It’s no secret that professional photos are vital in a real estate listing. Motivated buyers will only click through one or two less-than-impressive pictures before they move on to the next listing.And while professional real estate photography may draw the buyer in, it is a description that keeps their attention. Writing an accurate and authoritative description for your property does not happen on accident. Before you sit down and write your property description, consider these five tips:
1. Be Honest
You don’t have to be Shakespeare to put together a listing description that sells. However, you do have to be honest. If you have a one bedroom apartment,”sprawling” probably might not be the right word to describe it. If there are electrical or plumbing issues, “perfect condition” is also not the right choice of words. While you want to make your property sound desirable, you don’t want to mislead the buyers. An exaggerated listing description might get interested buyers to tour your home, but once they see the inconsistencies, they won’t be around for long. Being honest in your description is the best way to attract qualified buyers. You don’t have to make a list of everything that is wrong with the house, but if you are upfront about a few issues that need to be taken care of and offer suggestions for how this can be done, your buyers will appreciate your honesty.
2. Choose Your Words Wisely
Traditionally, property owners would find code words to turn a negative into a positive. For example, a “cozy kitchen” we all know, means a tiny kitchen. Instead of trying to fluff up the aspects of the home that buyers may see as unfavorable, it is okay to give a more general description.
Instead of saying:Your whole family will love this vintage-inspired, cozy and intimate outdoor space (very small and outdated backyard)
You can say:“there are plenty of opportunities for indoor and outdoor living.”
Both explain that there is an outdoor space, and allow the buyers to ask more questions if this is something that interests them.
While some words attract the reader’s attention in a good way (refurbished, modern, upgraded,luxurious), some words make buyers a little weary. Avoid phrases such as “needs a little TLC” or “fixer-upper” (unless you are marketing it as a fix and flip property). Buyers see sentences like “needs a little TLC” and assume it means the house is falling apart.
3. Showcase The Property’s Character and Charm
What features of the home make it different than the house down the street? What are some of your favorite spots in the home? Make sure to highlight these features. Don’t pigeon hole your description by assigning names to every room. Even though you use the fourth bedroom as an office, explain that it would be perfect for a home gym, guest room, or playroom. Expand your description so that it appeals to a broader audience and allows different types of buyers to envision themselves in the home.
4. Connect On An Emotional Level
Remember, buying a home is a very emotional decision. Buyers want to connect with a home,which is why a laundry list of square footage statistics and paint colors will not keep their attention. Paint a mental picture for the buyer of what it is like to live in the home. Describe the house, but don’t forget to describe the experience and the lifestyle that comes with it. For example, you could say:
“Early risers can enjoy a coffee outside on the patio and watch the sunrise over the water.” “Host cannonball competitions in this sparkling private pool.” “The layout is perfect for entertaining, and the outdoor space makes for a great place to host a dinner party under the stars.”
By describing how the space can be used instead of just the specifics of the area, you’re allowing the buyers to see themselves living in the home and make an emotional connection to the space.
5. Edit. And Edit Again
Once you’ve put together a property description that will keep fires on the edge of their seats, it’s essential to edit. Long-winded sentences can be hard to read and understand. Excessive punctuation can lock too eager and unprofessional. Writing in all caps is distracting, and many buyers read that as if you are yelling. Run your listing description by a few people who know your property very well. And then run it by a few people who don’t know your property very well.Make improvements to the listing based on their suggestions, and only publish once you are sure all spelling, grammar, and punctuation mistakes have been fixed.
Writing a strong and accurate listing description is a fundamental part of a quick and profitable sale. If you’re still unsure about how to write a compelling listing description, let us help. When you list your home with Jovi Realty, we’ll get to know your home inside and out and help create an honest, accurate, and engaging listing description that sells.