How to write a listing description that works with your photos

Photos get the click. The description gets the showing. The best descriptions are short, specific and honest. Use this structure.

The structure

1. Hook: one sentence with the best feature.
2. Layout and flow: how the main spaces work.
3. Standout details: two or three specifics.
4. Lifestyle: how the home is used.
5. Location: a sentence about the neighborhood.
6. Call to action and disclosure: book a showing and mention any staged photos.

Rules

• Lead with a fact, not an adjective. 'South-facing kitchen with new quartz counters' beats 'stunning kitchen.'
• Use specific numbers: square footage, year of updates, lot size.
• Avoid clichés such as 'must see', 'won't last' and 'motivated seller.'
• Do not describe what the photos show. Describe what they cannot.
• Fair-housing rules apply. Do not describe who the home is 'perfect for.' Describe the home.

Example

Bright, updated 3-bed with a fenced backyard and a finished office.

The main level opens from the entry into a sunny living room, then flows into a kitchen with quartz counters, stainless appliances and a breakfast bar. Upstairs, the primary suite has a walk-in closet and a bath with a double vanity. A finished basement adds a home office and a flex room. The fenced yard has a stone patio and a shed. Roof replaced in 2022. Ten minutes to downtown and close to the greenbelt trails. Select photos are virtually staged. Book your showing today.

The disclosure sentence

If you use staged photos, say so in one clear sentence: 'Select photos have been virtually staged. Furniture and decor are not included.'

Editing checklist

• Read it aloud. Cut anything you would not say to a buyer.
• Check every number and claim.
• Remove anything about people, families or lifestyle groups, to stay fair-housing safe.
• Keep it under 200 words for most listings.