8 Steps to Writing Creative Real Estate Listing Descriptions

Examples of features and amenities for your real estate listing description:

Home features and amenities

• Chef’s kitchen
• Dedicated home office
• Corner lot
• Hardwood floors
• Front porch or deck
• Bonus room
• Spacious family room
• Outdoor kitchen
• Fenced-in backyard

Neighborhood features

• Excellent schools
• Close to shops and restaurants
• Walking distance to parks
• Well-maintained homes
• Safe and quiet streets
• Convenient public transportation
• Easy freeway access

2. Get inspired by other standout listings

In addition to bouncing ideas off your agent, hop online to study standout listings already published on the MLS. Tchobanian keeps a file of creative listings he turns to for inspiration when writing new descriptions.

Here’s one for an upscale property in his area:

Picture yourself living on the second fairway of a Tuscany golf course on a premium lot in a gated community. This home is truly made for both entertaining and everyday living, with plenty of space and fabulous views. Enjoy an open floor plan, high ceilings, and a chef’s kitchen with stainless steel appliances, plenty of cabinets, and a roomy pantry. 

The heart of this home, the kitchen — with adjoining dining and family rooms — make it ideal for gatherings. Walk outside to your backyard oasis, an east-facing paradise with a stretched patio, a captivating golf course, and mountain views. This property is immaculate, well-cared for, and ready for new owners. Welcome home!

The first sentence of the listing invites buyers to imagine themselves living in an attractive golf community. It then reels them into the rest of the listing by capturing the property’s most appealing features through carefully selected descriptions: open floor plan, high ceilings, stainless steel appliances, chef’s kitchen, backyard oasis, stretched patio, and mountain views.

Note that the copy skips dry facts like square footage and the number of bedrooms. While this information is useful, it doesn’t conjure up vivid images that bring the home to life. Plus, it’s already available in your listing’s data fields.

3. Craft an attention-grabbing headline

Some real estate listings omit headlines. But going without one is a missed opportunity to get more people to click through to your ad. It’s worth taking the time to sum up one or two of your home’s most appealing characteristics in a concise, punchy title.

“You want to capture someone’s attention in the first few seconds so they’ll keep reading,” says Tchobanian.

Maybe your home is one of a handful of coveted bungalows on the market in a sought-after neighborhood. Convey that with a headline such as: “Rare Gem: Bright and Spacious Bungalow in Desirable Sycamore Park.”

4. Hook buyers with a compelling opening statement

Tantalize buyers — and leave them craving more — by spotlighting one of your home’s standout features in the first sentence of your ad. Take this opening statement for a listing describing a rustic hideaway in Marin County, California, for instance:

Imagine tossing another log on the fire in your cozy redwood timber cabin, tucked away in the gorgeous hills of Mill Valley on a serene and private ¾-acre lot.

Instead of spewing facts about the property, this sentence hooks readers with specific details that tell a captivating story.

5. Include accurate but fresh adjectives

Your listing should set expectations for a buyer by creating visuals in their mind’s eye that spark emotion. Insert strategic adjectives into your description that are both picturesque and stirring, and you can influence a buyer’s first impression of your home before they ever set foot in it.

“I use adjectives like ‘modern home; swanky kitchen; clean lines; and crisp, white cabinetry,’” Santistevan says. “Words like these make buyers go, ‘Wow, this sounds great! I want to see this home.’”

Coschedule, a highly rated marketing platform, offers this comprehensive list of “power words” for crafting emotional copy.

Words and phrases to avoid in real estate listings

Not all adjectives are created equal. Some words might seem harmless — or even helpful — but they can trigger red flags for buyers or get your listing ignored altogether. Here are a few overused or misleading phrases to steer clear of:

• “Cozy” – Often interpreted as “small” or cramped. Instead, try “efficient layout” or “intimate setting.”
• “TLC” or “Fixer-upper” – Unless you’re selling a house as-is, it’s better to avoid these words. These can scare off buyers who aren’t looking for a project. Be specific about what work is needed if you must mention it.
• “Charming” – So vague it’s practically invisible. What makes it charming? Use concrete visuals instead.
• “Motivated seller” – This may suggest desperation, which can invite lowball offers.
• “Unique” – Too broad. Describe how it’s unique to spark interest.

