Actions don’t always speak louder than words when it comes to selling your home.

In today’s real estate game, with dozens of real estate search engines available to buyers, it’s essential that your home listing makes a solid first impression. If you can’t sell a buyer with your listing’s written description and pictures, forget about them making it to your front door. Want to capture your future buyer’s attention with your words? Make sure your listing description is written with these tips in mind.

Get Specific

Do you want to live in this home….? “Updated kitchen and wood floors throughout.”

Or do you want to live in this home…? “Recently updated gourmet kitchen with granite countertops and top-of-the-line Bosch stainless steel appliances. Herringbone wood floors flow throughout the main level.”


Stick To the Facts

We just told you the more the detail the better, but there is a fine line between words that add value and words that add fluff. Use as much detail as possible, but stick to informative facts. You may think a home has an amazing rooftop deck, but the word “amazing” doesn’t tell prospective buyers why. Try “a 1000 sf private rooftop deck with skyline views”. Now they know.

Location, Location, Location

You can update a home’s interior and exterior, but you can’t pick it up and place it somewhere else. Your listing should highlight the positives about your location, and its proximity to nearby attractions and amenities. This is especially true in a large city like Chicago, where being within walking distance to an El stop, restaurants, shopping, grocery stores, and parks is gold.

We recently sold a charming 2-bed condo in an A++ Lakeview/Lincoln Park location. In fact, it’s location was arguably its biggest selling feature. Our listing description led with, “Prized location on hidden one-way street at the center of everything on the border of Lincoln Park and Lakeview.” The listing ended with, “Despite being on a quiet neighborhood street, here’s what’s about TWO MINUTES from your front door: Trader Joe’s, Mariano’s, Kuma’s, Landmark Theater, Next Door, Walgreens/Walmart Neighborhood Market and too many dining and shopping options to list. A 5m stroll takes you to the lakefront trail or Brown/Purple/Red lines.”

Position It as a “Deal”

As humans, we are programmed to seek out scenarios that provide us with the most value. If your home has something that other homes within the price range don’t, say so! Highlight “bonus” features or more traditional spaces that could be used in several different ways to reinforce the value proposition. If similar properties in the area are selling for more, say so! Call out properties in the same building or neighborhood with similar square footage and bedrooms that sold for more than your asking price. Just remember, the goal of your listing description is to explain why your home is worth the investment, without tipping the scale into “too good to be true” territory.

If It Goes Without Saying, Don’t Say It

A picture says a thousand words, so let your photos do the talking. More often than not, prospective buyers will sift through the pictures posted of your home before they read your listing description. If your description kicks off with details they already learned from the photos, their eyes will glaze over and they’ll miss the rest. Open spaces that are flooded with light are appealing, but they are also easy to spot in pictures. Focus your words on features that the pictures don’t show.

Who Doesn’t Like Shiny and New?

Whether it’s a car, clothing, or a home, there’s something fresh and clean about being the first owner of pretty much anything. Be sure to highlight the year renovations and improvements were completed, especially in your kitchen and bathrooms. Words like “updated”, “rehabbed”, or “brand new”, paired with the year of completion, assure buyers that the place isn’t going to fall apart on move-in day.

Don’t have a way with words? No problem! When you list your home with us, we’ll work with you to make sure that your listing description includes everything you want it to say, plus the things you didn’t know it should say.