How to Write a Good Property Listing

Selling a property can be a time-consuming process. Real estate and rental transactions involve more than just matching a property with a buyer or renter.

The process can also include inspections, showings, and constant communication before the deal is closed.

One of the important steps in the selling process is listing the property on the real estate market. Online listings have become an important marketing tool that can potentially reach a wider audience than the traditional methods of marketing.

A good property listing, therefore, plays a big role in reducing the amount of time your property spends on the market.

So, how do you write a listing that will help you close the deal? In this article, we at State Property Management LLC will provide some tips on how to write a listing that will capture a readers attention and produce positive results.

Create a Captivating Opening Statement

When viewing online listings, readers go through a large number of properties. The opening statement on your listing should therefore not only capture their attention but also keep them engaged.

To do this, try to avoid statements that provide a basic description. Keep in mind that your readers are searching for a new home so try tapping into that emotion.

The description you provide should highlight the unique features of the property in a way that engages the reader.

drafting a clear listing statement

For example, instead of saying, “a modern two-story house on a spacious lot,” say, “a stunning house with a large yard and an open-plan interior”. This way, if a person is searching for this type of property, the unique features will draw them in.

Write an Enticing Headline

More often than not, the headlines in online listings are in large, bold letters and it’s the first thing the reader notices. You need to use words that will reel them in causing them to read the entire description.

Some platforms might not have a headline section, but you can include a mini headline in the description with asterisks.

A good headline will make your property stand out from your competitors on the platform. Be sure to mention where the property is situated and its best features. For example:

  • A contemporary condo in downtown Orlando
  • An upgraded Lakeland bungalow with a garden

Be careful not to exaggerate the headline or you might come across as dishonest.

Compose an Accurate Description of the Property

The property’s description provides the reader with an idea of what to expect. The description needs to be accurate or else it might stop the transaction in its tracks.

Using a false description to lure in prospects will only disappoint them when they see the actual condition of the property.

describe the property

For a more accurate description, note down the property’s features and highlight the best ones. Use interesting adjectives as you try to tell a story of the property. Be sure to include all the facts and check the punctuation and grammar too.

Highlight the Unique Features First

Every property has a unique feature that makes it stand out from the rest. It might be a cozy fireplace, a beautiful garden, a backyard deck, or an unobstructed view.

Such features might be what the prospect is looking for or what makes the property preferable to other properties in a similar price range so be sure to highlight them in the listing.

Avoid Negative Words and Phrases

There are certain words used in listings that can negatively impact the chances of a sale.

While the intention of the words may not be negative, some prospects will see them as red flags. For example, words like “fixer-upper” and “TLC” give an impression that repairs are needed and most prospective renters and buyers prefer a house that is ready to move in to.

Be sure, when selecting your phrasing, that you understand that market that you’re in and the kind of prospects you’re trying to attract.

The Power of Photography

They say a picture is worth a thousand words. You might not be able to fit all the property’s features in the description, but some great pictures will fill the gap for you.

property photography

Good quality photos attract the reader’s attention. We recommend hiring a professional but if you prefer using a phone, ensure you have a high-resolution camera and utilize natural light as much as possible.

Provide a Summary of the Details

There is some important information that people look out for from the start. This includes information such as the number of bedrooms, bathrooms, square footage, acreage, and location. With the restrictions on word count, you should consider listing this information.

You should also include relevant information such as the views, transport links, proximity to essential services and most importantly, details on the neighborhood.

Offer Promotions to Entice Prospects

Including a promotion in your listing can help you close the deal much quicker. You can mention this at the end of your ad. Certain promotions like waived fees will provide you with an edge over your competition. However, you should only offer the incentives you are comfortable with.

Include Contact Information

Once you have completed the description and mentioned all the necessary details, provide instructions on how the reader should proceed. This involves providing your contact information and what to do in case they have questions or if they want to schedule a showing.

including contact information

How you finish the ad is just as important as how you start it. Try to convey a sense of urgency without putting pressure on the reader. The last few sentences should motivate the reader to take action.

Proofread Before Posting

As you prepare your listing, you should consider sharing it with a few friends to help proofread it before you post it online. An extra set of eyes can help you find mistakes you may have missed or suggest changes to improve them.


There you have it! Tips on how to craft a solid property listing that will engaged more prospects.

If you need assistance in finding the right tenants for your property, consider hiring a reputable property management company. At State Property Management LLC, we have immense experience in handling properties within Central Florida, and the surrounding areas.

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