How to write a good property description

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How to write a good property description

As Oscar Wilde is purported to have said 'You don't get a second chance to make a first impression'. With this in mind, it goes without saying that leaving a lasting positive memory on any potential buyer is key when marketing a home. With over 90% of buyers now using the Internet to search for their next property, the way in which a property is presented online is crucial, as it's likely to make a considerable difference when deciding whether to enquire further or arrange a viewing.

Key requisites for a buyer is knowing the size and proportions of the property, the condition, and understanding the different features and benefits the property has to offer. With this in mind, the written description of the property is key, as it can answer a number of questions that can't be answered in a floor plan or photo.

Traditional estate agents usually insist on writing the property description themselves, often not engaging the one person who knows the property inside out - the owner. At, we prefer the owner to write this description themselves, as we believe this gives any potential buyer a better insight into the property and can help it stand out from amongst competing properties. Below are just some of our thoughts when it comes to writing a compelling description, knowing what to include and what to avoid.

1. Use gramatically correct English

Whilst a description full of emotion and hidden insights can really sell the benefits of a home to a buyer, it's still essential to use good English, and avoid colloquialisms. Whilst most Londoners will understand what a 'gaff' is, others may not, so you are best sticking to hard fast terms supplied in the dictionary. Additionally, you want to give the impression that you are a serious seller and not someone who is trying to win literary competition.

2. Honesty really is the best policy

People are sick and tired of hearing estate agents gloss up a property into something it isn't. We're all aware of some of the well-versed lingo they use to hide negative aspects of a property. This approach lacks credibility and leads to serious disappointment when the end viewing is a let down. Don't be afraid to point out the little nuggets of information that make the property different, and likewise, if the property is a long walk to the train station, don't be afraid to point this out. (Although we're clearly not suggesting that you point out all the crime hotspots in the area)

For a list of estate agent terms to avoid, read this article from Love Money.

3. Don't waffle on

Remember, you only have a short window of opportunity to grab a buyer’s attention - especially on the internet where people can simply click away. Ensure the first few sentences summarise the property in a nutshell, as this is the bit that buyers are most likely to read. So stick to explaining the location, the decor, the size and some key selling points in these initial sentences.

4. Avoid comedy

Comedy sells most things. It just doesn't sell property. People are strangely serious when it comes to buying a house, and this may have something to do with THE EXTRAORDINARY AMOUNT OF MONEY INVOLVED. Jack Dee isn't an estate agent for a good reason.

5. Provide some real insight

It's your home and you know it better than anyone, so don't be afraid to include any genuinely interesting selling points that will grab their attention. If you can give them some news about the general property news in the area, for instance, then people would be very interested.

So when people ask, 'can i sell my home privately', the answer is of course yes. Sell My Home exists to allow you to do just that online. Just make sure that you've created a fantastic property description in line with the points above to ensure that you achieve the desired result. If you want to see some good examples of well written descriptions then take a look at properties for sale online with for inspiration.

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