This guide offers essential tips for crafting engaging property descriptions to make a memorable first impression—complete with examples and best practices.
How to Write Engaging Property Descriptions: Tips and Examples
Detail matters in real estate—every square foot, every feature, and especially every word used to describe a property. Most potential buyers will first encounter the property online, whether through an ad or a direct listing. So, your property description needs to make a killer first impression.
A well-written property description is an art form that combines marketing savvy with storytelling. It should seamlessly integrate technical details with engaging narratives, showcasing both the features and the ambience of the property.
In this blog, we will explain what a good property description should look like and leave you with a few best practices to help you attract more leads.
Why Do Good Property Descriptions Matter?
A well-crafted property description does much more than list the features of a property; it sells an experience. Good property descriptions are essential for several reasons:
First Impressions Count: Your property description is often the first point of contact between your listing and potential buyers/tenants. A compelling description can intrigue a buyer enough to schedule a viewing.
Highlight Unique Features: Every property has unique qualities that set it apart from others in the market. Good descriptions highlight these features in a way that appeals to the emotions and desires of prospective buyers, making your property more memorable.
Increase Visibility: In online listings, properties with keyword-optimized descriptions rank higher in search results. This increased visibility leads to more views and, potentially, quicker sales.
Generates Interest: A good description helps buyers visualise the property. The right words can evoke emotions and help them imagine what it would be like living in the house, experiencing each feature and amenity. This instils a sense of curiosity and excitement for the property, generating interest.
Save Time: Detailed and clear descriptions help filter out uninterested parties and attract genuinely interested parties. This saves time for both the seller and potential buyers or tenants.
Set Expectations: A good property description sets the right expectations by accurately conveying what the property offers. This alignment helps in attracting serious leads and reduces the likelihood of disappointments during physical viewings.
How to Write a Property Description?
A compelling property description should paint a vivid mental picture of the property and sell a potential lifestyle. It should ignite the buyer's imagination, address their needs, and align with their desires.
While this might sound daunting, don't worry! In this section, we have outlined the top elements that your property description should include.
1. Craft an Attention-Grabbing Headline
The best way to ensure that people actually read your listing is by writing a headline they can’t ignore. It should be concise, memorable, and packed with the most compelling aspects of the property.
How do you write a good headline?
Be Specific: Your headline should clearly state the prominent features or the main selling point of the property. This approach targets qualified leads who are actively looking to buy, not just browse.
Show Your Expertise: If someone is looking for a new property, they will require certain key details that influence their decision-making. Include key information like square footage, the style of the property, and the location in your headline. This not only demonstrates your understanding of client preferences but also builds trust by showcasing your expertise upfront.
Be Intriguing: Include an element that piques curiosity or offers something unexpected to encourage potential buyers to read more. (But hey, always be honest!)
Examples:
Luxurious 3BHK with Private Terrace in Bandra West
It clearly highlights a premium offering in a desirable Mumbai locality, using 'Luxurious' to draw in upscale buyers and 'Private Terrace' as a unique feature that sets it apart.
Fully Furnished Co-Living Space near Infosys Campus, Electronic City
This headline appeals to young professionals seeking a convenient living arrangement close to major tech hubs in Bangalore. The mention of 'Fully Furnished' and proximity to the Infosys Campus makes it especially attractive for those in the tech industry.
2. Tell a Story
Humans are naturally drawn to stories. So, your property description should tell a story that captures attention and imagination. This approach involves weaving a narrative that not only showcases the property but also gives it context and character.
It should bring the style and history of the property to life while highlighting the neighbourhood's charm and importance. This turns basic information into a compelling story that potential buyers can see themselves becoming a part of.
How to Implement:
Use Narrative Techniques: Engage your audience by describing what it feels like to walk through the property. Talk about the morning light pouring into the kitchen or the peaceful evenings on the balcony.
Emphasise Style and History: If the property has distinctive architectural details or a rich history, highlight these aspects. Let buyers appreciate the craftsmanship of a colonial-style bungalow or the modernist influences in the design.
