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Location, location, location!

Yawn. 

Any online property listing that contains that phrase is one potential buyers are going to scroll straight past.

Last week, we covered the importance of using quality property photos with your listings. Images are vital (the more there are, the more likely people are keep looking), but they’re just one ingredient. Also crucial is the description that accompanies them, and too few agents have the time or know-how to get it right.

Around 90% of Australian buyers browse online property listings before contacting an agent, so yours should be flawless. The goal is to encourage the buyer to learn more about the property. It’s a balancing act – the listing should give potential buyers all the information they require, without giving them any cause to eliminate the property from their search. 

So it’s time to get the words right. Here’s how.

Start strong

Command attention with your headline; it’s the second thing viewers see after the photos. Give an idea of the property’s size, location and best features. If you must use an exclamation point, restrict yourself to one, and describe the property’s biggest selling points in the first sentence. Stick to a conversational, rather than formal, tone – it’s more readable and appealing. 

Highlight what’s not obvious

The number of bedrooms and car spaces only reveals so much. If the property has a saltwater pool or an especially private garden, say so. Features clearly displayed in the photos don’t necessarily need to be spelled out in the description. If the property could do with an update, you don’t need to say that – potential buyers can judge the condition from the photos. It’s better to point out opportunities, like floorboards hidden under carpet, or hidden storage nooks. 

Use the right words

Avoid cliches and exaggeration – buyers are more likely to trust you if they know they can trust your ads.  ‘Hidden gem,’ ‘conveniently located,’ ‘splendid,’ – find a new way to say it, no matter how true it is. 

Some supposedly positive words are so overused that they actually suggest the opposite (like ‘cosy’ … potential buyers will assume you mean ‘small’.)

• Street names are surprisingly powerful. ‘Boulevard’ commands the highest sale price, ‘street’ the lowest. If you’re selling a property located on a boulevard, make the most of it.
• A property described as being in ‘move-in condition’ sells 12% faster; a ‘starter home’ sells 9% faster. 
• Avoid descriptions that are obvious or faint praise, like ‘clean.’ Cleanliness is a given, not a selling point. 
• Words that sell luxury homes include, ‘glass fenced,’ ‘floodlit,’ and ‘premier schools.’
• Words that work for more affordable homes include, ‘family,’ ‘tidy; and ‘first-home buyer.’
• Words to avoid are, ‘motivated seller’ ‘basement’ and ‘TLC.’

Be clear and specific

Make the listing short and sharp. Don’t use flowery descriptors or general statements; give detailed information about the home. Don’t just say ‘large bedroom’ or ‘remodelled kitchen.’ Mention features like a walk-in-pantry, pull-out shelves, a new roof, and brands like Gaggenau or Bosch. Play up the features that have universal appeal, like open plan living spaces, and avoid ambiguity. Buyers want information, not vague description.  

Sell the lifestyle

A backyard deck, nearby parks, a large entertaining area, and good schools are selling points. Give those browsing the listing a clear idea of what living in the property might be like. However, you should avoid describing the ideal buyer or telling people how they’ll feel about the property. Even if you have a likely buyer in mind, putting that in the listing alienates those who don’t fit the bill. Pitching lifestyle is especially important when selling upscale properties, but in any listing the copy needs to tell a story that allows potential buyers to imagine themselves living in the house. 

Price it

Give an idea of price when possible – listings that neglect this frustrate buyers. When there’s no price, potential buyers are likely to overestimate the cost, and may strike the property off their list if they assume it’s out of their price range. Many buyers will only attend the inspection if they know the property is within their budget.

Think SEO

Use words that will get the listing ranking high in search engine results. Include the postcode, suburb, and names of the well-known streets, intersections or landmarks nearby. Avoiding meaningless description and cliches and sticking to details and unique features of a property will help push the listing higher in search results. 

Get good grammar

Typos, poor grammar and sloppy punctuation are totally unprofessional – proofread everything. Overly long sentences are also problematic. Read the words aloud; if you can’t make it to the end of the sentence without a breath, rewrite. 

Avoid abbreviations

Using too many is confusing and annoying for those reading the listing. It’s almost always better to just use the full word.

Provide a call to action

Give people a nudge to take the next step by specifically inviting them to contact you or attend the open-for-inspection.

Once you’ve mastered the photography and written a killer description, it’s time to get creative – next week we’ll explore how you can make your listings interactive.

What’s your approach to writing an attention-getting property description? Share your experiences below: