5 tips for better real estate listing descriptions in 2019

Ok, so you aren’t a marketing genius. Few real estate agents can fill those boots.

But you soldier on – donning the marketing hat to generate real estate leads from your website, from social media, bus benches, shopping carts and billboards.

The last place you want to put effort into are those couple of lines that constitute the listing description in the MLS.

Last year and the year before, you got away with skimpy real estate listing descriptions because buyers bought anything with a roof and four walls.

This year may just be a lot different. This year your real estate listing descriptions will have more competition.

You may actually have to get to know what buyers are seeking and put into words how your listing can fulfill their dreams.

This year you may need to dive deep into buyer psychology to pique their interests.

So, let’s look at ways to perk up your real estate listing descriptions to grab attention.

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Somebody has got to say it

There is more to homes than kitchens and bathrooms. More than hardwood floors and way more than granite countertops and stainless steel appliances.

Yes, kitchens and bathrooms sell homes. Yet you aren’t doing your client any favors when all of the listing photos and real estate listing descriptions focus on just these two rooms.

Especially when recent studies show that buyers are focusing on other parts of homes.

Energy efficiency anyone?

It’s predicted to be the number one hot button for buyers in 2019. If you can talk your sellers into replacing outdated appliances with energy efficient models, you’re good to go.

Talk them up in your real estate listing descriptions and highlight the energy savings (which mean more to them than the environmental impact) in the home’s flyers and wherever else you market your listings.

Oh, and 25 percent of buyers say that if a home doesn’t have drinking water filtration, they are not likely to buy it, according to the National Association of Homebuilders.

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Real estate listing descriptions with garages sell homes

When was the last time you saw a photo of a garage in a MLS listing? I don’t think I’ve ever seen one. Probably because, especially when people are moving, the garage becomes an oversized junk drawer.

While studies vary, one from Impulse Research finds that 80 percent of buyers consider the garage while deciding on a home. Since we’re hopefully going to see more repeat buyers this year, you may like knowing that they consider a garage as “essential,” according to the NAHB.

After talking that homeowner into listing with you, keep going; talk him or her into cleaning out the garage and staging it for the listing photos. This is a must, especially if there are some good storage features installed in the garage. Once you explain why they’ll at least consider doing it.

Buyers want backyards

The backyard was my hot button when I was house hunting and it was frustrating that so many real estate listing descriptions didn’t include photos of the yard. If there were photos, they were limited to one or two.

Think about this: why does a buyer choose a single-family home over a condo?

The backyard has a lot to do with it. More space for the kids and pets to play. More space to entertain friends and family.

If you’re chasing millennial buyers you should know that “a surprising majority of millennials aren’t necessarily interested in urban spaces, but still want a single-family home with a yard,” according to research from NAHB Economics.

Beg your home sellers to spruce up the backyard. High-end homeowners may want to consider aiming for an “oasis” feel, according to a Better Homes and Gardens real estate survey.

A home begging for a buyer with a family needs a fence and, perhaps, additional exterior lighting. Then, you need to play up (in your listing and marketing materials) how awesome backyard barbecues are in this particular home.

 

What do agents have against laundry rooms?

Take even a cursory walk through your local MLS listings and you’ll find a dearth of laundry room photos. What’s up with that?

A laundry room is number one on  repeat-buyers’ lists of what they consider “essential” features in a home, according to the NAHB. Seventy-two percent of them said they wouldn’t consider buying a home without one.

Imagine your listing photos if you can get your clients to totally remake the laundry room – fresh paint or wallpaper, charming accessories – all the stuff Pinterest pins are made of.

Imagine how they’ll stand out from those of similar homes. Such an easy fix and it will pique the interest of so many homebuyers.

Point them to Pinterest, House Beautiful and Good Housekeeping online for inspiration.

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Want to generate more leads? Here are 53 ways to grow your business that anyone can start right now.

Want to post your listing on Facebook. Here are 3 techniques you can use:

 

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