How to Write Creative Real Estate Listing Descriptions (+ Examples)

Writing listing descriptions isn’t something real estate agents should stress about. After all, it’s an opportunity to put a spotlight on the property’s best features. A well-crafted description should generate interest and increase leads on your listings. But how do you do it right? 

In this article, I tackle the five elements of great listing descriptions, six tips for writing better property descriptions, and creative real estate listing examples for inspiration. Let’s get started!

5 elements of great listing descriptions

Crafting real estate listing descriptions isn’t rocket science, but it takes more than just listing the property’s key features. So, what comprises a description that captures the reader’s attention? Let’s break it down.

1. A catchy opening line

The most creative real estate listing description examples kick off with a one-sentence-or-less, punchy title. Writing a catchy “brand” for your listing will draw people in and help them see it as a home and not just another set of pictures on the internet.

2. The property’s selling points

After your title, the next section of your listing description should be a two- or three-sentence pitch of the home’s best features. This should be a narrative description, not just a list of features or, God forbid — a bulleted list! Homebuyers aren’t shopping for groceries; they don’t need a checklist of your listing’s features.

3. Location and neighborhood appeal

Pitch the benefits of the home’s location and neighborhood. If these elements aren’t outstanding, try to find a silver lining. For example, if the house is on a noisy street with many bars open late, talk about the nightlife access. If it’s in a not-so-great neighborhood, but on a pretty block or near a new development area, mention those perks instead.

4. All caveats worth mentioning

While I never suggest agents write a “warts and all” listing description, you should still alert potential buyers to any vital information. A house hunter might forgive you for not mentioning the noisy street or less-than-perfect driveway. Still, they likely won’t forgive you if you leave out a dealbreaker — like the property’s leaky roof. Being upfront about these key details helps you avoid surprises later.

5. A compelling Call to Action (CTA)

The best home listing description examples have CTAs.  These CTA’s encourage buyers to contact you, schedule a showing, or attend your soon-to-be-announced open house. For instance, something as simple as “This rare gem won’t last long—call now for a private tour!” can entice buyers and encourage them to take that next step.

Writing the best listing description: Tips from a professional writer

Besides your cleverly placed real estate ads and high-quality listing photos, your listing description is key to attracting buyers. Consider these tips, along with some creative real estate listing description examples to inspire you:

Step 1: Write for the buyers you want to attract

Begin with a headline that’ll hook buyers. To sell a luxury home, you must speak directly to high-end buyers using real estate words that evoke exclusivity. If you’re targeting first-time homebuyers, focus on the neighborhood and lifestyle benefits that owning the property would offer.

Here are two creative real estate listing descriptions examples that target the right audience:

“Conveniently located minutes from the prestigious Beverly Hills Hotel and just 20 minutes from Van Nuys private airport, this estate is accessible only through private, gated streets. Discover a life of unparalleled luxury and serenity at the Crestview Manor, where timeless elegance and modern convenience blend seamlessly in the heart of Beverly Hills.” (Source: 2571 Wallingford Dr, Beverly Hills, CA 90210 on Zillow)

“Located in a gated community with 24/7 security, you’ll enjoy peace of mind while living in this well-maintained environment. The monthly HOA fee of 1,690 covers property taxes, security, and maintenance of the common areas, making for worry-free living. The owner is responsible for gas, electric, and water.” (Source: 361-K Skyline Dr, Staten Island, NY 10304 on Zillow)

Step 2: Showcase how it feels to live in that property

One of the first rules of copywriting? Sell the benefits and experience. Every famous copywriter, from David Ogilvy to Joseph Sugarman, agrees. Instead of telling your audience the listing has a big backyard, tell them how much fun they could have playing touch football with their family in the yard or the privacy it offers. Remember, your goal is to create a hook that makes potential buyers feel like they’re already stepping inside the property.

