How to write a property listing that sells

A good listing sells alongside the photos and video. Even a great property can be overlooked if the description is dull, chaotic or missing key information. In this guide we cover how to write a listing that people respond to.

A headline that grabs attention

The headline decides the click. Include the property type, layout, location and one strong selling point. Instead of "Flat for sale", write something like "Bright 2-bed with balcony and a view, city centre — recently renovated".

The structure of the description

Write clearly and in this order:

1. An opening line with the main selling point — why this property is special.
2. Layout and condition — number of rooms, floor area, floor level, orientation, condition.
3. Fittings and technical details — kitchen, bathroom, heating, storage.
4. Location and surroundings — transport, amenities, quiet/central.
5. Practical information — availability, price, contact and a call to action.

What must not be missing

• Layout and usable floor area.
• Floor level and orientation.
• Location and transport links (public transport, shops, schools).
• The building's energy performance (a legal requirement in many countries).
• A clear call to action: "book a viewing", contact details.

Language that sells

• Be specific: instead of "nice flat", write "sun-filled living room with south-facing windows".
• Focus on benefits for the buyer, not just a list of specifications.
• Avoid clichés and exaggeration the photos won't back up.
• Short paragraphs and bullet points read better than a block of text.

Photos and video as part of the listing

Text alone is not enough. Add quality photos (see how to photograph a property) and ideally a video tour. Furnish empty rooms with AI visualization so buyers can picture a home more easily.

Common mistakes

• A generic headline without location and selling points.
• Missing key details (area, floor, energy).
• Exaggerated words the reality won't confirm.
• No call to action at the end.

Conclusion

A listing that sells has a compelling headline, a clear structure, all the key information and language aimed at the buyer. Combine that with great photos and video, and you significantly increase both the number of enquiries and the speed of sale.