The Real Estate Copywriting Formula: 6 Listing Templates

You’ve got 30 seconds to grab a buyer’s attention with your listing description.

Most agents waste those 30 seconds with generic garbage like “charming home in desirable neighborhood” or “great opportunity for the right buyer.”

Nobody cares.

A good listing description does three things: it qualifies the buyer, it sells the lifestyle, and it creates urgency. Everything else is filler.

This guide gives you proven templates for different property types and price points. Copy them. Modify them for your specific listing. Use them to write descriptions that actually get showings.

What Makes a Listing Description Actually Work

Before we get to templates, you need to understand what separates good descriptions from bad ones.

Bad descriptions are feature dumps. They list every single detail about the property in no particular order. Three bedrooms, two baths, updated kitchen, nice yard, close to schools. Nobody reads past the first line.

Good descriptions tell a story. They paint a picture of what life looks like in this home. They emphasize benefits, not just features. They give buyers a reason to schedule a showing.

Here’s the formula that works:

1. Hook: Lead with the most compelling feature or benefit
2. Lifestyle: Describe what living here feels like
3. Key Features: Highlight 3-5 major selling points with specific details
4. Location: Emphasize neighborhood benefits and proximity to amenities
5. Call to Action: Create urgency and tell them what to do next

The entire description should be 150-300 words. Anything longer and you lose people. Anything shorter and you’re not giving enough information.

Use short paragraphs. Online readers scan, they don’t read every word. Break up text so it’s easy to digest on a phone screen.

Avoid ALL CAPS and excessive exclamation points!!! It makes you look desperate and unprofessional.

Luxury Home Template ($1M+)

Luxury buyers aren’t looking for value. They’re looking for status, exclusivity, and lifestyle. Your description needs to reflect that.

Template:

[Unique architectural feature] defines this [property type] in [prestigious neighborhood]. [Specific high-end amenity] anchors the [room], while [floor-to-ceiling windows/walls of glass/architectural detail] frame [specific view or landscape feature].

The [square footage] floor plan includes [number] bedrooms, [number] baths, and [distinctive luxury feature]. [Chef’s kitchen/gourmet kitchen/custom kitchen] features [high-end appliance brands], [custom cabinetry details], and [premium countertop material].

[Outdoor living description] extends the living space with [specific features: infinity pool/outdoor kitchen/cabana]. The [lot size] estate offers complete privacy while remaining minutes from [exclusive shopping/dining/cultural district].

[Architectural style or designer name] throughout. [Specific smart home/security/sustainability features]. [Exclusive community amenity or gate access].

Showings by appointment only.

Example – Newport Coast Estate:

Soaring 14-foot ceilings define this modern estate in guard-gated Pelican Ridge. A linear fireplace anchors the great room, while floor-to-ceiling glass frames unobstructed Pacific Ocean views from Dana Point to Palos Verdes.

The 5,200 square foot floor plan includes 4 bedrooms, 5 baths, and a temperature-controlled wine cellar for 500 bottles. The chef’s kitchen features Wolf and Sub-Zero appliances, custom Italian cabinetry, and honed Calacatta marble countertops.

Resort-style outdoor living extends across 8,000 square feet with an infinity edge pool, outdoor kitchen with pizza oven, and covered cabana. The half-acre promontory lot offers complete privacy while remaining 5 minutes from Crystal Cove.

Smart home automation throughout. Tesla solar panels and Powerwall battery. Resort amenities include Tom Fazio golf course and members-only Beach Club.

Showings by appointment only. $8,950,000

Move-In Ready Single Family Home Template ($500K-$1M)

This price range attracts move-up buyers who want quality without the luxury premium. Emphasize updates, space, and location.

Template:

Completely updated [property type] in [desirable neighborhood]. [Recent major renovation – kitchen/bathrooms/floors] completed [timeframe].

[Number] bedrooms and [number] baths across [square footage]. The [main living area] opens to [outdoor space or kitchen], perfect for [entertaining/family time]. [Standout feature like master suite/bonus room/office] adds [specific benefit].

[Lot size or yard description] includes [specific outdoor features]. [Distance/walk time] to [highly-rated schools], [parks], and [shopping/dining district].

New [HVAC/roof/windows/major system] in [year]. [Energy efficiency features]. [Garage/parking details].

Won’t last. Schedule your showing today.

Example – Irvine Family Home:

Completely updated single-story home in Woodbridge’s highly sought-after North Lake neighborhood. Kitchen and bathrooms renovated in 2024 with quartz countertops, new cabinetry, and stainless appliances.

