How to Write Property Descriptions That Sell: A Copywriting Guide
The difference between a listing that sits for months and one that sells in days often comes down to the description. Here's how to write copy that converts.
Why Property Descriptions Matter
- Buyers spend 60% longer on listings with compelling descriptions
- Well-written descriptions generate 2x more showing requests
- Poor descriptions lead to lower perceived value
The Anatomy of a Perfect Property Description
1. The Opening Hook (1-2 sentences)
Capture attention immediately. Lead with the most unique or desirable feature.
Bad: "This 3-bedroom home is located in a nice neighborhood."
Good: "Wake up to mountain views from your private master suite in this stunning hillside retreat."
2. Key Features (bullets or short paragraphs)
Highlight what makes this property special:
- Unique architectural features
- Recent upgrades
- Premium finishes
- Location benefits
3. Lifestyle Imagery
Help buyers visualize living there:
- "Entertain friends on your spacious deck..."
- "Work from home in your sun-filled office..."
- "Watch your kids play in the huge backyard..."
4. Call to Action
Always end with what to do next:
- "Schedule your private showing today"
- "This won't last — contact us now"
Power Words That Sell Properties
Use these proven trigger words:
| Category | Power Words |
|---|---|
| Luxury | Prestigious, exclusive, custom, designer |
| Comfort | Cozy, welcoming, retreat, sanctuary |
| Updates | Renovated, updated, modern, brand-new |
| Space | Spacious, open-concept, expansive, generous |
| Location | Prime, sought-after, walkable, convenient |
| Urgency | Rare, won't last, move-in ready, priced to sell |
Words to Avoid
These words can hurt your listing:
- TLC — Signals major problems
- Cozy (for small spaces) — Buyers know it means tiny
- Motivated seller — Signals desperation
- Must see — Overused and meaningless
- Unique (without explanation) — Too vague
Template: Standard Property Description
[HOOK: Lead with the best feature in 1-2 sentences]
This [adjective] [property type] offers [key benefit].
Located in [desirable area/neighborhood], you'll enjoy
[location benefit].
HIGHLIGHTS:
• [Feature 1 with benefit]
• [Feature 2 with benefit]
• [Feature 3 with benefit]
• [Feature 4 with benefit]
[LIFESTYLE PARAGRAPH: Help buyers visualize living here]
[CALL TO ACTION: What should they do next?]
Template: Luxury Property Description
Introducing an exceptional [property type] in [prestigious location].
[Compelling opening that establishes exclusivity]
Upon entering, you're greeted by [impressive first feature].
The [room type] features [premium detail], complemented by
[another premium feature].
DISTINGUISHED FEATURES:
• [Premium feature with specific details]
• [High-end upgrade or finish]
• [Unique selling point]
• [Lifestyle amenity]
The [outdoor/location feature] offers [benefit], perfect for
[lifestyle activity].
Properties of this caliber are rare in [area].
Contact [name] for a private showing.
SEO Optimization Tips
Help buyers find your listing:
- Include the full address — People search by street
- Mention neighborhood name — Buyers search by area
- Use natural keywords — "homes for sale in [City]"
- Avoid keyword stuffing — Write for humans first
From Description to Video
Great copy becomes even more powerful in video format.
RealStateVideo transforms your property descriptions into professional video scripts automatically. The AI:
- Adapts your description for spoken delivery
- Adds engaging hooks and transitions
- Creates TikTok-style captions
- Generates human-like voiceover
Example Before/After
Original (boring): "3 bed, 2 bath home with updated kitchen. Nice backyard. Close to schools."
Optimized: "Sun-drenched family retreat with a chef's kitchen that'll make your friends jealous. The expansive backyard is perfect for summer BBQs, and top-rated schools are just a 5-minute walk. This is the one you've been waiting for."
Want your property descriptions transformed into viral videos? Try RealStateVideo — your words become engaging videos in seconds.