Every realtor knows, if you don’t make the property description sound enticing, you’re not going to get buyers. Even if you have wonderful photos of the property, your real estate listing should be crafted with care.
An interested buyer is going to look at the pictures and read every word. So don’t be afraid to get creative and show your enthusiasm for the home you’re marketing. Let’s take a look at an example.
I recently had a realtor contact me for help writing a real estate listing she’d just obtained. She knew it was a gem of a property, priced at over $1 million, but she was at a loss for how to convey the excitement she genuinely felt for the home.
She’d crafted a brief description with the basics but wanted something more for her real estate website and the property brochure she planned to produce. Here’s how the realtor’s listing read:
Beautiful Bedford Home
The home features natural light throughout the 3,800 square feet of space, including 5 bedrooms with two expansive master suites, en suite baths, and an additional sitting area. The master bath has a separate soaking tub, walk-in shower, and a spacious closet. In total, the home has 5 bedrooms and 3.5 baths.
The kitchen has stainless steel appliances, granite counters, and a bar for additional casual seating. With a separate workout room and study, this home has plenty of space to live, work and play. It also features a 2-car garage and spacious deck overlooking the back yard.
This Bedford home is conveniently located in the Meadows community, just 10 minutes from downtown, close to the East Central Country Club, and St. Andrews College.
As you can tell from the copy, this is a large home, well-located and with a lot to offer a buyer. There’s nothing inherently wrong with the property description the realtor wrote. It includes all the most important facts, particularly when combined with photos, but it doesn’t convey enthusiasm.
It’s short on sizzle for what’s clearly a filet mignon steak. Let’s see how it can be improved.
With a price tag north of $1 million, the real estate property listing needed to do more than simply provide the relevant facts and figures. That involved doing a bit more research to create a much more detailed and compelling description.
Here’s the rewrite:
Spectacular, Designer Family Home in Bedford Golf Community
This incredible home is located on a quiet cul de sac in the Meadows golf community, one of Bedford’s most desirable neighborhoods. Elegant and stately with mature landscaping, it has fabulous curb appeal as you make your way up the long driveway.
A grand entryway with dramatic staircase greets you as you step into the stunning foyer. Masterful design and modern luxury are uniquely embodied in this two-story home with 3,800 square feet of living space. There’s plenty of room for your family with 5 generously-proportioned bedrooms and 4 baths.
Enjoy gatherings in the spacious -sized formal palatial dining room. Then retire to the magnificent formal living room with atrium. Spectacular two-story arched floor-to-ceiling windows offer an abundance of natural light.
The expansive master bedroom features a heavenly tray celling with ensuite bath, additional sitting area and spacious walk-in closet. You’ll feel like you’re at a spa in the private master bath with dual vanities, a separate soaking tub and dual rainfall shower head.
The stylish chef’s kitchen has top-of-line stainless steel appliances, granite countertops, an island/bar for casual seating and plenty of storage. With a separate workout room and study, your family will have plenty of space to live, work and play.
The home has been professionally decorated with quality fittings and exquisite fixtures throughout including 3 custom-designed, contemporary chandeliers. Impeccably decorated with numerous upgrades throughout, the home also features a 3-car garage.
An oversized deck overlooks the private, fenced backyard with lush lawn and well-maintained landscaping, perfect for outdoor entertaining.
A rare gem in the highly desirable Meadows neighborhood, this dream home is conveniently located within 10 minutes of downtown, close to the East Central Country Club and St. Andrews College. Close to schools, shops, and restaurants, this is the ideal place for your family to call home.
As you can see, the expanded property listing does a much better job of describing the home’s features and conveying its value. Clearly, not every residential listing deserves this type of fanfare, but you can still work toward creating a write-up that shows off the property in its best light.
If writing real estate property listings is a chore for you or perhaps not the best use of your time, consider working with a real estate copywriter. The money you invest in professional copy will come back to you many times over when you’re able to sell the home for more.