Real Estate Listing Descriptions: 6 Templates That Sell Homes

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.

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.

The Zillow Mobile Fold Test

Here’s what most agents don’t know: 76% of buyers read your listing on a phone.

On Zillow and Redfin mobile apps, buyers only see the first two lines (about 150-200 characters) before they have to tap “Read More.”

If your first sentence is “Welcome to this beautiful home in a desirable neighborhood,” you just wasted your only chance to hook them.

The Mobile Fold Rule: Put your most valuable hard spec in the first 150 characters.

Bad opening (gets skipped):
“This charming property offers the perfect opportunity for the discerning buyer looking for their dream home.”

Good opening (gets clicks):
“Main floor master. ADU-approved lot. Walk to top-rated schools.”

Test your descriptions by opening them on your phone. If the preview doesn’t make you want to click “Read More,” rewrite it.

Most agents write on desktop monitors and never check mobile. That’s why their listings get skipped.

Side Note: If you’re tired of Zillow’s rigid layout and want more control over how your properties are presented, check out my guide on the top Zillow alternatives for real estate agents to explore other platforms for your listings.

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

The Photo Caption Strategy (Most Agents Miss This)

Buyers scroll photos before reading your description. Most agents know this. Few agents do anything about it.

Here’s the loophole: Photo captions are indexed by Google AND read by buyers who skip your main description.

If you’re not adding captions to your MLS photos, you’re missing 50% of your storytelling space.

How to use captions effectively:

Take the “Lifestyle” sentences from your templates and use them as photo captions.

Instead of:

• Photo 1: “Living Room”
• Photo 2: “Kitchen”
• Photo 3: “Backyard”

Write this:

• Photo 1: “14-foot ceilings and floor-to-ceiling glass frame unobstructed ocean views”
• Photo 2: “Wolf and Sub-Zero appliances with honed Calacatta marble countertops”
• Photo 3: “Resort-style infinity pool with outdoor kitchen and pizza oven”

This reinforces your main description for skimmers and gives Google more keyword-rich content to index.

Most buyers look at 20+ listings per session. They’re not reading every description carefully. But they ARE scanning photos. Captions catch their attention when body text doesn’t.

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.

The MLS Field-by-Field Optimization System (Maximize Visibility Across All Portals)

Most agents spend 20 minutes perfecting their listing description, then rush through the other MLS fields in 60 seconds.

That’s backwards. Those “minor” fields control how your listing appears on Zillow, Redfin, and Realtor.com – where 93% of buyers will actually see it.

Here’s the systematic approach to filling every MLS field strategically so your listing ranks higher and converts better.

Why MLS Fields Matter More Than You Think

The problem: Your MLS has 40+ fields. Some are required, most are optional. Agents fill the required ones and skip the rest.

What actually happens:

• Zillow indexes EVERY field for search ranking
• Redfin uses optional fields to categorize and filter listings
• Realtor.com pulls amenity data from fields most agents leave blank
• Google’s structured data pulls from specific MLS fields for rich results

Result: Incomplete fields = lower search visibility = fewer eyeballs = fewer showings.

The Strategic Field-by-Field Workflow

TIER 1 FIELDS (Critical – Impact Visibility)

These fields control where and how your listing appears in search results. Never skip them.

1. Property Type

Don’t just select “Residential.” Be specific:

• Single Family Residence (not “House”)
• Condominium (not “Condo” – spelling matters for filters)
• Townhouse
• Multi-Family (2-4 units)

Why it matters: Buyers filter by property type. If you list a townhouse as “Attached” instead of “Townhouse,” it won’t appear in townhouse-specific searches.

2. Public Remarks (Main Description)

You already know this one. But here’s what most agents miss:

Character limits vary by MLS:

• Some allow 1,000 characters
• Some allow 4,000 characters
• Some allow unlimited

Strategic approach: Write your description to fit the SHORTEST syndication partner (usually 1,000 characters), not your MLS maximum. Zillow truncates long descriptions on mobile – the rest gets hidden behind “Read More.”

3. Property Features / Amenities Checkboxes

This is where agents get lazy. They check 3-4 boxes and move on.

Check EVERY applicable box:

• Hardwood Floors
• Granite Counters
• Stainless Appliances
• Central AC
• Fireplace
• Walk-In Closet
• Updated Kitchen
• Updated Bathrooms

Why it matters: These checkboxes become filterable search criteria on Zillow. If you don’t check “Hardwood Floors,” your listing won’t appear when buyers filter for hardwood floors – even if your description mentions them.

