How to Write A Property Description That Wows Your Vendors and Buyers

As a real estate agent in Australia, your property description is essential to attracting potential vendors and buyers. A well-written and compelling property description can mean the difference between someone scheduling a viewing or moving on to the next listing. In this blog post, I give you tips on how to write a compelling property description that wows your vendors, attracts potential buyers, and helps you make that sale – fast.

Why is the Property Description Copy So Important?

Do the words in a property description really matter as much as the pretty photos, videos, and floor plan? As a real estate copywriter, my answer is a resounding ‘yes.’ In my opinion, using a professionally written property ad is just as crucial as using professional photos. But often, real estate agents treat their ad scripts as an afterthought – something to type out hurriedly against the clock without giving it the time and attention it deserves.

Real estate agents often tell me that the words don’t matter as much as the images in a real estate listing. And while I agree that people will probably look at the photos first, they will also read the words. Not every word, but a quick scan may yield enough interest to make them read the ad copy repeatedly and be eager to come to the next open home or arrange a private inspection.

Because even if you think the words are secondary to the images – the copy is still important to your vendors and potential buyers. In a sea of hurriedly written online property ad scripts, why not elevate your listing by using compelling words to make your listing stand out?

Taking your time to write a quality property listing can complement your listing photos. Because while photos can show a lot, they can’t show everything. That’s where the words in your property description can elevate your listing to the next level.

How to Write A Property Description That Wows Your Vendors and Potential Buyers.

As a real estate agent, you’re probably more than familiar with the basics of writing a property description. So, let’s dig deeper into the topic. Here are my top tips for crafting a property description that sells!

Identify your target buyer and write your real estate script with them in mind.

Who is the target buyer for the property? Are they first home buyers, families, retirees/downsizers, investors, holiday home buyers, or a developer? Knowing who you’re writing for makes your property ad script a lot more impactful and easier to write.

What may your target audience want to know about the property? For example, if it’s a couple with kids purchasing a home for their family, they likely want to know if quality schools are nearby, if the street is safe from heavy traffic, or if there are parks or other kid-friendly amenities nearby. Write with your target audience in mind and put yourself in their shoes.

I always like to think of what a ‘day in the life of the home’ could look like for the target buyer. So, if they are retirees, for example, where would they likely entertain family or friends in the home? Where would they eat breakfast or host lunch? Is the home single-level making it easy for them to get around? Is the backyard easy for an older person to maintain? Where might they like to sit and relax in the home at the end of the day?

Start with an attention-grabbing headline.

The headline is the first thing potential buyers will see, so use this valuable real estate (pun intended) to get across the home’s most important feature or benefit. Use descriptive words that highlight the best parts of the property.

Is it in a prestigious location that rarely has inventory available? Does it have a resort-style pool? Is it a stunning brand-new build boasting unique features? Is it the ultimate family home in a highly sought-after area? Find that unique selling point that will get your ideal buyer clicking through to the ad, and highlight it in your headline.

Here are some examples:

• Private and Picturesque Property on 5 Acres
• Captivating Coastal Retreat Only 100m from the Beach
• Exceptional Newly Renovated Family Home in Coveted Location
• Style, Sophistication And Sea Breezes Combine In This Brand New Home

Highlight the property’s special features + the benefits of some of these features.

What makes this property special? Is it the location, the layout, the view, or the history? Highlight the features that make this home stand out from others in the area.

Talk to your vendor and walk through the house with them with a notebook and pen in hand – or record your conversation on your phone.

I like to walk through each room and ask a ton of questions, such as:

• Have you made any recent renovations? Where and when?
• How old is the home, and when did you last update rooms like the kitchen and bathroom?
• Ask about the flooring used throughout the home. Is it new? Is it made from a premium material? Is there new carpet in the home? Does the bathroom include heated flooring or premium tiles?
• Ask about the kitchen features. Is it newly renovated? Is there a 900mm oven and stove? Are there any integrated appliances like fridges or dishwashers? Are there quality appliance brands worth mentioning? Are the counters or kitchen island made from a special stone or material? Is there a walk-in pantry or a butler’s pantry? Is there any crafty cabinetry, such as soft-close drawers, cupboard lighting, etc.
• Are there any smart home elements? What are they? How do they help make life easier?
• Is there air conditioning and heating? Where? What kind?
• Remember the outdoor spaces such as alfresco entertaining areas, outdoor kitchens, pools and spas, sheds and storage, lawns and landscaped gardens, etc. What are the unique features? Are there trees and privacy? How big is the area? Is it fully fenced to keep dogs and kids safe? How do the vendors currently use and enjoy this space?

These are just a few of the questions I ask. There’s much more to ask about bedrooms and bathrooms, garages and extra storage, granny flats, and more.

I like to highlight some of the most notable features in the main ad copy and then describe the benefits of these features. For example, a main bedroom tucked away from the rest of the house could become a parent’s retreat where you can escape the hustle and bustle of family life and enjoy a moment to yourself. A newly renovated bathroom with high-quality fixtures and a freestanding bath could become a spa-like experience where you can pamper yourself at the end of a busy day.

You don’t need to include a benefit for every feature, but sprinkling some benefits through your ad copy helps potential buyers to start to picture themselves living in the property.

Check out the location of the home on the block, in the street, and in the neighbourhood.

Everyone knows it’s all about location, location, location in real estate. And where the home is positioned on the block, in the street, and a suburb is a huge selling feature.