Check out this example of an inviting property listing description:

“Spend your days in one of the three living rooms, playing games, or watching films in the theater room. The 2.5-acre saltwater lagoon is an inviting escape, complete with paddle boards and kayaks for added fun. Located near stunning national parks, Paradise Shores allows you to explore and unwind in beautiful St. George while creating lasting memories with family and friends.” (Source: 5367 S Cyan Ln, Saint George, UT 84790 on Realtor.com)

Step 3: Keep it concise

Despite our hard work and clever content flourishes, the sad reality is that most people skim content online these days. Very few will take the time to read every word you write, even for a relatively short property description. So make sure to hit the key selling points of your listing early on and avoid overly lengthy, wordy descriptions.

Here’s an excellent home description example:

“Step into an open space defined by redwood, concrete, glass, and a sculptural butterfly roof framing sweeping mountain views. A brick fireplace acts as the focal point in the living, while a minimalist Poliform kitchen furnished with Gaggenau appliances and updated details throughout further enhances the experience.” (Source: 7316 Caverna Dr, Los Angeles, CA 90068 on Zillow)

Step 4: Use storytelling that’s honest and relatable

Never oversell or exaggerate. Trust me; buyers hate it when they show up to your house tour expecting a dream home only to find something completely different. 

Instead of stretching the truth, highlight the property’s best features authentically. If some parts of the house still need rework or an update, position it as an opportunity. You can say, “Bring your vision to life in this space,” or “There’s endless potential to customize this room.”

Take a look at these real estate description examples that are authentic and engaging without exaggeration:

“Whether you want to grow your own vegetables or create a peaceful outdoor retreat, this large lot gives you the flexibility to do it all. With charming curb appeal and an unbeatable location close to everything Tennyson Street has to offer, this bungalow is the perfect place to enjoy the best of Denver living.” (Source: 3930 Sheridan Boulevard, Denver, CO 80212 on Zillow)

“Now is the time to relax and enjoy sun bathing, swimming, and boating at your very own lake house! There is a septic tank on the property and public water is currently used for the home (there’s a well that could be used for gardening). Seller will pay to repair driveway but is selling the home as-is.” (Source: 1010 Flymm Smith Rd, Waterloo, SC 29384 on Zillow)

Step 5: Optimize for mobile without losing personality

Nowadays, most buyers scroll through listings on their phones. Big blocks of text are a big no-no, so listing descriptions must be easy to read. Break paragraphs, keep sentences short, and maintain natural flow throughout so it’s easy to skim.

Ensure your listing descriptions are easy to read on mobile (Source: Zillow)

Step 6: Proofread, proofread, proofread

One of the trickiest parts of writing anything is getting out of your head. It’s too easy to fall in love with your writing or miss your errors. Typos, incorrect grammar, and awkward phrasing can make the most luxurious listing look unprofessional — and you will lose the immediate trust of the buyer. 

Once you’ve written your listing description, read it aloud to identify areas that need improvement. Also, having a second set of eyes go over the listing can help ensure that your final version is polished and error-free.

Why listing descriptions are essential

A compelling real estate listing description is a strategic tool for turning a basic listing into a must-see property. It turns a buyer’s interest into action. Here’s why your property listing descriptions matter:

• Clever listing descriptions add depth to the property’s photos. While professional-looking photos grab attention, strong wording helps buyers visualize themselves living there. Using the right words and phrases offers details to a property that photos can’t fully capture.
• Listing descriptions can drive a sense of urgency. Your description should have a call to action that makes the buyers feel they need to act fast. By including phrases like “highly coveted” or “ultra rare property,” you’re urging buyers to move quickly before someone else snatches it up.
• Creative listing descriptions highlight hidden selling points. Some of the home’s key features — like energy-efficient windows and doors, eco-friendly paints, and green roofs — aren’t obvious in photos. A well-written description brings these details to light.

Frequently asked questions (FAQs)

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Bringing it all together

I hope you’ve picked something up from these real estate description examples. Remember, the best examples of home descriptions are always honest and straightforward and vividly describe a potential homeowner’s lifestyle after purchasing the property.

Got any questions about realtor property descriptions? Do you have any tricks you’d like to share with fellow agents? Let me know in the comments!