Most listing descriptions do the same three things: open with "Welcome home," list every feature in a comma-separated blob, and close with a "won't last long!" All three are dead weight.
What a listing description is actually for
It's the caption to the photos. The photos sell the house; the description makes a buyer stop scrolling to look at the photos in the first place.
The three-paragraph structure
- Paragraph 1 — the one thing that makes this home different. Not "charming," not "gorgeous." A concrete detail: an ADU permit, a walkable coffee shop, a north-facing kitchen.
- Paragraph 2 — three specific features with numbers, not adjectives. "Roof replaced 2024," "primary on main," "quarter-acre corner lot."
- Paragraph 3 — the lifestyle line, placing the buyer in the space. "Morning coffee on the covered porch; a 12-minute walk to the river trail."
That's it. Three paragraphs. Under 250 words.
What to leave out
- "Welcome home."
- "Won't last long!"
- Anything that risks fair-housing violation ("perfect for families," "in a great school district").
- Adjective lists ("beautiful, charming, spacious, updated").
A before/after
Before: "Welcome home to this charming, updated 3BR Craftsman featuring beautiful hardwood floors, a spacious kitchen, and a family-friendly backyard. A must see!"
After: "The rare Alameda Craftsman with an already-permitted ADU. Roof replaced 2024, primary on main, quarter-acre corner lot with a garden that produces year-round. Morning coffee on the covered porch, twelve minutes on foot to the river trail."
The second one earns the click.
Try the [Listing Description Writer](/listing-description) to run this shape on your next post.