How to write creative real estate listing descriptions + examples by Ashley Harwood, Gina Baker for HousingWire

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Real estate listing descriptions can be tricky to write, especially for agents who don’t have a background in creative writing. They need to be detailed, informative, capture the essence of the property and grab a reader’s attention all at once and with limited words – not easy!

So, how do you make the most of your allotted character count and ensure your listing stands out from the crowd? I’ll teach you how to write a real estate listing description, plus share some creative real estate listing description examples.

Why is a good listing description important?

While the key statistics about a property will be available to buyers in the real estate listing description, residential buyers tend to shop with their emotions. Your listing description allows you, as the listing agent, to showcase the property’s best features in a way that reaches potential buyers on a deeper level. It’s your chance to emotionally connect with the buyers and create the desire for them to come see the home in person.

A well-written property description also allows you to highlight aspects of the home that would not otherwise be readily available via MLS, such as a newly renovated kitchen or a brand-new septic system. Your goal: use the description to sell the property.

How to write a listing description

Wondering where to begin? Here’s our step-by-step guide to writing creative real estate listing descriptions.

1. List all the best features of the home

We start formulating the property description during our first meeting with a seller, taking notes about the unique features/improvements, and asking the seller what they love about the property. While this includes the basics like bedrooms, bathrooms, outdoor space etc., you want to think specifically about features to highlight that will make the home stand out and attract future buyers.

For example, the seller may love that the house has a primary bedroom with an en suite bathroom, but most properties have that. What makes it attractive? Does the primary have cathedral tray ceilings with custom lighting, a view of the skyline, a freestanding soaker tub and a separate rainfall shower – that’s something to write home about (pun intended).

2. Read the previous listing description

If the property was listed before, even if it was years ago, it’s worth reading the description. This is to ensure you don’t miss any key features of the home and to draw inspiration for your description (just don’t copy anything word for word).

You can also use the previous listing to glean information the seller may not know or remember, such as the age of the roof, appliances or anything that was updated by the previous owner the last time the home was for sale.

3. Research other agents’ descriptions

For newer agents who don’t have much experience writing real estate descriptions, go through your MLS and read what other agents are writing. What words stick out that you like? What phrases do you think are too cheesy, and you want to avoid? Again, don’t copy anything, but you can certainly start to craft your own voice.

Check out Zillow Premier Agent (ZPA) to research other listing agents’ descriptions and capture unrepresented buyer leads when your listing goes live. ZPA is a great tool to gain exposure for your listings and show your expertise on one of the most popular listing platforms in the country.

Visit Zillow Premier Agent

4. Write a strong headline

The first sentence of the description should capture the attention of all potential buyers. It should draw them in and make them want to keep reading. Accomplish this by starting your description with the absolute best feature of the property.

5. Start writing! 

Using the list of best property features, start writing your description. Go in an order that makes sense, such as: headline, first-floor features, second-floor features, basement, overall design (hardwood floors, etc), garage, yard and location. This will make it easier for buyers to understand before they look at the photos or floor plans.

I often think of the real estate listing description as a property tour for a buyer who’s out of town, pre-smart phones: walk them through each room and describe what they see in front of them, give them vivid details of each room, appliance, layout, lighting fixture etc. This will paint the picture of the property and make readers want to experience it in person.

6. Use language to paint a picture

Try to appeal to the emotions of the buyers. Instead of saying, “This home has a back deck,” say, “Enjoy warm summer nights on your back deck.” Thesaurus.com is an excellent resource for finding alternative words; just don’t use words you wouldn’t use in everyday conversation.

Here are some helpful words/phrases for when you’re not sure what to write:

• Spacious
• Gracious
• Fabulous
• 1 mile from… (the train, the park, etc)
• Modern
• Renovated
• Chef’s kitchen
• Gourmet kitchen
• Eat-in kitchen
• Enjoy… (describe the experience the buyer may have)

• Custom-built
• Move in ready
• Luxurious finishes
• Gleaming hardwood floors
• Light-filled
• Convenient location
• Tranquil
• Rustic
• In the heart of (city)
• Tree-covered backyard
• Top-rated school

7. Proofread and proofread again

Whenever I see spelling and grammatical errors in a real estate description, it makes me crazy. Avoid being that agent! Take the time to proofread your property descriptions, or better yet, have a friend/colleague proofread them for you. If you’re going to do your own proofreading, I find reading it aloud helps catch more errors than reading silently. You can also use a program like Grammarly to double-check your spelling and grammar.

8. Be mindful of your character count

Most MLSs will only allow you a certain number of words or characters. In Massachusetts, where I sell, we only get 1000 characters per listing, so you may have to do some editing to keep the best aspects of the house in the description. You can also use shorthand such as “W/D” instead of “washer and dryer” or “w/” instead of spelling out the word “with.”

What to include in your listing descriptions

So, knowing that you don’t have unlimited room to write about everything in the home, how do you decide what’s worth including and what’s not? Here’s our guide for what to include:

• Number of bedrooms
• Number of full baths and half baths
• Major upgrades the seller has done. Example: “New roof (2024) and HVAC system (2023)”
• Unique features of the home. Example: “Fenced-in backyard, abutting conservation land”
• Neighborhood/area amenities. Example: “0.25 miles from public transportation!”
• All the benefits of the home. Go through your list of home features and include as many as you possibly can. Don’t forget things like storage space, closet space, gas cooking, upgraded appliances, ensuite bathrooms, finished basement, 3-season rooms, outdoor living spaces, off-street parking, low HOA fees, etc.

Pro Tip

Words/phrases to avoid at all costs – stay out of fair housing jail!

• Walking distance 
• Master bedroom
• Safe
• Quiet
• Family
• Best/great schools (anything that’s an opinion is a no-no. You can say “top-rated” if that’s objectively true. For example “top-rated schools” without naming the specific school.)

How to make a listing more appealing

What about those listings that simply don’t have a double-digit list of incredible features? Maybe it’s a small condo or a dated home that needs some work. You can still write a creative real estate listing description, showcasing the benefits of any home. Here are our tips:

• Tell the buyers what’s possible: Paint the picture for them. Some agents don’t love using the word “opportunity” in their descriptions, so you could say: “Your chance to customize your dream kitchen” or “Incredible potential to build equity.”
• Talk about the value: A home that needs work is (hopefully) priced accordingly. So properties like this present buyers a way to increase their home’s value by improving and updating it over time. Once buyers see that your listing is the best value in the area, you’ll end up with multiple offers. Again, assuming your pricing is on point! We recently had 11 offers come in on a dated but livable property. Use a comparative market analysis to ensure you price the property right.
• Always focus on the positive: Your listing description is your chance to put a positive spin on the property while still being 100% truthful. Example: If the yard is small, great! That’s less lawn for the buyer to mow all summer long.

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