Unleashing the Power of Words: How to Write a Killer Property Description
Rumor has it you’re about to sell some property. It sounds like you’ve done all the prep work inside and out, and your staging and photos are the envy of every seller. We also hear that you priced the place to attract maximum buyer activity. Things are looking good.
Except that right about now, you’re staring at a blank screen or empty sheet of paper, paralyzed at the thought of having to write your property description. What are you supposed to say? No worries, amigo. We are here to help you.
Over the years, here at the Ohio Property Group, we’ve read thousands of property descriptions. Most of them make us sleepy. Let’s get you on the right track…unless you’re serious about ending the ongoing insomnia problem in the world.
Between your photos and the search criteria, the buyer knows most of what you might say in a property description. They know where your house is and what it is. They know how many bedrooms. They know it’s a two-story. They know it has a basement. Avoid the temptation to restate all that in your description and focus on making the most of this precious marketing space.
Don’t restate the address, the number of bedrooms, the square footage, the neighborhood, and so forth.
Words hold the key to unlocking the full potential of a property. As Realtors specializing in residential sellers in Ohio, we know that a well-crafted property description can significantly impact your efforts in attracting potential buyers. It’s not just about listing the features and dimensions of a home; it’s about using words to paint a compelling picture that ignites the imagination and creates an emotional connection with prospective buyers.
Today we are sharing some of our super secret insider tips on writing a killer property description that will capture attention, spark interest, and ultimately help you sell your property faster and for money. As we dive in, here are a few ground rules we like to observe.
Keep it short. 250 words or less: A picture is worth a thousand words. But just because we can’t use a picture doesn’t mean we should use a thousand words. Never lose sight of the fact that, like your photos, the property description’s ONLY job is to get buyers off the couch and into your living room. Don’t try to sell the house with a 10,000-word “War and Peace” description. Like cologne on a date, less is more–at least according to my wife.
Focus on emotions, not facts and figures: Buyers need to fall in love with your property so they will pay top dollar. People buy on emotions and justify with logic, yet most sellers write property descriptions that are nothing more than facts, figures, and features. Where’s the love in that? That’s not love–that’s logic. Love sells. Logic bores.
Write like you talk: If you plan to stir buyer emotions, you need to write conversationally. Not in bullet points. Not flowery verses. Just write the way you talk and allow your emotions about the property to shine through. Presumably, you love this property, so write from the heart and tell the next owner why they will love it too.
Here’s a trick to help you get in the right frame of mind. Stop calling this a “property description“ and start calling it a “Love Story.” Facts and figures won’t start a bidding war, but a bunch of buyers falling in love with the property will–every time.
Now that we have our ground rules let’s get to the practical advice. These are tried and true methods for generating a powerful but short and moving Love Story. Check out the final tip below for my favorite secret move on generating the best ideas for your Love Story.
Know Your Audience: Understanding your target buyers and their wants is crucial to crafting a compelling Love Story. Share your experience in identifying homes’ unique features and selling points that resonate with your target market. Use descriptive language to paint a vivid picture of the lifestyle and benefits of living in the neighborhood or community where the property is located. For example:
“Imagine waking up to breathtaking sunrises over the rolling hills of Ohio, sipping your morning coffee on the porch while listening to the birds chirping, and enjoying the peace and tranquility of country living just minutes away from the bustling city. That’s the irresistible charm of this beautiful farmhouse-style home nestled in the heart of XYZ community, known for its friendly neighbors, top-rated schools, and convenient access to parks, shops, and restaurants.”
Highlight the Unique Features: Your Love Story needs to go beyond the basic facts and figures and highlight the unique features that make a home stand out. Whether it’s a stunning view, a newly renovated kitchen, a spacious backyard, or a cozy fireplace, use descriptive language and analogies to create a sensory experience for the reader to wake up their emotions. For example:
“Step into your dream home where you’re greeted by an open-concept living space bathed in natural light, with soaring ceilings that create a sense of grandeur and elegance. The chef in you will fall in love with the gourmet kitchen, complete with gleaming quartz countertops, a custom tile backsplash that adds a touch of modern sophistication, and stainless steel appliances that sparkle like new pennies. Entertain family and friends in style in the expansive backyard oasis, featuring a shimmering pool that invites you to take a refreshing dip on hot summer days and a cozy fire pit where you can gather around with loved ones on cool evenings, roasting marshmallows and creating cherished memories.”