Here’s an example:
Step inside this cosy 2BHK flat nestled in the heart of Bandra, where the charm of old Mumbai meets modern convenience. Start your mornings with the sunlight streaming through the large windows in the living room, casting a warm glow on the polished hardwood floors. As you walk through the space, you’ll feel the blend of tradition and contemporary design in every corner—from the airy, open-plan kitchen perfect for cooking family meals to the quiet bedrooms that offer a peaceful retreat from the bustling city.
The location is great as it is filled with cafes, local markets, and parks that invite you to explore. ake a leisurely evening stroll down the iconic Carter Road Promenade, just a short walk away, and experience the mix of city life and coastal serenity. Lovingly maintained since 1965, waiting for you!
3. Highlight the Location
Talk about the location of the property—where it is situated, what’s around, and why it matters. Is it a vibrant community full of cafes, parks, and markets, or a serene retreat from the city's hustle? Let the surroundings reflect the lifestyle it offers.
Mention the nearby businesses and amenities, from schools and shopping centres to transport links and restaurants. Tailor your description to attract the specific type of tenants or investors you're targeting.
Here are two examples:
Nestled in the heart of South Delhi, this charming 2BHK apartment in Hauz Khas offers a picturesque view of the historic Hauz Khas Fort and its tranquil lake.
Located in Pune’s bustling Kothrud area, this modern co-living space is surrounded by cafes, gyms, and shopping hubs, offering easy access to major IT parks and universities, perfect for students and young professionals.
4. Explain the Basic Facts and Features
As much as storytelling is important for marketing, the facts and features are equally crucial. These details help buyers or tenants determine if the property fits their needs. Be sure to include:
Property Type – Is it an apartment, house, commercial space, or co-living property?
Size of the Property – What is the total square footage of the property? How many rooms or office spaces does it have? Is there communal space for co-living or student housing?
A List of Amenities – Does the property include amenities like parking, a gym, a pool, or a garden? Are there any bus stops, metro stations, or other public transportation options nearby?
Improvements Made – Have there been any renovations or upgrades, such as modern kitchens, upgraded office infrastructure, or new flooring?
Age of the Property – Is it a newly constructed building, a modern commercial space, or an established property with character?
Gather all this information and take the time to write it down accurately and clearly. This ensures that only qualified investors or tenants reach out to you.
5. Use High-Quality Photography
Words are only part of the story—high-quality photography brings your property to life. Good photos immediately capture attention and help potential buyers envision the space.
You can incorporate video tours and virtual 3D tours so that your buyers can “walk through” the home before scheduling a visit. Also, images of appliances, amenities, and the neighbourhood should be included so that the buyers can get a complete sense of the lifestyle on offer.
6. Incorporate a Clear Call to Action
Once you've provided all the important details, it's time to guide your potential buyer on what to do next. A clear call to action (CTA) tells them exactly what step to take.
Your CTA should align with your goal—whether it’s scheduling a tour, prompting inquiries, or encouraging a call. Make it straightforward and inviting, like "Schedule a visit today" or "Call now to learn more." The clearer your CTA, the more likely you are to move the buyer further down the sales funnel.
Remember, a CTA plays into the psychology of anticipation, expectation, and reward. So, craft it well.
7. Emphasise Key USPs of Your Property
Beyond location and features, there are often other standout aspects of a property that deserve attention. Does your property have low maintenance costs or access to exclusive amenities like a rooftop garden or a private gym?
For commercial properties, think about what sets it apart—does it offer high foot traffic, ample parking, or proximity to major business hubs? Or does your co-living space offer perks like flexible lease terms, a vibrant community atmosphere and recreational areas?
These USPs can significantly enhance the property's appeal.
8. Write for the Audience
When writing your property description, always keep your target buyer in mind. Clearly spell out who the property is suited for. Anyone reading the ad should immediately know who the ideal buyer is.
