How to Write Real Estate Descriptions

Being a storyteller is essential because everything you do as an agent is marketing. Why write better listings? Telling a story with your listings provides the opportunity to engage, build trust and improve your marketing. 

How to write real estate descriptions

You wouldn’t show up to an open house without shoes. The same goes for the copy and content that will make your properties stand out. Good real estate descriptions are essential to showing that you care about details. 

When you rely only on photos, you are wasting the opportunity to craft a story for your listing. People buy the lifestyle, not the home. You may not know how to write real estate descriptions that convert but keep reading to find out what matters most when writing real estate listing descriptions. 

Let’s explore

  • reframing negatives
  • following Fair Housing guidelines
  • generating compelling headlines
  • writing riveting opening statements
  • leading with features and benefits

Reframing negatives 

When writing real estate listing descriptions you may be tempted to only show the positives of the house to make the sale. This strategy can damage your credibility. Spin negatives into positives by understanding no home is perfect. 

How to write real estate descriptions

A small bedroom can be spun as a potential home office. Closed-off floor plan? It is now the perfect home for those would need privacy. Stress how separate rooms can be crafting rooms or libraries. 

If a home does not have a sizable yard or abundant natural light, highlight nearby parks. A note must be included to be accurate about renovations. New countertops do not even come close to being portrayed as full kitchen renovations.

Being honest with a positive spin enhances your reputation and will sell the home to the right buyer. 

Follow every Fair Housing guideline

Every real estate professional knows the mere mention of race, national origin, gender, disability or familial status when real estate listing descriptions is taboo. Don’t write, “This family-friendly home is perfect for parents of small children,” or “Given its proximity to local Asian communities, you will have access to the best dim sum in the city.” 

How to write real estate descriptions

Learning how to write real estate descriptions is easy once you know the basics. 

  • Headline
  • Opening statement
  • Narrative description of features
  • Call to action

Generate compelling headlines

Start by matching your lead photo and headline. Avoid overpromising and keep it simple for effective real estate copywriting. Choose the best two or three words to describe your listing. 

How to write real estate descriptions

Do this by making a list of adjectives and whittle it down to two words. Figure out what your unique selling point (USP) is. This could be natural surroundings or what the neighborhood is famous for. 

For example, Maine is the single largest producer of blueberries. Weave that into your headline. Examples include Wild Blueberry Estate or Blueberry Hills.  

Define at least one unique selling point (USP) of your listing when real estate copywriting. The USP determines the tone and scope of your listing copy. Luxury properties are all distinct; however, they have similarities. 

How to write real estate descriptions

For example, a wine cellar is not unique enough to be a USP. A wine cellar that has dual zones, a solid mahogany door, dark tiled floors and a biometric security system, on the other hand, is noteworthy. A pool on its own is not so special, but a pool that has won multiple design awards is. 

Rivet with the opening statements

What appeals most to your niche? Use that to write the story of your listing. It could be the location, architectural style, size of the property, and the number of bedrooms and extras, such as the garage and updates. 

How to write real estate descriptions

Think golf aficionados, nature lovers, entertainers and boaters. Car enthusiasts want to hear how many stalls a garage has. Big families deeply care if their kids will have to share a bathroom. 

Nature lovers are concerned with knowing how far they can walk on the property without being disturbed and which type of scenery the property provides. City dwellers are interested in which skylines they can drink their morning coffee to. Entertainers want to know if their parties will focus on a pool, patio, fireplace, dining room, yard or garden.  


Exquisite Details

This custom Todd Johnston-built home in the Founders Club of Sarasota, Florida, offers exquisite details. A columned entryway, large-profile tile floor, coffered ceiling, art niches and a gas fireplace with a beautifully detailed stone surround with lighted built-in shelves are just some of the refined touches that can be found at this three-bedroom estate.

Lead with features and benefits

Balance features and benefits. Features are fact-based and cannot be disputed. In contrast, benefits evoke feelings. A state-of-the-art alarm system is a feature, while feeling safe is a benefit. 

How to write real estate descriptions

Buyers and sellers justify their feelings through facts. Present features as straightforwardly as possible and leave benefits somewhat open to interpretation.

Be as specific as possible when it comes to the features and benefits of a property for the best real estate copywriting. To get started, make a list of features and their corresponding benefits. 

Feature: wine cellar crafted from the oak ceiling of a 14th century nunnery. 

Benefit: wine cellar offers the security of being able to buy more vintages and trophy bottles. 

Copy: Show off your collection to other oenophiles/wine connoisseurs. 

Remember that number of bedrooms and bathrooms, square footage, size of the lot, location, extras (pool, garden, fireplace, etc.), recent renos (appliances, doors, floors, etc.), and unique characteristics (lakefront lot, scenic views, etc.) are what potential buyers want to now right away. 

Call to action

Once you have piqued the interest of your potential buyers and wowing them knowing how to write real estate descriptions, give them a way to act. This could be a phone call or text. Do what works well in your niche and do your best to respond right away. 

How to write real estate descriptions

Now you have a better idea of the basics on how to write real estate descriptions. This type of copy can take quite a while to master. Running low on time? Call me now at 786-208-0451 to start generating your listings so you can spend more time nurturing clients. 

You can also purchase my ebook on writing listings that convert or check out all of my templates.

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