How To Write The Perfect Listing Description For The MLS

After more than a decade working with thousands of Realtors, I have never met a single one that loves writing listing descriptions.

If you're like most real estate agents, writing compelling, effective sales copy for your listings is one of the most annoying and time-sucking parts of your job. And even if you do enjoy writing, crafting something that feels fresh for every single property can start to feel like pulling teeth with a broken plier.

After all, how many ways can you possibly describe a house?!

If you can’t afford to hire me to write your listing descriptions for you (which, let's be real, would be the easiest solution), don’t worry. I’ve broken down the five steps to help you generate damn good MLS listing descriptions, every single time.

1. Establish Your Priorities

Before you type a single word, figure out the top 1-3 selling points of the property. Ask yourself:

• What is the real story of this home?

• What features or benefits would make someone pause mid-scroll?

• What lifestyle is this property actually offering?

Even if the home is a hot mess, there’s always something to highlight. It might be the price, the walkability, the size of the lot, the proximity to local schools or parks - something.

Your job is not to list everything. It’s to spotlight the best things that will be attractive to the most likely buyer for a property like this.

2. Avoid Your Instincts (Seriously)

One of the most common mistakes I see when it comes to fixing MLS property descriptions. Agents are always just regurgitating the same boring facts already found in the bullet-point summary.

“The home features 3 bedrooms and 2 bathrooms…”Yawn. We know. It says that right up top.

Listing descriptions are not meant to be duplicates of the specs, they're your opportunity to bring those specs to life. Instead of saying “3 bedrooms,” try:

"Retreat to a spacious primary suite with room for a king-sized bed, a cozy reading nook, and private access to the backyard patio."

See the difference?

Use this space to sell the experience of the home, not just repeat the data. That's a complete waste.

3. Select Strategic Emotions

Every great piece of copy taps into emotion. Why? Because people don’t buy features—they buy feelings. Comfort. Excitement. Prestige. Safety. Belonging.

Before you write, ask yourself: What do I want the buyer to feel while reading this?

You don’t need to name the emotion directly. Just evoke it through your word choices, pacing, and focus.

For example, if you’re listing a hurricane-proof waterfront property, don’t just say it’s “well-built.” Say:

“Rest easy in a home equipped with the latest hurricane-resistant technology, so you can soak in oceanfront sunsets without a single worry.”

Tap into what matters most to the buyer. Safety, connection, pride, possibility. Use it to your advantage.

4. Welcome Them To The Neighborhood

Location isn’t just a checkbox—it’s a selling point. Use it.

The biggest mistake I see is agents completely skipping over the neighborhood, when that’s often the real reason someone falls in love with a listing.

Are there coffee shops within walking distance? Farmer’s markets? Great schools? Easy commutes? Waterfront views? Nightlife?

Paint the picture of the life that comes with the home. You’re not just selling four walls and a roof—you’re selling a future.

And bonus: mentioning nearby landmarks, neighborhoods, and amenities also helps with SEO, so your listing ranks higher on Zillow and Google.

5. Toss Out The Cliché Words (You Know the Ones)

For the love of all things holy, stop using words like:

• Charming

• Quaint

• Cozy

• Cute

• Must-see

• One-of-a-kind (it’s probably not)

You’ve laughed at other agents for using them so don’t be a silly goose and turn around and do the same. These words don’t actually say anything. They’re filler. Lazy. And they're doing nothing to help the right buyers find the property and start falling for it.

Instead, use specific, sensory-driven language and keywords. Describe the feeling of the space. Replace “cozy” with “sun-drenched reading nook that begs for rainy Sundays.” Replace “must-see” with why they need to see it.

Trust me, your clients, and your closings, will thank you.

Final Thoughts

Writing the perfect MLS listing description doesn’t require a Pulitzer Prize. It just takes strategy, empathy, lots of practice and a little creative flair.

By clarifying your priorities, avoiding fluff, tapping into emotion, painting a picture of the lifestyle, and ditching the clichés, you can write listing descriptions that actually convert—without losing your sanity or your edge.

But hey, if you'd still rather hand it off to someone who writes hundreds of listings a year and actually enjoys it?

👋 That’s me.

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