Back HomeHome sellers: Here’s how to craft a compelling property description
One hundred percent of buyers now use the internet to buy their homes, according to a 2023 report quoted by the news website, Axios, from the National Association of Realtors. And 52% actually ended up buying a home based on their online searches.
The findings are compelling evidence that when we sell our homes, what we present online has an undeniable impact on how potential buyers perceive our properties.
While professional photographs and videos are top elements in an online listing, the description of your property is just as crucial in real estate marketing.
Here’s why:
- Property descriptions highlight key features and benefits, such as size, layout, location, and amenities, that may not be immediately visible in photos.
- Effectively written property descriptions create an emotional appeal, allowing readers to envision their lifestyle in the space.
- By including relevant keywords, property descriptions improve the home’s visibility in online searches, attracting more targeted interest.
- Clear and detailed descriptions help set accurate expectations, reducing misunderstandings and building credibility and trust.
- Property descriptions differentiate the home from competitors by emphasizing unique qualities, encouraging more inquiries and visits
Thus, a well-crafted property description plays a vital role in maximizing interest, expediting sales or rentals, and enhancing the perceived value of the property.
To craft a compelling property description, home sellers will need to:
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Start with a strong hook
Grab the reader’s attention with a captivating opening sentence or headline. Highlight the most appealing feature of your home, such as its stunning views, prime location, or unique architectural details.
Here’s an example of a creative opening for a real estate listing: “Escape the bustle and embrace serenity in this timber-framed haven. Nestled among whispering pines, this cabin isn’t just a getaway – it’s your personal gateway to adventure!”
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Paint a vivid picture
Don’t just use adjectives, but use imagery to paint a vivid picture of your home. Engage the reader’s senses by describing the smells, sounds, sights, and textures of your property. For example, instead of saying “The kitchen is large,” describe it as “A spacious kitchen bathed in natural light, featuring granite countertops and stainless steel appliances.”
For example: “Tucked under sprawling live oaks, this Texas home blends classic charm with modern comfort. Inviting porches and polished hardwood floors set the stage for family gatherings or quiet evenings. As night falls, the generous backyard becomes the perfect spot for savoring the peaceful atmosphere under the stars.”
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Highlight key features
Clearly outline the key features that make your home stand out. This could include:
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Location. Proximity to schools, parks, transportation, and amenities. For example:
“Nestled in a quiet, family-friendly neighborhood, this home is just a short walk from award-winning schools, parks, and shopping centers. Getting around is a cinch with convenient access to major thoroughfares and public transportation.”
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Size and layout. Square footage, number of bedrooms and bathrooms, and other home features.
For example: “With 4 spacious bedrooms and 3 full bathrooms, this home offers plenty of room for growing families. The open-concept floor plan creates a welcoming and spacious living area, perfect for entertaining guests.”
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Unique features. Special features such as a fireplace, swimming pool, or home office.
For example: “Enjoy the luxury of a private backyard oasis, complete with a sparkling swimming pool, sun deck, and lush landscaping. The gourmet kitchen is a culinary haven, boasting high-end appliances and plenty of counter space.”
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Condition. The overall condition of the home, including any recent renovations or updates.
For example: “This meticulously maintained home features modern updates throughout, including a new roof, energy-efficient windows, and a state-of-the-art HVAC system. The interior is fresh and inviting, with neutral colors and high-quality finishes.”
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Emphasize benefits and tap into emotions
Instead of just listing features, focus on the benefits they offer while also tapping on some emotional aspects. This can help potential buyers connect with the property on a deeper level.
For example, instead of saying, “The home has a large backyard,” create the idea of the backyard as a tranquil outdoor space for relaxation and entertainment and emphasize its potential to enhance your quality of life.
Rather than simply stating that the home has a fireplace, paint a picture of the fireplace as a place of comfort and togetherness.
By focusing on the emotional benefits of each feature, you can help potential buyers envision themselves living in the home and experiencing the positive impact it will have on their lives.
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Keep it concise
While it’s important to highlight the key features of your home, avoid overwhelming potential buyers with excessive details. Stick to the most relevant and appealing aspects of the property. A concise description is easier to read and more likely to capture attention. Focus on the features that set your home apart and create a sense of excitement. Remember, the goal is to pique interest and encourage potential buyers to schedule a viewing, not to provide a comprehensive history of the property.
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Don’t forget to proofread
Before publishing your property description, proofread it carefully for any errors in grammar, spelling, or punctuation. A well-written description that’s free of any errors, will convey care and professionalism and make your home more appealing to potential buyers.
Ready to sell your home? Partner with experienced real estate professionals at Berkshire Hathaway HomeServices Caliber Realty. Call at 979.694.8844 or send them an email now.
