How Your Property Descriptions Can MAKE or BREAK a Sale.

As almost every industry is on the internet these days, it’s rather hard to sell anything that your client hasn’t seen already. That’s what images and descriptions are for.

But how can you effectively sell properties on the internet with just your words?

Show, Don’t Tell

This is a common rule when you’re writing creatively for feature articles. But it can also greatly help your endeavor of selling a property online.

For example, people tend to be more encouraged to buy beer when it’s labeled as “Ice Cold Beer” rather than plain “Beer.” It gives your customer an image in their head that instantly makes them want it. Since they also know for a fact that it’s ice cold, they won’t doubt the product and get second thoughts about buying it.

The same goes with your property listing. Do you think a “Studio unit” sells better than “Fully-furnished and spacious studio unit with close proximity to establishments?”

How to Write

Here are several tips to make you better at property descriptions:

1. A general rule of the thumb: write 80 to 150 words of description. While you want to put every key information, remember that your audience is scanning instead of reading.

1. Focus on the key amenities. As much as possible, you want to focus on the property itself. But if it proves to be rather boring, you can add its location and its access to transport, establishments or tourist spots.

1. Use unique selling points to entice your buyer. These are other information that may be relevant to your clients such as tax credits and zoning

1. Don’t write in blocks of texts. This helps your audience scan your listing better and find the key amenities they might be looking for.

1. Using “social proof” is a great way of upping your sales. For example, the property might have been rented once-upon-a-time by Bill Gates. Or the location might be home to dozens of well-known companies. Both the quality and quantity of tenants can sway your buyers.

What Words to Use

Here are a few words that you can use when writing down key property descriptions:

• Luxurious
• Elegant
• Stylish
• Custom
• Impressive
• Rich
• Lavish
• Vibrant
• Sleek
• Luxe
• Designer
• Expansive
• State-of-the-art
• Distinctive
• Vibrant
• Convenient
• Accessible
• Instagram-worthy
• Spacious
• Oversized
• Premier
• Premium
• Generous
• Custom

You can use these words to make every part of the property look great with just your words. For example, when describing vinyl planking flooring, you can use the following: “Luxurious wood-like flooring” or “Sleek wood-like flooring throughout the unit.”

When you’re describing the appliance, furniture, and fixtures that come with the property, you can use the following (as long as applicable):

• Highly-effective
• Convenient
• High-tech
• 24/7
• Lush
• Pet-friendly
• Sparkling
• Crystal-clear
• -like (resort-like, wood-like, Rustic-like, etc.)

Generally, you need to make the property look good. Think of your own dream house or dream building and write the best things that you believe your client will want. 

Be sharp and precise in every description. While you can add adjectives, it’s best to just add one or two whenever needed. Plus, it also pays off to have a good grammar. You should also double check your spelling. Normally, these little mistakes make you look unprofessional and unreliable.