4. School District / School Names

Many MLSs have optional fields for elementary, middle, and high school names.

Fill them ALL:

• Elementary: Jeffrey Trail Elementary
• Middle: Jeffrey Trail Middle School
• High: University High School
• District: Irvine Unified School District

Why it matters: Parents search by school name. “Homes near University High School Irvine” is a common search query. If your school fields are blank, you won’t appear.

5. HOA Fee (If Applicable)

Don’t leave this blank hoping buyers won’t notice. They’ll find out during escrow anyway.

Be specific:

• Monthly Amount: $285
• HOA Includes: Water, Trash, Pool, Landscaping

Why it matters: Buyers set max HOA fee filters. If your field is blank, search algorithms assume the worst and may hide your listing from buyers with HOA limits.

TIER 2 FIELDS (Important – Improve Discoverability)

These fields don’t directly impact rankings but help buyers find exactly what they want.

6. Year Built / Year Renovated

If you renovated in 2023 but the house was built in 1985, fill BOTH fields:

• Year Built: 1985
• Year Renovated: 2023

Buyers filtering for “newer homes” will see you show up if Year Renovated is recent.

7. Parking Details

Don’t just check “2-Car Garage.” Add details:

• Garage Spaces: 2
• Parking Features: Direct Access, Epoxy Floors, Built-in Storage
• Additional Parking: Driveway (2 cars)

8. Lot Size (Even for Condos)

If it’s a condo with no private lot, many agents leave this blank.

Don’t. Put the building’s lot size or “N/A” – blank fields look incomplete.

9. Virtual Tour URL

If you have a Matterport, YouTube walkthrough, or agent website with photos, add the link.

Why it matters: Zillow and Realtor.com display virtual tour links prominently. It’s free advertising for your listing.

10. Agent Remarks (Private Remarks)

This field doesn’t syndicate to public portals – it’s for agent-to-agent communication.

Use it strategically:

• Showing instructions: “Lockbox code 1234, dogs in backyard”
• Disclosure highlights: “Seller will credit $5K for new carpet”
• Urgency: “Reviewing offers Tuesday at 5pm”

Buyer’s agents read this. Make it easy for them to show your listing.

TIER 3 FIELDS (Nice to Have – Professionalism Signal)

These rarely impact visibility but completing them makes you look thorough.

11. Room Dimensions

If your MLS allows room-by-room dimensions, add them:

• Master Bedroom: 16×14
• Living Room: 20×18
• Kitchen: 12×10

Buyers planning furniture appreciate this.

12. Appliances Included

Check every appliance that stays:

• Refrigerator
• Washer/Dryer
• Dishwasher
• Microwave

If it’s negotiable, note that in Agent Remarks.

13. Property Condition

Some MLSs ask for condition rating: Excellent, Good, Fair, Needs Work.

Be honest. “Excellent” when it’s clearly dated kills credibility.

The Field Completion Checklist

Before hitting “Submit” on your MLS listing, run through this checklist:

Completion rate matters: Zillow’s algorithm favors listings with 90%+ field completion. Two identical homes – one with 95% fields completed, one with 60% – the complete listing ranks higher.

Common MLS Field Mistakes That Kill Visibility

Mistake 1: Using Abbreviations

Writing “SF” instead of “San Francisco” or “OC” instead of “Orange County” in location fields.

Fix: Spell everything out. Search algorithms don’t always recognize abbreviations.

Mistake 2: Inconsistent School Names

Elementary field: “Jeffrey Trail Elem”
Middle field: “Jeffrey Trail MS”
High field: “Uni High”

Fix: Use full official school names consistently. “Jeffrey Trail Elementary School,” “Jeffrey Trail Middle School,” “University High School”

Mistake 3: Leaving HOA Blank “To Discuss”

Buyers assume the worst. Blank HOA field = “must be expensive.”

Fix: Always fill it. If truly $0, enter $0. If TBD, put estimated range in Agent Remarks.

Mistake 4: Overstuffing Features

Checking “Updated Kitchen” when you replaced the faucet in 2015.

Fix: Be accurate. Overpromising creates disappointment at showings.

Mistake 5: Ignoring Accessibility Fields

If you have wheelchair access, single-story living, or wide doorways, note it.

Fix: Fill accessibility fields when applicable – it’s a filter many buyers use.

