Creating Compelling Property Descriptions: A Guide for Realtors

Know Your Buyer Persona

Identify whether your likely buyer is a first-time homeowner, upsizer, downsizer, or investor. Each persona values different benefits—maintenance costs, school proximity, rental yield, or community. Declare one primary persona and write directly to their priorities.

Know Your Buyer Persona

Calibrate tone to the buyer’s expectations. Family buyers often prefer warm, reassuring language; investors prefer concise, data-forward phrasing. Create two sample sentences in different tones, compare engagement, and lean into the version that earns more inquiries.

Headlines that Hook Without Hype

Combine evocative yet honest words with specific facts: “Sun-washed corner condo with skyline views, deeded parking, and low HOA.” Concrete details anchor attention and set accurate expectations that reduce mismatched showings.

Headlines that Hook Without Hype

Clever puns can confuse, while plain language guides action. A broker swapped a playful title for one naming the neighborhood, key feature, and price band; listing views doubled because searchers instantly recognized fit.

Turn Features Into Benefits

“Quartz countertops” becomes “easy-clean surfaces for quick weekday dinners.” “South-facing windows” becomes “brighter mornings and lower winter lighting needs.” Tie each line to a moment buyers can picture, then watch tours increase.

Turn Features Into Benefits

Don’t overwhelm. Pick three benefits that change everyday life—storage that frees space, a layout that simplifies routines, or proximity that shortens commutes. Lead with these, then list supporting features for skimmers.

Turn Features Into Benefits

Open with a short present-tense slice of life: “You step onto the balcony as the city softens, dinner finishing behind you.” One vivid moment anchors memory far more than a bullet list ever can.

Sensory Storytelling That Sells Honestly

Replace vague adjectives with real inputs: morning light angles on oak floors, the hush from double-pane windows, the faint rosemary scent drifting from the courtyard herb beds. Specificity turns curiosity into appointments.

Sensory Storytelling That Sells Honestly

Describe how spaces feel at different times: warm sunrise in the breakfast nook, cool shade on the patio by late afternoon, tranquil reflections through evening. This rhythm helps buyers match the home to their routine.

Include transit lines, driving times at typical hours, grocery distance, and noise patterns. “Seven-minute walk to the Green Line; evenings are notably quieter due to one-way streets.” Practical details signal honest representation and reduce surprises.

Neighborhood and Lifestyle Context

Numbers that matter most

Prioritize usable square footage, ceiling heights, closet counts, HOA fees, recent upgrades with dates, utility averages, and energy scores if available. The right numbers help buyers project ownership costs and comfort clearly.

Scannable, mobile-first structure

Lead with a tight summary, then short paragraphs with bolded cues like “Light,” “Layout,” and “Location.” Most buyers skim on phones; respecting their time increases saves, shares, and showing requests.

Radical honesty wins loyalty

Address quirks upfront—street parking after 8 p.m., smaller second bedroom, or older roof—paired with mitigation or pricing context. Honest copy reduces renegotiations and builds long-term credibility with both buyers and peers.

Visibility: SEO and Platform Fit

Long-tail keywords used naturally

Integrate phrases buyers actually search—“pet-friendly condo near Riverside Park” or “single-level home with accessible entry.” Place them in the headline, first paragraph, and alt text while keeping the prose human and helpful.

Respect character limits and norms

MLS, portals, and social captions vary widely. Draft a master version, then create trimmed variants that preserve the headline, three benefits, and top numbers. Brevity with backbone outperforms awkward truncations.

Structured data, tags, and accessibility

Use consistent naming for neighborhoods, property types, and features to improve search. Add descriptive alt text to images and captions for videos, helping algorithms—and people—understand and share your listing more easily.

Use CTAs like “Request the upgrades list,” “Schedule a 15-minute tour window,” or “Ask about seller disclosures.” Specific, low-friction invitations earn trust and keep momentum without sounding pushy or manipulative.

Reference objective interest—“Multiple weekday tour slots filled”—and recent comparable sales to contextualize demand. Avoid boastful claims; let facts, transparency, and responsiveness nudge qualified buyers toward timely decisions.

If there’s an offer review date or limited tour windows, state them clearly and consistently across platforms. Ethical urgency respects buyers’ planning while protecting your reputation and the seller’s best interests.