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They're everywhere, and they mean nothing.Most property listings sound exactly the same. Same tired adjectives, same vague claims, same lack of personality. And in a market where buyers and tenants are comparing dozens of properties in a single sitting, that's a problem.Good listing copy doesn't just describe a property. It makes someone stop scrolling, click through, and imagine themselves living there. It answers questions before they're asked, builds trust, and saves you time by filtering out tyre-kickers and attracting people who are genuinely interested.
So how do you write descriptions that do all of that without sounding like a robot wrote them?
Start with the thing that matters most
Your opening line is the only bit of copy most people will actually read in full. If it's generic or boring, they'll move on. Lead with the best thing about the house. Is it the garden? The location? The fact that it's been completely renovated? Highlight that first.
"A south-facing garden backing onto woodland" is stronger than "a beautiful family home with outside space."
"Ten minutes' walk to the station, fifteen to the high street" beats "excellent transport links."
People love being given something that they can picture, so the most specific the better. It helps them see themselves in that property.
Ensure the features are aligned with the buyers potential benefits
People are likely not to buy based solely on features. They buy what those features give them and how this benefits their new life.
- A "modern kitchen" is a feature. "A kitchen designed for people who actually cook" is a benefit.
- "Three double bedrooms" is a feature. "Room for the kids, the spare bed, and your WFH setup" is a benefit.
- "Off-street parking" is a feature. "Never scrape ice off your windscreen again" is a benefit.
You don't need to do this for every single line, but sprinkle it in where it makes sense. It helps people see themselves in the space.
Be specific about location
"Sought-after area" is meaningless. Everyone says it. It tells the reader nothing.
Instead, give them actual detail. Which school catchment is it in? What's nearby that people care about? Can you walk to the park, the pub, the Tube? If it's a five-minute walk to Brixton Village, highlight that. If it's round the corner from Clapham Common, highlight that. If the M25 is two minutes away, highlight that. Location-specific language also helps your listings show up in search results. When someone types "flat near Peckham Rye," you want to be in the mix.
Write like you're talking to a person
The best property descriptions don't read like a legal document. They sound like someone who knows the area, understands the property, and is being honest about both.
That doesn't mean being overly casual or trying to be funny. It just means writing clearly, without jargon, and with a bit of warmth. Short sentences help. So do paragraphs that don't go on forever. People skim, make it easy for them.
Help search engines without sounding robotic
Your listing needs to work for people as well as for Google & AI engines.
That means including phrases buyers actually search for: "Victorian terrace Hackney," "two-bed flat Balham," "house with garden Ealing." But be careful not to place keywords in awkwardly. If it reads awkwardly, rewrite it. Search engines are smart enough now to understand natural language.
A few tips:
- Mention the area or neighbourhood by name
- Include features people search for (garden, parking, schools nearby)
- Don't repeat the same phrase five times in three sentences
If it sounds normal when you read it aloud, then you're probably fine. P.S - Check out of blog post on SEO & AEO 101 for agents here.
Match the tone to the property
- A luxury penthouse and a studio flat in Zone 3 shouldn't sound the same.
- For high-end properties, focus on lifestyle. Talk about privacy, space, design. Use language that feels considered and calm.
- For starter homes or rentals, be practical. Highlight convenience, cost, and clarity. Get to the point quickly.
- For family homes, think about what matters to parents: school catchments, garden size, storage, proximity to parks.
- You're not writing for everyone. You're writing for the person most likely to be interested in this specific property.
Be careful that you don't oversell it
If the kitchen's tired, be careful not to call it charming. If the garden is in reality just a patio, don't say it's perfect for entertaining. If the flat's on a main road, don't pretend it's a quiet sanctuary. People will see the property. If your description doesn't match reality, they'll remember that when they're choosing an agent. Be honest. Highlight the positives. Acknowledge trade-offs where it makes sense.
Keep it tight
You don't need 600 words to describe a two-bed flat. Long-winded descriptions get skimmed or ignored. Aim for around 150 to 250 words for most properties. Enough to give a clear picture, not so much that people lose interest halfway through. Every sentence should be doing something useful.
Test what works
Not every property is the same, and not every description will land the same way.
Pay attention to which listings get the most enquiries. What did you say in the description? How did you frame the location or the layout? If something's not working, try a different angle. Swap the opening line. Adjust the tone. Add more detail about the area. Good copy is part instinct, part trial and error.
Writing strong property listings isn't about being clever or poetic. It's about being clear, specific, and honest. It's about helping someone decide, in under a minute, whether this place is worth their time. And when you get it right, the difference shows up fast. More clicks. More viewings. More serious buyers.
