Property listing description: best practices and must haves
An effective property listing description combines essential property details—such as rooms, floor area in square metres, asking price, exact location, natural light and building facilities—with a structured, benefit-led narrative tailored to the target buyer. Supported by professional photography and visual assets, a well-crafted listing avoids real estate jargon and negative phrasing to engage buyers and drive viewings.
Must haves for your property listing description
Let’s start with what your listing description cannot miss. Remember to gather the following information before publishing your listings across property portals with FeedCruncher:
Basic information
This is the kind of information that any potential buyer or tenant looks for before anything else. It includes:
- The amount of rooms
- The number of bathrooms
- How many square metres the property has
- Which kitchen appliances are included in the deal
- Whether the property is furnished or not
- The year of construction
- Your contact information
- The asking price.
Many portals offer a specific place to add all these details, such as within CASAFARI CRM, but in case the platform you are using does not, ensure you include them in your property listing description.
Characteristics that add value to the property
To charm your target market, don’t end your property listing description once you’ve covered the basics: talk about what your client’s place offers and the others don’t.
Recent updates that were made, wardrobes and kitchen cabinets installed, air conditioning and/or built-in heating system, the energy efficiency certificate and more: all these attributes could be seen as something that motivates potential buyers to choose your property instead of another one, from a different agency.
Location and information about the surrounding areas
The location of a property is such a key information that most people start their research defining on search engines where they want to live. So, it’s obviously not something that could be left behind.
If possible, show the entire address of the property in your listing description. When you’re dealing with a long street that goes on for blocks in a row, for example, it will help potential buyers understand what area the property is located in and how much they will have to walk to the closest transportation option, for instance.
And remember that the surrounding area also matters! List what’s close by that could be of interest to your target client. Schools, hospitals, transportation options, shopping streets, green spaces, all of it could help add value to the property, in the eyes of a home buyer.
Talking about the neighbourhood in which the house is located or the close neighbourhoods is also something that can be interesting, especially if your target audience tends to be made of foreigners. Let them know why the area is a nice place for them to live, what are the main characteristics of the location and if properties located there have been rising in value. After all, everyone wants to know if they’re investing their money properly.
Natural light
Natural light lightens the mood of a place’s inhabitants, warms up a place during the colder months and may even save a whole lot in energy bills. So, for the aforementioned reasons, it’s something valued by potential buyers.
If your client’s property benefits from direct sunlight, let them know in your property listing description. Tell them in which seasons of the year the property receives sunlight, in which areas the sun strikes during the morning or the afternoon and profit from beautiful sunlit photos.
Facilities in the building
If you are trying to sell a property in a modern building with many facilities, let potential buyers know. A laundry area, lifts (especially in older cities), a swimming pool or parking spaces can make an average property seem far more appealing.
Characteristics that fit the profile of your client
Think about who’s your potential buyer. Is it a family with kids of a single entrepreneur? Is this kind of property usually sold to elderly couples or younger couples? Are they usually locals or foreigners?
Based on the target you want to reach, highlight the attributes that make the place perfect for them. It could be a room that doubles perfectly as a home office and guest bedroom, an outside area that works both for pets and kids to hang out at, an open concept that allows owners to entertain visitors while cooking, etc
The best photos possible
Better photos make potential buyers more interested in the property and willing to book a visit. Also, it can make the place look bigger, more inviting and more attractive in just a glance, something that is hardly achieved with your listing description. The saying was right: sometimes, an image can speak louder than words.
So, if you have the opportunity, arrange for professional real estate photography and publish the images on portals alongside your property listing description to boost your chances of selling faster.
How to write descriptions for property listings: best practices
Now you know everything your listing description has to include, let’s see how to display all the information you have to offer.
Don’t make a list of characteristics, talk about advantages instead
“Fully equipped kitchen area integrated with the living room. Two bedrooms, two bathrooms. Parking space available.” A property listing description like this can be made far more engaging.
Let’s try again.
“The fully equipped kitchen area, integrated with the living room and ready for receiving the family for lunch or friends for a Friday night dinner, is the heart of this property. Furthermore, you will get all the space you need from the spacious master bedroom and the second room, which could be used as a home office for remote professionals, a guest bedroom or a child’s bedroom. You can also benefit from a garage space to park bikes, the family’s or a guest’s car, or even store equipment such as a pushchair or surfboard.”
Much better!
