Property Descriptions 101: How to Write Listing Descriptions That Sell

Title tags are probably the most important meta tags as they can have a direct impact on your search rankings. These are one of the most important on-page SEO ranking factors, and an absence of one can significantly affect your search rankings.

Job description stats. Text reads: 52% of job seekers say the quality of a job description is very or extremely influential on their decision to apply for a job

How To Write Descriptions And Create A Sense Of Place

Your first job as a storyteller is a simple one, and a crucial one. You have to get your passengers into your train – your readers into your story. Only then can you hope to transport them.

Writing descriptions that seem vivid, with the use of evocative language, is therefore essential. The buildings, cities, places, rooms, trees, weather of your fictional world have to be convincing there. They have to have an emphatic, solid, believable presence.

Because at the same time, people don’t want huge wodges of descriptive writing. They want to engage with characters and story, because that’s the reason they picked up your book in the first place.

Keys to writing a great listing description

The first thing to keep in mind is formatting. Formatting your description is important because it helps buyers understand your home’s appeal and makes it easy to share the unique features that set your home apart.

Your whole description should be 250 words or less, not only because of text space limitations on your local multiple listing service (MLS) and sites like Zillow, but also because buyers are unlikely to read a very long description. Aim to be concise throughout the whole description. Note that some sites have a special field for headlines, and on other sites, your headline will just be the first line of text in your main description field. Either way, you should include the headline in your total word count.

Write an engaging headline

Keep your headline short and descriptive, while focusing on a benefit that is location-specific. If you’re using an agent, they should be able to give you some guidance on what’s popular in your area, but you can also review other local listings for inspiration. Here are some good examples of headlines that pair location details with something unique about the home:

Construct an opening statement

Your opening statement should answer the buyer’s question, “What am I looking at?” It should give buyers a reason to continue reading. It’s also a great place to showcase features that you couldn’t fit in the headline, but that buyers will love. Here are a few examples:

Detail a listing description

The description text makes up the bulk of your word count, and it’s where you should review all of the home’s main features: beds, baths, square footage, lot size, location, upgrades, etc. But don’t just rattle off a list of all the features. Use compelling, creative language to highlight details that make your home special. Your description should pique buyers’ interest enough that they want to schedule a tour, and as the owner, you are in the unique position of being able to tell a story about what is special about the property.

Job Title

Make your job titles specific. Targeted job titles are more effective than generic ones, so be precise by including key phrases that accurately describe the role. In fact, a 2020 Indeed survey found that 36% of job seekers that use job sites search for a job using the title of the job they’re looking for.*

Job description stats. Text reads: 36% of job seekers that use job sites search for a job using the title of the job they

Avoid internal lingo that may confuse the job seeker. Stick to standard experience levels like “Senior” rather than “VI” or other terms people are less likely to look for. The language of your job description should be as inclusive as possible. Consider going over your finished job description and revising any verbiage that may be exclusionary to any groups of people who may be considering this opportunity.

How to Write Meta Descriptions for SEO

Google adjusts its techniques regularly, but its most recent iteration serves excerpts from the content that most closely matches what the searcher was looking for.

It’s important that you still write strong meta descriptions for two reasons. First, searches that closely match your description will bring up that match. Google wants its searchers to see how closely an article matches their intent.

Second, Google isn’t the only player. Write them knowing that any search engine might still display your summary. Duck Duck Go served us article snippets as well as what was clearly a provided meta description for the same article on multiple searches.

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About Dave Nevue

Dave Nevue is a Professional Pastel Wildlife Artist and the founder and CEO of Nevue Fine Art Marketing. He also authored the eBook The Productive Artist How to Live Your Dreams, and provides courses on art marketing at Nevue Fine Art Marketing Courses.