Other than your property photography, the description on your property listing is the most important part of your marketing. We often call this introduction the romance paragraph because it’s meant to entice readers into scheduling a visit.
A poorly written property listing is unlikely to turn prospects into renters as efficiently as a great one. We’re going to show you how to make that description pop!
1. Show, don’t tell
Anyone who’s taken Creative Writing 101 is familiar with the expression “show, don’t tell.” But that can be easier said than done — so what does it look like in a great property listing?
Essentially, “showing” means using descriptive language that makes it easy for readers to paint a mental picture of the property. Be specific with your descriptions.
Telling: The property is beautiful. Inside, you’ll find new kitchen appliances.
Showing: This residence is surrounded by well-maintained trees and greenery to welcome you home. The kitchen was renovated last year with a new dishwasher, microwave and granite countertops.
The second example is more descriptive and specific. It shows what’s beautiful about the property without even using the word “beautiful” and names each new kitchen amenity.