Your property listing description is not the most important element to getting your home sold.

That would be the sales price.

Following that would likely be quality photography.

And after that is probably MLS exposure.

No, listing descriptions aren’t the most critical component of getting a listing sold, but it can be a difference-maker nonetheless.

The average buyer only sees 10 homes. The details available in the real estate listing descriptions can be the difference between being #11 and #10 on their list. The difference between being shown and not being shown.

More importantly, buyers looking for something very particular in a home will often be limited to finding those details in the listing description. The description is extra important for homes with very unique selling features.

Here are some ideas, templates, and examples when composing your property description.

Listing Description Template

1. The Headline. The MLS may not have a “headline”, but your other ad copy when you boost your listing on Facebook, post it to Craigslist, or print it on open house flyers will want a headline. Keep it short and highlight the best features that you’ll expand on below.
2. Attention Grab with the Best Feature. You need to get their attention before they click off. Put the property’s best feature in the first sentence in an attention-grabbing way. If your property is a dump in a great location, sell the location. If it’s the only home in the neighborhood with a downstairs master, maybe that is its best feature!
3. Pitch the Area. Often agents do this at the end of the listing description. I think early is better. Buyers usually decide on an area first before they decide on a house. For those with a wide search filter, sell your area first. Don’t include boring information like what city or neighborhood. Just sell the neighborhood and area lifestyle! This is where most fair housing violations occur, so be mindful not to talk about “good” schools, “youthful” energy, or “family” friendly.
4. The Home’s Story. Now it’s time for the story. Your home narrative should travel the house in the same order of the photos. Don’t describe features. Sell benefits. This is likely the meatiest portion of your listing description. Use specifics like brand names and dates of upgrades when possible.
5. The Need to Know. If you are selling a home as-is, don’t waste your sellers or buyers’ time springing that on them after they’ve toured the home. Some things you should share upfront so that people understand the deal and whether it interests them. Share if it is an “as-is” sale, a short sale, uncommon neighborhood restrictions, etc.
6. Call to Action. This is an advertisement! Good advertisements prompt action. Make it clear what you want buyer prospects to do next. My favorite is a simple: “Easy to show! Call your agent to schedule a showing today!”

Check out the Google Sheets template here! You can save it to your own Google Sheets to edit and use it.

