Property Descriptions That Make A House, A Home

Writing good property descriptions

Creating The Perfect Property Descriptions

Selling a house takes more then a lawn sign and an MLS listing! Ok, maybe that sounds a bit sarcastic and it probably is. That’s because I’ve read hundreds of property descriptions and 95% of them suck!!

It’s not that hard to make a house a home with professional photos and more importantly good copy that puts the buyers in the home both physically and emotionally. There are many ways you can use words to capture and illuminate a home in it’s best light. Let’s start with what not to do!

The 3 Do Not’s of Property Descriptions

 1. Don’t use negative words

2. Don’t use false information (you would be surprised)

3. Do Not use industry jargon or acronyms…write for the average Joe!

So how do you craft an amazing property description

Paul Anglin, who teaches real-estate and housing trends at the University of Guelph in Ontario, Canada, performed a study that dissected the wording of more than 20,000 Canadian home listings from 1997 to 2000.

What surprised him most was how the buying public put style over substance. Words that denoted “curb appeal” or general attractiveness helped a property sell faster than those that spoke of “value” and “price.”

Homes described as “beautiful” moved 15 percent faster and for 5 percent more in price than the benchmark. “Good-value” homes sold for 5 percent less than average.

I think you see where this is going. Here are some tips on how you can create…

Amazing Ad Copy That Sells Houses

  1. Start by asking your clients what they love about the home and the area
  2. Concentrate on the emotions that are evoked and put this in your description
  3. Shine the light on all the features…not the benefits.
  4. Use descriptive adjectives that convey emotion and evoke imagery.

Here is a short list of words you should use

  • Beautiful
  • Spacious
  • Backyard Paradise
  • Remodelled to perfection
  • Fabulous layout
  • Curb Appeal
  • Gourmet
  • Move-in-condition
  • Handyman Special (yup it’s in the study and it’s effective)

For more adjectives that sell visit  HERE!

Words To Avoid

  • Motivated seller (the worst one)
  • Good value
  • As-is
  • Clean
  • Quiet
  • New paint (in 15% of the ads and does nothing to sell a house)

I hope this was helpful and informative. Please comment below and share some of your best words…


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