How Syndication Affects Field Display

Your beautifully formatted MLS listing looks different on every portal.

What syndicates where:

Key insight: Redfin displays the most comprehensive data. Zillow prioritizes mobile-friendly brevity. Realtor.com is somewhere in between.

Optimize for Zillow (most traffic) but fill everything for Redfin (best display).

The 48-Hour Post-Listing Audit

After your listing goes live, check how it actually appears on each portal.

48 hours after MLS entry:

1. Search for your listing on Zillow
2. Check Redfin
3. Check Realtor.com
4. Google “[your address]”

Look for:

• Is your description cut off?
• Are photos displaying correctly?
• Are amenities showing up?
• Are school names populated?
• Is virtual tour link working?

If anything looks broken, go back to your MLS and fix the underlying field. Syndication updates within 24-48 hours.

Real Results From Field Optimization

Case: Irvine Condo Listing

Agent listed a 2-bed/2-bath condo at $625K.

Initial approach:

• Filled required fields only
• Left amenity checkboxes mostly blank
• Skipped school names
• No virtual tour URL
• 7 days on market: 12 showings, 0 offers

After field optimization:

• Checked all 18 applicable amenity boxes
• Added all school names (Uni High = major draw)
• Uploaded virtual tour link
• Filled HOA details completely
• Added room dimensions
• Next 7 days: 31 showings, 2 offers

Same listing. Same price. Same photos. Just complete MLS fields.

Showings nearly tripled because the listing appeared in more filtered searches and looked more complete/professional on portals.

Time investment: 12 extra minutes filling fields = 19 additional showings

That’s the ROI of systematic field completion.

Semantic SEO & Entity Linking (Advanced Strategy)

Here’s something most real estate agents don’t understand about Google: It doesn’t just match keywords. It understands entities.

An entity is a thing Google recognizes as having meaning beyond just text. “Wolf Range” isn’t just two words – it’s a specific luxury appliance brand that Google statistically associates with high-end homes.

How this helps your listings rank:

When you mention specific brands like Sub-Zero, Wolf, Toto, or Thermador in your luxury listings, you’re not just telling the buyer it’s high-end. You’re signaling to Google’s algorithm that this page belongs in luxury search results.

Google uses semantic search. It knows that certain entities cluster together:

Luxury home entities: Wolf, Sub-Zero, Calacatta marble, Lutron, Control4, Viking

Energy efficiency entities: Tesla Powerwall, Energy Star, LEED, owned solar panels

Architectural entities: Eichler, mid-century modern, Frank Lloyd Wright, post-and-beam

Including these specific terms helps Google categorize your listing correctly and surface it for the right searches.

The mistake agents make: Writing “high-end appliances” instead of “Wolf and Sub-Zero appliances.”

One is vague. The other is an entity Google recognizes and associates with luxury real estate searches.

This is why specific details matter beyond just appealing to buyers. They help your listing rank.

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.

The Syndication Warning (Technical Detail That Matters)

Here’s a technical mistake that breaks your description on Zillow and Redfin:

Don’t use bullet points or special characters (★, ►, •) in your MLS description.

When your listing syndicates from MLS to Zillow, Realtor.com, and Redfin, special formatting often breaks the HTML. Your carefully formatted description turns into a giant wall of unreadable text.

What breaks syndication:

• Bullet points (• or -)
• Special symbols (★, ►, ✓)
• Multiple line breaks
• HTML tags if your MLS allows them

What works everywhere:

• Standard paragraph breaks
• Commas and periods
• Numbers (1, 2, 3)
• Basic punctuation

Test your descriptions by checking them on Zillow after they syndicate. If they look broken, simplify your formatting in the MLS.

This is a technical detail most agents never notice because they write the description once and never look at how it actually appears to buyers on other platforms.

How to Write Faster Using AI (The Exact Prompt)

AI tools like ChatGPT can speed up your listing descriptions. But most agents use them wrong.

If you just tell ChatGPT “write a listing description,” it will give you garbage filled with “charming,” “nestled,” and “boasts.”

Here’s the exact prompt that forces it to use my formula:

Act as a luxury real estate copywriter. Write a 200-word listing description for a [Property Type] in [City] using this structure:

1. Hook (unique feature)
2. Lifestyle (how it feels)
3. Specs (kitchen/bed/bath details)
4. Location
5. CTA

Do NOT use the words: charming, cozy, boast, or nestled.

