The Secret to writing the perfect Property Description

Writing an appealing property description is the first step towards selling your home in a timely manner. Your irresistible property listing should intrigue the buyer into wanting to know more and ideally be excited about organising an open for inspection with you.

Keep in mind that you do not want to give so much information that the qualified buyers are immediately able to eliminate your home from consideration.

Writing a property description that sells isn’t difficult, so long as you are armed with the following tips:

Hint: Before you start, imagine that you have invited a colleague over to your place for the first time and you’re giving them the grand tour… What are the key features you would point out…

Tip #1

Don’t write in caps
While you may think that writing in caps will capture a property buyer’s attention, what you may not be aware of is that writing in caps tells the reader that you are essentially shouting your entire property description at them.

Sure, you can write a catchy headline in caps for effect (instead of writing “Home with large backyard,” write, “A Gardener’s Paradise"), but do not write the entire property description that way or people will skip over your listing.

Tip #2

Avoid typos
From “walking closet” and “wreck room” to “stainless steal appliances” and “hardware floors,” many property descriptions come chock-full of typos. Some property buyers have a difficult time taking a listing seriously when they are busy laughing at all the spelling and grammatical errors in the listing.

Tip #3

Use tantalizing adjectives
Using words like “beautiful,” “turn-key” and “gorgeous” in your property description will capture the attention of potential property buyers, so use the English language to your advantage when describing your home for sale.

Tip #4

Use bullet points
When people surf the web, they don’t read huge slabs of text; they scan. Make it as easy as possible for property buyers by listing off the great things about your property rather than writing up a novella.

Using bullet points and sub-headings is always a great idea. They tell the reader what the upcoming paragraph will address. Listing all of your properties key feature is also a good way to summarise what they need to know.

Tip #5

Be descriptive
I could go on and on with descriptive words such as, comfortable, stylish, luxurious, magnificent, elegant, and practical, but it is ultimately up to you to create a property description that sells your home to a potential property buyer.

Tip #6

Keep it short
Sure, there is a lot about your home that needs to be revealed, but a property description should not exceed 250 words. Remember that a property description should drive the property buyer to pick up the phone and inquire for more information.

Tip #7

Know your primary features
You may have to try and dig up your original contract or contact your council for site measurements, including the land size and dwelling size (normally in square metres). Internal square metres for apartments is very important as lending criteria for banks will often effect the loan to value ratio (LVR) eg. If a property’s internal size is less than 40-50m2 your potential buyer may have difficulty obtaining finance. It is better to be prepared and know this information prior to going to market.

Tip #8

Use known name brands
If your appliances come with the home, name dropping is a good thing. Same goes for 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.

Tip #9

Tell the buyer about the area
Buyers are not only buying a property with four walls and a roof. They’re also buying a lifestyle and the surrounding area. Be sure to include local amenities including shops, cafes, schools and public transport. Highlight distances such as 'walking distance to train station' or '5 min drive to major shopping complex' as these key features can win over a buyer.

Tip #10

All this without a “call us today” could leave the buyer with no direction, so make sure your property description ends off with a distinct call to action. Ensure that all your contact information is correct and speak to the property buyers in a conversational tone to prompt the buyer to take the next step.

Sometimes, other circumstances get in the way of selling your home quickly and efficiently, but making sure that your property description is not one of those things is a step in the right direction.

What if I want someone write it for me?
We have our very own in house professional copywriter who can make your property shine. She will liaise with you throughout the process, and after seeing your photo's and discussing with you what you love about your place, she will draft copy for your online listing, and your For Sale Board (the Professional Campaign and above). After you have approved the copy, you can upload it directly into your listing through your customer dashboard.

All of this for only $149

Creative writer and marketing professional, Monique Fisher brings a wealth of both personal and industry experience to the clients of buyMyplace - offering the increasingly requested service of ad copywriting - for any kind of property, right across the country.

Call us now on 1300 289 697  to upgrade your campaign to include Professional Copywriting!