How to Write Property Descriptions That Actually Sell

A property description is often the first piece of written content a buyer encounters about a listing. Yet most estate agents treat descriptions as an afterthought — a quick list of room dimensions and generic adjectives dashed off between viewings. The agencies that consistently outperform on portals and their own websites understand that a compelling description doesn't just describe a property; it sells a lifestyle and motivates action.

Research from Rightmove and Zillow shows that listings with well-written descriptions receive 30–50% more click-throughs and generate viewings faster. In this guide, we'll cover the principles and techniques that turn flat copy into descriptions that drive enquiries.

Features vs Benefits: The Fundamental Shift

The most common mistake in property descriptions is listing features without translating them into benefits. A feature is “south-facing garden.” A benefit is “a sun-drenched garden perfect for summer barbecues and weekend entertaining.” Features inform; benefits make people feel something — and feeling is what motivates a viewing.

• Feature: Open-plan kitchen-diner. Benefit: A sociable open-plan kitchen where you can cook while the family gathers around the dining table.
• Feature: Walking distance to station. Benefit: A six-minute walk to the station, meaning you're in central London in under 30 minutes.
• Feature: Recently refurbished. Benefit: Move straight in with nothing to do — every room has been finished to a contemporary standard.

For every feature you list, ask: “So what? Why does the buyer care?” That answer is the benefit you should lead with.

Power Words That Drive Action

Certain words consistently correlate with faster sales and higher prices. Research from the National Association of Realtors (US) and analysis of UK portal data has identified several high-performing words and phrases:

• Premium performers: “Stunning,” “immaculate,” “sought-after,” “beautifully presented,” “turnkey,” “entertainer's kitchen.”
• Speed drivers: “Must see,” “rare opportunity,” “recently reduced,” “chain-free,” “ready to move in.”
• Words to avoid: “Cosy” (reads as small), “unique” (overused and meaningless), “must be seen to be believed” (cliché), “deceptively spacious” (implies the photos are misleading).

Emotional Triggers and Storytelling

The best property descriptions tell a story. Instead of a room-by-room inventory, paint a picture of life in the home. Help the reader imagine themselves waking up to morning light streaming through bedroom windows, making coffee in the bright kitchen, or watching their children play in the garden.

Start with the strongest emotional hook. If the property has a breathtaking view, lead with that. If it's the perfect family home on a quiet street, open with the lifestyle. The opening sentence determines whether the buyer reads on or scrolls past. “A beautifully refurbished four-bedroom Victorian terrace on one of Clapham's most desirable tree-lined streets” is infinitely more compelling than “We are pleased to offer this four-bedroom property.”

SEO for Property Listings

If you publish listings on your own agency website (and you should), property descriptions are an SEO opportunity. Include the full address, neighbourhood name, nearby landmarks, school catchments, and transport links naturally within the copy. Buyers search for “3 bedroom house near [school name]” or “family home in [neighbourhood]” — your listing can rank for these terms.

Write at least 250–400 words per listing. Portal algorithms and Google both favour longer, more detailed descriptions. Use heading tags for key sections (Overview, Location, Key Features) to improve readability and help search engines understand the structure.

Structuring the Description

A well-structured description guides the reader logically through the property. Here's a proven format:

• Opening hook (1–2 sentences). The emotional lead — the single most compelling thing about this property.
• Property overview (2–3 sentences). Size, style, condition, and key highlights. Give the reader a mental picture before the detail.
• Room-by-room walkthrough. Lead with the best rooms. Don't list every cupboard — focus on the spaces that sell.
• Outside space. Gardens, balconies, parking, and views. These are consistently among the top features buyers search for.
• Location paragraph. Schools, transport, shops, restaurants, parks. This is where SEO-rich keywords fit naturally.
• Call to action. “Call today to arrange your private viewing” or “Book your viewing before it's gone.”

AI-Assisted Property Writing

AI tools like ChatGPT and Claude can dramatically speed up the description writing process. Feed in the key facts — property type, bedrooms, notable features, neighbourhood — and ask for a benefit-led description in a specific tone. The output gives you a strong first draft that you can then refine with local knowledge and personality.

The key is to always edit AI-generated content. Add details only you would know: the way light falls through the bay window in the afternoon, the sound of the church bells on Sunday mornings, the neighbour's cherry tree that blossoms every spring. These authentic details are what separate a generic description from one that genuinely moves a buyer to act.

Common Mistakes to Avoid

• ALL CAPS headlines. They look unprofessional and are harder to read. Use title case instead.
• Abbreviations. “Lge dble bed w/ ensuite” saves characters but reads terribly. Write in full sentences.
• Exaggeration. Describing a standard two-bed flat as “palatial” damages trust. Be enthusiastic but honest.
• Wall of text. Use short paragraphs, bullet points for key features, and white space. Descriptions should be scannable.
• Forgetting the CTA. Every description should end with a clear next step. Make it easy for interested buyers to take action.

Real-World Examples

Before: “3 bed semi. Lounge, kitchen, dining room, 3 beds, family bathroom. Garden. Near shops and schools. No chain.”

After: “A chain-free three-bedroom semi-detached home in the heart of Didsbury's sought-after Nell Lane conservation area. Step inside to a bright, airy lounge with original Victorian bay windows, a sociable kitchen-diner that opens onto a landscaped south-facing garden, and three generous bedrooms — including a principal bedroom with fitted wardrobes and views over the rooftops to the Pennines. Families will love the short walk to Didsbury C of E Primary, and the village's independent restaurants and boutiques are on your doorstep. Viewings are strictly by appointment — call today.”

The second version is three times longer but infinitely more effective. It tells a story, highlights benefits, includes SEO-rich location detail, and ends with a call to action. This is the standard your content marketing should aim for across every listing.

Want descriptions that generate more viewings? Book a free strategy call and we'll show you how to build a content system that elevates every listing on your site and portals.