This helps attract serious buyers, filter out irrelevant inquiries, and allow potential buyers to picture themselves in the space.
9. Include Social Proof
Using social proof in your property description can be a game-changer as people are more likely to feel confident about a purchase when they see that others have already made the same choice.
For commercial space, you could highlight that the property is home to well-known businesses or has a history of high occupancy rates, like “Home to over 50 thriving startups and established tech firms.”
If it’s a residential property, you might reference how “Families in this community have lived here for over 10 years, praising the excellent schools and welcoming atmosphere.”
Social proof can add instant credibility and encourage others to see the property as a trusted, proven option.
Best Practices for Writing an Effective Property Description
Here are a few best practices to help you write an engaging property description:
1. Keep It Short and Break Up the Text
Long paragraphs can overwhelm your readers, so break the text into smaller, digestible sections. This makes it easier for buyers to quickly scan through the listing without feeling lost in a sea of text.
Example:
Wrong: This 3BHK apartment is luxurious, with a spacious living room, modern kitchen, two bathrooms, and an airy balcony overlooking the garden.
Right: This luxurious 3BHK apartment features:
Spacious living room perfect for family gatherings
Modern kitchen with built-in appliances
Two well-designed bathrooms
Airy balcony with garden views
This will improve readability and make the listing more engaging.
2. Make It SEO-Friendly
People are searching for properties online, so your content should include the keywords buyers are likely to type into search engines. Think about terms like “3BHK apartment in South Delhi” or “student housing near Delhi University.”
Incorporating these keywords naturally into your description can help your listing rank higher in search results. However, avoid keyword stuffing—your description should still sound natural and appealing to readers.
3. Be Accurate and Honest
Do not lie or exaggerate about any of the features or amenities in the listing. While exaggeration might get someone to visit the property, it will likely leave them feeling misled once they see the reality.
For example, you cannot claim a "beach view" if another property blocks the view or advertise a "5-minute walk to campus" for student housing if it actually takes 15 minutes. Being dishonest will harm your trust and credibility, so it’s always better to be upfront.
4. Make It Skimmable
We live in an age with short attention spans, so make your property description easy to skim. A skimmable format helps buyers quickly read the details they care about, like the number of bedrooms, bathrooms, special features and nearby amenities.
5. Avoid Common Pitfalls
Here’s a list of things to avoid:
Overusing adjectives like "stunning" or "amazing" as it can make your listing feel exaggerated or generic.
The use of ALL CAPS, as it can be hard to read and may come across as aggressive.
Repeating the same features multiple times—mention them once and keep it concise.
Using jargon or industry terms that buyers may not understand.
Posting blurred or low-quality photos.
Avoid these mistakes to keep your property description clear and appealing to buyers.
6. Check Spelling and Grammar
Spelling mistakes and poor grammar might seem like small mistakes, but they can turn off people. It reflects a lack of professionalism and attention to detail. Always double-check your description before posting it.
Tip: Use tools like Grammarly or have someone else read over your description to catch any mistakes you might have missed.
7. Use Words That Add Value
Words like "modern," "upgraded," "exclusive," or "high-end" convey a sense of worth to the buyer. These words frame the property as a quality investment without overdoing it. For example:
Residential: "Upgraded kitchen with modern appliances."
Commercial: "High-end office with exclusive boardroom access."
Student Housing: "Modern security and exclusive study areas."
Co-Living Spaces: "Upgraded communal spaces with exclusive coworking lounge."
With these tips, you're ready to write property descriptions that showcase your property in the best light and reach the right buyers.
Conclusion
Your property description needs to tick two fundamental boxes: it must convey the features and sell the story. This combination creates a compelling narrative that engages potential buyers or tenants and helps them visualize their future in the space.
By following the tips and best practices outlined in this blog, you can write descriptions that not only highlight the property's unique aspects but also resonate with your target audience. Remember, the secret is to spend some quality time on basic research, write, edit, edit, and edit.
