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How Listing Copy Can Help Make a Sale

The listing description of a property can play a vital role in attracting potential buyers. How it is written and the impression it conveys sets the stage for the rest of the listing information.  Well written listing copy can entice a reader into arranging a showing, while bland listing copy can lull a reader into bypassing the property.  Here are some tips on how to write listing copy that hooks potential buyers:


  • Make sure the copy is grammatically correct, and check for spelling errors. Grammatical and spelling mistakes leave a sloppy impression with readers. While abbreviations are sometimes necessary to fit as much information as possible into a small space, make sure the abbreviations are easily understood and that the remainder of the wording is carefully constructed.


  • Use strong, descriptive adjectives.  Avoid overused terms and be specific.  For example, instead of writing that a home has “big windows and a beautiful back yard,” write “Expansive bay windows overlook shaded, lushly landscaped back yard.” 


  • Describe the style of the exterior and interior of the home.  For example, is the architectural style contemporary, Georgian, or rustic?  Is the interior traditional, modern, or eclectic?


  • Help the buyer picture themselves in the house.  Use phrases such as, “you’ll love cooking for your family and guests in the gourmet kitchen,” or “wake up to a beautiful garden view from your master bedroom.”


  • Mention the best selling points first.  Is the house listed at a great price? Mention that in the first sentence. Is the home in a desirable location? Don’t hide that information at the end.  Was the house designed by a notable architect? Lead with the name.  Make sure you get the most important features of the listing in the first two sentences.


  • Don’t repeat information, and don’t get too detailed.  There usually isn’t much space for the listing description, so use it wisely.  Interested buyers can read the property details to find out basic information like number of bedrooms, bathrooms, and room measurements.


  • Use the brand names of gourmet appliances and identify top-quality finishes, like granite and hardwood floors. It’s even better to specify the type of granite and hardwood floors if that information is available.  If the home has been professionally decorated, be sure to mention that in the description, too.


  • If the home has been upgraded, renovated, or improved, say so in the description. Also highlight anything that is new or recently added to the home, such as the roof, carpet, or HVAC system.

  • Don’t exaggerate features or qualities of a home. It’s fine to focus on the best parts of the home, but it’s also important to be honest and accurate in the listing description.  It’s also important to avoid saying anything that could be deemed discriminatory under the Federal Fair Housing Act.


  • If the listing includes home warranty coverage, be sure to include that information in the description. 


After you’ve written the listing description, ask a colleague or friend to read it and give you their impressions.  Find out if the copy enticed them to find out more about the property and if they thought it described the listing accurately.  Keep editing until your listing description puts the property in the best light possible and distinguishes it from other homes on the market.


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