DOWNLOAD

Components of a Great Listing Description

• Highlight the Unobvious. There are some things that aren’t captured by “3 bed, 2 bath, 2 car garage”. Do you have a true mother-in-law suite with kitchenette and an en suite bath? Be sure to clarify that! Do you know the builder name which might add some oomph? Mention it!
• Use (Some) Keywords…. Be sure to mention if there is a pool. Some portals and MLSs search the listing description for keywords on how to classify a property. You want to be sure you mention the major selling points of your home like pools, 3+ car garages, guest suites, etc., even if you’ve already checked the box for it in the MLS listing.
• …But Don’t Repeat the Property Specifications. You don’t need to list the composite shingle roof and slab foundation unless those are truly extraordinary features in your market or if you need to add more color to a particular specification. Don’t waste characters on repeating information that home buyers already have.
• Sell Benefits, not Features. People don’t care that the lot is half an acre. They care that there’s plenty of room to throw the ball for the dog, or build a playground. When you’re selling a home, you’re selling a lifestyle! Think less about the “what” and more about the “why”.
• Narrate the Journey Through the Home. Wondering what order to talk about the house in? Picture yourself viewing the home like a buyer. In your opening statements mention the standout features that made you want to see the home in the first place. Then you can mention high-level items like the number of bedrooms. Then you start with the front, moving through the living room, the kitchen, bedrooms, and finally backyard. Tell it like a story and use complete sentences.
• Call to Action. Your last sentence can be the close the deal, like sharing any buyers incentives you are offering, or just a general call-to-action like “call your agent to schedule a showing today!” It may seem obvious, but overtly reminding consumers of the next step you want them to take is Marketing 101.
• Don’t Overshare. There are the agent-to-agent remarks and sellers disclosure that can include the warts and caveats that you need to disclose. The public display is your opportunity to put your best foot forward. It’s a first date. You can wait until the third date to tell them about the flood damage (repaired with a warranty!) and then let them decide whether they want to put a ring on it. Of course, you want to balance that with not sharing enough. It can get annoying if you have to prepare for dozens of showings, none of which turn into offers because the buyers only then find out that
• Get Specific. Is there a particular item that is noteworthy like the proximity to a park, a backyard kitchen, or a particular brand of dishwasher? Use some numbers and names! In my market, the proximity to the military post is important, and I like to search the exact distance and commute time from a listing to the center of post. “Located a convenient 13 minutes drive from the Copeland Center in the center of Fort Hood!” is a lot more helpful than “located close to Fort Hood”. Or you can use price tags, like a “$12,770 natural stone backyard kitchen installed in 2018”. Be sure to have the data source on hand for any numbers you are using, however, like a Google directions printout or the landscaping receipt.
• Get Your Seller’s Input. The homeowner knows more about the benefits of their home than anyone. And they’re going to be reading the description more closely than anyone. Ask them their top three favorite things about having lived in the home and use that! It’s also a good idea to get your seller’s literal sign-off on your description. The Texas Association of Realtors, for example, has the “Seller’s Authorization to Release and Advertise Certain Information”. You can put all your marketing language in that form and get their sign off with the listing agreement.
• Use Complete Sentences. “New roof in 2018” is not a complete sentence. It feels a little lazy. You don’t need to get hyperbolic describing a new roof, but “The homeowners installed a new 30-year roof in 2018” is a much better sentence.
• DON’T USE ALL CAPS!!! Please.

Awesome Listing Description Examples

The top agents – and luxury agents especially – probably know something or two about listing descriptions that sell. So I browsed around for some examples to consider!

These are all descriptions of pending properties. Ya know – stuff that is selling!

A REWARDING ESCAPE PEACEFULLY SITUATED: Luxurious and upgraded, this 4 bedroom, 4.5 bathroom home of 5,281 sq. ft. (including poolhouse, per independent third-party measurement) rests on a lot of 1.23 acres (per county) on a peaceful cul-de-sac in the Lakeside neighborhood. Richly-appointed spaces include large gathering areas, a bright, professional-grade kitchen, spectacular dining room, two walk-out master suites, and a home theater. Contemporary amenities include solar PV and a Tesla EV charging station. The expansive backyard includes a sparkling pool and spa plus a comfortable poolhouse all in private, verdant surroundings. You’ll appreciate the short drive to downtown Los Altos, Rancho Shopping Center, access to Interstate 280, and numerous parks and preserves.

DeLeon Team

Boasting an array of sleek finishes and a thoughtful open plan layout, this immaculate 1-bedroom, 1-bathroom condo is a paradigm of contemporary Brooklyn living. Features of this 531 sq. ft. home include wide plank engineered hardwood floors, huge Pella windows with western exposure, central heating and cooling, and a convenient washer/dryer hook-up. Beyond a functional entryway space the home flows into a luminous, open- concept living, dining, and kitchen area. The galley-style kitchen is equipped with white quartz countertops, a white tile backsplash, Nolte cabinets, and a suite of high-end stainless steel appliances from Samsung and Fisher & Paykel. The bedroom sits just off the living area and has a large reach-in closet. The bathroom has ceramic tile flooring, textured walls, and chic Kohler and Delta fixtures. The Hill is a brand new boutique condominium located in Ocean Hill. The building has an elevator, a bicycle room, private storage, and parking spaces. It is less than a block away from all the restaurants, shops, and grocery stores that line Rockaway Avenue, and is close to several parks and playgrounds. Nearby subway lines include the A/C/L/J. Pets are welcome. *Disclosure: Taxes listed are subject to 421-A Tax Abatement approval. The complete offering terms are in an offering plan available from the sponsor. File No. CD18-0259

