You just left another listing presentation with a brand new agreement in hand. Congratulations! That’s a great feeling every single time.
But it doesn't take long before the dread hits you. You know you're going to have to write out the description for your new listing.
It's the hardest part of setting up your listing and an important step in getting the home to SOLD.
You need a property description template – a roadmap to help you write a description that actually works.
Well, no need to worry. I've got you covered!
How to Use AIDA
When writing your real estate property description, you want to use a marketing tool like AIDA.
AIDA is an acronym that stands for Attention, Interest, Desire, and Action. Using this tool will help guide you through the writing process.
Grab Their Attention
Let's start with Attention. Start your property description with a great, attention-grabbing headline. The idea is to make your potential buyer stop. You're trying to draw them into your description, and keep reading.
Your headline is the most important part of your description. If your reader never gets past the headline, the rest of your copy doesn't matter.
Give your listing some character. Use some great real estate adjectives, like "alluring," "enchanted," or "spectacular" when writing your headline. And remember, sell the sizzle, not the steak.
Create Interest in Your Listing
Now that you've got them hooked on your house, you need to keep them reading. You need to create interest.
Keep in mind you don't need to list the number of bedrooms and bathrooms in this section. Those details are in the data fields of the MLS listing.
You have a limited number of characters in the description. Don't waste those characters with information the reader already knows.
And don't forget the details. If your client has recently done some lovely upgrades, be sure to mention those. Use brand names of materials and appliances if they're of higher quality.
Your potential home buyer wants to picture herself in the home, but she also cares about the details. So, tell her what she wants to know.
Drive Home Desire
Here is where you want to help your potential buyer visualize herself living in the home. To do that, you need to illicit her emotions.
The way you do that is to paint her a picture. Give her some visuals to help her imagine living in your house.
People read listing descriptions after they have looked at the pictures and videos of the home. They're looking for what's not in the pictures.
Make sure to tell her what she wants to know. Take this opportunity to describe the neighborhood, the city surrounding the neighborhood, the schools, etc.
The point is to evoke emotions that will compel her to come and see the home in-person. Or in today's current situation, she might make an offer without seeing it in person. If you've done your job well, that can happen.
That's the power of a well-written property description.
Get Them to Take Action
The last part of your property description is vital, yet a lot of agents overlook it. You want to make sure you tell your reader what to do next.
You can create some sense of urgency or fear of loss with some phrasing like, "Don't wait! Schedule your showing before it's off the market!"
Tell the reader what to do next. If you need them to schedule a showing, send a pre-approval, or call for more details, state that in the description. Don't make them go hunt for the next steps.
Now It's Up to You
A lot of agents don't put a lot of thought into their property descriptions. And that's a waste of an opportunity to really sell your listing.
Writing a great property description takes a bit of practice and a little guidance. But it's worth it to invest the time to learn how to do them well. When you master the art of writing listing descriptions, you'll have much more success in your real estate business.
Download the free property description template to use next time you get a new listing.