Crafting Compelling Property Descriptions to Attract Buyers and Boost Sales

Creating an enticing property description is crucial for generating interest and excitement in the properties you are marketing. It’s the difference between a potential buyer clicking through to learn more or scrolling past your listing without a second thought. When constructing these descriptions, there are two main sections to focus on: the initial description for the listing search pages, which has a limited character count, and the full description, where you have more freedom to elaborate on the property’s features.

To begin, consider what information the property portals automatically display. This typically includes basic details like the address, price, number of bedrooms and bathrooms, property style, and your estate agency’s details. Given this, it’s clear that starting your description with redundant information such as “Chris Webb Estate Agents are proud to bring to the market this three-bedroom, two-bathroom detached home in New Village” is a wasted opportunity. This information is already visible to potential buyers without reading your description.

Instead, your initial description needs to captivate and inform potential buyers about something unique or particularly appealing about the property. You can achieve this by highlighting an attractive feature or identifying who the property would be ideal for. For example:

“Have a look at these amazing views over New Valley! If you’re a growing family looking for your forever home, look no further!”

or

“Wow! This is the perfect home for a first-time buyer, just a short distance from the town centre!”

In these examples, you’re providing information not immediately apparent from the basic listing details, such as scenic views or proximity to the town centre, while also identifying the target buyer. This approach makes your listing stand out and encourages clicks to view the full description.

Once you have grabbed the buyer’s attention and they have clicked through to read more, your full description must maintain their interest and encourage them to contact you. The full description should avoid being a mundane walkthrough of every room. Instead, it should focus on the property’s highlights and the benefits of living in the area.

Start with the property’s key features, especially those that resonate with your target audience. For instance, if you’re marketing to families, emphasize the spacious kitchen, living areas, and garden first. Mention specific details like a recently installed kitchen by a reputable company, built-in appliances, or an attractive feature like a wood burner. Avoid unnecessary details such as the number of plug sockets or the age of the carpet unless they add significant value or charm.

Here’s an example of how you might structure this section:

“Step into the heart of this home – a spacious, modern kitchen recently installed by [reputable company], featuring top-of-the-line built-in appliances and ample counter space, perfect for family meals and entertaining guests. The adjoining living room offers a cosy wood burner and plenty of space for gatherings, while the expansive garden provides a serene outdoor retreat for children to play and adults to unwind.”

After covering the main attractions within the property, shift your focus to the local area. This should include amenities that make the location desirable, tailored to your identified target buyers. Highlight proximity to schools, transport links, shopping centres, parks, and other local features that would appeal to them.

For example:

“Located just a short walk from the town centre, this home offers convenience and connectivity. Families will appreciate the nearby primary and secondary schools, while commuters will benefit from the excellent transport links, including frequent bus services and a mainline railway station. Enjoy the local community amenities, such as parks, recreational centres, and vibrant local shops and restaurants.”

By painting a comprehensive picture of both the property and its surroundings, you create a compelling narrative that encourages potential buyers to take the next step.

Finally, make use of the bullet points feature on property portals. These allow for quick scanning of the property’s key features and should be utilised to highlight unique selling points not immediately visible from the basic listing details. Aim to use all available bullet points and avoid repeating information already displayed by the portal.

For example:

• Stunning views over New Valley

• Modern kitchen with built-in appliances

• Cosy wood burner in the living room

• Expansive, family-friendly garden

• Short walk to town centre and amenities

• Close to reputable primary and secondary schools

• Excellent transport links, including mainline railway

• Double garage with additional storage space

• Over one acre of landscaped gardens

• Energy-efficient home with recent upgrades

By carefully crafting both your initial and full descriptions with these strategies, you can make your property listings stand out in a crowded market, attract the right buyers, and ultimately increase your chances of a successful sale. The goal is to captivate potential buyers from the very first glance and maintain their interest through to the final detail, encouraging them to pick up the phone and arrange a viewing.