Writing a good property description should do one thing, and that is to help attract the most potential buyers to go see the property in person. The more showings of the property you get, the more offers you will get. It is that simple. It is unlikely you will get offers sight unseen. So the purpose should not be to sell the property straight from the listing.
Writing a good property description means being concise. To attract the most buyers to the property, less is more. Keep it under 300 words. Way under if you can. When buyers are going through listings they look at the pictures first and perhaps take a glance at the description. If it takes up a whole page, chances are they won't read much of it. Use bullet points of unique selling features like this, instead of long prose when you can.
- Direct Ocean Views
- Open Floor Plan
- Custom Hardwood Cabinets
- Energy Efficient Appliances
If you write everything you know about the property, like a laundry list, you may bring up a feature a buyer doesn't like and they will never give the property a chance. Don't exaggerate or get too flowery. Chances are you don't really have a million dollar view. If you do, call me. There is no need to repeat things that are elsewhere in the listing, like the bedroom count or square footage, either. Like I said earlier, the buyers will focus on the pictures first, so make sure they are of good quality or it won't matter what it says in the description. Write for the masses, keeping in mind you want to get the most potential buyers through the door. Then the real selling can begin.
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