9 Tips for writing better property descriptions

Posted by Louise Germishuys in Content on 23 June 2015

Tags: branding, content marketing, internet marketing, online marketing, social media, tips

Your property description is a key component of your property listing. It should complement your property photos and capture the attention of your website visitors. Your property description gives you the opportunity to show off your professionalism and knowledge and its power should not be underestimated.

Writing a captivating piece can be quite challenging, but here are a few tips to help you out.

1) Don't write in caps

Writing in caps to capture attention is not a good approach. Using caps anywhere online is considered shouting and including them in your property description might not have the desired effect.

•  "Shouting" at your audience might put them off before they convert into high quality leads
•  The use of caps might make the sale look urgent, and your potential clients might question why the sellers are so desperate to sell.

2) Proofread

It is very important to ensure that your property description does not contain any spelling or grammar errors. A description filled with errors might:

•  Look unprofessional and rushed
•  Not be taken seriously by potential clients
•  Result in website visitors navigating away from your website

3) Use bullet points

Your website visitors are hunting for property and they want to read up about a property as quickly as possible. A big wall of text is daunting and many might not even attempt to read it. Try to:

•  Keep it short and sweet
•  Use bullet points where possible
•  Keep paragraphs short

4) Don't discriminate

People have different needs and it is vital to ensure that your property description does not discriminate. Don't segment your audience by specifying a buyer persona.

•  Avoid terms like "perfect for a family" or "perfect for an elderly couple"
•  Give your audience enough information to decide for themselves

5) Use descriptive words

Your property description should sketch a picture. You need to be able to give your audience a feel for the home without them actually being there. Carefully consider each room and think about how you can capture the essence of the room in a single word.

•  Use descriptive words such as: comfortable, spacious, practical

6) Include a call-to-action

This might seem silly, but it is necessary to ensure that your website visitors have a clear understanding of how to proceed if they're interested in a property.

If your website does not include a "contact this agent" section, include more information in your description. Add a call-to-action like "call us to enquire" or "email us for more information" to avoid losing potential leads.

7) Honesty is the best policy

Don't mislead your potential clients. Always accurately represent the property when composing a property description. This will promote brand trust and will ensure that your clients do not take to social media to complain about their bad experience. Instead, they might be more willing to give you great testimonials and reviews.

8) Be positive

Words are powerful and you need to ensure that your property description does not have a negative undertone that might put potential clients off.

•  For example, a small living room might be described as “cosy”, or a small gravelled garden could be described as a “low maintenance courtyard”.

*Make sure that your poetic description does not mislead the potential client.

9) Be an area specialist

Your potential clients are not merely buying four walls and a roof, they are also buying the lifestyle and the area.

•  Include significant amenities (shops, schools, public transport)
•  Highlight distances - such as: "Situated only 5km from Gateway Shopping centre". This is a key feature and can win over a buyer.

* Bonus Tip

Not too sure how to start your property description? Here are some ideas:

•  “A well presented three bedroom semi detached house on the outskirts of ….”
•  “Brand new two bedroom house …”
•  “A newly refurbished four bedroom family home in a sought after location close to …”
•  “Spacious room to let …”

These sentences include both the number of bedrooms and most positive aspect of the property and will ensure that you capture the attention of your potential clients from the get-go.


Your property description is a crucial element of your property listing. Spend some time on crafting the perfect description that will complement your property photos. Ensure that it is informative, honest and concise. See it as an opportunity to position yourself as an area specialist and a professional real estate expert.