If you are, it’s probably because your listing descriptions are tired, too. And, that’s a shame because the listing description is often your first opportunity to get a buyer excited about seeing your listing. Many real estate agents don’t consider themselves good writers, but you can turn your listing descriptions into outstanding sales tools when you know the secrets of how to get it done.
Secret #1: Write Two Listing Descriptions
You’re probably thinking that if you don’t want to write one description, why would you write two. But, done correctly, you’re still only writing one. The second one will write itself.
One of the biggest problems agents have in writing a sparkling description is that they’re trying to fit the description into the space requirement mandated by their MLS. If you’re good at what you do, you’ll also be using a description on things that don’t have a space limitation such as house flyers and single listing web pages.
Start by writing a description without considering MLS space limitations. Once you have a dynamite description, you can pull words and sentences from it to put on the MLS.
Secret #2: Write the Body of the Listing Description First
You need an attention-grabbing headline, but it’s best to write it after you have completed the body of the description. For the body of the description, start with an opening statement.
The Opening Statement: Once you have identified the target buyer for your listing, writing the description will be much easier. For example, the first sentence of the description should highlight the most important features of the home. For example:
- Live close to the action in this condo just steps away from downtown.
- Relax in this waterfront home with a private dock and access to a variety of water sports.
The Body of the Description: The rest of the description should tell a story. To get in the right mindset, pretend that you’re taking a buyer on the tour of the home, and you’re explaining what it would be like to live there. For example:
- From the front door, you enter an open concept first floor. You’ll love the big fireplace where you can cuddle up on cold nights. If you’re entertaining (or watching the kids), you’ll enjoy having a clear sightline into the living area, and the stools at the large island will ensure you have company while you cook.
You could continue the tour to the bedrooms, baths and outdoor space. Think about what your buyer clients describe as their needs and wants when they’re looking for a home in the price range of your listing. You can use that knowledge to highlight the most important features of the home.
Also, don’t struggle for words, use the resources that are handy. Keep this Words to Use web page open as you write. Another great resource is Corelogic’s study on words that reduce Days on Market. Their findings include things like stainless steel appliances, natural light, open concept, and more.
Consider keyword phrases, for example, you may want to include Anytown real estate if that’s a popular search term in your area. In addition, use brand names of fixtures and appliances wherever it’s an advantage.
The Call to Action: Always include a call to action, even in the MLS description. People will respond more easily when you ask them to. For example: Call now to see this home before it’s gone!
Secret #3: Write the Headline
You can use the headline as the first line of the description, or if the place where you’re placing the description allows, as a separate, bolded one-liner to grab attention. Think about how aggressive you want to be. The headline could be a question: Are you looking for an open concept waterfront home for your family? Or, you could be more aggressive: A 4-Bedroom in Luxury Heights for Under $1Million? You must be joking.
Secret #4: Practice
Writing an attention grabbing listing description gets easier the more you work at it. Get into a rhythm and keep resources handy so you don’t waste time searching for words. Wouldn’t it be great if you got so good at it that you needed more showing solutions to keep up with everything?