Tip 1: Structure Your Content

Clarity, order and flow are extremely important when writing a property description. Make sure it is easy to read and understand. Don’t go overboard with clichéd adjectives or long sentences. A catchy heading is a good start, followed by a strong opening statement. Use paragraphs to avoid large blocks of text and reiterate key features using bullet points. Your closing statement should include a call to action.

Tip 2: Build Emotion

Try to appeal to your readers’ emotions by putting them in the picture. Use descriptions that will sell a lifestyle to buyers, and move them at an emotional level. Incorporate benefits of living in the area and the property’s proximity to local amenities.

Tip 3: Think About Your Target Audience

Keep in mind all potential target audiences your property may appeal to. Include selling points that will attract your target audience, but be careful not to discriminate or exclude potential buyer groups.

Tip 4: Stress the Positives

Use positive language in your descriptions. A small yard can be described as ‘a low-maintenance garden’ or an ‘easy-care garden’, a property that needs work could have ‘unlimited possibilities’, and a compact living area can be described as ‘cosy and comfortable’ or ‘warm and welcoming’. Positive words such as perfect, opportunity, comfort, convenience, safety, stylish, relaxing etc will get the buyer dreaming and wanting.

Tip 5: Incorporate Bullet Points

Bullet points draw the buyer’s eye to the most important selling points. Using a combination of traditional sentences and bullet points will keep the attention of the reader. Keep bullet points short and to the point. You don’t need too many – 4 is enough.

Tip 6: Don’t Oversell

Don’t exaggerate or list every single feature. Whilst it’s important to list the strongest features, it’s beneficial to leave something for the buyer to discover upon inspection. Buyers will be left feeling disappointed and manipulated if the property doesn’t match the description.

Tip 7: Check Spelling, Grammar and Typos

First impressions count and your property ads reflect your professionalism. Ads with errors will have an impact on the credibility of your listing and your reputation for quality, care and accuracy. Once you’ve written your description, leave it for a few hours and look at it again with fresh eyes, or ask someone else to read over it. Commonly misspelt words in real estate ads include drawers, sought-after, privileged, restaurants, separate, quiet and pastime.

Tip 8: Include a Call To Action

End your description with a clear call to action. The aim is to invite potential buyers to pick up the phone or send an email. Make sure your name, telephone number, email address and website address are all accurate. You need to make it very easy for buyers to reach you.

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