Whether you’re embarking on a career as a sales agent, you’re established in real estate, or you’re trying to save money by selling your own home, it pays to know how to write a winning property description.
With more people searching online for their dream home than ever before, it’s never been more important for your listing to stand out. Great photos are one thing, but it’s the words that really join everything up. With that in mind, here’re nine simple tips to write better property descriptions.
Choose a title that does your property justice
First things first, you need a title that’s captivating so your listing will instantly catch the eye. Avoid the long keyword stuffed style titles you find all over the world of online shopping, and opt instead for something that creates desirability, and projects a sense of luxury. Think of your title as the property’s first impression and you’ll soon get a clear idea of just how important it is to the conversion rate.
Add captions to the photos so that they look like more than stock images
There are some amazing images out there, and it’s always a shame when they’re not given any context. Remember that the vast majority of readers wished they could click a button and wander around the property, which is what you’re going to have to have your words do.
Quick one-sentence descriptions that tell the reader whether they’re looking at the master bedroom or guest bedroom will make all the difference. Take your time to find the right turn of phrase and you’ll thank yourself for it later on.
Put the key information in a little snippet above the fold
Just as newspapers put great emphasis on having their lead above the fold, your listing needs to adopt the same approach to conveying the key information. You want to get the main selling points and features onto the screen so that they’re there for the whole world to see, without anyone having to scroll down the page to learn more. To achieve this you can visit TopWritersReview website to find the best writers for your needs.
Paint a picture of the reader making a home for themselves
You don’t want to just introduce the house, you want to introduce the idea of the reader living there. Use descriptive language and speak in the second person so you can talk about ‘putting your feet up on the sun terrace’ or ‘waking up to the stunning view in your new master bedroom.’ It will allow the reader to create a connection with your property in an instant.
Make a lot of noise about the amenities
If there’s something that’s going to be offering the reader a great experience from the day they move in, make sure they know about it. It’s all about selling a vision of living there, so make sure you take the time to get the reader invested in all the little luxuries and mod-cons you’ve added over the years.
Give the reader a walkthrough guide of each room
It’s not enough to list the rooms one by one in isolation. That’s not how you would view a home if you were seeing it in person, and it’s not how you should describe it to the reader. Take the time to paint a picture of them going up the stairs and along the landing to the bathroom and you’ll find they have a much better appreciation of the style and layout of the property by the time they get to the end.
Don’t just list what’s there
Listing rooms and facilities is okay, but if that’s all your listing amounts to then you’re in trouble. You need to immerse the reader in the property so they can get a sense of what it would be like to walk around inside. By all means, start with a list so that you ensure you don’t miss anything out, but then turn each of them into a memorable sentence or descriptive paragraph that makes the reader feel like they’re there.
Add bullet points to cover the key features
Bullet points at the bottom are the place to add these key details in note form. If you have them at the top, then you’ll be bombarding everyone with facts and figures before they’ve had a chance to be persuaded. Add them at the bottom, however, and you’ll just be providing a handy little refresher they can refer back to at their leisure.
Use positive and aspirational language, and avoid the hard sell
Last but not least, you need to keep things positive. If you go in for the hard sell or your language is too neutral, you’re not going to be leveraging the selling power of your text. Make it reach out and connect with people so they can picture themselves living in it. That’s how you get more viewings and offers which you can then hopefully start converting into sales.
Now that you’ve heard all about how to write property descriptions, all you have to do is start putting the words of wisdom into practice. The new style of writing and organizing your descriptions may well take a little longer at first, but that’s nothing out of the ordinary. Take your time, be patient, and before you know it your skills will have changed out of all recognition.
Salman Zafar is an ecopreneur, consultant, advisor, speaker and journalist with expertise in waste management, waste-to-energy, renewable energy, environment protection, conservation and sustainable development. His geographical areas of focus include Asia, Middle East, Africa and Europe. Salman is the Founder of EcoMENA, a popular voluntary organization based in Qatar. He is also the Founder and CEO of BioEnergy Consult, a reputed consulting firm active in biomass, waste-to-energy and waste management segments.
Salman is a professional environmental writer with more than 350 popular articles to his credit. He is proactively engaged in creating mass environmental awareness in different parts of the world.
Salman Zafar can be reached at firstname.lastname@example.org or email@example.com