It doesn’t matter if you are selling a horse property and equestrian estate or you are selling a small apartment in New York, writing property description is incredibly important if you want to be successful in this endeavor. Here is everything about writing the right selling description and how to write a real estate ad.

Understand Your Target Audience

First and foremost, you need to understand your target audience. There is no way you can sell your property if you don’t know who is actually interested in buying it. This is why you need to do the necessary research and determine who will be the most interested in checking out your listings and potentially buying your property.

If you don’t know how to do such research, you can get in touch with an expert in your field who will give you advice about who could be your potential client. After all, such people have the necessary knowledge and experience to accurately assess the situation and provide you with a clear answer.

Don’t Omit Any Important Details

What some owners tend to do is that they omit important details in their listings. Sometimes, this happens by accident simply because they have never written a description before and forget about the key features of their own property. But other times, this can be done on purpose in hopes that the customers will overlook it.

This is a problem. By omitting important details, you are trying to trick your customer into believing something that is not true. This can potentially ruin your reputation while also decreasing your chances of successfully selling your property.

Keep the Focus on the Benefits

So, what can you do if you know that there are some unflattering details about your property that you don’t really want to list? Keep the focus on the benefits and try to make the negative sides seem like they are something positive. For example, an old wrap around porch could be described as a great opportunity to redecorate and get creative.

Remember that if you are unsure about your ability to write something comprehensible, you can always hire a professional freelance writer from a writing services review site like Online Writers Rating who can create the description for you.

Make an Outline Before You Write

One of the best ways to plan your description and prepare before you actually sit down to write it is by making an outline. This outline will serve as a plan that will give you a direction to be moving in and a structure you would want your description to have. You will want to follow it point by point.

To make a good outline, you first need to look at other similar property descriptions that will give you an idea of what is expected from you. Then, you can think of any additional points you would want to cover and add them to your outline.

Optimize for Search Engines

Search engine optimization or SEO is perhaps the most important thing you need to remember when writing your property descriptions. This is what will make your description visible to search engines and will allow more people to discover your listing and consider checking out your property.

The most basic element of SEO is your choice of keywords. These are crucial as they are the single feature of your text that will undoubtedly make your text visible. Other things you will want to keep in mind are the links you include, the backlinks you get, the URL of your listing, and so on.

Use Natural Language

Using natural languages might sound like something very important, but it is actually vital. If you sound like a robot when you are describing your property, people will perceive it as something soulless. You want to evoke emotions in your audience and show that you care about your property to make them care about it too.

Once again, if you feel that you are not skilled enough for this, you can always hire a professional writer who will do the job for you. For example, a custom writing reviews site like Best Writers Online has many writers to choose from and compare.

Support Your Claims with Evidence

One of the best ways to sound more trustworthy in your description is by supporting your claims with science. For example, you could say that your horse property is the most visited one in your state. Where’s the proof? Link to an article that contains such information.

You can also use statistics or findings from different studies or surveys to make a point about something related to your property. For example, “According to ABCD, X millions of people visit zoos every year which shows that…”

Nail Down The 5W+H

5W+H includes who, what, when, where, why, and how. These are the questions you should be asking yourself when writing your descriptions – and then giving the answers in your text. For example, YOU own a HORSE FARM which has been working for 5 YEARS in a small town called ABCD in the EFGH state to BRING JOY to all the visiting families BY ALLOWING VISITORS TO FEED ANIMALS.

Add Social Proof

Social proof is similar to the scientific evidence you provide because it aims to support your words. Social proof can be anything from past reviews you got from customers (if the property you are selling was used for business) to the ratings you got from your previous deals (if you have sold property before). It’s possible to have a good description without social proof, but it will be more powerful if you do include such proof.



Complement the Text with Images

Last but not least, you need to complement the text with images. Of course, your description is already quite engaging once you have perfected it by writing it and editing it attentively. However, you can publish it without having any images to go along with it. The best images will be the ones that fit your description as closely as possible, so choose them wisely.

Final Thoughts

All in all, writing real estate descriptions can be fairly easy as long as you understand the principles of writing such descriptions. Follow the tips in this article and you will be able to master writing the right selling description.


Frank Hamilton is a blogger and translator from Manchester. He is a professional writing expert in such topics as blogging, digital marketing and self-education. He also loves traveling and speaks Spanish, French, German and English.

Leave a Reply