How to Write a Real Estate Listing Description That Actually Makes People Want to See the House
You've got a beautiful house to sell. Four bedrooms, three baths, updated kitchen, big backyard. And your listing description reads: "Spacious 4BR/3BA home with updated kitchen and large backyard."
Then you wonder why showings are slow.
The description isn't lying. It's just not selling. There's a difference — and once you understand it, you'll never write a boring listing again.
Why Most Listing Descriptions Fail Before Anyone Finishes the First Sentence
Think about how buyers actually shop for homes. They're scrolling at 11pm on their phone, swiping through dozens of listings. They stop when something catches their eye in the photos — and they decide whether to save the listing or keep scrolling based on the first two sentences of your copy.
If those first two sentences are "3 bed / 2 bath in a great location," you've already lost them.
Buyers don't want a spec sheet. They want to feel what it would be like to live there. Your job is to create that feeling in about 200 words.
The Three-Part Framework That Actually Works
Every strong listing description follows the same basic structure:
1. Open with the story or the feeling (not the stats)
Lead with something that paints a picture. "Tucked at the end of a quiet cul-de-sac" is better than "Corner lot." "The kind of kitchen where Sunday breakfasts turn into two-hour conversations" is better than "Updated kitchen."
The stats come right after — they validate the feeling. But they shouldn't lead.
2. Hit the two or three features that actually matter
What's the thing that makes this house special? The view? The primary suite? The backyard that's basically a private resort? Pick the two or three genuinely compelling features and write specifically about those. Not everything. Trying to mention every feature is what makes descriptions go flat.
Specific beats general every time:
- Weak: "Beautiful kitchen with plenty of counter space"
- Strong: "Waterfall quartz island that seats four — the kind your buyers will immediately picture their morning coffee at"
3. Close with location or lifestyle
End with a line that reminds buyers why this neighborhood is worth moving to. Schools, walkability, proximity to downtown, the coffee shop on the corner — whatever matters to the buyer profile you're targeting.
A Real Before/After
Here's a mediocre listing description:
"Beautiful 4-bedroom home in sought-after neighborhood. Features include hardwood floors, open-concept kitchen, large master suite, and a fenced backyard. Move-in ready. Don't miss this one!"
Here's the same house, rewritten:
"Morning light pours through the oversized windows of the open living area, hitting hardwood floors that still look brand new. The kitchen — with its quartz island and custom cabinetry — flows naturally into a dining space that actually fits a real table. Upstairs, the primary suite is the kind of room where you wake up and forget you're tired. Fenced backyard. Four bedrooms, three baths. In the heart of [neighborhood], three blocks from [landmark] and the elementary school. This one checks all the boxes — including the ones you didn't know you had."
Same house. Completely different feeling. Which one would you want to see?
The Words That Kill Listing Copy (And What to Use Instead)
Some phrases have been used so many times they've become invisible:
- "Spacious" → say the actual square footage, or describe what spacious feels like
- "Move-in ready" → buyers are suspicious of this phrase. Show it instead: "Fresh paint, new HVAC, nothing to do but unpack."
- "Stunning" → overused to the point of meaningless. Describe what's stunning.
- "Must see!" → if you have to say it, the description didn't do its job
- "Seller motivated" → this belongs in negotiations, not public-facing copy
How Long Should It Be?
MLS short: 50–100 words. Every word counts. Cut anything that isn't earning its place.
MLS long: 200–300 words. You have room to tell a story, but don't pad it.
The biggest mistake agents make with long descriptions isn't making them too long — it's filling the extra space with features that could have just been listed in the property data fields.
What About AI? Can It Write This?
Yes and no. AI tools like PropWrite can get you 80% of the way there in about 30 seconds — especially if you give it good inputs like photos and the key features that make the house special. But AI works best when you treat it as a first draft, not a final product.
The 20% that makes a listing description really sing? That's your knowledge of the neighborhood, the detail you noticed when you walked through, the buyer profile you're targeting. That comes from you.
What AI takes off your plate is the blank page problem — you're not starting from nothing, you're editing something good into something great. That's a much faster, less painful process.
Common Questions Agents Ask
"Should I write differently for different price points?"
Absolutely. Entry-level listings should feel accessible and practical — buyers want to know it's move-in ready and a smart buy. Luxury listings need to feel exclusive and aspirational — every word should carry weight. We have a whole guide on luxury listing copy if you want to go deeper.
"What if the house isn't that special?"
Every house has something. The light at a certain time of day. The neighborhood. The layout that just works. The quiet street. Find the thing that makes this particular house better than sitting in an apartment — and write about that.
"How do I make my descriptions sound like me?"
Read them out loud. If you wouldn't say it in a conversation, cut it. Developing your brand voice is a whole conversation, but the quickest fix is reading your copy aloud and cutting anything that sounds stiff.
The 5-Minute Rewrite Challenge
Take your next listing description. Read it out loud. Wherever you cringed or stumbled, that's what needs to change. Cut every cliché. Replace stats with feelings. Make the first sentence something you'd actually tell a friend over coffee.
That's the whole formula. It just takes practice — and a willingness to not sound like every other agent in your MLS.
PropWrite generates MLS descriptions, social captions, and email sequences from your listing photos and property details — in your voice, in under a minute. Try it free.