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When you know how to write real estate property listings effectively , your life as a realtor becomes easier and more profitable.

As a copy writer in Hamilton, Ontario, I am constantly seeing property sheets / feature sheets. After all, Hamilton is a city in resurgence.

Trouble is, many of those feature sheets / property sheets are simply bad copy.

As you probably know, a property description is the written copy for a real estate listing that describes the details of the home for sale or lease.

But there’s so much more to it than that.

When it comes to writing real estate ads that sell, you need to get your copy bang-on. You want your prospective customers and clients to be truly impressed by the property sheet / feature sheet.

Here’s why:

  • ·         Those real estate ads are the key to sales.
  • ·         They also communicate your brand. You don’t want to look unprofessional to prospective clients.
  • ·         The property listing is the key to selling properties quickly.

·         By getting the property listing right you will attract the right prospective home buyers. In other words, you won’t waste time trying to sell a home to the wrong person.

In this guide I am going to show you how to write a property sheet that will sell properties quickly.

Let’s start with the basics.

The Basics of Writing A Good Property Sheet for Real Estate Sales

When it comes to writing a property listing, start with the fundamentals.

Any real estate ad should present the vital information up-front in a way that is easy to read and concise.

Let’s look at the basic online listing structure.



The property listing headline is the first thing prospective buyers will see when they view your ad. It is vital that the heading be compelling, and that it make the viewer want to read more.

The heading for the property listing should be a short sentence that grabs attention.  For instance, “Wow, Check This Out: Rare Waterfront Home”.

The key to writing a headline for a property listing is this: Make the viewer read the next line.

That is the one and only job of the headline. It must grab attention and make them read on.


Opening Statement

The opening statement is similar to the headline: It is designed to get the viewer reading, and what matters most is that they read the next line.

The opening statement should share something unique and attractive about the property so the prospective buyer is excited and intrigued. For instance, if this listing is local to this area (Hamilton) does it have a stunning view over the Hamilton mountain? Maybe it’s next to Gauge Park or another attraction. Find the mot enticing thing about the property, and put it in the opening statement.


Description of features

The feature sheet for a property listing should be direct and easy to ready. “Large kitchen. One acre garden. Etc.” This is where the meat of the content lies—it’s where viewers get the real details, and they should be given those details in a very clear and concise way.

An alternative is to write a narrative description. This is a paragraph or more  that describes the property. Because this is written in natural language, it will inherently express personality. Prose always reveal the personality of the writer. And for the sake of the real estate ad and your company reputation, it is vital that the writing make your company look professional and appealing. More on this in a moment.



If you are running a promotion, this should come after the description. This is the time to entice the prospective buyer with the deal.


Call To Action

Now the buyer knows what the property is and is enticed by your promotion, it’s time to make them act. This is what the call to action is all about.

Here are some excellent calls-to-action:

  • Finding your next home is just a click away
    Take a virtual tour of this property
    Don’t miss this exciting opportunity. Call now.
    Sure to sell soon. Contact us today to avoid disappointment

Contact Details

Simple yet vital. Put your contact details down so they can contact you. And remember to include different options: phone, address, website URL.


10 Ways To Make The Property Listing Sell

Now we’ve covered the basics, let’s look at ways to write a property listing that is compelling and that will actually sell the property.

1. Make Your Property Listing Stand Out

When it comes to writing effective copy for real estate, listings need to stand out.

That’s true of sales copy in general. If your listing does not stand out, it will not get noticed, and all else will be for nought.

So how do you make your property listing stand out?

The key is to break the rule in a few choice ways. Maybe you write your listing in a more natural language that makes you sound more human and more likeable. Maybe you inject a few select power words into your copy. Maybe you change your structure. We’ll look at all these elements in a moment.

The key is contrast. Write a real estate listing that is different to the rest (without going nuts, of course).

2. Write descriptive copy that creates emotions

People want to feel excited about buying properties. You can create that excitement in your sales copy.

Here’s a tip: Imagine you’re the voiceover guy who introduces prizes on a games show. They wouldn’t simply say, “This is a house with a big kitchen and a large deck”. They would say, “You’ll love this luxurious new home with a spacious deck for lounging, and with this modern and expansive kitchen you’ll feel luxurious even while you’re cleaning the dishes”.

Make. It. Pop.


3. Use power words

There are hundreds of power words used in marketing. They encompass everything from “luxurious” to “juicy”.

Scientific studies show that these marketing power words create emotions in the viewer, which compel them to complete the call-to-action.

In other words, just by including certain words in your real estate ad you will get the property sold quicker.

Power words include:

·         Cherish

·         Perfect

·         Beautiful

·         Luxurious

·         Affordable

·         Now

·         Today

There are more than 200 of these power words, and by including the correct power words in your advertising copy, you will increase conversion rates.


