Listing descriptions are one of the best marketing tools available to Realtors. Surprisingly, many don’t use that space to its full potential. The words used to describe our listings paint a picture for potential buyers, therefore should make that the right words are being used within the limited space available.
Here are some tips to help you write listing descriptions that attract buyers to your listing:
Know your Audience and Cater to Them: Your listing will not be a potential home for everyone. Identify the potential buyer and cater your description to what they would be looking for in a home and how your listing provides that. For instance if your target audience for a 1 bedroom condo in the city is a single professional, think of what features would attract them. In this case it may not be the four walls of the property, but the lifestyle surrounding it.
Don’t use Complicated Sentence Structures: This is crucial! You don’t have to use big words to sound fancy. Keeping it simple will prove to be more effective than trying to overcomplicate things. This also applies to using technical terms within your sentences. Do those abbreviations really make sense to the common person?
Emphasize Benefits over Features: Your audience can read that the property has 3 bedrooms and 2 full washrooms in the property features, so don’t waste this space to repeat yourself. Focus on the benefits that come with living in that space, that can tap into emotions and motivate potential buyers. Talk to the sellers about what they enjoy about living in their current home and use that information. It may be a breathtaking view from the balcony they enjoy every evening from their balcony, or the convenience of walking to the nearby school to drop of their kids!
These are all important factors to keep in mind when creating your listing descriptions and all can be boiled down to one main point: keep it simple! Once you know who you are speaking to, cater the information to them in a way that will grab their attention quickly while sharing the highlights of this listing.