How to sell more real estate with great listing descriptions

10 tips to stand out among the endless string of online properties

The power of words becomes evident when it comes to writing real estate descriptions. Many think that posting breathtaking pictures alone will do the trick to attract potential buyers.

Good photos will help attract clicks, but then what? What’s going to sell the potential buyer on visiting, and potentially buying, your listing?

That’s where a compelling listing description comes in play. In this article, we’ll discuss how to write descriptions that draw attention.

1. Use words that sell

In every industry, there are compelling words that are used to attract clients. Real estate is no different when it comes to this.

Some terms are a complete no-no to use, such as “needs paint,” “tiny,” “no parking available,” etc. They tend to be a total turn off.

Here are a few examples of better descriptive terms:

  • Natural light (this works all the time)
  • Spacious (everybody loves space)
  • Landscaped (yards are an attractive quality)
  • Master ensuite (this is a desirable feature to many)

2. Avoid jargon

When writing a descriptive real estate listing, avoid jargon. Real estate has its own language. There are some acronyms, abbreviations and other terms that have no meaning to the outside world.

The use of jargon limits your listing to only those who can translate it. It’d be a shame to lose potential buyers merely because they didn’t understand some of the terms used in your listing. Be careful.

3. Be unique

Try to be original, and don’t be afraid to think outside the box. Write a listing that stands out from the crowd on the real estate websites that potential buyers frequent.

4. Craft a catchy headline

Did you know that you could lose out on a potential buyer just by using the wrong headline? Yes, it has been known to happen on more than one occasion.

There are thousands of listings out there, so your headline must be catchy enough to have the potential buyers want to read the description section.

Examples may include, “prestigious location,” “fabulous water view,” “skyline view,” “upscale urban” or any other catchy phrase that fits.

5. Nail the opening statement

Another critical section in your real estate listing is the first sentence. An opening statement written well tends to pique the interest of the reader.

Readers will then be compelled to continue on to the rest of the description.

In the opening statement, get to the point as quickly as possible and give readers a reason to come visit the listing.

6. Showcase the best features

Every real estate listing has its own best feature regardless of the location and size. So what are the best descriptions of your listing?

If it’s the brick patio barbecue, the natural oak floors or the gourmet kitchen, be sure to make a point to list each one.

If the listing is in a prime location, mention some of the amenities found in the neighborhood such as the parks, restaurants and gym — all this depends on the location.

7. Don’t oversell

The worst thing that you could do is list incorrect information. As tempted as you may be, don’t oversell your property. Don’t make it sound like something that it’s not.

If it has a few bad features, list them with the correct undertone. Readers are smart. When the listing sounds too good to be true, they’ll know.

It’s bad for your reputation, and it’s unethical. Be as honest as possible. Honesty goes a long way in creating an excellent reputation.

8. Offer a special promotion

Are you in a rush to sell your property? Or has it been on the market too long?

Sometimes a little nudge is all it takes to get potential buyers to take action.

To get them over the fence, you might offer to pay 100 percent of the buyer’s closing costs, offer seller financing or even a rent-to-own proposition.

9. Don’t forget a call to action

So a potential buyer has seen your listing and loved it. What’s next? Finish up with a call to action so that prospects know what the next steps are.

A call to action will then elicit a response from the potential buyer. It usually includes a phone call, an email inquiry or a link to click on.

You can add a sense of urgency to your listing with a phrase like, “first call, first served.”

10. Proofread, proofread, and then proofread some more

Bad copy, aside from being just embarrassing, is repulsive. Your description should sound professional.

After writing it, make sure to double-check your copy. This helps in avoiding bad grammar, spelling mistakes and poor formatting.

Ask someone with a fresh pair of eyes to review it, and even read it out loud to yourself. Never post before proofing your description.

A good property description will open the door for potential buyers. Start implementing these tips today to set your listings apart from the masses and garner more interest from potential buyers.

Richard Nolan is a professional educator and team building coach, sharing his experience in spheres of  writing, blogging, entrepreneurship and psychology. Currently, Richard works as a general blog editor for sigmaessays.

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