4 bedrooms and 2.5 baths across 2,100 square feet. The open-concept living room flows into the kitchen and covered patio, perfect for year-round California indoor-outdoor living. Converted bedroom makes an ideal home office with French doors and custom built-ins.

7,500 square foot lot includes a private backyard with mature trees and synthetic turf. Walk to Jeffrey Trail Middle School (9/10 rating), Woodbridge High, and the North Lake shopping center.

New HVAC and tankless water heater in 2023. Solar panels owned, not leased. Attached 2-car garage with epoxy floors and storage.

Won’t last in this neighborhood. Schedule your showing today. $1,295,000

Starter Home / Condo Template (Under $500K)

First-time buyers care about affordability, HOA fees, and getting into a good neighborhood. Lead with value and location.

Template:

Get into [desirable area] for under [price point]. This [property type] offers [key benefit: affordability/location/size] without compromise.

[Number] bedrooms, [number] baths, and [square footage]. [Main selling point – updated kitchen/new floors/renovated bathroom] makes this move-in ready. [Storage/parking/outdoor space] is [surprisingly spacious/better than typical].

HOA includes [specific amenities: pool/gym/water/trash]. [Distance/time] to [freeway/employment center/transit]. [Walkability or bike score if good].

[Specific reason to act now – rate, inventory, price]. Perfect for [first-time buyers/investors/downsizers].

See it before it’s gone.

Example – Anaheim Condo:

Get into Central Orange County for under $450K. This top-floor 2-bedroom condo offers freeway-close convenience with a quiet residential feel.

2 bedrooms, 2 baths, and 950 square feet. Updated kitchen with granite counters and stainless appliances makes this move-in ready. In-unit washer/dryer and private balcony are rare finds at this price point.

Low HOA ($285/month) includes water, trash, and access to the community pool and rec room. 5 minutes to I-5, walking distance to Anaheim Regional Medical Center. Walk Score of 72.

Rates are dropping and inventory is tight. Perfect for first-time buyers or investors looking for positive cash flow.

See it this weekend before it’s gone. $439,000

Fixer-Upper / Investment Property Template

Investors and flippers want numbers, not emotions. Give them the opportunity and the potential.

Template:

Value-add opportunity in [neighborhood]. Property needs [level of work: cosmetic updates/full renovation/permits and plans].

[Lot size or square footage] on [lot description]. [Number] bedrooms, [number] baths in current configuration. [Zoning or ADU potential if applicable].

Comps in [condition: renovated/move-in ready] selling for [$XXX,XXX]. [Recent sale examples if strong]. [Estimated renovation cost if you have it].

Sold as-is. [Cash offers preferred/financing available]. [Days on market or price reduction if applicable].

Priced to move. Investors, this is your chance.

Example – Santa Ana Fixer:

Value-add opportunity in up-and-coming Willard neighborhood. Property needs full cosmetic renovation but has excellent bones.

1,250 square feet on a 6,000 square foot lot. 3 bedrooms, 1 bath in current configuration. ADU-friendly zoning – add a 500 sq ft unit and increase rental income significantly.

Comps in renovated condition selling for $650K-$700K. Recent flip two blocks away sold for $675K after $80K in updates. Original hardwood floors under carpet, solid foundation.

Sold as-is. Cash offers preferred but conventional financing available. Price reduced $15K for quick sale.

Priced to move at $499,000. Investors, this is your chance.

Vacation / Second Home Template

Vacation home buyers want lifestyle, rental income potential, or both. Emphasize location and the experience of being there.

Template:

[Distance/time] from [resort/beach/ski area/attraction]. This [property type] serves as [vacation retreat/income property/both].

[Number] bedrooms and [number] baths sleep [number] comfortably. [Key vacation feature: ocean views/mountain access/resort amenities]. [Specific indoor feature] and [specific outdoor feature] make this [relaxing/entertaining/adventurous].

[Rental history if applicable: gross income/occupancy rate/management details]. [HOA or resort amenities]. [Turnkey furnished or rental restrictions].

[Seasonal availability or booking calendar]. [Distance to primary markets].

Your escape awaits.

Example – Big Bear Cabin:

10 minutes from Snow Summit. This mountain cabin serves as both weekend retreat and income-producing vacation rental.

3 bedrooms and 2 baths sleep 8 comfortably with a queen sofa bed in the living room. Floor-to-ceiling windows frame pine forest views. Wood-burning fireplace and oversized deck with hot tub make this perfect for après-ski relaxation.

