When you scroll through a property listing online, what grabs your attention first? Pictures are what most people concentrate on, but words can be equally powerful. A well-written description can make a buyer excited before they even visit the property. This is why marketing pros spend so many words writing creative (and accurate) listing descriptions. Let’s explore their secrets.
Why Creative Descriptions Matter
In real estate, buyers are always looking at a bunch of homes at once. If your listing is boring, it might well be overlooked. A sound description does the following three things:
- It grabs attention.
- It builds an emotional connection.
- It underscores the simple characteristics of its nature.
Words can transform a house into a “dream home.” That’s the power of creative marketing.
Begin with A Good Opening Line
Line One should grab your reader. For instance, if you are tempted to write “3 BHK flat available in Pune,” instead consider writing “Step into a modern 3 BHK home in Pune where comfort meets convenience.” The second line provides a reason for the buyers to read on.
Focus on Lifestyle, Not Just Features
Serious marketers don’t just list features – like “modular kitchen” or “balcony.” They offer examples of how the features make life better. For example:
- Rather than “balcony,” try “awaken to a breath of fresh air every morning, as the sun peeks through your beautiful large balcony ideal for that early morning or late evening cup of tea.”
- Instead of “close to schools,” say: “Just a short walk away from top schools, so your kids spend less time trekking and more time learning.”
Use Power Words That Sell
Some words just feel good to buyers. Marketers often use:
- Elegant
- Spacious
- Bright
- Peaceful
- Exclusive
But remember, don’t overuse them. It is important that the description continue to sound human-like.
Highlight Unique Features
Every property has something special. It might be a corner apartment with additional sunlight, an expansive terrace or a park view. Pro marketers know to feature this selling point along the way, because it helps showcase the property amidst its competition.
Keep Sentences Short and Simple
Long sentences can bore readers. And pros favor short, easily read lines. Example:
“Big windows are bringing in the natural light. The open kitchen spills into the living room, making for a cozy family area.”
Create a Sense of Urgency
Marketers know well how to prod buyers into acting fast. Words and phrases such as “limited availability,” “rare find” or “won’t stay on the market for long” invite a sense of urgency without becoming too aggressive.
End with a Call to Action
The final line should be a call to action that will motivate the consumer to move forward. For example:
“Book a showing today to see why this is the perfect home for your family.”
Examples of Creative Listing Descriptions
- Luxury Apartment: “And fall in love when you step inside this luxurious 4 BHK apartment with full length windows giving the most panoramic views of your every day to!!=\””;
- Budget friendly home: “Cosy 2 BHK house, designed for your comfort with everything you need at a stone’s throw.”
- Family Villa: “Experience the tranquility of living in this large villa including a private garden where your kids can run around.”
And these are just examples of how slight a shift in wording can have profound implications.
FAQs:
Q1: Is there an ideal number of words for a listing description?
Generally, a good description ranges from 150 to 250 words. It should be long enough to give information but short enough to maintain interest.
Q2: Do you like it, or should I hide this from the description using some technical jargon?
Keep that kind of technical information (carpet area, specific floor, parking) in a separate section. Storytelling in the main description.
Q3: Am I able to pen my own listing description?
Yes, but having it done by pro marketers doesn’t hurt. They balance feeling and fact so well.
Q4: Does fantastic patter actually lead to more sales?
Yes. Most buyers will decide to view a property after reading an interesting description. The more visits, the greater the likelihood of a sale.
Q5: Are nearby landmarks part of it?
Yes. Including parks, schools, malls and transportation is valuable. Buyers often want to visualize their lives centered around the home.
