Writing listing descriptions is the first step in selling a property. Follow this format: headline, opening statement, list of features & practical amenities, and promotion. Make sure you keep it real.
We all know people today are busier than ever. No one can be bothered to read a written material for more than 5 minutes – not even those looking to buy a property. This is why listing descriptions – while supposed to be as detailed as possible – have to summarize everything your target wants to see. Writing listing descriptions is indeed, the first step in selling a property.
What should be your goal then in coming up with a listing description? It has to sound like it’s a bargain of a lifetime from the ultimate problem solver. Readers should feel presented an opportunity they should take advantage of, now. Let’s start with the format:
Headline
The headline that stands out from the rest of the items on the list wins. The buyer has to notice it in a split second and even do a double take. Examine the existing listing descriptions on the page, study what makes them similar and boring, then come up with a headline that sounds the smartest.
Introduction
Be straightforward. Tell the reader immediately what your ad is about. Your introduction should answer the buyer’s question: “Of all the places in the world, why would I want to live there?”
Features
Next step is to highlight the best features of the property in a narrative form. Is there a space for a home office? Does the house feature walk-in closet, garden, or in-ground pool? Put yourself in the buyer’s shoes and think of those that would attract you. Surveys also prove buyers would pay more for properties that were improved to maximize the functionality of the house.
Practical Amenities
Mentioning this is as important as highlighting the features. According to a report, 90% of buyers would turn down a property without a laundry room. Keep it simple by listing them down in bullet form.
Special Offer
Now, let’s say the buyer is sold with all the features and amenities you mentioned. The next step is writing a call-to-action that would make them buy the property ASAP. You may include the following if applicable: expiring discount from the sales price; selling financing, and rent-to-own promotion.
Additional Tips
As mentioned, you have to build up your image as the problem solver. After seeing you as an expert knowledge as well on the market, interest, and down payment requirements, buyers would want to talk only to you. You can do this by including insights in your listing description.
As for that line in the paragraph you know would catch the reader’s attention, write it in bold. Is the property’s selling price, location, or neighborhood amenities competitive? You wouldn’t want the buyer to miss this when they skim your listing.
There are property listing sites that don’t allow you to put photos, but most do. The photos you’d use has to be carefully chosen to set a scene. Focus on the lifestyle the buyer would have upon moving to the house instead of the property features. Remember, people don’t buy products – they buy better versions of themselves.
WHAT NOT TO DO
You now know the format of a good listing description and some tips to ensure catching your target audience’s attention. Let’s then proceed to what you should never do: forget being relatable; use jargon; oversell, and lie.
Often when we write, we tend to sound smart by using big words and being too formal. This, however, would never impress someone looking to buy a property. You have to do your best to be relatable – a person talking to another person with the same needs and concerns.
Avoid using jargon and acronyms readers would need to search on Google to decode. Instead of doing this, it would be easier for them to close that window and move to the next listing. Again, buyers want to talk to another person who uses the same language.
To wrap it all up, the last but most crucial thing to remember never to do is oversell and lie. Your credibility is at risk when you make false claims. Online reviews and recommendations are the most powerful tools that would make or break you as a seller – use them to your advantage by keeping it real.
