A great property description can make or break a property listing. Crafting detailed, engaging, and keyword-rich property descriptions can set your listings apart – not only from the point of view of attracting clients’ attention but also in terms of building positive brand awareness and helping search engine optimisation (SEO). Yet, many estate agents struggle to write compelling, engaging descriptions that attract buyers.
First understand Your Audience
Before writing anything, consider who the likely buyer will be. Is the property ideal for young professionals, growing families, retirees, or investors? The language, tone, and features you highlight should reflect what matters most to that target audience. For example, a modern city apartment might emphasise proximity to transport links, nightlife, and tech-friendly features, while a suburban family home should highlight space, safety, schools, and a welcoming community.
Key elements of a winning property description
A well-crafted property description uses concise, compelling language to capture a property’s unique selling points, highlighting key features and amenities while creating a vivid picture for potential buyers. It emphasises the location, focuses on emotional storytelling, and includes a clear call to action.
Here are 5 key features in more detail:
- Use an engaging headline: Buyers scroll through dozens of listings, so a strong start is essential to keep them engaged. Capture attention with a strong opening. For example, start with an attention-grabbing headline and a concise overview of the property’s main selling points.
- Highlight unique selling points: What makes this property special? Highlight architectural details, recent upgrades, and unique amenities that make the property stand out and explain how these will benefit the buyer. Provide accurate details and be upfront about any potential drawbacks.
- Be descriptive but concise: Clarity and detail matter. Mention room sizes, key upgrades, storage options, or recent renovations. Descriptive language will paint a picture, allowing them to envision themselves living in the property. However, don’t go overboard. Overly long descriptions can cause readers to lose interest.
- Include local amenities: Nearby schools, transport links, and amenities matter – so emphasise the property’s proximity to desirable amenities.
- Add a call to action: Encourage potential buyers to take the next step, whether it’s scheduling a showing or visiting an open house.
It is important to keep your property description concise – ideally under 250 words – and easy to read, using bullet points or short paragraphs to break up the text. Use high-quality photos to showcase the property’s best features.
How can your Virtual Assistant help you compile impactful listings?
There is a lot of preparation and ongoing work that goes into writing, uploading and maintaining property listings – it takes time.
When it comes to property listings, here are 3 ways your VA can take work off your plate:
- Researching – Gathering information on the suburb and nearby amenities – as well as making sure of the properties stand-out features.
- Writing and proofreading listings – Creating polished descriptions that attract buyers.
- Uploading and managing listings – Keeping your website and property portals updated.
Writing descriptions that sell is both an art and a science. With a thoughtful approach and attention to detail, your property listings can attract more qualified buyers, generate faster interest, and ultimately close deals more efficiently. Because well-written property descriptions drive significantly more interest from potential buyers and often result in faster property sales. By delegating this process to a skilled Virtual Assistant, Estate Agents can ensure consistency, accuracy, and professionalism across all their listings, ultimately saving time while enhancing the overall appeal of each property.