Lead with your best feature
Many buyers read only the first line or two. Open with what makes your home stand out, such as a big fenced yard, a renovated kitchen or a short walk to a park. Save the room counts for later, since they're already in the listing details.
Think about the questions buyers ask first when they walk in, and answer the most important one right away. If your home's biggest draw is its location, say so up front. If it's a recent renovation, lead with that.
Be specific
Details build trust and help buyers picture themselves in the home. Compare "updated kitchen" with "kitchen updated in 2023 with quartz counters and a gas range."
- Mention updates with years, such as a new roof or HVAC
- Describe natural light and which rooms get morning or evening sun
- Explain the layout, such as an open main level or a primary suite on the first floor
- Note storage, parking and outdoor space
- Name nearby features, such as a park, trail or shopping area
Words to skip
Vague words take up space without telling buyers anything. Some even raise doubts: "cozy" can read as small, and "needs TLC" can scare off buyers who might otherwise see the potential.
- Cozy, charming or cute without details
- Must see, won't last or motivated seller
- All caps and strings of exclamation points
Keep it honest
Your description should match what buyers see when they walk in. Overstating size, condition or views leads to disappointing showings and can cause problems later. Let the true highlights carry the listing.
Follow fair housing rules
Fair housing laws prohibit language that shows a preference for or against people based on protected characteristics. Describe the home and its features, not the kind of buyer you want or the people in the neighborhood. Phrases like "perfect for young families" can be a problem. Your agent knows the rules.
Let your photos and words work together
Write the description to match your photo order, so buyers see what you describe. If a feature isn't in the photos, mention it in words, and if a photo needs context, the description can provide it.
Before the listing goes live, read the description aloud next to the photos. If something sounds forced or doesn't match what the pictures show, rewrite it. A second set of eyes, such as a friend who has never seen the home, can spot what's unclear.
