When Realtors are writing real estate listing descriptions, often known as Public Remarks in your MLS, it’s easy to focus on square footage, upgrades, and location. But is that enough to make home buyers fall in love? The answer is no.
There’s one secret ingredient missing from most real estate listing descriptions: an emotional connection. Here’s how to craft descriptions that don’t just inform but inspire buyers to picture their future in the home—and put in an offer.
Go Beyond Features to Paint a Picture of the Listing
While it’s important in real estate listing descriptions to include key details like the number of bedrooms and recent renovations, these facts alone won’t make a buyer emotionally invested. Instead, use descriptive language to help them imagine life in the home:
- Instead of “spacious backyard,” write “a private outdoor oasis perfect for summer BBQs or evening stargazing.”
- Replace “updated kitchen” with “a chef’s kitchen where you can whip up meals while friends gather around the island.”
The goal is to help potential buyers see themselves living their dream life in the space.
Highlight What Makes the Home Unique in the Public Remarks
Every home has a story. Whether it’s a historic detail, a custom design, or an incredible view, make sure your listing highlights what sets it apart. For example:
- “Wake up to panoramic ocean views from your bedroom window.”
- “This mid-century modern gem boasts original hardwood floors and vaulted ceilings.”
- “The cozy reading nook, bathed in natural light, is the perfect escape after a busy day.”
Unique details make your listing memorable and help buyers form an emotional connection.
Use the MLS Description to Speak Directly to Your Target Buyer
Think about who your ideal buyer is and tailor your description to what matters most to them. For example:
- For families: “This home is nestled in a top-rated school district and features a spacious backyard for kids to play.”
- For first-time buyers: “With low-maintenance landscaping and energy-efficient upgrades, this home is perfect for a busy lifestyle.”
- For luxury buyers: “Sophisticated design meets modern convenience in this custom-built estate.”
When buyers feel like a property was made just for them, they’re more likely to schedule a showing.
The Secret Ingredient to Great Real Estate Listing Descriptions
Facts and figures are important, but they won’t sell a home on their own. The secret to writing great MLS public remarks for your real estate listings is crafting descriptions that spark an emotional connection. By painting a picture, highlighting unique details, and speaking directly to your target buyer, you’ll create a listing that doesn’t just inform—it inspires.
