How do you write an effective property listing?

Here are some tips and techniques for crafting a compelling property listing, drawn from the best practices in the industry. Beyond honestly presenting the features of the home, you need to capture the potential buyer’s interest and motivate them to take the next step.

1. Choosing the Title

To grab attention immediately, be informative, precise, and catchy. We recommend including key details such as the property type, number of rooms, location, and a distinctive feature. Use relevant adjectives and keywords to add personality to your listing.
Examples: “Charming 2-Bedroom Apartment with Garden in Paris 15th” or “Spacious Family Home with Pool in Nice.”

2. An Engaging Description

Start your listing with a strong opening that highlights the property’s main selling points, building on the idea introduced in the title. Emphasize what makes the property stand out, avoiding technical jargon: stunning views, prime location, recent renovations, etc.
Example: “Discover this bright 110 sqm apartment in the heart of Lyon. You’ll be immediately drawn to its sunny balcony offering panoramic city views.”

Then, detail the main features: number of rooms, bedrooms, living space, year built, and plot size if applicable. Describe each room carefully and precisely, imagining the path the future buyer will take through the home. Start with the exterior, then the main entrance, living areas, and ground floor rooms. If relevant, continue with upper floors, garden, and finish with any additional spaces (basement, cellar, outbuildings).

Describe each room’s size, features, main equipment, and finish quality, highlighting strengths and using adjectives that resonate with your target audience.
Examples: “A modern industrial-style kitchen, open to the dining room and fully equipped.”; “Adjacent to the master bedroom, a spacious, minimalist bathroom.”

Also, include information about the neighborhood and nearby amenities (public transport, schools, shops, parks).
Example: “Located just steps from shops and schools, ideal for families.”

Agence Plus Tip: Out of ideas? Try generative AI tools (see our dedicated article). Remember, while remaining objective and factual, your text should do more than describe the property. It should sell a lifestyle, an opportunity, a dream within reach.

3. Adding High-Quality Photos

A picture is worth a thousand words, so never underestimate the power of professional, well-lit, and well-composed photos. Showcase every room at its best, paying special attention to key spaces like the living room, kitchen, and master bedroom.

Ensure each room is tidy and clean before photographing. Depersonalize and keep decor minimal to help buyers imagine themselves living there.

For a comprehensive view, vary your angles and use a wide-angle lens, especially in smaller rooms. Light image editing to adjust brightness and contrast is fine but avoid heavy retouching that could mislead buyers. Virtual tours are increasingly popular, allowing buyers to explore the property interactively.

4. Price and Call-to-Action

End your listing by clearly stating the asking price, along with any additional costs (condo fees, local taxes, etc.) and transaction-related expenses (agency fees, who pays them, notary fees estimate). Transparency helps buyers project themselves into the purchase and reduces unsuitable inquiries. If you’re open to negotiation, mention this to attract interested buyers whose budgets may be slightly below the listed price.

Finally, an effective listing encourages the right buyers to reach out. Provide clear contact details (phone, email, availability) and invite prospects to get in touch for a viewing or more information.
Example: “Don’t miss out on this opportunity! Contact us today to schedule a visit.”

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