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Guidelines to Write Creative and Effective Real Estate Listing

Guidelines to Write Creative and Effective Real Estate Listing

September 4, 2020

How to write a great real estate listing
How to write a great real estate listing

Advance On Real Estate Commission

Real estate agents have to wear many hats in their careers. From convincing clients to work with you and keeping track of new listings to making properties as attractive as possible and closing deals, you have plenty of things on your plate.

Writing attractive and engaging property listings is one of the most important tasks for real estate agents. A great listing can encourage agents and potential buyers to learn more and schedule a viewing, making an offer that much more likely. At the same time, the listings you write have to compete with dozens, hundreds or even thousands of other ones, depending on the specific wants and needs of buyers.

While you most likely have some experience putting together property listings, a refresher featuring specific, useful and practical advice can help you make your listings as effective as possible. Keep reading to learn how to write a great real estate listing.

What elements does every real estate listing need?

Real estate listings follow a specific format. Certain limits that come with that format, like the 250-word cap on each entry due to MLS limitations, can restrict your writing in some ways. However, this rule also gives you a familiar structure to work with. You should focus on descriptive words, short sentences and the most broadly attractive selling points in your listings.

Every listing starts with a headline. The emphasis here needs to be on capturing reader attention, ideally through highlighting the home’s location and a specific benefit related to it, as Zillow explained. You might cite the lush landscaping and green space offered by a condo community in an otherwise densely populated urban space, or note the quiet and calm provided by the forest surrounding the property.

RISMedia highlighted four crucial elements of the body copy:

  • The opening statement offers a mix of the most attractive details of the property and the area around it, with a little more room to work with than the headline provides.
  • The narrative description lists the key features of the home. It also puts the reader in a position to imagine themselves using and enjoying those features.
  • The special promotion lets readers know about options that can make the sale price lower or more manageable, through offers like seller financing or a discount for a fast purchase.
  • The call to action directly encourages readers to take the next step, reminding them that they must act quickly if they want to purchase, or even view, the home.

How do you write real estate descriptions that sell?

National lender Total Mortgage made a point that can improve the quality of nearly any real estate listing description and its ability to convince readers to take the next step: Highlight the positives and leave them wanting more. Going into too much granular detail can make it too easy for potential buyers to discover that a home doesn’t align with their preferences or needs. On the other hand, offering just enough detail can encourage readers to visit your listing and even decide that they like the home enough to buy it — even if it doesn’t check off a box they previously thought was crucial in their home search.

Engaging and involving readers is also crucial. Listing amenities, appliances and other features is important, but not every single item needs to be highlighted or personalized for the potential buyer. Home shopping isn’t usually when a reader wants to be reminded of doing laundry or cleaning, even if the home has a new washer-dryer set or central vacuum system that will be passed along to the new owners.

Simply list these more mundane but very useful features and focus more on unique selling points and how the home can be enjoyed. A higher number of bedrooms is a great opportunity to talk about space to host guests for extended visits and accommodate growing families. Location in a high-performing school district is a chance to highlight educational quality for children. Look for ways to make things personal for the reader by using second-person language — you, your, your family and so forth.

What pictures should accompany the listing?

Real estate listings need to include photos to highlight the unique and beneficial features of a home, from a rolling lawn or newly paved driveway to large windows that face the sunrise in the kitchen or breakfast nook. Our list of real estate photography tips can make this part of the process that much easier.

Just Commission Advance: Here for real estate professionals

Whether you’ve written ten listings or ten thousand, the last thing any real estate agent wants is for their commission to be delayed by issues with closing. At Just Commission Advance, we pay you for pending sales, making it that much easier to keep your business running smoothly. Apply for your advance today!