A listing description is the written portion of a real estate ad that highlights a home’s key features and selling points. It appears alongside photos on sites like Zillow and Realtor.com, and it’s often a buyer’s first impression of the property — only second to photos. A well-written description can grab attention, spark interest, help the home sell faster, and even help it sell for more money.
Writing a good home listing description means more than just listing facts. It's about creating a story that helps buyers imagine themselves living there. That means using strong visuals, specific details, and a friendly, engaging tone.
In this guide, we'll walk you through how to format a great property description, offer tips to help you write your own, and share both strong and weak examples to help you get a better idea.
Want expert help writing your listing description? That’s where a top real estate agent comes in. Agents know what local buyers are looking for and can craft a home description that gets results. Clever can help you find a top-rated local agent who offers full service for just 1.5% commission.
Start here: Laws and compliance in listing descriptions
Before you write your home description, it’s important to know the rules, especially if your property will be listed on the multiple listing service (MLS). Many MLSs have strict guidelines, and breaking them can result in fines or your listing being taken down. Staying compliant helps protect you and makes your listing more professional.
First, don’t violate Fair Housing laws. Avoid describing the type of person you think the home is best for. Phrases like “ideal for retirees” or “great for a young family” can be seen as discriminatory. Stick to facts about the home, like “single-level layout” or “near local parks.”
Second, be careful with calls to action. Some MLSs don’t allow marketing language like “schedule your tour today” or “call now” in the public remarks. While it might sound odd, the idea is that this section is only meant to describe the property — not for pushy sales tactics.
If you're working with an agent, they’ll make sure your listing follows the rules. If you're selling by owner, ask your local real estate board or listing service for their guidelines or ask them to look over your listing description with you.
How to format a real estate listing description
A strong property description follows a clear format. Here’s what each part should look like:
- Heading: Start with a one-line headline that sums up the home’s biggest selling point. It should be both catchy and informative, similar to a newspaper headline.
- Intro: Use 1–2 sentences to give a broad overview of the home’s vibe, layout, or standout feature. This is your hook to keep buyers reading and engaged.
- Listing description: This is the main paragraph. Paint a vivid picture of the home using specific details, brand names, and lifestyle language. Mention key rooms, upgrades, and neighborhood perks.
- Call to action: Close with a clear next step for buyers, whether it’s scheduling a tour or reaching out for more info. Keep it simple and friendly.
Tips for how to write a real estate listing description
A great house description does more than describe rooms — it makes buyers feel something by helping them imagine what it feels like to live in the space and the neighborhood. A strong description highlights the home’s best qualities in a way that feels both informative and inviting. Clear details, thoughtful word choice, and a warm tone can make all the difference.
These tips will help you write a home listing description that stands out:
- Start strong. Use your headline and opening to highlight the most exciting aspect of the home, such as its location, style, or standout feature.
- Keep the tone conversational. You’re talking to a future homeowner, not writing a legal document. Be warm, friendly, and clear.
- Use high-value keywords. Words like “luxurious,” “updated,” “landscaped,” and “impeccable” have been shown to increase perceived value.
- Be specific. Name brands (like “Bosch appliances” or “Moen fixtures”) and details (“hardwood floors” vs. “original oak flooring”) help buyers picture the home.
- Avoid negative language. Skip words like “fixer,” “TLC,” or “potential” that may imply problems or drive down perceived value.
- Highlight lifestyle perks. Don’t just describe rooms. Talk about how the home feels to live in. Think “perfect for entertaining” or “cozy spot for your morning coffee.”
- Match the buyer’s mindset. Tailor your wording to the expected buyer. A starter home might emphasize value and layout, while a luxury home focuses on finishes and privacy.
- Use paragraph breaks. Avoid giant blocks of text. Break things up for easier reading, especially on mobile devices.
- Stick to around 250 words. This is the sweet spot for providing enough detail without overwhelming the reader.
- Don’t repeat the facts. It’s fine to open with a descriptor like “3-bedroom, 2-bath home,” but don’t go overboard repeating every mundane detail the buyer can already see in the MLS, like heating and cooling details, city versus well water, and so on. Use the description to add personality and to highlight the details that matter.
- Use action-oriented language. Phrases like “step inside,” “imagine relaxing,” or “entertain guests” help buyers envision themselves in the home.
- Mention the neighborhood. If the location is a plus, say so! Reference parks, schools, or walkability when relevant.
- Avoid overused cliches. Skip phrases like “won’t last long” or “must see.” They’re everywhere and don’t add value.
