A property description is more than just a written portion of a real estate listing; it's a powerful tool that can attract potential home buyers. When selling a home, it's essential to use first-rate copywriting skills to create a creative and engaging property description. In this article, we will provide you with valuable insights on how to write effective real estate ads, along with some compelling examples.
Anatomy of a Property Listing
Property listings consist of three core components: property information, photographs, and property description. These components work together to provide potential buyers with a clear understanding of the property's features and benefits.
1. Property Information
Property information includes essential details, such as the address, number of bedrooms and bathrooms, square footage, and asking price. It provides potential buyers with a clear overview of the property.
2. Photographs
Photographs are crucial in attracting potential buyers' attention. High-quality images that showcase the property's best features can make a strong first impression. Investing in professional real estate photography is highly recommended for the best results.
3. Property Description
The property description plays a vital role in capturing potential buyers' interest. It should highlight the unique and interesting aspects of the property, differentiating it from other listings in the market. A well-written property description creates a mental image of the property's features and benefits.
Writing Creative Real Estate Descriptions
To write compelling property descriptions, it's crucial to focus on the features and benefits of the property and use descriptive language to evoke emotions. Here are some do's and don'ts to keep in mind:
Description Do's
- Create a viewpoint based on the potential buyer's lifestyle, family structure, occupation, and income.
- Tell a story that helps potential buyers envision themselves living in the home.
- Mention premium brand names for appliances, windows, and doors to enhance perceived quality.
- Highlight special features and amenities that make the property stand out.
- List upgrades and improvements to showcase the property's value.
- Use real estate adjectives to add style and paint a vivid picture for readers.
- Utilize words that may generate a better offer, such as luxurious, stainless, granite, upgraded, updated, landscaped, impeccable, bright, and beautiful.
Description Don'ts
- Double-check for grammatical errors and misspelled words.
- Avoid using all caps and excessive exclamation points.
- Be mindful of repetition and find synonyms to avoid redundancy.
- Steer clear of exaggeration that may lead to disappointment for potential buyers.
- Avoid words that may generate lowball offers, such as fixer, potential, bargain, cosmetic, motivated seller, and TLC.
Bonus: Loan Program Eligibility
When possible, mention the property's loan eligibility, such as FHA or VA loans for single-family properties, manufactured homes, and condos, or USDA loans for rural areas.
Creative Real Estate Listing Description Examples
Example 1 (Poor)
"This 1,523 square foot single-family home has 3 bedrooms and 3.0 bathrooms. It is located at 3991 Bleacher Ave, Burbank, California."
- This example is too short and lacks creativity.
- It repeats information already available to readers in the property information section.
Example 2 (Good)
"Gorgeous 4-bedroom, 2-bathroom home in beautiful Silver Lake. This property offers 1,160 square feet of living space and a lot size of 5,499 square feet. Your family and loved ones will enjoy the spacious backyard, perfect for family gatherings! Come and take a look at this beauty....Don't miss out!"
- This example effectively uses adjectives to describe the property.
- It creates a visual image of the spacious backyard and its potential for family gatherings.
- The word "beauty" is used twice, and finding a synonym would enhance the description.
Example 3 (Good)
"Remodeled to perfection! This beautiful home is located close to shopping and dining. Here are just a few of its wonderful features: cozy fireplace, new kitchen cabinets, stainless steel sink, modern quartz countertops, wood flooring, remodeled bathrooms, freshly painted, central A/C, attached two-car garage, large backyard, and so much more!"
- This example has a good opening statement and uses adjectives effectively.
- Adding storytelling or additional benefits would further enhance the description.
Example 4 (Great)
"Elegant custom home offers unparalleled craftsmanship and exceptional amenities! This French-inspired design is truly remarkable inside and out. Features include cherry cabinets, quartz countertops, crown molding, custom windows providing plenty of natural lighting, expansive decking (1000 sq. ft.), gourmet kitchen with an island (great for entertaining), gorgeous master suite, den, storage, plus STUNNING views of L.A. Basin and Downtown L.A. High demand area."
- Using all caps for the word "STUNNING" emphasizes its impact.
- However, this description could benefit from incorporating storytelling and additional benefits.
Writing Effective Real Estate Ads
Real estate advertisements go beyond listings by incorporating a compelling headline and a call to action. Here's what you need to know about these additional elements:
Listings vs. Advertisements
Listings are typically posted by licensed agents on local or regional MLS platforms. They provide essential property information, photographs, and a description. Real estate advertisements, on the other hand, include two extra elements:
4. Headline
The headline of an ad should grab attention and can include information like price and size. Here are some examples:
- "Historic Los Feliz Craftsman / $850K / 3br / 1200 sq. ft."
- "Bright Hollywood Writer's Bungalow / $500k / 2 br."
- "French Normandy-Inspired Luxury Home / Guest Quarters / Bel-Air"
- "Mid-Century Modern Stunner Overlooking Sunset Strip"
5. Call to Action
The call to action prompts potential buyers to respond to the ad. It should start with a verb and explain the benefit to the buyer. Here are some examples:
- "Call today to view this home (555) 555-1212"
- "Email us to schedule a showing [email protected]"
- "Click here to see a virtual tour [link]"
Summary
Writing an effective real estate ad requires creativity and attention to detail. By following the guidelines provided in this article, you can create compelling property descriptions and ads that capture potential buyers' attention. Remember to structure your listings and advertisements correctly, leveraging the power of descriptive language and storytelling to make your property stand out in a competitive market.
