Great listing copy paints a picture of what it’s like to make the property your home. It turns casual browsers into serious buyers, eager for a showing. Here’s how to write listing descriptions that capture, inform, and motivate buyers.

Think like a buyer. Ask yourself what information would grab your interest as a buyer. Use your knowledge of the market to point out what makes the home unique like the features or upgrades that set it apart. Focus on what potential buyers value most.

Begin with an engaging hook. The first sentence should grab the reader’s interest like a snappy tagline: “This charming colonial is waiting for you”; “The next chapter in your life starts in this light-filled haven”; “Discover your dream weekend escape!”

Tell a story. Taking a narrative approach lets buyers imagine living in the home. Say things like: “Host memorable parties in the open-plan living area”; “End the day with breathtaking sunset views”; “See yourself enjoying morning coffee on the sunlit deck.” Creating these emotional connections motivates buyers to take the next step.

Avoid copying and pasting. Pulling details right from appraisals or public records makes your listing copy feel lifeless. Go beyond the basics, to unique features, recent renovations, or community perks prospects won’t be able to find elsewhere.

Be honest and transparent. If the home has areas that need improvement, acknowledge them in a constructive way. Point out the upgrades or repairs already made, and note how the property’s present condition creates opportunities to customize it to your liking. This approach helps buyers set realistic expectations, reduces misunderstandings, and builds trust.

Avoid negative language. This includes words or phrases that could instantly turn buyers off, such as “needs work,” “small,” or “outdated.” Describe a shortcoming as a feature that could inspire creativity such as terming an unfinished basement a “blank canvas.”

Include critical details. Your listing copy is also a resource for important transaction-related information. So, be sure to put in any special conditions, such as occupancy provisions, financing options, or assumable mortgages.

Be brief. Browsing dozens of homes online, buyers can quickly lose interest in a dense block of text. Deliver essential info concisely. Make sure each sentence adds value.

Include a strong call-to-action (CTA). End your listing copy with an urgent CTA like “Call now to make this your home”; “Don’t miss out; schedule your showing today.”

Use AI. Tools such as ChatGPT can quickly give you a great starting point—but make sure what AI gives you is accurate and sounds like a human being. Use tools like Grammarly to check grammar and punctuation and refine the flow to sound polished and professional.

The answer lies in leveraging today’s technology to take care of non-client-facing tasks, namely, operations and marketing. This frees up more time for agents to give clients the personal attention that matters most.

Leverage technology for operational efficiency. For a very reasonable cost, you can use virtual assistants (VAs) and other specialized tools to offload everything from social media to prospecting to regular, ongoing communications with prospects and customers.

You can also use technology to help inside sales agents nurture dormant databases and qualify leads to tee up quality prospects for agents. In addition, technology tools can help transaction coordinators make the buying and selling process much more efficient.

Leverage AI as your partner. AI is no longer a novelty. Real estate organizations are finding that AI is a valuable partner in their businesses. AI can help visualize performance, predict behavior, and optimize hiring, training, and lead flow which are all based on real-time insights.

AI is also an efficient way to produce marketing materials. You can use it to come up with ideas for videos, web pages, social posts, and listing presentations. It can then generate the materials you need such as a listing video script, a slide deck for a luxury property, or custom graphics. Just be sure to review the output to make sure it sounds like a human being, namely, you!

Remember, humans still matter. Technologies should be leveraged to amplify the human touch, not replace it. People learn from other people telling them stories. Trust is built on tone of voice, eye contact, and follow-up. People trust people, not logos. We respond to specific expertise, not generic answers. We are impacted more by experiences than by automation.

Empathy, local knowledge, and meaningful client interactions are the things that ultimately build a business. The goal is to leverage technology to streamline operations to make time for the team to elevate the client experience!