Some questions about the location to consider when writing your ad include the following:

• Where is the home located on the block and in the street? Is it a north-facing aspect that enjoys the morning sun?
• Does it have beautiful views of trees or the ocean? Is it close enough to the beach to see or hear the waves? Does it enjoy pleasant sea breezes, or is it in a highly sought-after street or neighbourhood?
• Is it a roomy corner block or an acreage without a neighbour in sight?
• Is it a quiet street in a prestigious estate? Or is it surrounded by other quality homes?
• What are the neighbourhood’s highlights and nearby attractions? Are there quality schools nearby? Is it a 5-minute drive to a shopping centre? Or close to beaches, parks, or other beautiful natural places?
• Is it an easy commute to a nearby CBD if someone wants to live a bit out of the city while still being a short drive away from work?

You’re not just selling the house; you’re selling its surroundings. So, let the location play an active role in your real estate script.

Use descriptive language that paints a vivid picture in the reader’s mind.

Use descriptive language that paints a vivid picture of the home and surroundings. Description can include flowery language as long as it’s accurate and not overdone. Try not to be repetitive with words and limit yourself to one ‘stunning’ or ‘stylish’ per ad. You can always use the thesaurus feature in Microsoft Word to come up with some synonyms to avoid repetition.

Avoid the same tired phrases every real estate agent uses and mix up your descriptions. For example, instead of a ‘spacious living room,’ try a ‘generously-sized living room with plenty of natural light.’

I love using alliteration in my property descriptions. Used sparingly in your ad scripts, it can pack a punch. Here are some examples:

• Bold and bright bathroom
• Fresh and family-friendly
• Sensational street appeal
• Perfectly positioned
• Spacious and stylish bedrooms
• Conveniently close to
• Relax and rejuvenate
• Contemporary coastal cottage

Use emotive language to write a property description that connects with your audience.

Incorporate words into your property description that evoke emotion and make the property come to life. Language can help potential buyers form an emotional connection to a home before they even walk through the door. You want them to picture themselves living in that space. Remember, you’re selling a lifestyle, not just four walls and a roof.

You can bring areas of the house to life by writing:

• Enjoy lazy afternoons lounging around the pool while the kids splash and play.
• Cook up a feast for friends and family in the brand-new designer kitchen.
• Unwind at the end of a busy day in the outdoor spa overlooking tranquil trees and gardens.

Ask the vendor which room or outdoor spot in the house is their favourite and why to help create a story about the home. Chances are that a prospective buyer will also appreciate this aspect of the home.

Use bullet points to list the property’s special features.

Bullet points are a great way to break up text and highlight key features of a property, such as the number of bedrooms and bathrooms, outdoor spaces, and parking options.

Outline the special features in order of importance, from the size of the block and home to the noteworthy features of the main living area, bedrooms, bathrooms, kitchen, outdoor space, garage, and more.

I like to end my bullet point list with some nearby highlights and their distance from the property. For example:

• A short 5-minute walk to nearby (beach name)
• 7-minute drive to (a nearby town or street known for food) for your choice of quality cafes and restaurants.

The bullet point list is also important because some people will skip the first part of the ad and scan straight to the features. If they see something that interests and delights them, they will read the whole ad. While you shouldn’t be too repetitive in this list, it’s important to highlight some of the features from the body of the ad again. I like to use the bullet list for more detail about floor surfaces, design features, unique fixtures, and outlining specs like the block size, what’s included in the bathrooms, where certain rooms in the house are located, etc.

Be honest: Don’t exaggerate or misrepresent the property.

Don’t misrepresent a property by saying it’s huge if it’s not or that it’s in a quiet location if it’s next to a busy main road. People get annoyed when they feel they are being lied to. I always focus the ad on the good qualities of a home and its location while avoiding cliches like a home being ‘a renovator’s delight.’

Don’t forget to include a call to action.

Finish up with a creative closing statement that sums up the property one more time. Let a potential buyer know how to take the next step by including a call to action. For example, you could say:

• Contact (your name) to arrange an inspection
• Come along to the open home (and list a date and time)
• Call (your number) for more information about this stunning property

Don’t leave a potential buyer hanging – let them know how to get in touch with you.

Make sure to edit and proofread your property description before it goes live.

Make sure to edit and proofread your ad, as this is a step that many real estate agents skip in their rush to get a property online. Spelling, punctuation and grammar mistakes can detract from the professionalism of your property description, so make sure you proofread it carefully before publishing.

It’s difficult to spot all the errors and typos in your work, so get a colleague to check your ad. Or get a copywriter/editor like me to proofread the copy for you. A second pair of eyes on your work is a must. Check for commonly misspelled real estate words like American vs. Australian spelling (veranda vs verandah, kerb vs curb), repetitive words (using beautiful seven times in the one ad), grammar, spelling and punctuation. Read 9 Real Estate Copywriting Mistakes to Avoid for more tips.

How to write a property description that wows in summary.

Following these real estate copywriting tips, you can write a property description that wows your vendor and attracts your ideal buyers. Not every ad should be the same, so try different approaches and refine your property descriptions over time to see what gets the best results. Remember to always keep your target audience in mind, highlight the unique features of each property, include language that plays on the emotions, and make sure you have a call to action. Happy writing!

If you’re a real estate agent based on the Central Coast, in Sydney, or anywhere in Australia, and you’re thinking of outsourcing the copywriting of your property descriptions, get in touch.

I know not every Agent has the time or enjoys writing ad scripts, but I do. You can find out more about my real estate copywriting services here. Feel free to get in touch and request my prices and packages – email jane@breezywords.com.au.