How to Write an Effective Property Description When You List Your Property Online

An Effective Property Listing avoids red-flag words, highlights unique features with bullet points, uses proper grammer and uses professional photographs of the property.

93% of property buyers and tenants shop online, and when trying to find a suitable property, they are presented with hundreds of property listings to scroll through every day. Each listing has a fleeting moment to capture the buyer/tenant’s attention and convince them that their property is the best option on the market. If you have chosen to rent or sell your property yourself, you must know how to write an effective property description to list your property online.

While professional pictures and virtual tours are essential, a well-crafted property description might be the best tool to help you market your property effectively on property portals where there are other property listings competing with your listing. If you want to attract more visitors and inquiries from prospective tenants or buyers when you market your property yourself online, you will need to ensure that your property description stands out and makes an emotional connection with interested buyers and tenants.

Selling or renting your residential or commercial property can be a complicated process. Still, by learning how to write effective property descriptions, you can significantly increase the number of buyers or tenants interested in viewing your property. Here are a few guidelines on writing effective property descriptions and maximizing your chances of securing a tenant or buyer.

1. Avoid red-flag words

Most sellers are faced with the challenge of attracting the right buyer or tenant by conveying the appeal of their property in a few words. Often, their word choices do the opposite because they raise red flags. For instance, a description that tells the buyer that the property is close to public transportation could mean that the property overlooks the railroad tracks. However, you can describe the property as two minutes walk to a London Tube Station and you can even include name of the station so people looking for property in that location can find your property easily. Words like ‘fixer-upper,’ ‘good bones,’ and ‘TLC’ often deter buyers because these words imply that the house needs a lot of work and extra costs.

2. Use value-adding words

While avoiding red flag words, using words that add value and highlight your property’s features is more likely to attract more potential buyers. Focus on features that will attract more people based on the current real estate trends. For instance, people today will be more interested in a home with ‘fast internet speed’ or ‘recently renovated’ instead of ‘cozy,’ which depicts small and dark or ‘natural beauty,’ which may mean that it is not landscaped.

3. Highlight unique features

Properties with character stand out from other property listings. If your property has less common features in the market, more people are attracted to the differences that capture their attention. A house that sets itself apart has a higher chance of selling faster. While not every buyer may find the unique features attractive, those who appreciate them will snatch up the property as soon as possible.

4. Grammar and punctuation

Ensure that your description is easy to understand. Long run-on sentences can be hard to follow. Use punctuation to ensure that information doesn’t get lost. It is crucial to edit your property description to prevent any grammatical errors that could deter instead of attracting more buyers and tenants.

5. Use Bullet Points to Highlight Property Features

Each property has some features which makes it more desirable. Features and amenities like en-suite bathrooms, separate living and dining area, south facing garden, flat with a large balcony, concierge on site, allocated parking, lift facility etc are the features which should be highlighted using bullet points.

6. Use professional photos

High-quality photos are a great way to invite people to view your property. If you can, include a virtual tour or a video in your listing so potential buyers or tenants can clearly see what the property looks and feels like. While the property description might leave out basic information like the number of beds, baths, and stories, your photos can show all these things without leaving out any details.

Everything about your property listing influences the buyer’s experience. Photos will capture their attention, but the description helps them understand what is shown in the images. If your property has a low-quality property description, buyers will move on to the next listing. To ensure that your chances of getting off the market are high, write a high-quality and compelling property description to market your property on a property portal.