Everything You Need To Know About Property Descriptions

When looking to sell your home, a well-written property description is crucial because it’s a home buyer’s first impression of the property. Taking the time to craft a carefully thought out property description can establish why your home is unique and make it stand out from all of the other property listings.

In this article, we’ll describe at length how to make your description top-notch, but let’s first develop a clear understanding of a property description and its core aspects.

What Is A Property Description?

A property description is an overview that provides detailed information about key features, spaces, amenities and conditions of a property. It appears as the written portion of a real estate listing and may be called a “'property description” or a “real estate description,” as both terms refer to the same section of a property listing.

Meanwhile, a legal description of property is an entirely different ballgame, but we’ll dig into that a little later.

What Does A Real Estate Description Include?

The purpose of a property description is to describe the unique characteristics of a home, compelling prospective buyers to get in touch with a real estate agent who can show them the house. To get a buyer’s attention, a property description should paint a vivid picture of the inside and outside of the home, the land it sits on and the area (neighborhood) around the property.

More specifically, real estate descriptions include information about rooms within the home, including the number of bathrooms and bedrooms, as well as the floor plan and square footage. The most engaging descriptions emphasize unique facets of a property that differentiate it from other properties. For example, the property might boast a waterfront view or an oversized master suite.

That being said, you won’t find any rigid requirements for what a property description must include, which is one reason why it can be tough to craft a description that truly pops.

Now that we’ve discussed how a property description is the written part of a real estate listing and serves to draw potential buyers in, let’s turn our focus momentarily to the legal description of a property.

What’s The Difference Between A Property Description And Legal Description Of Property?

A legal description of property meticulously outlines the geographical area of a piece of real estate, incorporating precise surveying measurements and reference points. Such detailed documentation is essential for legal transactions, as legal descriptions are included in mortgage documents and property deeds.

The primary goal of a legal description is to clearly define property boundaries so that one property can be definitively set apart next to another.

In contrast, a property description focuses on appealing to buyers, emphasizing the property’s features and aesthetics, and it isn’t included in legal paperwork.

How To Write A Property Description

Now that we understand the difference between a property description and a legal description of property, we can examine the nuances of how to write an appealing description for a listing.

It’s important to note that the industry standard length for a property description is at or around 250 – 300 words. By not having to read more, buyers are more likely to read the description in full and stay interested.

Next, we’ll look at the key components of a property description as we break them down one by one.

1. An Attention-Grabbing Headline

Imagine you’re a buyer scrolling through dozens of property listings. By setting up search filters, you can quickly scan listings for your primary requirements, and you’ll likely ignore listings that don’t catch your eye.

What is the primary factor that makes one block of text stand out over another? Simply put: a compelling, concise headline.

When writing a headline, the goal should be to highlight the most appealing feature of the property while keeping the headline short and sweet. The goal here should be to prompt potential buyers to read the property description underneath the headline.

2. A Captivating Introduction

Once you’ve grabbed a potential buyer’s attention with the headline, the next step is to keep their interest piqued by offering concrete information about your property.

Waste no time pointing out the marquee property features that didn’t make it into the headline. These may include a unique type of hardwood flooring, certain smart-home features or access to a lake.

3. A Narrative-Driven Description Of Your Main Home Features

Once you’re a few sentences into your real estate description, it’s time to get your creative juices flowing. This helps prevent readers from moving on while still providing them the most pertinent details of the property.

With such a small block of text available to convince interested home buyers to pursue the matter further, the name of the game is creating a strong narrative about the property. Consider providing information that directly addresses questions such as:

• What makes the property special?
• Have any specific renovations enhanced the property in some way?
• Does the property have a finished basement?
• Are the kitchen and the dining room part of an open floor plan, or are they divided?
• Are the bedrooms significantly larger than average?

Ponder these questions as you’re putting your description together and consider any other important areas of your home. Once you’ve done so, unify the answers into one cohesive narrative focusing on the most unique aspects of your property while still providing necessary details such as the number of bedrooms.

4. A Succinct Closing Call To Action

Once you have a compelling headline, an introduction that hooks a buyer’s attention and a narrative-driven story about your property, the next order of business is ensuring that interested buyers contact a real estate agent who can take them on a tour of the property.

This is most easily accomplished through a direct call-to-action statement that persuades the reader that they need to see the property for themselves. Here are some call-to-action examples that might work:

• Schedule a tour today!
• Contact us to learn more.
• Make an offer today!
• Don’t miss out on this opportunity; call us now!

Other Considerations Before Posting Your Property Description

Most sellers consult a listing agent about listing property. Sellers will work with a listing agent to create a property description and post it in the appropriate places, like your area’s multiple listing service (MLS). But you’ll still need to execute a few more quick steps, which we’ll explore next.

