10 Creative Real Estate Listing Descriptions Examples

Ever listed a property and gone for weeks without a lead in sight? It’s a frustrating situation, especially if you’ve sold similar homes in the past. You might start to wonder if the problem lies in the way you’re presenting the property online: the real estate listing description. Is it too bland? Too generic? Does it not stand out in the sea of other listings? In this article, we’re going to share X examples that will help you create descriptions that stand out, grab attention and bring you more buyer leads.

5 Reasons Why Your Real Estate Listing Isn’t Working

The first interaction potential buyers have with your property is usually through an online listing. At its core, the listing is just a rundown of the property’s features and images But it’s also more than just words on a webpage. Your listing is a marketing tool that’s designed to engage potential buyers and drive visits. More than just describing a property’s features, it needs to sell the experience of living there. Real estate agents today don’t just need to be good at their core tasks like negotiations, lead generation and property valuations. They also need to be savvy marketers. When your property isn’t getting viewings, it often comes down to one or more of the following five mistakes:

1. Not Connecting to Buyer Needs

When buyers are house-hunting they often have a deal-breaker or two. These are the non-negotiables that are the core of what they’re looking for. The challenge is to understand and highlight these essential features within your listing. For example. Are you marketing to families, young professionals, or retirees? Retirees might want a quiet neighborhood, young professionals may be drawn to features like a home office or proximity to nightlife, while families might prioritize a big backyard or nearby schools. If your listing doesn’t highlight attractive features for the right kind of buyer, you’ll be unlikely to get visits.

2. Not Painting a Picture

A good real estate description creates an emotional connection. When people buy homes, they’re often buying a lifestyle. The words you use should help potential buyers imagine what their life could be like in that space. If your listing just mentions the features like a "large living room" or “outdoor area” you miss out on a big opportunity. Instead, you could instead sell ‘cozy family movie nights in a spacious living room’ or ‘Sunday mornings with coffee on a sunlit patio’. Evoking the emotions of warmth, relaxation, and excitement help buyers envision themselves in the home. But if you’re just describing features and attributes you may lose the chance to get viewings.

3. Bad Listing Photos

First impressions matter. In real estate, listing photos are often the first thing potential buyers notice. Low-quality images with poor lighting, clutter or a lack of focus will likely send buyers scrolling to the next listing. Personal items can also distract potential buyers and make it harder for them to envision the home as their own. They might create emotional connections that are not helpful. Your photographs may also be missing out on capturing the ‘deal-breaker’ elements we mentioned above.

4. Not Putting the Best Photo First

On real estate websites, the first photo is the one that appears in search results. This single image has to be compelling enough to make someone want to click through and view more. Think about what makes the property unique or eye-catching from the outside. Are you putting the best photo first? Another issue is creating a disordered flow of photographs. Instead of taking the potential buyer on a slideshow tour of the property, you might make it confusing for the reader to understand the property’s layout.

5. Property Looks Overpriced

Overpricing is one of the primary reasons why a listing might not gain traction. If potential buyers perceive the property as overpriced compared to others in the area, they’re likely to scroll past it without giving it a second thought. You can unintentionally create a negative impression on potential buyers with your listing description and elements. Sometimes it’s a particular deal-breaker element that can make a property seem worth its price. So if you’re not bringing those elements to the surface, you lose the chance to convince a potential buyer the asking price is a good deal.

Can You Really Get More Inquiries With a Better Description?

So, the question remains: Can a better description really lead to more inquiries? The answer is a yes. A well-written, engaging description can set your listing apart from the competition and draw in more interested buyers. We’re not talking about stretching the truth or overhyping the property’s features. Instead, we’re talking about creatively arranging the details to connect with buyers who are most likely to be interested. And there’s a hack for real estate agents to do this.

How To Get Leads & Sell For More With ‘Power Keywords’

According to Zillow, certain keywords in descriptions can increase the property’s appeal and even lead to higher sales prices. In 2018 one of these keywords was ‘steam shower’. If real estate agents highlighted this feature high up in the listing description, the property on average sold for prices 30% higher than the agent expected. After analyzing over 3.6 million real estate listing descriptions, Zillow also saw that the more creative an agent was with their listing the more a property could sell for. An example was mentioning "hardwood floors" could lead to a 10% premium – but writing "herringbone patterned floors" saw even higher premiums, with a 21% boost. So a combination of choosing the right features to promote, and being detailed in your description of those features, can get you more leads and sell for higher prices. Here’s the full list of ‘power keywords’ that Zillow found to increase home value:

• Steam shower
• Professional appliance
• Pizza oven
• Pet shower
• Outdoor kitchen
• Entertainer or prep sink
• Shed or garage studio
• Heated floors / radiant heat
• Meditation room
• Wine fridge
• Chef's kitchen
• Craftsman
• Herringbone or parquet floors
• Free-standing tub
• Solar panels
• Coffered ceiling
• Outdoor fireplace
• Carrara marble
• Home theater
• Farmhouse sink

Zillow did another report in 2023 that revealed the top search terms that buyers use on the platform. These search terms were:

• Garage
• Backyard
• Fireplace
• Walk-in closet
• Patio
• Open floor plan
• Pool
• Family room
• Basement
• Granite counters

Even if your property doesn’t have the high-end luxury features we listed above, you can optimize the description to align with these popular search terms. Consider the end buyer – maybe pick one profile over the other. Then highlight features you think are most likely to capture attention and increase your chances of generating more inquiries from this specific buyer profile.