Grossed $42,000 in rental income last year at 65% occupancy through VRBO. HOA maintains roads and snow removal. Sold fully furnished and rental-ready with all bookings transferring.

Available for immediate possession. 2 hours from Orange County, 90 minutes from Los Angeles.

Your mountain escape awaits. $565,000

Unique Property / Architectural Statement Template

When you have something truly different, lead with that. Unique properties attract specific buyers who want exactly what you have.

Template:

[Architectural style/designer/unique feature] [property type] unlike anything else in [market]. [What makes it special – mid-century modern/Frank Lloyd Wright inspired/converted warehouse/etc].

[Dramatic feature] dominates the [main space]. [Specific design elements: exposed beams/concrete floors/steel framing] throughout. [Square footage] across [number of levels/unique layout].

[Number] bedrooms, [number] baths, and [unusual spaces: art studio/screening room/rooftop deck]. [Specific materials or finishes]. [Historic details or modern systems].

[Lot or location specifics]. [Neighborhood context or what this represents].

For buyers who appreciate [architecture/design/history].

Example – Mid-Century Modern Palm Springs:

Donald Wexler-designed mid-century modern masterpiece from 1962. One of only 7 steel-frame homes in the famous Alexander Construction neighborhood.

Floor-to-ceiling glass walls dissolve the boundary between interior and desert landscape. Exposed steel beams, terrazzo floors, and clerestory windows throughout. 1,850 square feet across an open single-level plan.

2 bedrooms, 2 baths, and a den converted to office space. Original post-and-beam construction with period-appropriate kitchen restoration. Split HVAC system preserves architectural integrity.

11,000 square foot lot with mountain views, saltwater pool, and preserved desert landscaping. Tennis Club neighborhood, blocks from downtown Palm Springs.

For buyers who appreciate architectural significance. $1,295,000

New Construction Template

New construction sells on warranty, customization, and modern features. Emphasize what’s included and the builder reputation.

Template:

Brand new [property type] by [builder name]. [Completion date or move-in timeline].

[Number] bedrooms, [number] baths, and [square footage] with [floor plan name or style]. [Energy efficiency certifications or green building features]. [Included upgrades or standard features].

[Structural warranty details]. [Customization options if available]. [Community amenities: pool/clubhouse/parks].

[Builder incentives: closing costs/rate buydown/upgrades]. [Number of homes/lots in community]. [Future development plans].

Model home open [days/times]. [Special financing or promotions].

Example – Irvine New Build:

Brand new Lennar home in Eastwood Village. Move-in ready January 2025.

4 bedrooms, 3.5 baths, and 2,456 square feet with the popular Plan 3 layout. Energy Star certified with solar panels included. Upgraded quartz countertops, luxury vinyl plank flooring, and stainless Samsung appliances included.

Everything Home 10-year structural warranty. No customization needed – builder selected popular upgrades. Community amenities include resort-style pool, splash park, and BBQ areas.

Builder paying $15,000 in closing costs with preferred lender. Only 3 homes left in this phase. Walkable to Portola Springs K-8 school opening 2025.

Model home open daily 10am-6pm. Preferred interest rate of 5.99% with builder financing. $1,425,000

How to Optimize Listing Descriptions for SEO

Most agents write listing descriptions for MLS only. That’s a mistake. Your descriptions should also work for Google.

When someone searches “3 bedroom house Newport Beach” or “homes for sale Irvine,” your listings should show up. Proper SEO optimization makes that happen.

Include location keywords naturally: Mention the city, neighborhood, and nearby landmarks in your description. Don’t just say “near shopping” – say “walking distance to Irvine Spectrum Center.”

Use specific numbers: Square footage, bedroom/bath counts, lot size, and year built are all searchable terms. Include them in your description, not just the MLS fields.

Write for humans first: Keyword stuffing kills readability and Google penalizes it anyway. Your description should sound natural and compelling.

Add schema markup: Use RealEstateListing schema on your listing pages. I built a free schema generator that creates the code in 60 seconds. Implementation details are in my schema markup guide.

For more on ranking your listings and IDX pages, read my complete guide on IDX SEO optimization.

Words and Phrases to Avoid

Certain words make you sound like every other agent. They add no value and buyers skip right over them.

Never use these without context:

• “Charming” – What specifically is charming about it?
• “Cozy” – Translation: small. Be honest about size.
• “Great opportunity” – For whom? Why?
• “Perfect for” – Unless you know the buyer, you don’t know if it’s perfect
• “Must see” – If you can’t describe why, your photos aren’t good enough
• “Motivated seller” – Makes you look desperate
• “Priced to sell” – As opposed to what? Priced NOT to sell?

