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Better Listing Descriptions? Focus on Readers, Not the House

A listing description’s first sentence should answer readers’ top question: “Why should I keep reading?” Most of the time it will note the home’s most desired feature.

NEW YORK – A well-crafted listing description is equivalent to a positive first impression.

Agents should develop an attention-grabbing opening with an eye toward how an audience will react. It should immediately answer the questions “What am I looking at?” and “Why should I keep reading?”

And opening sentence doesn’t need to be long, and probably shouldn’t be. Ideally, it’s simple and gets straight to the point by highlighting the property’s most marketable features.

Once the description captures a reader’s interest, it should move on to discuss the possibilities of that particular space and paint a picture of the experience a buyer can expect to have if they live there. Agents also can attempt to create a narrative behind the listing that shows readers why they should buy it.

A home with some less desirable features should describe them anyway, but by using phrases that are as positive as possible.

It’s also crucial to adhere to housing laws when writing a listing.

A great listing description also includes a call to action. It should always include agent contact information and, ideally, language that persuades readers to act fast.

Source: RISMedia (09/24/21) Grice, Jordan

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