Here are the property details: [Paste details]

This gives you a solid first draft in 30 seconds. You’ll still need to edit it and add your voice, but it’s faster than starting from scratch.

Pro tip: Save this prompt as a template and just swap in the property details each time.

The Description-to-Marketing Workflow (Repurpose Your Listing Description Across All Channels)

You spend 20 minutes writing a great listing description. Then you spend another 40 minutes creating social posts, email copy, and print flyers.

That’s inefficient. Here’s how to turn one listing description into 8+ marketing assets in 15 minutes.

Why Agents Waste Time Rewriting

The problem: You write the MLS description. Then you:

• Write a different Instagram caption
• Write a different Facebook post
• Write a different email to your database
• Write different flyer copy
• Write different postcard copy

Each one takes 5-10 minutes. Total: 30-50 minutes of duplicate work.

The solution: Write once, adapt systematically.

The Master Description Framework

When writing your initial MLS description, structure it for easy repurposing:

Sentence 1: Hook (unique feature)
Sentences 2-3: Lifestyle/emotion
Sentences 4-6: Key specs and features
Sentences 7-8: Location/neighborhood
Sentence 9: Call to action

Each section becomes a standalone piece for different channels.

The 8-Asset Repurposing System

From one 250-word MLS description, extract:

Asset 1: Instagram Caption (Hook + Price + CTA)

Take Sentence 1 (hook) + add price + add CTA.

MLS Description:
“Floor-to-ceiling glass frames unobstructed Pacific views from this modern estate. Resort-style infinity pool with outdoor kitchen extends living across 8,000 square feet. The 5,200 sq ft floor plan includes 4 beds, 5 baths, and temperature-controlled wine cellar…”

Instagram Version:
“Floor-to-ceiling glass frames unobstructed Pacific views 🌊

Listed at $8.95M. Link in bio for full tour.

#NewportCoastRealEstate #LuxuryHomes #OceanViewHome”

Time to create: 30 seconds (copy-paste + emojis + hashtags)

Asset 2: Facebook Post (Hook + Specs + Link)

Sentence 1 + Sentences 4-6 (specs) + link

Facebook Version:
“🏡 JUST LISTED – Newport Coast Estate

Floor-to-ceiling glass frames unobstructed Pacific views from this modern estate.

✓ 5,200 square feet
✓ 4 beds, 5 baths
✓ Infinity pool + outdoor kitchen
✓ Wine cellar for 500 bottles
✓ Half-acre lot
✓ 5 minutes to Crystal Cove

See photos and schedule your private showing: [link]

$8,950,000”

Time to create: 90 seconds (format bullets + add link)

Asset 3: Email Subject Line (Hook Only)

Just Sentence 1, edited for email.

Email Subject:
“New Listing: Pacific Views from Every Room – $8.95M”

Time to create: 15 seconds

Asset 4: Email Body (Full Description + Photos)

Paste entire MLS description + add 3-5 photos + add showing link.

Email Body:
“Hi [Name],

I just listed a stunning modern estate in Newport Coast that I thought you’d appreciate.

[Paste full MLS description]

See the full photo gallery and schedule a private showing here: [link]

Let me know if you’d like to see it this weekend.

Best,
[Your Name]”

Time to create: 2 minutes (paste + personalize intro)

Asset 5: Print Flyer Headline (Hook)

Sentence 1 becomes your flyer headline.

Flyer Headline:
“Floor-to-Ceiling Glass Frames Unobstructed Pacific Views”

Subhead: $8,950,000 | 4 Beds | 5 Baths | 5,200 SF

Time to create: Instant (copy-paste into Canva template)

Asset 6: Postcard Copy (Hook + Specs + Contact)

Front: Photo + Hook
Back: Specs + Your contact info

Postcard Back:
“Modern Newport Coast Estate

• Unobstructed ocean views
• 5,200 square feet
• 4 beds, 5 baths
• Infinity pool + outdoor kitchen
• Walk to Crystal Cove

Listed at $8,950,000

[Your Name] | [Phone] | [Website]”

Time to create: 90 seconds (format for postcard layout)

Asset 7: Coming Soon Teaser (Hook + Date)

Pre-listing social media teaser.

Coming Soon Post:
“Coming Thursday 🔜

Floor-to-ceiling glass. Unobstructed Pacific views. Modern estate.

Newport Coast. $8M+ range.

DM for early access before it hits MLS.

#ComingSoon #NewportBeachRealEstate”

Time to create: 45 seconds

Asset 8: Instagram Story Slides (Hook + Features + CTA)

Break description into 4-5 story slides.

