How to write a property listing description (with templates)
Many buyers read only the first two lines before they decide whether to call. Here is how to write each part of a listing description, with three templates to copy.
In this guide
- A listing description has five parts, from headline to next step
- The first two lines sell the home, so open with its best thing
- The page already shows price and size, so say what they mean
- Name real places and minutes on foot, never "close to everything"
- Cut empty praise, abbreviations and any word about the buyer
A property listing description is the text that makes a buyer want to see a home. It works best in five parts, in this order.
- A headline that names what makes the home different
- Two opening lines about the best thing in it
- The facts that matter, in plain words
- The area and daily life around it
- A call to action with a name and a next step
Keep it between 100 and 200 words, because the price, size and rooms already sit above it on the page. If your agency website is not built yet, start with our guide to the real estate website.
How to write a property listing description, part by part
1. A headline with one reason to click
The headline is the listing title, which buyers see on the search results card and in Google. Name the type of home, the place and one feature that sets it apart.
| Weak headline | Better headline |
|---|---|
| Stunning home, must see! | Three-bedroom house with a south-facing garden in Northside |
| Cozy apartment in a great location | Top-floor apartment with a river view in the city center |
| Luxury living at its finest | Stone villa with a sea view above the old harbor |
In MyHome, titles can also be built from fields, such as Property Type and Location, as How to Auto-Generate Ad Titles shows. Then the title names the type and the place, and your first line names the best feature.
2. Two opening lines that sell the best thing
Many buyers read only the first two lines. Open with the best thing about the home, as these real estate listing description examples do.
- Morning sun fills the kitchen, and the garden faces south.
- From the top-floor living room, you look across the river to the old town.
- You can walk to the station in six minutes, yet the street is quiet at night.
In MyHome, buyers may meet these lines first in Quick View, a popup from each card with the photo, price, beds, baths and description.
3. The facts that matter, in plain words
Buyers compare homes by price, size, bedrooms and bathrooms, which a good listing page shows above the text. So pick the two or three facts that change a buyer's mind, and say what they mean. Instead of "2,100 square feet", write "room for a home office and a guest room".
On the demo listing page, the key facts sit right above the description. In MyHome each fact is a field, and you can add a new one, such as floor, lot size or pool, in a few clicks.
To see where the description sits among the photos, the price and the map, read what a property listing page needs to sell a home.
4. The area and daily life
Buyers buy the street as much as the house. Name real places and real distances, such as these.
- The station or bus stop, in minutes on foot
- Schools and parks, by their names
- The nearest shops and cafes, by their names
- The drive to the city center at rush hour
A buyer can check a name and a number, but not "close to everything". Area names also help your real estate SEO, because buyers search Google by neighborhood.
5. A call to action with a name
End with one next step. Name the agent, give the phone number and say how to ask for a showing.
In MyHome the agent box sits on every listing, with the agent's photo, role and phone, and a short contact form next to it.
Serious buyers often open the agent's page next, so give it the same care with our real estate agent bio templates.
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Try MyHome free Free for 7 days. No card needed.Words to avoid in a listing description
Some words appear in so many listings that buyers skip them. Others send the wrong message.
- Empty praise, such as stunning, amazing or must see
- Words that hint at a problem, such as cozy or needs TLC
- Pressure, such as won't last or priced to sell
- Abbreviations, such as BR, BA or W/D, which many buyers do not know
- Words in all capital letters, exclamation marks and claims nobody can check
Three listing description templates to copy
Each template follows the five parts, and the first line is the headline. Replace the words in brackets.
For a city apartment
For a house with a garden
A luxury home needs fewer words, not more. Name materials and brands exactly, and let the photos carry the mood. For the rest of the site, read how to create a luxury real estate website.
For a luxury home
Cut any line you cannot fill with a fact.
Check your description before it goes live
Run through this list for every new listing.
The listing description checklist
10 tasks
Before you write
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Their answer is often your first line.
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While you write
Before it goes live
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