How to write a description that sells
A property description is the difference between a click and a scroll-past. Here is how to write listings that make a buyer picture themselves at home, and pick up the phone.
Most property descriptions read the same way: "an opportunity to acquire a well-presented three-bedroom property benefiting from...". They tick every box and sell absolutely nothing. The best agents write descriptions that make a buyer feel something and book a viewing. It's a skill, not a knack, and it can be learned in an afternoon.
Lead with the feeling, not the floor plan
The portal already shows the beds, the baths and the price. Your words should do the thing the data can't: convey what it's like to actually live there. Open with the hook, the thing that makes this home special, whether that's the evening light in the kitchen, the walk to the station or the wood-burner in the snug. Nobody was ever moved by "the property briefly comprises".
Write for one person
Picture the specific buyer this home suits and write to them. A young family cares about the garden and the school run; a downsizer cares about level access and low maintenance; a first-time buyer cares about the commute and the coffee shop on the corner. Copy that tries to speak to everyone speaks to no one.
Show, don't tell
"Spacious" is a claim a reader has to take on trust. "A kitchen big enough for a table of eight at Christmas" is a picture they can already see. Specifics beat adjectives every time, because specifics let the buyer do the imagining, and a buyer who is imagining is a buyer who is halfway to booking.
Buyers don't fall for "deceptively spacious". They fall for a room they can already picture their own sofa in.
Mind the order
Lead with the strongest feature, keep the sentences short, and break the text into readable chunks; walls of grey text get skimmed and abandoned. Put the practical detail, tenure, parking, EPC, council tax band, lower down where a serious buyer will go looking for it. Just don't bury your best line beneath a paragraph of boilerplate.
Be honest, it sells faster
Overpromising only wastes viewings and chips away at trust, yours and the vendor's. An honest, specific description attracts the right buyers and quietly filters out the wrong ones, which is faster and less painful for everyone. The photos and the front door have to live up to the words, so let the words tell the truth well.
Let the tools help, then make it yours
A good AI draft can get you most of the way in seconds, a warm, accurate first pass, so your time goes on sharpening the hook rather than staring at a blank box. That's exactly what the writer built into our AI Listings & Descriptions tool is for. Whatever you start with, always read it back as the person who has actually stood in that property, and add the one detail only you noticed.
A great description won't sell a bad house, but a flat one will slow down a good one. Spend the extra five minutes on the words: it's the cheapest marketing you will ever do.
Our articles are drafted with the help of AI tools that we regularly use. Each one is measured, edited and approved by real people who stand by it.
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