Source

Study These 10 Creative Real Estate Listings Examples

At the time of writing this article, Zillow has just revealed its most popular real estate listings across every state. These homes gained traction not just because of their price tags but also because of how well they resonated with buyer interests. They’re well worth studying. While some listings were extravagant, like a $21 million château with a moat in Florida, others were much more affordable. For example, the lowest-priced home in the roundup was listed for just $52,000. In fact, several states had popular listings under $500,000. These homes became crowd favorites because they showcased unique features that appealed to buyers. From historic details to cozy layouts, each listing leveraged something special to stand out. Let’s dive into some of these examples and explore how you can apply similar strategies to your own listings. State: Alabama

Sale Price: $80,000

Power Keywords: Farmhouse, acreage, pecan and pear and apple trees, pasture State: Arkansas

Sale Price: $275,000

Power Keywords: Backyard, back porch, sunroom, granite countertops State: Georgia

Sale Price: $410,000

Power Keywords: Mosaic tiles, walk-in closet, spa-like bathrooms, backyard State: Michigan

Sale Price: $150,000

Power Keywords: (Power keywords aren’t so relevant in this one – but we included it for the creative description that obviously worked. The ask price was $52,000 and it sold for $150,000!) State: Mississippi

Sale Price: $184,200

Power Keywords: Double vanity, jetted tub, walk-in shower, creek State: Nevada

Sale Price: $390,000

Power Keywords: RV parking, floating cabinets, LED lighting State: South Carolina

Sale Price: $388,000

Power Keywords: 11 acres of land, vaulted ceilings, fireplace, en-suite baths, fenced yard, detached 2 car garage, horses State: Wisconsin

Sale Price: $257,000

Power Keywords: Fireplace, wet bar, hardwood flooring, built-in bookcases, designer kitchen, fenced-in yard State: New Hampshire

Sale Price: $370,000

Power Keywords: (Another unique property – we included it or its research into the history of the property and creative description) State: Montana

Sale Price: $409,,500 (Zestimate)

Power Keywords: Waterfront home, walk-out deck, granite countertops, dock, campfire

5 Tips To Write Your Own Creative Listing

The examples above highlight some of the most popular homes in the US. They were viewed, saved and sold at higher prices due to their uniqueness and strong marketing. But not every property is a waterfront home or was featured on TV – so how can you make a standard home listing just as appealing? Here are five practical tips to help you write creative, effective listing descriptions:

• Know Your Audience: Start by understanding who you’re targeting. Are they young families, retirees or urban professionals? The better you know your audience, the more effectively you can tailor the description to their needs and desires.
• Highlight Power Keywords: Every property has something special. It could be as simple as a spacious backyard or granite countertop. There are certain features that buyers actively look for, or that excites their curiosity. Emphasize what makes the property unique and play into current trends.
• Paint a Picture: Descriptive language makes a big impact. Instead of saying "big backyard," try "expansive outdoor space perfect for family gatherings." Small word choices can help create a vivid picture that resonates with buyers.
• Be Honest but Positive: Transparency is key. If a home needs updates, for example, frame it as an opportunity for buyers to add their personal touch. Being honest builds trust, and a positive spin keeps the focus on potential.
• Make It Skimmable: Break up text with short paragraphs – maybe put some key features or information in all caps. Many readers won’t read word-for-word, so structure your description to make it easy for them to pick out the most important details.

How To Leverage Your Listings Success To Get More Seller Leads

After you’ve crafted an irresistible listing and sold a property, the next logical step is to secure more listings. Successful listings aren’t just a one-time success. You can also leverage your fast or asking-price sales to generate more seller leads by:

• Showcasing Marketing Expertise to Potential Sellers: When sellers see that you know how to market properties effectively, they’re more likely to choose you as their agent. Use your creative listings as proof of your ability to generate interest and drive sales.
• Using Real Case Studies in Your Marketing: Share case studies showing how quickly you sold a home or how much over asking price you achieved. Provide real data to build credibility.
• Position Yourself as a Specialist in the Local Market: If you consistently market properties in a specific area, highlight this expertise. Let potential sellers know that you understand the local market and have a proven track record there.

One of the best ways to generate seller leads in your area is by direct mail. And it just so happens that Ballpoint Marketing is an industry leader in direct mail campaigns for real estate investors and agents. So how can you use direct mail and successful listings to get more seller leads? Our Americana Sequence is an ideal direct mail campaign for this. It’s a 7-month auto-drip campaign that lets you build a relationship with potential sellers over time. With a monthly postcard, you can share your success stories, creative descriptions and build trust with your audience. We tested out all our real estate postcard campaigns and found the Americana Sequence consistently gets the best results. Check out our postcard catalog to explore our direct mail sequences and start generating more seller leads today.

Final Thoughts

In real estate, every listing represents an opportunity to make an impact. By focusing on buyer needs, showcasing unique features and using power keywords and descriptive language, you can create compelling listings that resonate with potential buyers. Remember, Ballpoint Marketing is here to support your success. Our direct mail campaigns are designed to help you turn listing victories into seller leads. See our postcard catalog and discover how we can help you build and sustain momentum in your real estate business.