Writing an appealing property description is essential in selling your home in a timely manner. Your property listing should intrigue the buyer into wanting to know more, so much that they book an Open for Inspection time with you.
Be mindful in using language that is easy for buyers to read and understand. It is important to use positive and enticing language whilst remaining true to the property's features.
Without further ado, here is our 5-step recipe to a well-written property description.
1 - Summarise Your Home: Write 1-2 sentences that summarise your home as a whole. (E.g. Is your home a Modern Family Entertainer? Renovators Delight? Lifestyle Property? Savvy Investment?)
2 - Location: Write 1-2 sentences about the location and any local attractions that add to your property's appeal. (E.g. Is your home close to schools, waterfronts, or parklands?)
3 - Key Aspects of the Residence: Include a short paragraph that summarises the main aspects of the residence. (E.g. Perfect for a large family the home comprises four bedrooms plus a study. All bedrooms include built-in robes, the master having a spacious walk-in robe and en-suite.)
4 - Features & Extras: If there are features and extras you want to point out, but can't quite fit them into your paragraph descriptions, it is best to include them in dot points under the main information. (E.g. list features such as 2-car parking spaces, undercover BBQ area, two garden sheds, etc.)
5 - Closing Summary: Finish off with a summarising sentence that suggests the types of buyers who would most suit the property. (E.g. Perfect for those who are either retired and thinking of downsizing or those considering retirement but still are working. This is your chance to enjoy laid back living, with all the amenities and recreational facilities you can imagine within your community - with no upkeep!)
A few extra pointers for you to consider...
Don’t write in caps: While you may think that writing in caps will capture a property buyer’s attention, writing in caps seems like you are shouting.
Use Known Brand Names: Brand name dropping can enhance your property's appeal. For example, the architect you used or the interior designer, or even the name of the brand of windows and window treatments. If you’re asking price is slightly higher than everyone else, reveal why that is.
Proofread Your Work: Check your description for spelling and grammatical errors before publishing your work. We suggest having someone else proofread it, too, as a fresh pair of eyes may pick up on missed errors.
Clear is Kind: Do your best to keep your description as clear and succinct as possible - 250 words is an ideal word count. While there is much to say about your property, give buyers the essentials in an enticing manner and leave the rest to your property photos and/or Open for Inspections.
Instruct Taking Action: At the end of your property description, encourage buyers to take action by getting in touch with you. Suggestive language can go a long way in pushing buyers to take that next step.