Realtors, we have a quick question: What’s the one thing that turns a casual browser into a serious buyer? It’s your listing description! Even though photos and price tags are one part of it, they’re not the only thing you need to attract buyers. As soon as buyers finish scrolling through the photos, their next focus is to learn more about the property. The listing descriptions can capture their attention, turn them into a lead, or make them scroll past.
In a competitive market, buyers constantly see listings and photos of homes. To make yours stand out, you need to craft it perfectly. This article is here to help you to do that. The right words can highlight the property’s charms, show its potential, and make buyers think, “This is the one.”
Ready to make your listings irresistible? Let’s explore tips to write listings that buyers can’t ignore.
Target The Right Audience
One of the basic principles of a perfect listing description is that it should connect the right buyers to the right properties. But, to do that effectively, knowing and understanding your audience is crucial.
According to reports from NAR, these are the characteristics of home buyers that will provide valuable insights into today’s buyers:
- First-time buyers currently make up 24% of the market share.
- 43% of homebuyers are millennials.
- The average age of first-time buyers is now 28, while repeat buyers have an average age of 61.
- 62% of recent buyers were married couples, 20% were single women, and 8% were single men.
- 73% of buyers did not have children under 18 in their homes.
- 17% of them purchased multigenerational homes. The leading causes were cost savings (36%), taking care of ageing parents (25%), because relatives or children over 18 moved back home (21%), because children over 18 never left home (20%)
These stats are crucial because they help you understand who to target. Understanding buyers’ ages also sheds light on the properties they seek. For example, buyers aged around 28-38 often look for homes to settle down with their families, meaning you’ll want to emphasize spacious homes in a friendly neighbourhood closer to schools. On the other hand, with repeat buyers being the average age of 61, you’ll want to emphasize homes that offer convenience and accessibility.
Knowing these key characteristics empowers you to write listings that speak directly to the audience, increasing the chances that your property will catch their attention.
Highlight Key Home Characteristics
When buyers look for a home, they look for more than just a place to live–they look for features that align with their needs, tastes, and lifestyles. Whether it’s a layout or a design, understanding these key characteristics will help you focus on it, capture it, and write the perfect listings to showcase it. When it reaches the right audience, you will eventually get more leads than ever!
Here are some key characteristics and features of the homes purchased:
- 85% of buyers purchased a previously owned home, while 15% purchased a new one.
- 42% of buyers wanted to avoid renovations and issues with electricity or plumbing, and 31% felt that used homes were a better deal.
- 75% of buyers purchased detached single-family homes, making them the most common type.
- 52% of senior buyers over 60 bought homes in suburbs or subdivisions.
- The most crucial factors in choosing a home were the neighbourhood quality (59%) and affordability (36%).
Understanding the characteristics that buyers value the most is just the first step. Mentioning the key features is equally essential to truly capturing their attention. For instance, a family-friendly home isn’t just about the number of bedrooms–it’s also about features like spacious backyards or open-concept layouts.
Here are some home details that buyers can’t resist!
- Stone tile floors
- Modern lighting
- In-built shelves
- Recessed cabinets
- Bay windows
- High ceilings
- Fireplace
- Floor-to-ceiling windows
- Open plan
- Walk-in pantry
Including these characteristics and features in your listing descriptions can turn interest into offers and help your properties stand out!
Keywords For Success
When people search for homes online, they use specific terms to find the type of properties they are looking for. Including these popular keywords in your listings increases your reach and engagement and makes them more discoverable.
Here are some examples of keywords buyers frequently search for:
- Move-in ready
- Luxurious
- Modern
- Spacious backyard
- Near top-rated schools
- Hardwood floors
- Smart home technology
- Family-friendly neighborhood
- Vaulted ceilings
- Private balcony
These keywords will not only grab attention but will also increase your visibility in online searches! Leverage them strategically and see the difference yourself.
Emphasise Lifestyle Benefits
Picture this: A sunny afternoon in the backyard where the father teaches his daughter how to ride a bike. Her laughter and the fresh-scented flowers from the garden fill the air as she gains balance and finally takes off. These are the moments that make a house a home.
See how much of a difference that makes? Instead of solely focusing on the features and characteristics of a home, you’re also helping them imagine a life there. This emotional connection is key. Remember this factor when crafting the perfect listing while highlighting the home’s features, such as a quiet neighbourhood for quiet walks in the afternoon or a cosy living room where holiday traditions can thrive.
These small details can turn the property from a place to live into a place to love.
Common Pitfalls To Avoid
While mentioning key details in listings is essential, there are some common mistakes that realtors tend to make that can cost you clients; keep these in mind, and you are good to go!
- Don’t make it too long: It’s essential to create an emotional connection and to mention every detail, but making the listings too long makes buyers lose interest. Don’t overdo it with long, unnecessary descriptions; instead, evoke the right emotions without overwhelming the reader.
- Ignoring typos or grammatical errors: Spelling or grammatical mistakes can make your descriptions sound unprofessional, so be mindful and always proofread before you publish them.
- Making it confusing: Avoid using terms or words that are hard to understand; keep it simple and easy.
- Overused phrases: Words like “must-see” or “hidden gems” are overused; instead, focus on keywords that make your listing unique.
- Neglecting buyer’s priorities: Craft your listings according to what buyers value the most.
The goal is to find the perfect balance between being clear, concise, and emotionally engaging without losing focus. Buyers can quickly recognize if your property is worth the attention. How they perceive your property is in your hands!
End With A Call-To-Action
As we reach our last tip for a perfect listing description, we can’t miss out on telling realtors how to end it. Every great description needs a strong finish, and that’s where Call-To-Action (CTA) comes in.
A CTA encourages potential clients to take the next step, whether it’s an invitation to an open house, contacting the agent, or exploring the property online.
For example: “book your private tour today!” or “Don’t miss out on your dream home–contact us now!” are simple but effective CTAs.
Always keep it clear and inviting, and ensure it aligns with your message.
To learn more about compelling CTA, read our blog, Write Powerful CTAs That Convert On Your Real Estate Website.
How Oley Can Enhance Your Listings
Writing compelling listings is just the beginning. With Oley, you can showcase your listings on your IDX/MLS integrated websites that truly stand out. From stunning designs to seamless navigation, our websites are designed to make finding properties easy and to keep buyers engaged.
With Oley, you can:
- Highlight key features with interactive layouts and stunning visuals.
- Create a user-friendly experience that makes buyers keep coming back.
- Optimize your website for better visibility and lead generation.
Your success starts with the right team and platform–let us take your listings and business to the next level!
Explore our pricing plans to find the perfect fit for your needs, and book a FREE 1-1 demo with us so we can assist you further.
Get your dream website without breaking the bank–start today!
Wrapping Up: Listings That Convert
Writing a compelling listing that converts is both an art and a strategy. Remember, your listing is a lot more than words–it’s the first impression of a home that can make a buyer pause, imagine, and take the next step toward buying it.
By understanding and targeting the audience, staying transparent and concise while mentioning key features, and creating an emotional connection, you can transform a simple description into a tool that gets you more clients than ever!
If you’re ready to elevate your listings, Oley will help you with tools and strategies, ensuring you never miss out. Let’s make every listing unforgettable–partner with us now!
