Property Descriptions Are Written To Sell

Are Your Messages Written To Sell

As a professional copywriter, everything I write, including property descriptions is written to sell. In fact, you might think of the property’s listing description as the “sales letter” to buyers. As a result it carries serious weight and influence and plays a key part the marketing process.

And just like every good sales letter, certain elements and principles are essential so that the description connects with the right buyers and is successful.

What A Real Estate Expert Thinks

I don’t believe that’s just my opinion though. So I want to know what professionals in the Real Estate industry think about how descriptions should be written to sell.

I’m talking to Bill Gassett, a 29-year veteran of the Real Estate Industry. Bill is one of RE/MAX’s top Realtors (over a two decade period) in Massachusetts. He is also recognized as one of the industry’s top bloggers. Additionally, he takes time to help real estate agents looking to write better real estate descriptions for their clients’ homes. Here’s what Bill has to say.

Bill, let’s start with establishing this first. What is your goal/purpose (hopeful outcome) from your listings’ descriptions – whether from an MLS, full colour brochure, ad or other marketing piece?

My goal is to make sure the buyer has a complete understanding about what makes the property so special. In other words why should a buyer come and look at the property. Are there any hot buttons that certain buyers are looking for in a home?

What role and level of importance does the home’s listing description play in your (seller) marketing plan?

Frankly, I think the listing description is a vital part of marketing. Everyone knows how crucial photos are to selling a home but the listing descriptions are the next most important thing. Pictures don’t tell the whole story. Your descriptions fill in the blanks and let potential buyers know about certain features that they might not realize exist.

What writing methods do you employ (if any) to create a description that’s written to sell and attracts buyers?

I always write from the heart so I don’t really have a particular technique. I do like to be very detailed and not overlook anything that might be important to a buyer.

How do you decide which characteristics and features to include or highlight in your descriptions?

Most often it is the most important features that either appeal to the masses or a particular group of people. For example if a home I am marketing has an in-law or potential to have one this would be emphasized because it would separate the property from others. Having an in-law could be a specific requirement of a buyer.

What is your opinion on employing the following two strategies within a description?

– Using an enticing lead-in or headline for a description to attract immediate attention
– Revealing the benefits of living in the home

I think both of these are important in a listing description. I like the first statement in the MLS to be something that will be of great importance – for example is the home located in a certain neighbourhood that has a lot of cache.

In my experience, when a description
✓ Captures the attention of the right buyer
✓ Appeals to the buyer’s idea of the perfect home, and
✓ Allows the buyer to envision taking advantage of the home’s features and benefits
…you’ve got a winner.

Which description is written to sell?

Which description is written to sell?

Bill’s comments (along with more tips in the article linked above) reinforce the importance of presenting a description that’s written to sell. In fact, applying seven critical copywriting principles (normally used in sales letters) to descriptions I write for clients, prove highly effective in their marketing process.

What Are You Doing?

when your descriptions are written to sell.

What happens when your descriptions are written to sell.

What methods are you using to create a (sales) message that appeals to your ideal buyer profile? Additionally, what are you doing to get more attention? The way you share the details about the home is crucial. When descriptions are enticing, illustrative and expressive, buyers are more inclined to feel an emotional connection and to take action.

Your Real Estate business is built on selling homes, right? To do that, those descriptions must be written to sell. It’s the key to your marketing success.

So if you’re not getting desired results, maybe it’s time to reconsider your approach…to guarantee your descriptions are written to sell. Even if you’re not currently the greatest writer, you will improve with the right guide and methods. To get started, check out some tips on how to write effective descriptions from this article. And be sure to connect if you have questions.

If you find this article and information helpful, share your comments. Your questions are also welcome, below. Thank you for your interest.


Thanks, to Bill Gassett for his graciousness and for sharing his industry expertise for this article. His time and assistance are greatly appreciated. Be sure to check out more of his sage advice to Realtors.

Bill Gassett is a nationally recognized Real Estate leader who has been helping people move in and out of the Metrowest Massachusetts area for the past thirty years. Bill has been one of the top RE/MAX Realtors in New England for the past decade. And in 2016, was the #1 RE/MAX real estate agent in New England.



More About The Author, Shelly Moreau

Shelly specializes in writing real estate descriptions, using seven principles of effective sales letter writing. Her prior career and experience in an administrative environment (for nearly 30 years) plays an ongoing role in how she works with, plans and strategizes with clients from varied industries for better results.

To date, Shelly is the author of five publications on the subjects of copywriting principles, real estate writing, direct mail marketing, and strategic planning, with the following titles:
✓ Your Strategy to Succeed – The What, The Why, The How of Strategic Planning;
✓ A Realtor’s Checklist To Boost Sales Results From Property Descriptions – Your Resource for Productivity and Prosperity;
✓ Easy Direct Mail To Create Small-Business Profits – A Step-By-Step Guide To Marketing Success;
✓ Essential Writing Elements To Improve Marketing Results – A Guide to Better Promotions and Content; and coming soon…
✓ Direct Success – Mailing (Your Way) To Prosperity (available exclusively to members of Cafewriter.com)
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For more information, check out the details here.