The idea is to not simply list characteristics, but go one step further to highlight the benefits of having all of this. Charming the potential home buyers is not about what the property has to offer, it’s about the transformation it can provide: always think about how the place can make buyers’ lives easier, better, well-lived.
Follow a structure to present the information
Sticking to a sort of script can help you focus on how to provide the information in a way that attracts more attention. Here’s a suggestion:
- Start with a strong sentence
For a short title, try to answer the question: who is this home for? Make people identify themselves with what the property offers from the start.
- Paint a picture of the place
Describe the place, the facilities of the building, the surrounding areas and all topics we talked about, telling a charming story, one that paints a picture of how it would be like to live in a property like this.
- Add a call-to-action
Motivate your target to take action, whether it’s a phone call, getting in touch with you via a message or booking a visit.
Avoid negative expressions
While telling the story, avoid using expressions that bring the idea that the property is in need of repair: it can push potential buyers away even before they’ve visited the place. A few expressions for you to delete from your copy are:
- In need of TLC
- Must see to get its real potential
- Perfect project for a handyman
- A great starter home
- It has potential for being a family home.
Speak the language of your audience
The rule here is simple: don’t use real estate lingo. Basically, if your client doesn’t understand the kind of words you choose, they won’t get your message.
Stick to simple words that can be understood by everyone, so you don’t exclude anyone from your list of booked visitors to the property.
Use creativity and inspiration to make all listings unique
Following a fixed structure can be helpful to help you organise your thoughts to come up with better property listings, but avoid creating identical copy every time. Every description should be adapted to portray the property’s best attributes while considering the target market for that property.
So, read other interesting descriptions, film synopses and creative books, or search for varied adjectives to boost your creativity and inspire yourself. Make every listing description distinct.
Be careful not to exaggerate
Speaking of adjectives, you want to find a balance between adding no details and praising too much. While not using any adjectives may make it hard to tell an interesting story, adding too many of them could make your target audience suspicious of the truth behind them.
Also, when you pay a multitude of compliments to a property that isn’t deserving of all that, a potential home buyer might feel frustrated during a visit.
So, summing up, bring truthful adjectives to your copy, those that properly describe and enrich the property. Not too much, not too little.
Add extra visual information
Any extra visual resource can help potential buyers feel more motivated to book a viewing. Consider offering a virtual tour on your property listings (especially useful for buyers who cannot visit in person), creating video walk-throughs, and adding the floor plan as one of the listing images to help conclude the transaction.
Review and correct
Now your property listing description is almost ready to go live. Before hitting the publish button, drink a coffee, rest a little and then review your copy to make sure you didn’t forget anything important.
And since this is the moment for editing what’s needed, check if your grammar and spelling are correct, to increase the credibility of your listing.
Photo by Glenn Carstens-Peters on Unsplash
Frequently asked questions
What basic information must every property listing description include?
Every property listing description should clearly state essential information including the number of rooms and bathrooms, total floor area in square metres, included kitchen appliances, and whether the home is furnished. It must also feature the year of construction, agent contact details and the explicit asking price so potential buyers have all key facts before requesting a viewing.
How should you structure a property listing description?
A property listing description is best structured in three main steps. It should open with a compelling title or sentence that specifies who the property is for, follow with narrative details describing daily life in the home and its neighbourhood, and conclude with a clear call to action inviting prospective buyers to get in touch or schedule a viewing.
Which phrases should estate agents avoid in property descriptions?
Estate agents should avoid negative qualifiers and phrases suggesting a property needs repair, such as ‘in need of TLC’, ‘must see to get its real potential’, ‘perfect project for a handyman’, or ‘a great starter home’. In addition, agents ought to refrain from using real estate jargon or overly complex lingo that may alienate prospective buyers.
Why is neighbourhood and location information important in a property listing?
Location is typically the primary search criterion for buyers, so listing the street, neighbourhood details and proximity to transport, schools, hospitals, shops and green spaces is crucial. Providing context on local amenities and whether area property values are appreciating helps both local and international buyers evaluate the long-term potential of their investment.
Can AI help estate agents generate property and location descriptions?
Yes, agents can streamline copywriting by generating a property and location description with AI in CASAFARI. CASAFARI provides AI tools within its platform to draft unique, structured property and location descriptions based on specific property characteristics and neighbourhood data, saving valuable time while maintaining high-quality listings.