30 May 2018
3 key features of a property description

To sell properties, having excellent property descriptions is something you should absolutely focus on as an agency.

You know you have to write great descriptions, but how do you write great descriptions is always the question that we hear the most.

We’ve thought of what inclines buyers to get in touch the most based off a property description and compiled our 3 key features of a property description here.

Get descriptive

What’s the best way to pique somebody’s interest? In our opinion, the best way of doing that is setting their imagination alight.

Doing this with your property descriptions is crucial but also easier than you might think. Take a look at the property and see what excites you about it the most. The exquisite kitchen? The garden with the space for personalisation? Include these descriptions in your work alongside the facts.

We’re not discrediting bullet points – whilst bare facts are great for bullet points and are great for those who are just skimming a property description, going into more details in short paragraphs appeals to people who might have a true interest in the property.

By being descriptive, you have the opportunity to reign in potential buyers with rhetoric such as hyperbole as long as it isn’t too obvious that you’re trying to entice them.

Appeal to your target market

Defining your target audience is important.

Each property is unique and will appeal to a different group of people, it’s important that you’re able to identify this.

Once you’ve identified your target audience for the property, making sure that you appeal to your target audience throughout your property description is important. For example, if a property is close to a school, your target audience could be people who currently have young children. Once you’ve decided that the target audience is parents with young children, you can then mention how well the property is placed regarding distance from the school. This is then certain to appeal to buyers looking for a property close to a school. Without this information you provided, they might never have known this house was close to a school!

Appealing to your target audience is a key feature of a property description that you need to make sure you always do.

Talk in plain English

The last but not least of our key features of a property description, talk in plain English!

Not everyone is an estate agent, not everyone knows the industry standard terms.

Using terms and abbreviations that you use in emails to your colleagues isn’t going to be appropriate for people simply looking for a property. They’re not going to know what 2LR or 3BR means, so don’t use these abbreviations!

As the buyer isn’t going to understand half of what you’re saying when you choose to use these terms, they will potentially just move past your property description. This obviously means that you won’t be able to sell the property.


We hope that you’ve found our 3 key features of a property description interesting and informative.

Most of the key features we’ve suggested are just common sense and the reason for that is it’s expected that you’d make sure to follow these advised features every single time.

If you don’t follow these tips as a bare minimum, it’s doubtful your property descriptions are going to work for your properties.

Do you need help forming your property descriptions? Why not try Property Scribe completely free for 7 days now?