10 tips for writing good Real Estate descriptions

By
Real Estate Agent with Majestic Properties 3061802
http://actvra.in/9lP

10 tips to write good real estate descriptionsI have compiled a list of tips to write good descriptions for real estate properties.  Please feel free to add to the list.

1.  Don't over-describe the property - you will only disappoint customers when they come face to face with realily. (Creating false expectations is the worst thing you could do for the property).

2.  Don't under-describe the property - in this case "less is not more," leaving it up to the imagination is not a good strategy.

3.  Be honest - builds confidence and attracts customers.

4.  Avoid discriminatory "buzz words" - (The Fair Housing Act makes it illegal to advertise any preference or limitation or encourage discrimination due to race, color, religion, sex, national origin, handicap or familiar status) - avoid words like:  "perfect for family", "no children", "Christian", "close to Temples".....etc.

5.  Avoid trivial and redundant phrases like:  "priced to sell" (DUH), "priced reasonably" (as opposed to what?) "modern improvements" (you mean like electricity and running water?), "nice" (please think of a better adjective).

6.  Use words that trigger action: You, Proven, Quality, Prestige, Practical, Reputable, Last Chance, Don't wait.

7.  Use known brand names - Sub-zero, Viking, Miele, Marvin windows, (known designers are also a good idea).

8.  Look for appeal of property - go back to the basics and ask the seller what attracted them to the property when they purchased it, include a few key amenities that communicate benefits.

9.  Use a catchy headline - "Not just a place to live", "Ultra chic", "Buy a lifestyle", "This is it!", "One of a kind", "Your private escape", "Begs fro loving attention", "Solves all your closet problems."

10.  Target your audience - remember that you must communicate the benefits that will appeal to the buyer's needs, not the needs of the whole market (think like a buyer!).

Sometimes it is easier said than done and it takes some practice to get it right, but good descriptions are key to getting properties sold.

 

 

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Rainmaker
231,345
Eric Egeland
RE/MAX SUBURBAN - Libertyville, IL
SFR, e-PRO, CDPE

Rick & Ines thank you for the post.

I'm always looking for new wording choices & ideas...this will help...thanks

Jul 12, 2008 10:39 AM #50
Rainmaker
222,606
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

You are quite welcom Eric - thanks from bringing this old post back from the dead! :)

Jul 12, 2008 10:47 AM #51
Rainmaker
357,968
Donna Yates Real Estate - serving
ReMax Town and Country - Blue Ridge, GA
North Georgia Metro & Mountains

Thank you for the tips.  It helps to refresh my memory and find new words to use.  Sometimes I feel like I'm a broken record.

Aug 21, 2008 02:30 PM #52
Rainmaker
222,606
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

Donna - it doesn't hurt to be FRESH once in a while and write a "different type" of description either! :)

Aug 21, 2008 02:47 PM #53
Rainmaker
222,740
Brian Brumpton
Keller Williams Boise - Boise, ID
Boise Idaho Real Estate

I know this is an older post but it was helpful none the less.  Thanks.

Feb 02, 2009 02:28 PM #54
Rainmaker
222,606
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

glad to hear it Brian! :)

Feb 02, 2009 02:44 PM #55
Rainmaker
268,405
Tere Rottink
CoastalVa Realty Inc - Virginia Beach, VA

Great information.  Now if you could only write the description, I am working on right now, it would be wonderful.  Bookmarked

Mar 23, 2009 02:22 PM #56
Rainmaker
222,606
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

they say description writing is an art - I just say write it like it is

Mar 23, 2009 02:28 PM #57
Rainer
18,364
Rochelle Edwards
J. M. Edwards Associates Inc. - Burlington, ON

Thanks for the help.. I am currently trying to write 20 different writeups for each unit in a condo community we just listed. Hopefully I can put these tips to good use!

Nov 17, 2009 08:09 PM #58
Rainmaker
222,606
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

Rochelle, it also helps (in today's market), not to BS or overwrite descriptions - Good Luck!

Nov 17, 2009 10:45 PM #59
Rainer
9,786
Tricia Flicker-Miller
Cressy & Everett Real Estate - Elkhart, IN
Cressy & Everett

Thank you for giving me a new perspective!!

Feb 23, 2010 01:54 PM #60
Rainmaker
222,606
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

Nice way to revive an old post Tricia :)

Feb 23, 2010 03:14 PM #61
Rainmaker
728,520
Lanre-"THE REAL ESTATE FARMER" Folayan
Keller Williams Capital Properties-Buy a home in Washington DC. Sell a home in Washington DC - Washington, DC
How much is my Washington DC House Worth?

Rick & Ines I found this blog very helpful. Thank you very much for sharing it. I am going to bookmark this one. Great post.

Nov 17, 2010 09:25 PM #62
Rainmaker
222,606
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

So glad to hear that Lanre!

Nov 18, 2010 11:55 AM #63
Anonymous
Brenda

Looking for a suggestion. I am an administrator for a large real estate team. They want me to write a description for a house I have only seen pictures of and they seller wants it to start off saying "where are you going? Don't just drive by come on in." Really I am so lost I have no idea what to write. Maybe the seller is unaware that MLS is not something randon people driving by will see. Not sure how to make everyone happy.

May 30, 2011 10:45 PM #64
Rainmaker
222,606
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

Brenda - you can write different descriptions for different marketing venues - you can certainly make everyone happy! - the seller's description may be the one for the property brochure.

May 31, 2011 12:03 AM #65
Rainer
10,328
Jodi Johnson
HomeSmart Realty - Scottsdale, AZ

great tips!

Jun 07, 2011 09:29 PM #66
Rainer
19,227
Dave Williamson
Gateway Funding - Winona, MN

Very well written article. Great tips to know.

 

 

 

 

Dave Williamson

 

American Mortgage and Equity Consultants

 

www.davepwilliamson.com    

 

Sep 12, 2011 12:11 PM #67
Rainmaker
201,428
Shannon Jones
The Shannon Jones Team - Long Beach, CA
Long Beach CA Real Estate

Very nicely organized information - Thanks a lot!

Apr 29, 2014 10:58 AM #68
Rainer
2,208
Carrie Cathey

These are great! Thank you for the help! I always wonder how to come up with short, and to-the-point lines, like Platinum Property Investors do on this site I found: http://www.jasonhartman.com/properties/, they always have unique phrases and I see they must take some of your advice :) Thanks again!

Aug 08, 2014 06:09 AM #69
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Rainmaker
222,606

Rick & Ines - Miami Beach Real Estate

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