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Top 12 Reasons Your Property Description Sucks

Improve the copy in your real estate listings and sell properties faster and for more $$$

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Realtors have a variety of ways to promote a property and generate buyer interest: 3D immersive virtual reality video tours, slide shows, social media posts, photos of the interior and exterior, drone pictures and more. Those visual elements can be extremely compelling, but there’s another element that’s equally critical – the copy. 

Real estate listings need enticing descriptions if they’re to attract buyers. They’re part of the first impression potential buyers will have of your property, so good copywriting is a necessity. While the photo may be what initially catches their eye, the verbiage about the property’s features can be the tipping point that get prospects to schedule a home tour.

The challenge is writing the perfect copy to attract your ideal buyers. To help you get on the right track, here are the top 12 reasons your property description isn’t as effective is it could – and should – be.

Looking for a real estate copywriter to write your property listing? Click here.

Property listing writer

Make a great first impression on potential buyers when you combine professional photos with professional copy.

1. Your copy sounds unprofessional.
Poor grammar, spelling errors, confusing diction, improper punctuation – all of those can detract from the message you’re trying to convey, not to mention make you look like an amateur.

2. Your copy is hard to understand.
You use too many big words and complicated sentences. The reader’s eyes gloss over as they try to make their way through each mind-numbing paragraph.

3. The words conflict with the photos.
Your copy must complement and support the photos. Together they should give the prospect a clear mental picture of the property.

property description copywriter

Include details in your property descriptions copy, such as countertop materials, appliance brands and flooring.

4. Your description is too “fluffy.”
You’ve written a romantic fairy tale about the home and grounds, painting a fantasy for the future owner. While all of that sounds lovely, your description is missing key facts. Buyers want details not poetry when they’re searching for a home. 

5. Your copy is too short.
You were probably rushing to get the listing published and figured you’d let the photos tell the story. But buyers want to know as much as possible before they make the effort to schedule an appointment with a realtor to tour the home.

Be thorough in your description, especially if it’s a high-priced home with lots of attractive features. Don’t only list the facts, i.e. 3 bed, 2 bath. Instead, capture the essence of the buyer living there, i.e. private backyard with well-manicured lawn and stylish outdoor fire pit for romantic summer evenings. Give your boring real estate descriptions a copywriting makeover.

Most MLS systems allow 1,000-1,500 characters, so you’ve got the room to give a precise description. Use powerful, descriptive words to evoke an emotional response and appeal to buyers such as, “You’ll love this charming, historic, three-bedroom Cape Cod home with sweeping panoramic views of the bay from almost every room and your own private entrance to the beach below.”

Looking for a real estate copywriter to write your property listing? Click here.

Real estate copywriter

In your description, draw attention to special features such as unique ceilings and custom fireplaces.

6. You describe things in the wrong order.
Prioritize the most desirable part of the property, especially if it’s unique. What’s the feature most likely to wow the buyer? Maybe it’s the location close to the downtown and local schools. Or maybe it’s an oversized corner lot, a spectacular swimming pool with slide, or the chef’s kitchen with a double-oven and enormous island.

Put your most compelling information toward the top where they’ll keep buyers reading; then move on to the lesser details.

Need help writing your property listing? Click here.

7. Your listing sounds like everyone else’s listings.
Your copywriting needs to point out what makes your property listing different than others. If you copy some other realtor’s text, then your property won’t sound special or unique. 

copywriter for real estate listings

Your goal in writing your property description is to make your listing sound different and more appealing than everyone else’s.

8. You make assumptions about what the buyer already knows.
Using abbreviations, acronyms or geographical references may seem like a good way to shortcut the real estate listing, but it can be confusing to the reader, especially if they’re not from the local area. Don’t make buyers guess what you mean. Tell them in crisp, clear language exactly what you’re talking about.

9. Don’t write your property description in all caps.
It looks like you’re yelling. Multiple exclamation points at the end of each sentence are annoying. And when you bold too much of your listing, the features that are really important and should be written in bold, don’t get noticed.

10. You forgot to mention lifestyle elements.
In addition to describing the property, add in a few key facts such as the easy commute to downtown, proximity to restaurants and shopping, and the quality of the local schools. Often those factors hold just as much sway with buyers. They can be the tipping point for making an offer for the buyer who was on the fence about your property.

Copywriter for property listings

Be sure to include any special incentives that could motivate buyers to consider your property.

11. You didn’t include a special promotion.
A special offer generates interest and can help motivate your reader to consider the home you’re selling. It can be anything such as:

  • Buyer will pay closing costs.
  • Seller is offering financing.
  • Seller is offering $5,000 toward new appliances.
  • Buyer will leave behind all window treatments and rugs at no charge

12. You’re missing a call to action.
Conclude your real estate listing with a call to action that tells prospects exactly what to do next and introduces a sense of urgency. For example:

  • This house won’t last long at this price. Contact us today!
  • This amazing house must be seen in person. Schedule a visit!
  • Don’t miss our open house this Saturday.
  • Be contacted by our representative.
  • Request a virtual tour and receive our free neighborhood report.
  • Get more details on this home now.

After reading these tips, you might feel ready to tackle writing your own property listings. But if that’s not the best use of your time – and you’d rather be showing property or meeting with sellers – consider working with a professional real estate copywriter.

Copywriter for realtors

If writing property listings isn’t the best use of your time, work with a real estate copywriter to get professional property descriptions.

When you work with a pro, you get quality copy and fast turnarounds, all of which can help you sell a property quickly and for a higher price. The amount it costs for having a pro write a listing description is negligible when you consider the commission you’ll receive. The return on investment (ROI) is substantial, so don’t overlook the important role a well-written listing plays in selling a property.

Want to know more? Contact us for pricing on writing your property listing descriptions.

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Need help writing your real estate property description?

Work with a real estate copywriter.

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