- Proofread! Typos and awkward grammar can make you, as a seller, appear careless or unprofessional.
- Make sure your listing description is compliant with Fair Housing laws and your MLS’s guidelines, if you intend to list in one.
Feel like some property listing examples and house descriptions would be helpful? Read on!
3 good real estate listing examples
Sometimes, learning is a lot easier when you can see the skills in action, so here are three creative real estate listing description examples that stand out.
Urban Condo With Stunning Views
Welcome to this updated 2-bedroom, 2-bath condo on the 14th floor of Skyline Tower. Floor-to-ceiling windows offer breathtaking city views, while the open-concept layout features engineered hardwood floors and a fully updated kitchen with quartz countertops and Bosch appliances. The primary suite includes a custom walk-in closet and spa-inspired bathroom with a double vanity and rainfall shower. Just steps from public transit, coffee shops, and nightlife, this home puts you in the heart of it all. Don’t miss your chance to live in one of the city’s most desirable buildings.
✅ What we love about this example
- Engaging headline makes the home stand out from the start.
- Specific details and brand names paint a clear picture.
- Lifestyle language emphasizes urban convenience.
- Strong CTA encourages quick action.
- Polished tone and structure keep it professional and readable.
Family Home in Top School District
This charming 4-bedroom, 2.5-bath Colonial is located in the award-winning Brookstone school district. The sunny kitchen features granite countertops, stainless Whirlpool appliances, and a breakfast nook that opens to a cozy living room with built-in shelving and a gas fireplace. Upstairs, the spacious primary suite includes vaulted ceilings and an ensuite with soaking tub. Enjoy a fenced-in backyard, large deck, and two-car garage—all on a quiet cul-de-sac just minutes from parks, shopping, and dining. Your dream home is waiting!
✅ What we love about this example
- Appeals to target audience (families).
- Highlights school district and neighborhood.
- Uses emotional language like “cozy,” “sunny,” and “charming.”
- Specific finishes and layout make the home feel real.
- Balanced detail and length.
Mid-Century Gem With Modern Updates
A true mid-century treasure! This 3-bed, 2-bath home combines classic design with thoughtful upgrades. Original hardwood floors, a stone fireplace, and clerestory windows bring character and light. The remodeled kitchen includes butcher block counters, a farmhouse sink, and new Samsung appliances. Outside, enjoy mature landscaping, a large patio, and detached studio, perfect for a home office or art space. Come discover this historical gem!
✅ What we love about this example
- Leads with charm and character.
- Balance of old and new appeals to design-conscious buyers.
- Mentions bonus features (studio space).
- Compact but impactful.
- Strong verbs and adjectives.
2 bad real estate listing description examples
Great Opportunity!
Nice 3-bedroom, 1-bath house with lots of potential. Needs a little TLC but would make a great starter home or rental. Big yard and off-street parking. Priced to sell.
❌ Mistakes in this example to avoid
- Too vague. No brand names, finishes, or visual details.
- Negative language. “TLC” and “potential” raise red flags.*
- Generic adjectives like “nice” and “great” add no value.
- Short and uninspiring. Doesn’t help buyers imagine the space.
*The only exception to this rule might be if the seller was specifically marketing to investors, which does happen. However, with this description, the seller is still losing the interest of everyday buyers the home may be a great fit for, thus losing a big part of the market.
Don’t Miss Out!
Must-see 4BR/2.5BA in a great neighborhood. Open concept, modern kitchen, large yard. Close to everything. Great for young college students. Won’t last long! Schedule a showing now!
❌ Mistakes in this example to avoid
- Clichés like “must-see” and “won’t last long.”
- Lacks emotional appeal or storytelling.
- No detail or specificity. What’s “modern” about the kitchen?
- No mention of brand names, upgrades, or lifestyle.
- Weak formatting and structure.
- Mentions people (young college students) and thus may violate Fair Housing laws pertaining to ageism.
Need more guidance?
Writing strong house descriptions and listing descriptions takes more than just filling in the blanks. When you combine clear details, thoughtful language, and a focus on compliance, you give your home the best possible chance to stand out and sell faster.
If you're feeling stuck or unsure, working with a great real estate agent can make all the difference. Clever can help you connect with top-rated local agents who know how to craft compelling, compliant listings and guide you through every step of the sale.
- Answer 5 simple questions about your sale
- Get matched with 2 to 3 top local agents in minutes
- Choose the best fit and save up to 50% on listing fees
