Updated: February 10th, 2020

Yes, photos matter in real estate listings. Photos grab attention. And photos help visitors imagine themselves living in the home you’re trying to sell.

But words matter, too. In fact, it’s the power of the words used in your listing that move a prospective buyer to take action.

Here’s a look at how to choose the perfect descriptions for your listing:

Prospective homebuyers aren’t just going to give you their attention — you have to earn it. So first things first: Don’t bore your readers. Instead, write with energy and a focus on entertaining potential buyers.

Consider the words in your listing an impassioned plea for readers to see the home in person. Having a hard time getting passionate about the home you’re selling? There’s always something to get excited about. Find that something and then convey it with energy.

What can you get excited about? Here are a few ideas: a turn-key home, proximity to good schools, an investment property on the market at a bargain basement price, beautifully maintained landscaping, new hardwood floors, stainless steel appliances, flex spaces that can serve any purpose the buyer needs, neighborhood amenities, new roofs, and windows, etc.

Any of these things may seem boring when taken at face value. So add the energy and the entertainment value they need, and make these features and characteristics come alive for your readers. In short, make reading your listing worth the audience’s time.

Think about the experience you want your audience to have. Prospects are most likely scrolling through dozens if not hundreds of listings in search of just a few that meet enough of their needs to earn an in-person visit.

The headline will serve as an elevator pitch, and it’s your make-it-or-break-it moment.

Don’t just describe your listing. That is, it’s not enough to say you’re selling a four-bedroom, two-bathroom house in a certain city. Instead, let your headline serve as an introduction to the story of the home you’re trying to sell. Which of the following would you rather see in person: 2 Bed 2 Bath in Baltimore or Beautifully Renovated Baltimore Charmer ?

What’s that story you want to tell? It could revolve around any number of things, including short commutes, walkability, or the retreat-like nature of a home’s interior. The headline should tell the reader what makes your listing unique and different.

The headline is the introduction to the story of the home you’re trying to sell within your  online marketing  or  print media  including brochures, flyers, or postcards. And the listing description is where you make that story come alive.

Don’t let the term “description” confuse you. You should not just describe the home. Rather, embed the home’s description into a narrative that lets your reader know what it’s like to live there.

Describe how natural light pours into the spacious kitchen each morning. Explain how the second living area opens to the outdoor space, making it the perfect springtime play area for kids. Describe how the quaint fourth bedroom would make a perfect home office. Or how the open floor plan is ideal for entertaining, and that the hottest new restaurant in town is just a short walk away.

Make sure you’re sharing unique information. There’s no need to repeat yourself or include information that’s clearly outlined in the listing details (think square footage, bedroom-bathroom breakdown, etc.). Read your listing aloud once finished writing. This will help you gain an understanding of how it flows — and the level of energy your words create.

Studies have identified the most common and most effective real estate listing words. Zillow conducted one such study that analyzed 24,000 home sales and the keywords included.

The most-used word in that study? Luxurious .

Luxurious wasn’t just an oft-used word but also an effective one. The study showed that bottom-tier homes described as “luxurious” earned 8.2 percent more than their expected sale price. That’s an incredible boost in ROI from using just one word.

Other words uncovered in Zillow’s study: captivating, impeccable, stainless, basketball, landscape, granite, pergola, remodel, beautiful, gentle, spotless, tile, upgraded, updated.

You’ll notice that these words fall into three categories:

Interior design trends are constantly evolving. How can you take advantage of the next big thing? First, take a look at interior and home design magazines and sites that preview coming trends. Here’s a short list of what design authorities are recommending for 2020:

Now, take a look at the home you’re selling. There’s a chance it may have design features or components that will become more desirable as trends shift in the New Year. If the home you’re selling includes unique wallpaper, a loft space or terracotta tile, make sure to mention it prominently in your listing.

The words you use in a real estate listing are of the utmost importance. But those words are merely part of a larger game plan for selling a property; one that should absolutely include hiring a  professional real estate marketing service and the use of a real estate marketing service.