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Selling a home, whether one is a real estate agent or acting on their own behalf, requires a certain degree of the art of sales. Only the pictures of the property itself rival the description regarding importance when looking to get prospective buyers interested in a property. The fact is that writing good property descriptions can make the difference between closing sales and having a home endlessly sit on the market. There is no substitute for creating great listings, whether on the MLS, social media or in print.

While it’s sometimes difficult to pinpoint precisely what makes the best real estate agents so good, it is much easier to see what kinds of listings are terrible. The most easily spotted flaws in listings are often the photos themselves. Taking pictures that contain clutter, are poorly lit, or highlight flaws with the property itself is a terrible way to go about listing a property. But writing poor descriptions of a home for sale can be worse, both because of the lost opportunity to make a compelling sales pitch and because of text that gets in the way of the message.

Play buyers’ heartstrings

A good rule of thumb for creating great property descriptions is to find the one or two things that stand out about a property. This should almost always be an emotional appeal, something that doesn’t necessarily make a logical case for purchasing the property but one that captures the heart and imagination of the prospective buyer.

This can usually be something grandiose or salient about the property: a particularly stunning view or an architectural flourish that might remind someone of a famous person or site.

A good rule of thumb for creating great property descriptions is to find the one or two things that stand out about a property. This should almost always be an emotional appeal, something that doesn’t necessarily make a logical case for purchasing the property but one that captures the heart and imagination of the prospective buyer.

This can usually be something grandiose or salient about the property: a particularly stunning view or an architectural flourish that might remind someone of a famous person or site.

Another good rule for writing property descriptions is to make sure to use words that are emotive rather than quotidian and dull. Stating that a home’s view of a pond is breathtaking may have a more decisive emotional impact than saying that it is merely nice. And it is these emotional responses that will consistently get people in the door to tour the property, which is an essential advancement through the real estate sales funnel.

Ultimately, just keeping in mind that descriptions of the property can be every bit as important as photos, staging and other aspects of real estate sales can go a long way towards ensuring that the necessary time and thought are spent on their creation.