How to Write a Listing Description That Sells

Listing descriptions get skimmed in about the time it takes to swipe past. That is not a reason to write less carefully — it is a reason to put the one distinctive thing first.

Lead with what is genuinely different

Not "beautiful family home in a great location". Every listing says that, which means it says nothing. Lead with the fact only this home can claim: the fifty-foot lot, the west-facing garden, the legal basement suite, the corner unit with two exposures.

Words that cost you money

"Cozy" reads as small. "Needs TLC" reads as expensive. "Motivated seller" invites lowballs. "Must see" is filler. Superlatives with nothing behind them make a buyer discount everything else you wrote.

Write for the buyer who is actually going to buy it

A two-bedroom near a hospital sells to a different person than a two-bedroom near a high school. Name the thing that person cares about — the commute, the catchment, the garage that fits a workbench — instead of listing features in order of room.

Describe the property, not the people

Human rights and fair housing rules apply to how a listing is worded. Describe the home and its features, not who would fit there. Avoid references to family status, religion, ethnicity, or language — including well-meant ones like "perfect for a young family" or "close to St. Something's church". Say "three bedrooms and a fenced yard" and let the buyer draw their own conclusion.

Be accurate about measurements and inclusions

Room sizes, lot dimensions, taxes, fees and inclusions are the details a buyer will check and a lawyer will rely on. Getting them wrong is a professional problem, not a marketing one.

End with the next step

One clear line: book a showing, or see the full gallery and floor plan on your site. Send them to a page you control rather than a portal.

AgentsWise gives every listing a shareable page with gallery, floor plan and inquiry capture. See the features.