Writing For Your Success

Property Descriptions Written To Sell

Descriptions Written To Sell Your Home

Everything I write, including property descriptions is written to sell. And in the world of Real Estate, the property’s listing description is the “sales letter” to buyers. As a result, it carries tremendous marketing weight, and influence on the reader. And just like every good sales letter, applying certain elements and principles are essential so that the description does its job to connect with the right buyer.

One Real Estate Expert’s Practice

This is not just my opinion. We can learn more from one Real Estate professional’s approach to how descriptions are written to sell.

I connected with Bill Gassett, a 29-year veteran of the Real Estate Industry. Bill remains 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. In addition, Bill coaches real estate agents to write better descriptions for their clients.


Bill, let’s start with establishing 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 about 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.


From my experience as a writer for top Realtors, 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 reinforce the importance of presenting a description that’s written to sell. In fact, applying five critical copywriting principles to my clients’ descriptions, proves highly effective in the marketing process to greatly enhance the impact.

What Are You Doing?

when your descriptions are written to sell.

What happens when your descriptions are written to sell.

Take a moment to consider what methods you are using to create a (sales) message to appeal to your ideal buyer profile. How are you attempting to get buyers’ 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. And the higher the home’s price tag, the more emotion is attached to the purchase and overall buyer experience.

Your Real Estate business is built on selling homes, right? To accomplish that, those descriptions must be written to sell. It’s the key to your marketing success. If you’re not achieving your desired results, perhaps change in approach is in order…to guarantee your descriptions are written to sell.

Even if you’re not currently the greatest writer, you can change that using the right guide and writing methods. And you can always 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. He’s 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.


Shelly Moreau creates property descriptions written to sell

Shelly Moreau, Real Estate Property Description Expert


More About The Author, Shelly Moreau

Shelly specializes in writing real estate descriptions, using five proven copywriting principles. She also applies the skills and experience, accumulated from previous administrative positions (over a nearly 30-year period) daily, as she works with, plans, and strategizes for better results for her clients.

Shelly is also 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 (also accessible as an on-line course);
✓ 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 (for business owners interested in direct mail marketing);
✓ Essential Writing Elements To Improve Marketing Results – A Guide to Better Promotions and Content; and…
✓ Direct Success – Mailing (Your Way) To Prosperity (written for copywriters who don’t have the administrative know-how involved in managing a campaign)
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