Writing a Property Description

Writing a Property Description

Emphasize the best features of your home in your listing description. Things like gourmet kitchen, hardwood floors, spacious yards and a water view are worth mentioning. Don’t forget about those other appealing amenities like walk in closets, pantries, first floor laundry, and finished basement.

Be sure to include upgrades. Improved homes are always attractive to buyers. A new roof, windows or furnace should also be in your description. A homeowner who has taken the time to replace, repair or improve is a homeowner who has most likely maintained the home which is comforting to buyers.

Your description should not be too long.  Buyers don’t want to read a whole book about your property.  The description shouldn’t be too short either.  Highlight the best features to give them a reason to come check your home out in person.  Your description should be ideally 80 – 200 words.

Some words sell more effectively than others:

  • Beautiful – homes described as “beautiful” sell for 5% more and 15% faster than those described as being in “move-in condition”.
  • Luxurious
  • Landscaped
  • Remodeled
  • Spotless
  • Gourmet Kitchen
  • Granite
  • Stainless
  • Curb Appeal
  • Upgraded

Obviously, you should only use the word “stainless” if you actually have stainless steel appliances. Don’t exaggerate.  Be honest and highlight your home’s best features.

There are a few words and phrases that are proven to be too neutral, not evoking any positive feelings or just plain bad.

There are some words that are common of homes that sell below asking price:

  • Value – homes described as a “good value” sold for 5% less than other homes.
  • Must Sell
  • Motivated
  • Clean
  • Vacant

Help People Use Their Imagination
You can add in a few extra words to help buyers picture themselves living in your home.  Instead of just saying that your home has an open layout, try “Open layout perfect for entertaining and family gatherings”.

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