At Province & Domain, we believe that your property description is an integral component of a property listing that breaks down the characteristics of a home for sale, rent or lease. Therefore, some emphasis should be placed in crafting a well-tailored description as part of your overall listing strategy.

Property descriptions in our opinion, make up about one-third of a property listing information which can contain photographs and key features. The main objective of a property description is to paint a clear picture in the mind of the prospect with imagery words. For this reason, it is important to craft a solid listing package that is eye-catching and engaging that will influence your prospect, client or tenant at first glance. A good Property description should consist of three main parts, Headline/title, Body and Conclusion. The body is subdivided into the opening statement, property information also called key features, property details, and property photos.

The following step by step guide and principles will help you write engaging descriptions of your home/property for prospective clients.

Part one: Headline/title.

The headline/title is the first captivating piece of your description. Keeping your headline short and straight forward with as many details as possible, while mainly focusing on the specific location paired up with unique features of the home. It is said that first impressions will predict the outcome, so writing your headline is your first opportunity to create a positive impression. In other to create serious property description leads, be specific, accurate and detail when crafting your titles.

Part two:

I. Opening statement.

In other words, to seal your client to continue reading to the very end of your description, you should construct an opening statement that gives the tenant a picture of your property. That is, it answers the question of the buyer ‘’what am I looking at?’’ this part is also an ideal place to display captivating features of your home that couldn’t be displayed on the title but will be loved by buyer. Here are some examples,

This prestigious colonial single family 4 bedroom home features modern amenities in a fantastic location.

This newly constructed well-furnished two-story family home has dazzling finishes at all corners.

Some frequently used features when crafting opening statements include mountain view, renovated kitchen, double garage and near transit access.

II. Property information.

After writing the headline and opening statement, next that follows is the detail property information. Which is also known as the key features of the property. At this section, you have to compile a detail list of the property which clearly states the property facts and the property type. The description in this section accounts for most of your word count and it is where most of the property’s unique features are reviewed: kitchen, number of bedrooms, garden space, lot size, upgrades, square footage, electric system, flooring, year built, location and its neigh by facilities such as shops, bus stations, school facilities, and popular sites or buildings, etc. Rather than just listing all the features, you should be able to link up to these unique features with creative ideas and compelling language to point out details that make your property unique.

III. Property details.

After captivating the reader’s mind with a powerful opening statement and property key features, it’s time to elaborate and expand on the property’s benefits and key features. Note that it is not just about selling a property but selling the lifestyle of a property, so it is of great importance to fully understand the context, viewpoint, occupation, income, family structure, and lifestyle of the prospective tenant. Be creative enough to describe things to your prospective tenant in an encouraging way keeping your description positive to the very end. For example, a small bedroom may be described as ‘’cozy’’ and a small living room could be described as ‘’a small workspace office’’. However, while your description can be metrical, it should not in any way delude the prospective tenant.

Anything else you think your property can interest a potential tenant beyond or above that of any other property should be included. For example, if you have pane and storm windows which reduce noise pollution from surrounding neighbors, or if you have a large living room with a fireplace for heat production, or if your basement is large enough for amenities and items not in constant use. Keep in mind that a potential tenant has the time to view other properties online for rent before selecting some for a tour. Make sure you include all important features you feel may be appealing and convincing to your prospective tenant so that your property may get the attention it deserves in the marketplace.

Measurements might not be important for a rental property, but might be another way to present a particular room. Room measurements are often given in inches and feet. You might have a room that is not uniform; you can take its longest measurement for its maximum dimension. For example, a bedroom with an ‘‘L’’ shape might be 9’ × 18’.

IV. Property photos.

It is said that pictures can tell the whole story (“A picture is worth a thousand words”). Deep impressions and additional context are made when photos are included in your property description. and give additional. They help prospective tenants imagine living there and also make them understand the cost and marketability of the property. You should use high-quality photos and if possible we recommend enlisting the service of a professional photographer. So make sure you select your photos well and take them seriously because they increase the chances of your property being rented.

Part three: Conclusion

The conclusion of a property description also called ‘’Call to action’’ is a closing line or section in your description that clearly states what you want the prospective tenant to do next. It should be able to trigger an immediate response from an interested tenant. What do you want the prospect to do? Is it by booking a tour? Or contact through email? Whatever you make ready for your prospect, be specific and clear with your call for action. Some examples are: ‘’schedule a tour today!’’, ‘’this home won’t last long- schedule your private tour now’’.

Lastly, you only get up to 1000 characters to write a well-crafted piece of property description. Make sure you use the most captivating features and compelling words to motivate your prospective tenant.