA) for next steps.

Did you know?

Becoming a Zillow Premier Agent doesn't just put you in touch with interested buyers — we also connect you with active sellers. Zillow Premier Agents are provided with exclusive tools to grow their business and convert buyers and sellers into lasting customers.