How to write a real estate listing description
A listing description has one job: get the right buyer to book a showing. It does that with specific facts in the right order — not adjectives.
Updated October 2026
The structure that works
- Opening line: the most distinctive fact. "A dedicated home office and a south-facing backyard on a quiet cul-de-sac."
- The flow: walk through the home in the order a buyer experiences it.
- The features buyers search for: updates with years, systems, storage, parking.
- The setting: only what you can verify.
- The next step.
Facts beat adjectives
| Instead of | Write |
|---|---|
| Stunning kitchen | Kitchen renovated in 2024 with quartz counters and a walk-in pantry |
| Spacious bedrooms | Four bedrooms, the primary with a walk-in closet |
| Great location | (Only verifiable facts: on a cul-de-sac, two-car garage) |
Words to avoid
- Clichés: "nestled", "boasts", "won't last", "dream home".
- Steering language under fair housing: describe the home, not the people. Avoid "perfect for families", "ideal for young professionals", "safe neighborhood", "exclusive".
- Claims you can't support: school quality, walkability scores, views you can't show.
Versions you need
- MLS description: within your MLS character limit; usually no contact details.
- Short description: 300 characters for portals and social.
- Long-form: 250–400 words for your property page.
- Luxury version: elevated tone, same facts.
- Lifestyle version: how the spaces are used day to day.
Example (short)
Four bedrooms, three baths and 2,450 sq ft with a dedicated office and a fenced, south-facing backyard. Kitchen renovated in 2024; two-car garage.
Generating descriptions from your facts
AI Marketing Studio writes all five versions from your listing's facts and master brief — repeating price, rooms and square footage exactly and leaving out anything you didn't provide. Try it free with the free marketing kit, then review every word before publishing. For the full writing guide see our listing description tips.
Frequently asked questions
How long should a listing description be?
As long as your MLS allows for the MLS version — often around 1,000 characters — plus a short version for portals and a longer version for your property page.
What words should you avoid in a listing description?
Clichés like 'nestled' and 'boasts', and any language describing who should live there rather than the home, which can raise fair housing concerns.
Can AI write listing descriptions?
Yes, when it writes from your verified facts and you review the result. Good tools never invent features.
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