Slide 1: Photo + “JUST LISTED”
Slide 2: Hook sentence over photo
Slide 3: “4 beds | 5 baths | 5,200 SF”
Slide 4: “Infinity pool + ocean views”
Slide 5: “Link in bio to schedule showing”

Time to create: 3 minutes (use Instagram templates)

The Complete Workflow Timeline

Step 1: Write MLS description (20 minutes)

Step 2: Create all 8 marketing assets from description (15 minutes total):

• Instagram caption: 30 seconds
• Facebook post: 90 seconds
• Email subject: 15 seconds
• Email body: 2 minutes
• Print flyer: instant (paste into template)
• Postcard: 90 seconds
• Coming soon teaser: 45 seconds
• Instagram stories: 3 minutes

Total time: 35 minutes for complete marketing package

vs. 60-90 minutes writing everything separately.

The Copy-Paste Template System

Create a simple template document for each listing:

Fill this template once. Copy-paste to each channel. Done.

Channel-Specific Adaptations

Instagram requires:

• Emojis (but not excessive)
• Hashtags (10-15 relevant ones)
• Shorter text (150 characters ideal)
• Mobile-first formatting

Facebook allows:

• Longer text (250+ words work)
• Bullet points for features
• Direct links
• More formal tone than Instagram

Email demands:

• Personal greeting
• Clear subject line
• Scannable formatting
• Obvious CTA (button or link)

Print needs:

• Large, readable fonts
• Less text (people won’t read paragraphs)
• Contact info prominent
• QR code for more info

Automation Tools That Help

Canva: Create flyer and postcard templates once, swap photos/text for each listing (5 min per listing)

Later or Hootsuite: Schedule Instagram/Facebook posts from one dashboard (saves logging in/out)

Mailchimp or Constant Contact: Email template with listing placeholders (paste description, photos auto-populate)

ChatGPT: Paste MLS description, ask it to “reformat this for Instagram with emojis and hashtags” (30 seconds)

Real Results From Systematic Repurposing

Case: Irvine Agent with 8 Active Listings

Before system:

• Wrote MLS description: 20 min
• Wrote separate social posts: 15 min
• Created email: 10 min
• Designed flyer: 20 min
• Total per listing: 65 minutes
• 8 listings × 65 min: 8.7 hours monthly

After implementing repurposing system:

• Wrote MLS description: 20 min
• Created all 8 assets from description: 15 min
• Total per listing: 35 minutes
• 8 listings × 35 min: 4.7 hours monthly

Time saved: 4 hours per month = 48 hours per year

At $300/hour opportunity cost, that’s $14,400 in reclaimed time annually.

Plus, consistency across channels improved brand perception and engagement increased 23% because she posted more frequently with the same effort.

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.

The A/B Testing Framework for Listing Descriptions (Find What Actually Works in Your Market)

Most agents write listing descriptions based on gut feeling. “This sounds good” becomes the only metric.

That’s guessing. Here’s how to test systematically and discover which description style generates the most showings in your specific market.

Why Most Agents Never Improve Their Descriptions

The problem: You write a description. The listing sells (or doesn’t). You move on to the next one.

You never know if your description helped or hurt. You never learn what works.

Without data, you can’t improve.

The Basic A/B Testing Setup

A/B testing means comparing two versions to see which performs better.

In real estate, you test:

• Different description styles (luxury lifestyle vs. specs-heavy)
• Different opening hooks (feature-first vs. benefit-first)
• Different lengths (150 words vs. 300 words)
• Different CTAs (urgent vs. passive)

How to run tests:

You can’t A/B test a single listing (you only get one description). But you CAN test across multiple similar listings.

Example test:

Listings 1-5: Use luxury lifestyle template (emphasize views, materials, exclusivity)
Listings 6-10: Use specs-heavy template (emphasize square footage, upgrades, numbers)

Track which group generates more showings per listing.

What to Measure

You need concrete metrics, not feelings.

Primary metrics:

Focus on showings per listing. It’s the clearest signal that your description worked.

The Testing Spreadsheet

Create a simple tracking sheet:

After 10-15 listings, patterns emerge.

Sample Size Matters

Don’t draw conclusions from 2 listings. You need at least 8-10 similar properties to see real trends.