4. Write Captions For Images

You know you need high quality images. Caption are equally important. They can be a challenge to write, though.

The image captions provide information about the photo and about the property.

The keys are to:

·         Use natural language

·         Avoid excessive punctuation

·         For instance, “Large kitchen with beautiful granite counter-tops and hardwood floors”


5: SEO For Real Estate Ads

As a realtor you know that your prospective buyers are looking for properties online. Writing SEO- property listings will help you create more leads from those buyers.

SEO stands for “Search Engine Optimization”. In essence, SEO is about making your webpage (or property listing) appear higher in Google search results (and other search engines). The higher your page is in the rankings, the more people will see it, the quicker you will sell the property.

It is important to hire an SEO copywriter to make sure your listing appears as high as it can in Google search results.

That said, here are a few basic points to start you off:

·         Make sure your website is technically optimised (make it load fast)

·         Include search keywords in the property listing

·         Include property features people might search for (for instance, “Two bedroom home for sale in downtown Hamilton”). Important caveat: People searching for your listing may not use the technical terms you use as a professional. Would they use “Property” or “Home”? Write the listing in the language they would use so that you come up top in Google for the keywords they enter.

·         Make sure your images are optimised and use descriptive captions.



6. Write it for people, not other real estate agents

As a real estate agent, you might think it’s your job to list all the features of a property and to do so in terms of numbers / inches / acres / etc. In other words: you’re stating the facts. Your copy writing will be far more compelling if you write about the listing in a way people actually care about, a way that speaks to them.

Don’t tell them what the property is. Tell them what it means for them.

Bad property listing example: “New furnace. Hardwood floors. Massive deck. Big garden”… seriously? You sound bored in the writing, so why would readers be excited?

Good property listing example: “You’ll fall in love with this cozy two bedroom cottage and its sensational view over the Hamilton escarpment. Situated in a friendly and thriving community where you’ll feel right at home.”

Pro Tip: Balance the facts with the story. Of course you need to say the home is 2000 square feet. That’s the fact. But so what? Add the story. “You’ll enjoy both ample space and a cozy atmosphere in this 2000 square-foot home”.


7.  Imagine you were describing your own home

As a real estate agent, you see hundreds of properties. So of course, you get bored of them. They lose a little of that magic. Heck, you can’t possibly be as excited about your 100th listing as you were for the first home you bought for yourself.

But to write great sales copy for a real estate ad you need to feel that magic, that passion. How?

Imagine you are writing the description of your own home, the first time you bought a house. Put yourself in that position. Then, through empathy, you will rekindle that sense of magic in yourself, and it will naturally spill over into your copy.

It’s funny that while there are thousands of tips on writing, the absolute number one writing rule is this: care. Care about what you’re writing about. If you do not, it will show. If you do deeply care, your passion will create compelling copy that pops off the property sheet.


8. Be honest, not salesy

As a writer, it never ceases to amaze me how quickly people can determine sales hype from genuine honesty.

·         If you over hype a property it will show, and people will not trust you.

·         If you are honest, it will show, people will trust you, and they will want to buy from you (they will also be far more likely to leave a positive testimonial).


9. Don’t use canned text and sales clichés

Bad property listings are written full of clichés and canned-text.

The problem with canned text and clichés is that we’ve heard them all before, and buyers do not want to read the same old description, they want to read a property listing that is compelling and fresh.

Always remember that your property listing should be exciting and new.



10. Use the right format

Too many real estate agents use an inappropriate format for their property listings.

The optimum format is one that is clear, concise and organised.

Here is the ideal format for a property listing:

  1. Headline
  2. Opening Statement
  3. Narrative Description of Features
  4. Special Promotion
  5. Call To Action
  6. Contact Info


You’ll fall in love with this beautifully renovated 4 -bedroom, 3-story Century home. The main floor features an eat-in-kitchen lovingly renovated with solid brass hardware, quartz countertops and a formal dining area that opens into a cosy living room with a gas fireplace.  Hardwood flooring and original wood trim throughout. The second-floor features three luxurious bedrooms and a 4-piece bathroom with full shower and separate Victoria & Albert soaker tub.

Right by Richmond Lion’s Community Park and a short walk from Richmond Public School and Richmond Co-Op Nursery School, this is the perfect home for a new family.



Example Property Listing Sheet

Here is an example of a property listing sheet I’ve written to illustrate the points above.

Real Estate Property Listiing Example



A well-written property listing with copy that pops! will help you sell real estate quickly, online and off.

Writing copy is part art and part science, and while many real estate agents know how to write a property listing that works, most have yet to master the finer points.

If you want high quality property listings that sell property fast, contact me today.


Paul Harrison is a marketing copywriter in the Toronto / Hamilton area, ready to deliver all your copywriting and marketing needs. Visit the front page for details.