How to Write Property Descriptions That Sell

If listing photos are the appetizer of a home’s story, property descriptions are the main entrée. The words to describe a house should entice buyers to imagine living there and prompt them to book a tour. Grab their attention with an irresistible title — “Sweeping Private Views of Majestic Mountains” — then keep them hooked with the can’t-put-it-down story.

Here’s how to write property descriptions that sell (and examples of real new construction property descriptions that aren't living up to their full potential).

Highlight the best features of the home

Play up the experiences a buyer can look forward to as they make the space their own, like cooking, relaxing and exploring. Focus on unique features that make the home stand out ⁠— updated kitchen? Bedroom loft? Wraparound deck? Bring them to life in your listing:

• “Create meals that are works of art.”
• “A lofted bedroom offers a modern sleeping area that maximizes living space.”
• “Enjoy 360-degree views from the deck while sipping your morning coffee.”

Real property description

“Open concept living provides adequate space for family and friends.”

Try this instead

“Welcome friends and family into open, inviting spaces where there’s plenty of room to entertain, play games or hunker down for a cozy night in.”

Be specific about how special the home is, but omit basics like the number of bedrooms and bathrooms, which buyers can get from the home details page. 

Real property description

“The property is located at 123 Main St, Bend, OR 97702, priced at $354,995. The square footage is 1571 and it has 2 stories. The number of full baths is 2, half bath is 1. There are 3 bedrooms and 2 garages.”

Try this instead

“Located in the heart of Bend but just minutes from the Deschutes River, park and woods, this move-in ready home offers 21st century living for those who long for the country.”

Name-dropping works in home descriptions

If the home includes high-end appliances, luxury materials or designs by cutting-edge architects, mention them by (brand) name. Keywords like “quartz,” “landscaped,” “pergola” and “spotless” also reinforce the home’s quality and uniqueness.

Real property description

“One-of-a-kind stylish kitchen backsplashes and gas range. Stainless appliances, stylish fixtures.”

Try this instead

“Take gourmet to the next level in a chef’s kitchen that features a Wolf range, Sub-Zero appliances, steam oven and hammered copper finishes.”

Use creative storytelling to describe a house

When you named your community, you likely came up with a backstory to go with the name. Think of the home as a character in that same story. What’s does it have to say?

Writing a creative property description doesn’t mean using clever wordplay or pretentious explanations ⁠— it means changing the buyer’s perspective. For example:

• Help buyers see past the blank slate of a floor plan and get excited to put their personal stamp on the home.
• Forego an extensive list of every single feature and invite home shoppers on a tour where they can experience it all in person.
• Use colorful language to bring your description to life. Instead of simply calling the neighborhood “nice,” say, “Enjoy one-of-a-kind local shops, walkable boulevards and tree-lined parks.”

Avoid “builder speak”

Don’t use industry terms that buyers likely won’t understand. While CAT 5 cabling may be an exciting feature to you, what the buyer really wants to know is that the home is internet-ready.

Real property description

“Engineered floor trusses, gutters and splash blocks.”

Try this instead

“Experience custom craftsmanship both inside and out ⁠— this home boasts vaulted ceilings, spacious interiors and weather-resistant exteriors.”

Avoid these words

On the other hand, certain words can hurt the chances of buyers reading further down your listing. Avoid words like “bargain,” “investment,” “investor” and “opportunity.” Even in new construction, these words can be a turnoff.

Real property description

“A rare and strong investment. Because neighborhood is everything.”

Try this instead

“Live your best life here: Surrounded by natural beauty yet close to city life, this home keeps you connected while getting away from it all.”

Also, be sure the language in your property descriptions doesn’t violate fair housing laws.

Mention upgrades and special offers

When you’re looking to sell quickly, include any upgrades and time-limited special offers. A sense of exclusivity or urgency can prompt buyers to act sooner rather than later.

Real property description

“Unfinished basement included with the base price.”

Try this instead

“Tap into the potential of your new home: For a limited time, an unfinished basement is included for no extra cost.”

Include a CTA in every property description

Tell home shoppers what you want them to do and how to do it: 

• Stop by
• Call now
• Book a tour

Edit your home descriptions for spelling, grammar and appeal

Nothing looks more unprofessional than a home description with typos, poor grammar and confusing punctuation (or none at all). Edit your descriptions by breaking up long sentences and being stingy with exclamation points — better yet, get a second pair of eyes to objectively look for spelling and grammar issues.

Real property description

“Great Room with Gas Fireplace Covered Front Porch and Side Patio Suite on Main level with Walk-In Closet Upstairs Bedrooms have Walk-In Closets Coffered Ceilings in Loft Area 2 Car Garage”

Try this instead

“Get comfy in this spacious living room made even cozier by the gas fireplace … Take in private views during any weather with covered side patio and front porch … Fall asleep gazing at coffered ceilings in the loft bedroom … Enjoy walk-in closets for every bedroom.”

While you’re at it, have your editor check your property description’s appeal. Do you get what this home is all about? Can you picture yourself enjoying all it has to offer? Does it make you want to see the home for yourself? If your own property description doesn’t entice you, a buyer won’t give it a second glance either.

Real property description

“This 1199 square foot single family home has 3 bedrooms and 2.0 bathrooms. It is located at 123 Main St, Wichita, Kansas.”

Try this instead

“A wraparound wooden deck overlooking the lake, separate dining room for formal entertaining, RV port for your home-away-from-home — plus, community tennis courts, a golf course and pet-friendly walking trails. When you’re ready for the next step in life, this home can take you there.”

Take another crack at your property descriptions to see where you can pare down redundancies, spice up your syntax, tug on the buyer’s emotions and focus their attention on features that entice them to book a tour.