Valid test:

• 10 similar homes ($800K-$1.2M range)
• Same neighborhood or comparable areas
• Similar condition (all updated, or all original)
• 5 use Template A, 5 use Template B

Invalid test:

• 2 listings tested
• Different price points ($500K vs $2M)
• Different neighborhoods (luxury vs starter)
• One’s a fixer, one’s pristine

You’re testing the DESCRIPTION, not the property. Control for other variables.

Common Testing Scenarios

Test 1: Luxury Lifestyle vs. Specs-Heavy

Version A (Lifestyle): “Floor-to-ceiling glass frames unobstructed Pacific views from this modern estate…”

Version B (Specs): “5,200 square feet, 4 bedrooms, 5 baths, half-acre lot with ocean views…”

What you’ll learn: Whether your luxury buyers respond to emotion or data.

Test 2: Short vs. Long Descriptions

Version A (150 words): Hook + 3 key features + CTA

Version B (300 words): Full template with lifestyle + specs + location + urgency

What you’ll learn: Whether your market skims or reads carefully.

Test 3: Feature-First vs. Benefit-First Opening

Version A (Feature): “Completely updated single-story home in Woodbridge…”

Version B (Benefit): “Walk to top-rated schools from this completely updated single-story…”

What you’ll learn: Which opening hook grabs attention faster.

How to Interpret Results

After testing 10 listings (5 per template):

Calculate averages:

Template A Average:

• MLS Views: 315
• Showings: 16
• Days to Offer: 6

Template B Average:

• MLS Views: 278
• Showings: 11
• Days to Offer: 10

Winner: Template A (12% more views, 45% more showings, 40% faster offers)

Now you know Template A works better for this price point and market.

Continuous Improvement Cycle

Testing isn’t one-and-done. Markets evolve.

Quarter 1: Test luxury lifestyle vs. specs-heavy (lifestyle wins)
Quarter 2: Test different lifestyle angles (views vs. amenities vs. exclusivity)
Quarter 3: Test opening hooks within winning template
Quarter 4: Test CTAs (urgent vs. consultative)

Each quarter, you refine based on data.

Market-Specific Findings

What works varies dramatically by market.

Orange County luxury ($2M+):

• Lifestyle-heavy descriptions outperform by 30%
• Mentioning specific brands (Wolf, Sub-Zero) increases saves by 18%
• Shorter descriptions (200 words) perform better than 300+

Phoenix investor market ($300K-$500K):

• Numbers-first descriptions outperform lifestyle by 40%
• Mentioning rental income potential doubles showings
• Longer, detailed descriptions perform better

Portland family market ($600K-$900K):

• School mentions in first sentence increase showings by 25%
• Walkability scores matter more than square footage
• Sustainability features (solar, efficient) boost interest

Your market is different. That’s why you test.

When to Trust Your Data

Trust your results when:

• Sample size is 8+ listings per template
• Properties are truly comparable
• Results show consistent 15%+ difference
• Pattern holds across multiple tests

Don’t trust your results when:

• Sample size is under 5 listings
• One property was significantly better/worse
• Market shifted mid-test (rates dropped, inventory spiked)
• Results are inconsistent or within margin of error

Real Results From Systematic Testing

Case: Newport Beach Luxury Agent

Tested two description styles across 12 listings ($2M-$4M range).

Template A (Architectural/Design Focus):

• Emphasized modern design, clean lines, materials
• Led with architectural features
• Minimalist, sophisticated tone

Template B (Lifestyle/View Focus):

• Emphasized ocean views, resort living, exclusivity
• Led with location and views
• Aspirational, emotional tone

Results after 6 months:

Template A Average: 14 showings, 8 days to offer
Template B Average: 22 showings, 4 days to offer

Template B won by 57% more showings and 50% faster offers.

Action taken: Switched all luxury listings to Template B style. Maintained detailed records for next round of testing.

ROI of testing: Listings sold faster with less price reduction. Average days on market dropped from 18 to 11 days.

That’s the power of data-driven description writing.

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.

Sources

This guide references data and best practices from:

• National Association of Realtors – 2025 Home Buyer and Seller Generational Trends Report – mobile search behavior and listing view statistics
• Zillow Research – Consumer Housing Trends Report 2025 – listing description engagement metrics and mobile vs desktop usage data
• Redfin Data Center – Housing Market Statistics 2025 – days on market correlations with listing quality factors
• Google Real Estate Trends – Real Estate Search Behavior Analysis 2025 – search query patterns and mobile fold engagement
• 15+ years of copywriting and SEO experience in real estate marketing