If you’re gearing up to sell your home, one of the first things you’ll need to do is spread the word. Here are four things you should include in your real estate listing description to ensure a rapid and profitable sale.
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1. Highlight Unique Features
Character in a home can really help attract potential buyers, and will ultimately contribute to the final sale. Be sure to mention a few one-of-a-kind home features in your real estate listing description — the right buyers will surely appreciate it. It may even be the deciding factor that leads to potential buyers scheduling a showing of your home.
Does your home have a fireplace in the master bedroom? Or maybe an original stained glass window in the entryway? At the very least, it will help potential buyers differentiate your listing from the other dozen they are browsing, so be sure to bring attention to your home’s unique attributes.
If you have appliances or features from well known brands, then mention those brand names. A well-known brand is likely to stand out to buyers, and may be a deciding factor for them to come view your home in person.
2. Detail a Listing Description
When buyers and their agents are browsing online real estate listings, professional photos are what grab their attention first — but it’s the listing description that really tells the story of the home. Listing descriptions are an essential part of real estate advertising, and a well-written one can help your house stand out from all the other listings in your area.
Remember, your real estate listing description won’t just show up online; it’s what will be used on flyers, social media, open house materials, and more.
The description text makes up the bulk of your word count, and it’s where you should review all of the home’s main features, such as beds, baths, square footage, lot size, location, upgrades, and more.
But don’t just rattle off a list of all the features. Use compelling, creative language to highlight details that make your home special. Your description should pique buyers’ interest enough that they want to schedule a tour, and as the owner, you are in the unique position of being able to tell a story about what is special about the property.
The Magic 250 Word Count
Take advantage of all 250 words available. Zillow Talk found that homes with longer listings consistently sell for more money. And it’s not surprising to us; buyers want to know the details of your home, and those extra words can give them the additional information they need to decide if your home is one they’re interested in seeing in person.
But, while some real estate listing sites will let you include many more than 250 words, buyers don’t want to read a novel. Focus on 250 really great words instead of rambling on just because you have the space.
Selling Points to Include
Your property description should highlight any notable home brands, recent upgrades, and all energy efficiency additions. Mention any upgrades that provide practicality, utility cost savings, and convenience, like a smart thermostat, high-efficiency washer and dryer, or solar panels.
What to Avoid Writing
In the same way that there are words that help your home sell faster or for more money, there are definitely some terms you’ll want to steer clear of. Unless you are truly selling your home as a fixer-upper or a flip, avoid these nine real estate marketing words: “Fixer,” “TLC” (as in the home needs some TLC), “cosmetic,” “investment,” “investor,” “potential,” “bargain,” “opportunity” and “nice.”
Here’s some data to illustrate the point: Out of 24,000 homes analyzed by Zillow, listings with “fixer” in the description sold for 11.1% less, on average, than expected. Listings with “potential” sold for 4.3% less, and listings with “opportunity” sold for 2% less.
3. Use Great Photos
This isn’t anything you can write, but the photos are an incredibly important part of your listing. Consumers are more tech-savvy than ever before, and expect quality photos accordingly. If every image is washed out with a bright flash, or is so grainy you can’t tell what you’re looking at, people will simply move on to the next listing without giving yours a second thought.
Smartphones can do just about everything, including taking pretty excellent photos. If you remember anything, remember that natural light is your best bet. Open up the curtains, and let in the natural light for the most optimal photo quality that will make your home pop.
4. Include a Call to Action
A call to action is a closing line in your description that tells buyers what you want them to do next: “Don’t miss out on this captivating home. Schedule a private tour today.” Or, “This home isn’t going to last — schedule your showing before it’s gone.” Lead prospective buyers exactly where you want them to go; once they’re committed to moving forward with your property, they’ll be looking for a clear direction on next steps, so be sure to guide them accordingly.
We always recommend that home sellers work with a local, experienced Clever Partner Agent who can help write up the perfect home description. Doing so will not only attract the most amount of buyer interest, but will also lead to a great deal on your home sale.