Take High-Quality Photographs

Although not technically part of a written property description, photographs of the property can have a make it or break it impact on your listing. While your words can make readers interested in what your property offers, a low-quality photograph can essentially undermine everything you’ve written by causing your house not to sell.

Ideally, you should stage your property and then take an assortment of photos to showcase its full potential. The goal is to reveal your property’s best features, so be sure to take:

• Wide shots of the exterior of your home
• Photos of the landscaping
• Interior pictures of decluttered, well-lit rooms
• Photos of the primary selling points mentioned in your property description

Avoid Overselling The Property

While it might be tempting when writing your description to make your property sound better than it actually is, here’s a word to the wise: Don’t oversell your property.

While you might want to embellish the attractiveness of your property, more often than not, this leads to interested buyers who never actually close on the home. From their perspective, the description promised features that didn’t match reality.

Instead, focus your description on highlighting the strengths of the property. This is where weaving a narrative comes in. Use descriptive language to emphasize the best parts of the house and its location.

Be Aware Of The Fair Housing Act

Housing laws are the most important legal constraint to remember when writing your property description.

The Fair Housing Act prohibits housing discrimination based on:

• Race
• Color
• National origin
• Religion
• Sex (including gender identity and sexual orientation)
• Familial status
• Disability

Instead of targeting a certain demographic, focus on describing the amenities and features of your property that are relevant to everyone.

For example, instead of “family-friendly,” you could say “has a large backyard with plenty of space for kids to play.” Or, instead of using the term “young professional,” opt for “has a short commute to downtown.”

You should also avoid using any language that could be interpreted as discriminatory or that makes generalizations about certain groups of people. For instance, it’s best to avoid using terms such as “upscale” or “exclusive” unless you’re specifically referring to the amenities and features of your property.

Property Description Examples

Now that we’ve thoroughly covered how to create a standout property description, let’s delve into two property description examples and see how they stack up.

Example #1

Stunning four-bedroom home in a quiet cul-de-sac in the desirable Lakeside neighborhood.

This luxurious home has been recently renovated with top-of-the-line finishes and amenities, including a new kitchen and bathrooms, a huge backyard with a pool and spa and a rooftop terrace with stunning views of the city.

The master suite is an ideal oasis, featuring a private bathroom, walk-in closet and balcony. The other three bedrooms are likewise spacious and attractively equipped. The open-concept living and dining room are well-suitable for entertaining, and the gourmet kitchen features high-end appliances and a large island.

Outside, the expansive backyard is a wonderful place to relax and unwind. The sparkling pool and spa offer a refreshing dip on a hot day, and the comfortable pool house provides a shady spot to relax. The rooftop terrace offers stunning city skyline views, making it the perfect place to enjoy a sunset cocktail or a romantic dinner.

This home is terrific for families or couples who are looking for a luxurious and spacious place to live. It’s also a great option for entertainers, as it has plenty of space for guests.

This beauty won’t be on the market for long – contact us to schedule a tour today!

Example #2

Two-bedroom home with new paint and flooring.

This charming two-bedroom home is perfect for first-time home buyers or investors. It’s located in a quiet neighborhood close to schools, parks and shopping. The home has been recently updated with new paint and flooring. The backyard is fenced in and has a patio, ideal for entertaining.

This home is a great value for the price. It’s move-in ready and has everything you need to start your next chapter.

Breaking Down The Property Description Examples

Example #1 and Example #2 have a few noticeable differences if we compare them directly.

The first example is much lengthier, beginning with an attention-grabbing headline and quickly getting into detail about eye-catching aspects of the property. This example highlights how the property is unique and discusses features within it that make it luxurious. The description also uses descriptive, flowery language to convey a captivating narrative about the property and why it’s a dream home. The example concludes with a call to action intended to spike a sense of urgency in readers.

The second example, on the other hand, is quite concise. While it gives a general idea of what to expect from the property, it doesn’t get into as much detail as it could. The headline is quite vague, mentioning that the home has been updated with new paint and flooring, but it leaves room for several questions. Was every wall painted? Is all the flooring new? Description #2 doesn’t capture this.

The description of the second house also mentions that it’s a great value for the price, but the description fails to explain why.

Most home buyers are likely going to find the first description significantly more compelling than the second.

The Bottom Line

With hundreds and maybe even thousands of real estate listings competing for space in the mind of prospective buyers, a narrative-driven property description with a gripping headline can set your property apart from the rest. Taking the time to craft a colorful, well-executed description has the potential to speed up the home selling process significantly.

If you need help identifying the most important features to highlight or determining which offer is best for your home, consulting a seasoned listing agent can benefit you immensely. Rocket Homes℠ can pair you up with an agent from its network of highly rated partners. To start the process, connect with an agent today.