Use Compelling Language: The words you choose can greatly impact how buyers perceive a property. Instead of generic terms, use compelling and distinct language that evokes emotion and creates a sense of urgency. For example:
“Indulge in the epitome of luxury living in this pristine, custom-built estate that exudes elegance and sophistication. From the stunning marble flooring that gleams like a polished jewel to the breathtaking crystal chandeliers that twinkle like evening stars, every detail in this home has been meticulously curated for the discerning buyer who demands nothing but the best. Don’t miss this rare opportunity to own a piece of paradise that will elevate your lifestyle to new heights and leave you in awe every time you step through the grand double doors.”
Keep it Conversational: Keep your Love Story approachable, as if you’re having a friendly chat with a potential buyer. Avoid jargon or overly technical terms that might confuse or intimidate buyers. Use a straightforward tone that makes complex concepts easy to understand. For example:
“Let’s talk about the heart of every home – the kitchen. This one is a chef’s dream come true, with its spacious layout that provides ample room for whipping up culinary masterpieces. Holidays and family nights will become instant memories surrounded by friends and family. The quartz countertops not only look stunning but also offer durability and functionality, making meal prep a breeze. Plus, with the walk-in pantry that’s big enough to store all your gourmet ingredients and gadgets, you’ll feel like a professional chef in your private culinary oasis. Bon appétit!”
Get everyone in on the act: Two weeks before writing your Love Story, hang a whiteboard or some butcher paper in your house and let everyone get involved. Kids, friends, neighbors, family, passers-by–anyone can help with this project. Have every person contribute to the list of “what we love about this house, neighborhood, town, schools, etc.“ As people think of new things, write them on the wall. Nothing is too small.
When you begin your first draft—look for the emotional things. Look for things that will cause people to picture themselves living there, being part of the community. Look for the things that make YOU emotional when you read them. Circle those items and use them as the foundation for your Love Story.
Use words to paint images of future ‘life moments’ in this home. Tap the feelings that drive people to spend so much on living quarters.
- List your favorite restaurants, ice cream places, or activities.
- Make a list of businesses that you frequent and why.
- Make a list of your favorite neighbors or places.
- In short, give them a giant picture window into the life they can have if they choose your home.
Use your lists from above and tug at their heart. Don’t just tell them about your new appliances; tell them about the countless holidays and special meals they will prepare in the heart of the home. Don’t tell them about the roofed patio; tell them about all the gatherings they can host, where they will form lifelong bonds with neighbors and family.
Paint a picture buyers will want to see more of. Once they show up, your home will do the rest.
After you’ve drafted your Love Story, show it to others and beg them for honest feedback. Show it to people who know your home and those who don’t. Ask, “Does this make you want to live here?” I only ask that you don’t base your description on what you see in the world. Most of them are bad.
And there you have it – my top tips for writing a killer Love Story. Now you can unleash the power of words and create Love Stories that stand out from the competition and resonate with potential buyers. Let your photos and Love Story draw them in, and let your beautiful property do the rest.
Before you actually stick that sign in the yard, make sure you and your property are 100% ready. Our Ultimate Seller Bundle is a free comprehensive collection of tools that cover everything from prep to closing and everything in between. With over 50 pages of forms, checklists, and templates, you won’t miss a thing. Pick up your free set here.
As always, I’d love to hear from you. Was this helpful? Do you have other questions? Do you want to confess your biggest learning experiences, aka horrible mistakes?
Hit me up HERE with your thoughts and comments. I read and respond to every email…eventually.
Best of luck,
Glen
Broker/Realtor
Ohio Property Group, LLC
Author: “You Can Sell It”
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