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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Comments 68 New Comment

Show All Comments
Rainmaker
222,571
Rick & Ines - Miami Beach Real Estate
Majestic Properties
Freddie - great point - benefits are not easy to point out, since they are so subjective, but they definitely key in to the property's audience.
May 01, 2007 08:09 AM
Rainmaker
215,798
Eric Egeland
SFR, e-PRO, CDPE
RE/MAX SUBURBAN

Rick & Ines thank you for the post.

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

July 12, 2008 10:39 AM
Rainmaker
222,571
Rick & Ines - Miami Beach Real Estate
Majestic Properties

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

July 12, 2008 10:47 AM
Rainmaker
351,927
Donna Yates Real Estate - serving
North Georgia Metro & Mountains
ReMax Town and Country

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.

August 21, 2008 02:30 PM
Rainmaker
222,571
Rick & Ines - Miami Beach Real Estate
Majestic Properties

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

August 21, 2008 02:47 PM
Rainmaker
222,486
Brian Brumpton
Boise Idaho Real Estate
Keller Williams Boise

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

February 02, 2009 02:28 PM
Rainmaker
222,571
Rick & Ines - Miami Beach Real Estate
Majestic Properties

glad to hear it Brian! :)

February 02, 2009 02:44 PM
Rainmaker
257,868
Tere Rottink
CoastalVa Realty Inc

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

March 23, 2009 02:22 PM
Rainmaker
222,571
Rick & Ines - Miami Beach Real Estate
Majestic Properties

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

March 23, 2009 02:28 PM
Rainer
18,364
Rochelle Edwards
J. M. Edwards Associates Inc.

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!

November 17, 2009 08:09 PM
Rainmaker
222,571
Rick & Ines - Miami Beach Real Estate
Majestic Properties

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

November 17, 2009 10:45 PM
Rainer
9,786
Tricia Flicker-Miller
Cressy & Everett
Cressy & Everett Real Estate

Thank you for giving me a new perspective!!

February 23, 2010 01:54 PM
Rainmaker
222,571
Rick & Ines - Miami Beach Real Estate
Majestic Properties

Nice way to revive an old post Tricia :)

February 23, 2010 03:14 PM
Rainmaker
693,466
Lanre Folayan
Buy a home in Washington DC. Sell your DC Home Now
Keller Williams Capital Properties-Buy a home in Washington DC. Sell a home in Washington DC

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

November 17, 2010 09:25 PM
Rainmaker
222,571
Rick & Ines - Miami Beach Real Estate
Majestic Properties

So glad to hear that Lanre!

November 18, 2010 11:55 AM
Anonymous #64
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
Rainmaker
222,571
Rick & Ines - Miami Beach Real Estate
Majestic Properties

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
Rainer
10,328
Jodi Johnson
HomeSmart Realty

great tips!

June 07, 2011 09:29 PM
Rainer
19,227
Dave Williamson
Gateway Funding

Very well written article. Great tips to know.

 

 

 

 

Dave Williamson

 

American Mortgage and Equity Consultants

 

www.davepwilliamson.com    

 

September 12, 2011 12:11 PM
Rainmaker
196,886
Shannon Jones
Long Beach CA Real Estate
The Shannon Jones Team

Very nicely organized information - Thanks a lot!

April 29, 2014 10:58 AM
Show All Comments
Rainmaker
222,571

Rick & Ines - Miami Beach Real Estate

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