Instead of relying on tired clichés, opt for adjectives that paint a clear, specific picture while staying honest — words like “sun-drenched,” “modern farmhouse style,” or “cul-de-sac privacy” speak volumes.

6. Arrange the selling points in a logical order

Once you’ve nailed your opening statement, continue highlighting your home’s most desirable traits — the ones you picked in your initial conversations with your agent.

To keep buyers reading, ensure your information is well-organized. If your listing is just a long string of opulent adjectives, buyers will become overwhelmed and possibly lose interest. Guide them through the copy by arranging featured items to match the order of your photos.

Order the description and photos from the front door to the backyard so buyers know what to expect when they’re walking through the house in person.

You should aim for the middle ground between showcasing and overselling your home in the description. For example, if you’ve got a flagstone patio, an in-ground pool, and a custom fire pit, you can describe your backyard as “resort-like.” But if all you’ve got is grass — say so. Just word it creatively, such as referring to it as a spacious, rolling green lawn.

7. Avoid fair housing violations

Established in 1968, the Fair Housing Act prohibits discrimination in the renting or sale of housing nationwide. This means that your listing description cannot use any language that could be interpreted as discriminatory against any of the seven protected classes: race, color, religion, national origin, gender, disability, or familial status.

“You can’t say something like ‘the perfect property for bachelors or young adults,’” notes Tchobanian.

There’s no official HUD list of banned words, but here are some examples of words or phrases that might raise red flags:

• Family-oriented
• Perfect for families
• Traditional neighborhood
• Bachelor pad
• Restricted
• Exclusive
• Country club

So is there an appropriate way to mention that your neighborhood’s family-friendly, or the fact that your kids are able to walk to their top-performing public school?

There certainly is. You’ve just got to choose your words wisely.

You can play up monthly neighborhood potlucks or give the distance from your house to the nearby school.

If you’re eager to share the wonderful things about your home and neighborhood that are difficult to describe without violating the Fair Housing Act, Santistevan has a solution:

“I have my sellers draft a letter about why they love their home and why they’re so sad to leave it. Then I print it on cute paper and I’ll leave it on the counter with the house flyers. Since it’s coming directly from the seller, I get the message out to potential buyers without violating the Fair Housing Act.”

8. Optimize listings for SEO and online search

Buyers aren’t just browsing listings — they’re searching for them. That means your listing description needs to do more than dazzle — it has to show up in search results.

Here’s how to make your listing more discoverable:

• Use local keywords naturally. Include the neighborhood, city, school district, or landmarks buyers might be searching for. Example: “Charming 3-bedroom home in Denver’s Wash Park neighborhood.”
• Think like a buyer. What would you type into Zillow or Google? Phrases like “home with finished basement” or “condo near downtown” are gold.
• Write for mobile. Most buyers browse listings on their phones. Keep sentences tight and put the most compelling details upfront.
• Avoid keyword stuffing. Sprinkle terms naturally — don’t repeat “three-bedroom home” five times. Focus on clarity and flow.

Optimizing your description isn’t just for algorithms — it’s about helping the right buyers find the right home, faster.

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Grab a pen, Shakespeare. It’s time to wax poetic about your home.

Your real estate listing description can either win buyers over or cause them to discount your home amid a sea of competing online listings. With a little imagination and teamwork with your agent, you’ll hit upon the right words to showcase and sell your home. Don’t forget to proofread your masterpiece for spelling and grammatical errors before it goes live!

Header Image Source: (Panumas Yanuthai/ Shutterstock)