Fair Housing violations to avoid:

• Any mention of ideal buyer demographics (families, seniors, singles, etc.)
• References to churches, synagogues, or religious institutions
• Descriptions of the neighborhood’s racial or ethnic composition
• Statements about who would or wouldn’t be happy there

Stick to describing the property and the neighborhood’s factual amenities. Let buyers decide if it’s right for them.

How to Write Faster Using These Templates

Templates are starting points, not finished products. Here’s how to use them efficiently:

• Step 1: Pick the template that matches your price point and property type.
• Step 2: Fill in the bracketed sections with your specific details. Don’t just find-and-replace. Think about what makes this listing unique.
• Step 3: Read it out loud. If it sounds robotic or generic, add personality. Your voice should come through.
• Step 4: Cut ruthlessly. If a sentence doesn’t add value or create desire, delete it.
• Step 5: Check for errors. Typos make you look careless. Run it through Grammarly or have someone proofread.

The entire process should take 15-20 minutes max. If you’re spending an hour writing a listing description, you’re overthinking it.

Common Mistakes That Kill Listings

Even with templates, agents still screw up in predictable ways:

Writing in ALL CAPS. It looks desperate and unprofessional. Use proper sentence case.

Overusing exclamation points!!! One per description maximum. You’re selling real estate, not hosting a game show.

Listing every single feature. Nobody cares about the details of your HVAC system unless they’re buying a fixer. Focus on benefits, not specs.

Ignoring the neighborhood. Location sells houses. If you’re not mentioning schools, shopping, commutes, and local amenities, you’re missing half the story.

Being vague about condition. “Needs TLC” or “handyman special” doesn’t help. Tell them exactly what needs work so serious buyers know if it fits their budget.

Not including a call to action. Always end with next steps: schedule a showing, contact for private tour, see it this weekend. Give them something to do.

When to Break the Rules

These templates work for 90% of listings. But sometimes you need to deviate.

Break the rules when:

• The property has a unique story worth telling (celebrity owned, historic significance, architectural award winner)
• The location is the primary selling point (beachfront, ski-in/ski-out, penthouse views)
• You’re targeting a very specific niche buyer (equestrian property, artist loft, vineyard estate)
• The property is genuinely one-of-a-kind in your market

In those cases, lead with what makes it special and let that drive the entire description. The formula still applies – hook, lifestyle, features, location, CTA – but the emphasis shifts.

Testing What Works in Your Market

Different markets respond to different styles. Orange County luxury buyers want sophistication. Phoenix investors want numbers. Portland buyers care about walkability and sustainability.

• Track your results: Which descriptions generate the most showings? Which ones convert to offers fastest? Which style attracts your ideal buyer?

• Use your MLS analytics if available. Most systems show view counts and saves. Pay attention to which listings get traction and which sit ignored.

• Ask for feedback: When buyers schedule showings, ask what caught their attention. When they pass, ask why. This feedback makes your next description better.

• A/B test when possible: If you have two similar listings, try different description styles and see which performs better.

The goal isn’t to write the perfect description. The goal is to get qualified buyers through the door. Everything else is just noise.

Tools That Help You Write Better Faster

Writing gets easier with the right tools:

• Grammarly: Catches typos, awkward phrasing, and tone issues. Free version works fine for listing descriptions.

• Hemingway Editor: Highlights complex sentences and suggests simpler alternatives. Makes your writing more readable.

• AI writing assistants: ChatGPT or Claude can generate draft descriptions if you feed them property details. You’ll still need to edit, but it speeds up the process.

For more on using AI for real estate content, check out my guide on AI tools for real estate agents.

The Reality of Listing Descriptions

Let’s be honest: most buyers look at photos first, description second.

If your photos are terrible, the best description in the world won’t save you. But if your photos are good and your description is generic, you’re still losing buyers to agents who put in the effort.

The description’s job is to:

1. Give context the photos can’t provide (neighborhood, school district, HOA)
2. Highlight features that aren’t obvious in pictures (new HVAC, owned solar, recent renovations)
3. Create an emotional connection that moves them from browsing to scheduling

You’re not writing a novel. You’re writing sales copy. Every sentence should either qualify the buyer or create desire.

Use these templates as frameworks, not scripts. Add your voice. Emphasize what matters for your specific listing and market.

Most agents will keep copying the same boring descriptions they’ve always used. Which means if you actually put thought into your listings, you’ll stand out.

For comprehensive strategies on marketing your listings beyond just descriptions, read my complete real estate SEO guide.