How to write property descriptions that get viewings (with examples)

Good property descriptions do one job: get the right person to ask for a viewing. They aren't poetry and they aren't a spec sheet. They're the bridge between "that looks nice" and "when can I see it?" — and most of them fail because they're full of words clients have learned to ignore.

This guide gives you a structure you can use on every listing, plus before-and-after examples.

Why most descriptions don't work

Read ten listings in any city and you'll see the same words: stunning, spacious, luxurious, must-see, rare opportunity, don't miss out. Clients scroll past them because they say nothing a photo can't, and every other listing says the same.

What clients actually scan for is fit: price and payment terms, size, location, availability, and one or two things that make this home better than the five others they're comparing. Everything in your description should either answer a fit question or make the home memorable.

The 4-part structure

1. The hook (one sentence)

Lead with the single most compelling, specific fact. Not "stunning apartment" — what is stunning about it?

• "Full Marina view from every room, on the 32nd floor."
• "A Victorian terrace with a 60-foot south-facing garden, five minutes from Clapham Common."
• "Single-story home on a corner lot with a three-car garage."

2. The essentials (the filter)

Give the facts people use to decide whether it's for them. Put them early so the wrong clients self-select out and the right ones keep reading:

• price, and payment terms (cheques, service charge, deposit)
• bedrooms, bathrooms, size
• floor, view, furnishing
• availability date
• parking

3. The details (why this one)

Two to four short sentences about what makes the home better than its neighbours. Be concrete:

4. The next step

End with one clear action — and make it easy: "Message me for a viewing this week — I can show it evenings and Saturdays." On a listing page with a WhatsApp button, that's one tap.

Before and after

Dubai — before:

Stunning 2BR in Marina!! Spacious, luxurious, must see. Great view. Call now!!!

After:

Full Marina view from the 32nd floor. Two bedrooms, two bathrooms, 1,250 sq ft, fully furnished. AED 145,000 a year in four cheques, available from 1 December. Upgraded kitchen, a balcony off the living room and a covered parking space. Five minutes' walk to the tram. Message me to view — evenings and weekends available.

London — before:

Lovely flat in sought-after location, viewing highly recommended.

After:

A bright two-bedroom flat on the top floor of a converted Victorian house, two minutes from Clapham Common. £2,150 pcm, deposit £2,480, council tax band C, EPC C. Open-plan kitchen and living room, a bathroom refitted in 2024, and gas central heating. Available 6 January, unfurnished.

Texas — before:

Perfect family home in a great neighborhood!

After:

Four bedrooms and two-and-a-half baths on a quarter-acre corner lot. Open kitchen with an island, a covered patio and a fenced backyard. Single-story, no steps at the entry. 0.4 miles to the elementary school and the greenbelt trail.

Notice the US example describes the home and its features, not who should live there. That's not just good copy — it's what fair housing rules expect, and the UK example includes the price, deposit and council tax band that National Trading Standards expects on every listing. See our guide to fair housing advertising.

Write titles like headlines

Your title is what shows in WhatsApp previews and search results. A strong pattern is:

[Bedrooms] [Type] for [Rent/Sale] in [Area] — [Hook]

• "2BR Apartment for Rent in Dubai Marina — Full Marina View"
• "2 Bed Flat to Rent in Clapham — Top Floor, Next to the Common"

Keep it under about 60 characters so it isn't cut off.

Words to drop

• Superlatives without proof: stunning, amazing, best, unique.
• Pressure phrases: won't last, act fast, don't miss out.
• Empty filler: sought-after, desirable, rare opportunity.
• Anything about the ideal resident: perfect for families, ideal for professionals.

Replace each with a fact. If you can't, delete it.

Let the facts do the work

The fastest way to good copy is to send good facts. When you send a property to Relaio Listings on WhatsApp — "2BR Marina 145k 4 chqs furnished, 32nd floor full marina view, upgraded kitchen, 1 parking" — the page builds the title, details table and highlights from what you wrote, and drafts a short description you can rewrite using the structure above; see how to create a listing on WhatsApp.

Quick checklist

• First sentence is a specific hook
• Price and terms appear early
• Size, rooms, floor, furnishing, availability included
• Two to four concrete details that set it apart
• One clear next step
• No superlatives, pressure phrases or resident stereotypes
• Title under 60 characters

Write for the client comparing five tabs at 11 pm. Give them the facts, one reason to love it, and an easy way to reply.

Frequently asked questions

How long should a property description be?

For most homes, 80 to 150 words is enough: a hook, the essentials, two to four details and a next step. Luxury properties and new launches can go longer, but every extra sentence should add a fact.

Should I use emojis?

Sparingly. One or two in a WhatsApp message can help scanning; a description full of 🔥 and 💎 looks like every other forward. On your listing page, let highlights and icons do that job.

Is it OK to copy the developer's brochure text?

Use it as a source of facts, not as your copy. Brochure language is written for the whole project; your description should sell this specific unit — its floor, view, orientation and price.

What if the property has a drawback?

Mention it briefly and factually if it's material — a busy road, no lift, an older kitchen. Clients find out at the viewing anyway, and being upfront builds trust and saves wasted viewings.