Zillow : Writing Real Estate Descriptions That Will Get Their Attention

Photos grab a home buyer's attention, but descriptions get them in the door. Your listing description should tap into a buyer's emotions and draw a captivating picture of what it would be like to live in the home - to sit in front of the fireplace, catch the sunset from the deck, or host a festive holiday party. If your listing successfully tells the story of each home, the right buyer will realize how foolish it would be not to jump on it.

Here are some tips for writing real estate descriptions that will grab buyers' attention.

You only have a few seconds to catch a buyer's attention, so use an eye-catching headline to entice them further into your description. Words like "comfy," "spacious" and "charming" don't tell buyers anything, and phrases like "motivated seller" and "handyman's special" can be awkward and disconcerting. Headlines should include a benefit, or something new and topical. For example, "Panoramic views of land, sea and sky" or "Your private sanctuary ten minutes from downtown."

Although the word count varies from MLS to MLS, you still won't have room to endlessly list the features of a home. Nor should you. When looking for homes, buyers tend to focus on pictures and prices; they can get the nuts and bolts elsewhere. If you find the word count a deterrent to getting started, go ahead and craft your listing description as if you had unlimited room, then ruthlessly pare it down to the attention-getting essentials that will fit the word count.

Be specific and descriptive, but not long-winded. "Hardwood floors" is good - mentioning they're teak or bamboo is even better - but you don't have to add that they're "gleaming." "Newly redone kitchen" is yawn-inducing, but "stainless steel appliances, double ovens and French chef's kitchen island" is a showstopper.

When the neighborhood itself is a selling point, you should mention it in the listing. Highlight nearby amenities such as parks, walking or biking trails, bodies of water, shopping and restaurants. Remember, you're marketing a lifestyle that goes beyond the home's property lines.

Don't ignore or try to gloss over a less-than-desirable characteristic - for example, a shortage of parking, no backyard or a tiny third bedroom. Instead, address the feature with creativity and humor. If there's no other off-street parking besides the driveway, call the home "visitor repellant." No backyard? Well, it was removed for the buyer's convenience. And inside that tiny bedroom is a home office just waiting to break free.

An Internet search for listing description keywords will bring up study after study about the best and worst words to use, but you should also do your own gut check when crafting your description. For example, what appeals more to you - "large screened porch" or "screened veranda overlooking a beautifully landscaped garden"?

If the home has Viking appliances, a built-in Bose speaker system or a Chihuly chandelier that's staying put, by all means mention it in the listing description.

Pay attention to the buyer profile you have in mind for each home and match your listing description to include what that buyer typically looks for. For example, empty nesters who are looking to downsize probably aren't going to buy the 5,000 square-foot home you're writing about, so don't bother mentioning the nearby senior center as an appeal to that particular buyer.

Slipshod writing can ruin the impact of your listing description, giving the impression that you lack an attention to detail. Don't risk a buyer equating a sloppy listing with a sloppy transaction.

Craft two or three versions of each listing description, highlighting certain features to appeal to different buyers. For listings that take longer to sell, changing up your description on a weekly basis can keep it fresh and expose your extra efforts to the seller.

Double-check your copy - better yet, have a fresh pair of eyes review it for you - so that it doesn't violate fair-housing rules by mentioning national origin, race, gender, disability or familial status. Omit the real estate acronyms and esoterica that only industry professionals know: You'll quickly lose readers if they have no idea what those terms mean. Don't use ALL CAPS in any part of your listing description: It looks like shouting and is difficult to read. And speaking of shouting, don't use exclamation points to relay enthusiasm!!! Even one diminishes the impact of what you're trying to describe!

Using your listing description to tell the unique and compelling story of each home can entice interested and serious buyers into viewing it. A good description doesn't need to lie or exaggerate: That makes for lazy writing, and you'll only annoy buyers and possibly break a law. Your words should paint a vivid portrait of what it would feel like to live there. Remember, you're not selling a house, you're selling a lifestyle.

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