The Serhant Team

This 3 Bedroom W/ 2 Full Bathroom Ranch Home Is Immaculate & Full Of Upgrades! Enjoy The Open Floor Plan W/ Vaulted 15ft Ceilings & Large Windows Throughout. The Beautiful Kitchen Is The Heart Of The Home Complete With Large Customized Granite Island & Stainless Steel Appliances. Updated Lighting Throughout The Entire Home. Fully Updated Guest Bathroom And Laundry Room. This Floorplan Includes 2′ Extension On Every Side Increasing The Square Footage, Large Extended Patio For Entertaining Right Off The Dining Area. The Large Master Bedroom W/ Large Garden Tub, Double Sinks & Huge Walk-In Closet. Enjoy The Fully Fenced Backyard Perfect For Kids & Pets. The 2.5 Car Extended Garage Allows Room For Extra Storage Or Work Area.

Indy Home Pros Team

Bring your Smores to the Campfire and Build your Dream Home! 46x120ft Lot Zone NT-1. This property has been ordered from the City to be demolished and is being sold for Land Value. The current house on the property was heavily damaged in a fire. ..LOCATED IN A NICE, QUIET AREA SURROUND ALL RESIDENTIAL. A LOT OF EXPENSIVE HOME IN THIS NEIGHBORHOOD. YOU CAN’T FIND A BETTER LOT. THERE’S NOT TOO MANY LOT AVAILABLE IN THIS AREA.

Dylan Jaeck

Okay, so maybe the last listing description isn’t one you want to model word-for-word.

Examples of Exciting Listing Descriptions for Boring Houses

There’s no such thing as a boring house! Every house is special!

But let’s be real. Writing a listing description for a 6000 sqft Hollywood mansion is pretty easy. But that isn’t a typical listing for your median agent, is it?

What about the 1500 sqft 1980 tract build with laminate kitchen counters and brass fixtures in a “meh” part of town? How do you get more than 3 sentences in there?

It took me a really long time, but I hope I found some pretty good listing descriptions of otherwise bland houses. No offense to these houses, which seem nice. I live in a boring house cheaper than any of these, so please don’t be offended!

Stunning large late 80’s contemporary home with soaring ceilings and windows, split levels, great floor plan including open dining and living room. Located in the beautiful hilly and treed, desirable Windmill Hill section of Desoto you are conveniently located to shops, dining, and 20 minutes to downtown Dallas. This 3 bedroom, 3.1 bath home is large and accommodating to both guests for entertaining with 2 living areas, office, wet bar, with a Master suite located on the 1st floor. Great structure and bones and are waiting for new owners to bring their decorating ideas. Wonderful opportunity! 2020-08-11

Kathy Murray

Excellent little home superbly located right off Old Fredericksburg Road!! The original owner is selling this home that backs up to a GREEN BELT. 3 bedrooms, 2 baths, with a covered back patio. The home also features a water softener, refrigerator, clothes washer, and clothes dryer!!! The roof was replaced in 2019, garage floor was professionally epoxied in 2019, exterior got new paint in 2019, and there has NEVER been a fire in the wood burning fireplace!!!

Kacey Wells

Perfectly set on a tree-shaded lot, this North Waco beauty feels like home the minute you pull up. The living room is warm and inviting, centered by a wood-burning fireplace and built-in shelving. A spacious breakfast area looks out to the backyard and flows into the kitchen, where you’ll find a breakfast bar, double oven and built-in cook top. The master bedroom is large with no lack of storage, including a separate walk-in closet and additional dual closets. Updated vanity with granite counters, and a beautiful tile and glass shower remodel make this entire room an owner’s retreat! You’ll enjoy the back patio both morning and night, so bring your coffee and wine, and make this house your home.

Kyle Eastland

Conclusion

Impress not only potential buyers with your real estate marketing chops, but your actual customer as well: the seller.

They are going to read your listing description more closely than anyone. Having a thorough, exciting, and on-point description will set you up for real estate agent success!

Updated December 27, 2021; Originally published August 22, 2019