How to Write the Perfect Real Estate Listing

How to Write the Perfect Real Estate Listing

A good description here would be “Private dock with a gorgeous view, perfect for lounging.” See more at

People browsing real estate listings are doing exactly that — browsing.  We are bombarded with more ads and messages every day, and as attention spans dwindle, it’s more important than ever to be economical with language and make every word count.  A powerful listing is the first step to making a sale — start by putting your best foot forward with these tips on how to write the perfect real estate listing.

Hard-Hitting Headline

Headlines should be two words, three at the most. The headline should pop and have a rhythm. Use a powerful adjective followed by a descriptive noun.

Short phrases like: “Charming Cottage,” “Beautiful Bungalow,” “Wonderful Water Views” or “Magnificent Mediterranean” work best.

If You Love it, Brag

Highlight your favorite part of the house. If you love it, if you’re passionate about it, it will come through in your writing.

Think of the part of the house that you’ll miss the most and put that at the top of your listing.

Proximity Matters

It’s not just what’s inside your house, but what’s outside that could help you sell.

Describe briefly and clearly what important or consequential locations are near your property. Phrases like “close to train” or “near the park” or “walking distance to school” could draw a reader in for a closer look.

Remember, short, tight sentences are the only kind you’re going to have time for. Don’t tell them how nice the neighborhood is; describe why it’s a great place to live.

Be Thorough

Take careful inventory of your house, inside and out. Make a list of amenities, like new appliances, a freshly paved driveway, or updated light fixtures. Now edit that list down to anything you think will draw the reader in to take a closer look.

Amenities — although probably not a dealmaker or breaker — can be the category that gets them looking in the first place.

Be Honest

If a potential buyer senses a bait-and-switch, they’ll be turned off immediately.

Homes can hide crushing problems from even very savvy buyers. If they smell a rat up front — in a misleading ad that doesn’t measure up to the inventory — then they’ll have to think what else you’re hiding.

Don’t go out of your way to do their due diligence for them, but if it feels wrong not to mention it, it probably is. Put your best foot forward, but don’t run from your shortcomings.

Use Words, Not Gimmicks

Listings bursting with exclamation points and all-caps type can look gimmicky and read like spam.

“HUGE patio!!!” or “AMAZING bathroom!!!!”, while nice in concept, makes a buyer wonder what the patio and bathroom are made out of because the listing reminds them too much of a diet pill ad.

Construct short, crisp sentences that paint a picture about the positive aspects of your home. If a bathroom is amazing, maybe it’s because it “comes with brand-new fixtures and charming claw-foot tub.”


The key to a great real estate listing is brevity. Word economy — getting the most out of every statement — is the difference between your ad being passed over and your agent’s telephone ringing.

Getting ready to write a listing for your home? Visit today and see how we can help.

Author Bio:

Andrew Lisa is a freelance writer living in Los Angeles who writes on a variety of topics, including working with roofing contractors.


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