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Feb 21 2019

How to Write Effective Property Descriptions

As much as I, a copywriter, hate to admit it, I know that property photos are more important than property descriptions. However, this doesn’t mean a well written property description isn’t important. The photos grab potential buyers attention, but once they invested, they need the property description to tell them details that photos cannot.

Property descriptions don’t have to be lengthy or pulitzer prize winning, but they need to be effective. Here are a few tips for ya:

Use spell and grammar checks!

Every time you market a property you are also marketing yourself and you don’t want people to think you are incompetent because you don’t know how to hit spell check on a Word Document.

Don’t just describe photos, enhance them.

If the kitchen photos clearly show an island with a granite countertop, you don’t need to waste time repeating that in the property description. However, if there are drawers on the island that aren’t visible in the picture,  you should highlight those.

Don’t use fluffy adjectives.

The phrase “stunning views” is overused and doesn’t really mean anything. But “unobstructed views” or “360 degree views” are much more descriptive and set your listing apart from others.

Use second person language.

In all property marketing, you are trying to get potential buyers to imagine themselves living in that property. Help them out by using phrases like “You will love…” “Your new home is…”

Talk about the community.

Although the community is not the focus, it is important to mention community highlights. Many potential buyers want to know about community pools, gate access, nearby parks and schools, etc. (Pro Tip: Put full community descriptions on your website so potential buyers can learn more. Even if they don’t follow up on a particular listing, you may sell them on the community.)

Did you know One Step offers copywriting services? When you order a property flyer or brochure through us, just ask us to write a description based on the photos and bulleted amenities list you send over.

 

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