Crafting compelling property descriptions is paramount in the realm of real estate sales. The significance of these descriptions renders them indispensable in any listing, demanding the mastery of this skill by every adept real estate agent. Exceptionally well-written property descriptions possess the power to captivate potential buyers, satisfying their inquiries and addressing crucial considerations. They serve as invaluable tools in marketing endeavours, such as property websites, enabling the highlighting of desirable features, showcasing renowned appliances, and summarizing noteworthy upgrades or renovations. Given their persuasive prowess, property descriptions significantly facilitate an agent’s overall responsibilities, for they possess the ability to:
- Craft a captivating narrative that complements visuals, surpassing photographs alone.
- Elevate a property above its competitors in the market, enabling it to shine amidst the crowd.
- Create a positive and lasting first impression on homebuyers, showcasing both the property and the agent’s excellence.
- Inspire and motivate buyers to eagerly arrange viewings, ultimately leading them to confidently submit offers.
- Facilitate the expeditious sale of properties, serving as a catalyst for swift transactions.
By reshaping this content with a professional and engaging tone, the significance of well-crafted property descriptions is underscored, emphasizing their role as a formidable asset in the arsenal of a skilled real estate agent.
What Do Buyers Look for in a Property Description?
Writing a captivating property description is an art form in the domain of marketing. The choice of words becomes the artist’s brush, with the quality of the “paint” directly impacting the final result. Effective descriptions create a compelling visual image that entices potential buyers to explore the property. In today’s digital age, where homebuyers increasingly rely on online platforms, well-crafted descriptions are essential.
To master the art of property description writing, agents must follow important guidelines:
Attention to spelling and grammar.
A structured approach.
Creative yet engaging language.
Property listings often lack distinction and tend to blend together. They typically provide basic information like the number of bedrooms and bathrooms, the presence of desired features like a garage or basement, and the asking price.
The goal of a quality description is to set your property apart. Start with the basics and build upon them. A strong property description structure includes five essential elements:
Structure of a Strong Property Description
Buyers quickly scan through listings, seeking content that captivates their interest and aligns with their preferences. Given their tendency to scan rather than read in detail, it is crucial to craft concise and attention-grabbing headlines. Industry best practices recommend keeping headlines to a maximum of ten words. Recognizing the limited window to capture a buyer’s attention, agents must unleash their creative writing skills, employing impactful and vivid language to leave a lasting impression.
Succinct Opening Statement
It is important to bear in mind that buyers have specific preferences and are quick to move on if they don’t find content that aligns with their needs. To further engage potential buyers, it is crucial to hook them with a compelling opening sentence that builds upon the headline. This initial sentence should provide a clear description of what they are viewing while persuading them to delve deeper into the listing.
Cleverly Crafted Description
When crafting your property description, keep it concise, aiming for 250 words or fewer. Buyers are unlikely to read lengthy text, and popular real estate listing sites often have limitations on text length. It is important to note that some sites even include the headline as part of the overall description, so be mindful of including it within the word count.
Begin your description with essential information that buyers must know, such as:
- Number of bedrooms and bathrooms
- Square footage
- Recent renovations and upgrades
- Notable brands (appliances, flooring, etc.)
- Lot size
- Extras (pool, fireplace, deck, appliances included, etc.)
- Special features (historic property, ocean views, etc.)
The responsibility falls upon the agent to take these fundamental features and weave them into a captivating narrative.
Beware of Overselling
Maintaining honesty is paramount when crafting your property description. It is crucial to avoid overselling the home, as it can lead to disappointment when buyers discover a cramped, outdated, or lacklustre property instead of the magical space they were promised. Strive for transparency and select attractive words that accurately reflect the true nature of the home.
List of Special Promotions
Including a list of incentives can serve as a powerful motivator for buyers, expediting the sale of the home. Here are some examples of enticing offers:
Seller financing provides buyers with a streamlined process, free from the complexities of dealing with banks and extensive paperwork.
Limited-time discounts from the sales price offer a compelling opportunity for buyers to secure the property at a reduced cost.
Exclusive limited-time discounts tailored specifically for first-time homebuyers, catering to their unique needs and aspirations.
Time-limited bargains that cover 100 per cent of the buyer’s closing costs, alleviating financial burdens and making the purchase more accessible.
A generous one-year home warranty provided for the buyer’s peace of mind, ensuring protection and confidence in their new investment.
Flexibility in choosing the closing date, accommodating the individual circumstances and preferences of buyers.
By incorporating such incentives into the property description, buyers are motivated to take swift action, resulting in a faster and more successful home sale.
Significance of Photography
Professional photography holds immense significance in the process of selling a home quickly and effectively. Just as a well-crafted property description is vital, so too are high-quality images captured by professionals. Buyers anticipate and desire visually appealing, expertly staged photographs that showcase each room from various angles.
Buyers yearn to envision themselves in every space of the home, whether it is the sleek and modern kitchen, the serene spa-like bathroom, the cosy study, or the airy bedroom. They expect the photographs to authentically represent the reality of the space when they eventually visit the property in person.
Arranging the photographs in the same order as the rooms are structured within the home allows buyers to digitally “walk through” the property. Furthermore, providing concise descriptions for each image enables buyers to have a clear understanding of what to anticipate during their house tour. By prioritizing professional photography and thoughtfully organizing the visual content, you enhance the buyer’s experience and further facilitate the selling process.
By adhering to these guidelines and dedicating the necessary time to create compelling, imaginative, and enticing content, you are well on your way to crafting a property description that truly sells. It is essential to meticulously proofread your content, ensuring it is free from any grammatical or spelling errors. Incorporating creative and evocative language that sparks the buyer’s imagination, along with professional photography, will ensure that your property descriptions become powerful assets that do the heavy lifting on your behalf.
This article is written by Waqar Ahmad. Waqar is a Research Analyst at the Iqbal Institute of Policy Studies (IIPS).