Using AI Bots To Write MLS Property Descriptions vs. Hiring A Real Estate Content Writer

As a freelance real estate content writer known for SEO, my opinions on AI do not matter. Though, I will confess I love using AI to streamline certain aspects of my business and processes.

However, one thing I would never, ever use Chat-GPT or any other bot to help with?

Writing property descriptions for the MLS.

AI might be your best friend when it comes to generating certain types of real estate content like your nurture emails (where SEO won't matter) but when it comes to listing descriptions for the MLS?

Downright dangerous!

Seriously, using AI for your MLS property descriptions can not only severely damage your reputation, but it can jeopardize your license.

I would hate that for you!

In this eye-opening post, we will examine the realistic dangers of writing property descriptions with AI and publishing them to the MLS.

Where AI Shines In Real Estate Marketing

Let me be clear: AI isn’t the villain here. Misusing it is.

AI tools like ChatGPT, Jasper, and Gemini can be amazing for tasks like:

• Brainstorming blog post ideas

• Writing nurturing email sequences

• Generating Instagram captions

• Outlining scripts for short-form video content

These tasks don’t involve strict compliance rules, and they’re typically low-risk. Even if the copy is a little bland or too generic, you’re not going to lose your license or breach Fair Housing laws over a poorly worded email campaign.

In fact, for most content marketing outside of listings, AI can actually save you a ton of time and give you a creative jumpstart which I talk about frequently on this blog.

But the MLS is an entirely different beast.

Why MLS Property Descriptions Are a Whole Different Beast

With all of the lawsuits between Zillow, Realtor and the MLS, it has never been more apparent that what you put in your listings matters big time.

Maybe more than ever before.

But here's the thing about the MLS vs. other platforms, you have to comply very carefully with Fair Housing Laws while following SEO best-practices.

The problem is that AI doesn't know the laws, won't follow them and doesn't care if it gets you sued over an oversight.

Think I'm exaggerating?

I purchased a house from an agent that used AI to fill out the listing and it was very, very wrong. The seller wound up having to concede 5-figures and a new roof to me to prevent me from suing and going after the agent's license. I was confident he learned his lesson.

That's not all either. AI also doesn't understand:

• What makes your listing unique

• How to speak directly to your ideal buyer

• The subtle nuances of emotional persuasion that make buyers book a showing

In fact, the bots are so painfully bad at it that every time I run tests to see if it is getting better, it takes 5X as long to prompt and edit the responses than it would to just write the damn thing. It's pointless.

The Real Risks of Using AI for MLS Descriptions

Does AI suck at writing property descriptions? Absolutely.

But that doesn't matter nearly as much as these risks:

Compliance Issues

AI doesn’t know what words or phrases violate Fair Housing laws. Saying something like “ideal for young professionals” or “perfect for families” can get you fined, sued, or worse — reported.

Repetitive, Generic Copy

Thousands of other agents are using the same tools. That means the exact same terrible cliche phrasing (“charming,” “inviting,” “must-see gem”) is showing up in MLS feeds all over the country. That means your listing will get buried. You’re not standing out. You’re blending in.

Missed Emotional Triggers

AI can’t walk through a home. It can’t sense the way light floods the kitchen at 4 PM or the quiet serenity of the backyard and the peace that brings. It can’t tie the home’s features into the lifestyle your buyers are craving or the emotions that will make them buy. But a human can.

Damaged Reputation

If a buyer or another agent sees that your descriptions feel robotic, vague, or full of filler, they’ll assume you’re cutting corners. And if you’re cutting corners on marketing, what else are you cutting corners on? Maybe there's an opportunity to negotiate more out of you.

Is It Worth It To Hire A Real Estate Content Writer for MLS Listing Descriptions?

If you are anything like most real estate agents and brokers your first instinct is to say, “Well, I’m just trying to save time,” I totally get it.

But let me offer this: your listing description is doing a lot more heavy lifting than you think. It’s not just a paragraph under a few photos. It’s the first impression buyers get before they decide whether or not to click, scroll, or schedule a showing.

It’s the piece of copy that gets syndicated to Zillow, Realtor.com, Redfin, and every other portal — meaning it’s your one shot to stand out.

It’s also a chance to:

• Build trust and credibility with your audience

• Position yourself as a high-touch, detail-oriented professional

• And yes, sell the damn house faster

Hiring a real estate content writer like me means you're not just getting “better words.” You're getting a marketing asset. One that’s:

• Fair Housing compliant

• SEO-savvy without being spammy

• Custom-written to reflect the property’s real story

• Designed to trigger action from your ideal buyer

The Real Data: ROI Of Hiring A Real Estate Writer For Your MLS Property Descriptions

Obviously, I sell real estate listing descriptions as a service so you might be thinking I am biased here but check out this hard data that proves why you should work with a real estate writer vs. AI for your listings:

• Listings with well-written descriptions sell 9% faster than those with poor or generic copy, according to a Redfin study. (Source: Redfin – "How to Write a Real Estate Listing That Sells")

• According to Real Estate Webmasters, listings with professional photography AND professionally written descriptions generate up to 118% more views and can receive 47% more offers than those without.

• Real estate marketing agency Biteable reports that listings with generic, templated descriptions have up to 52% lower CTR on third-party listing sites.

• Neuromarketing studies show that emotional storytelling in real estate descriptions increases buyer recall by up to 70% compared to feature-focused blurbs.

Agents who invest in high-quality listing descriptions close faster, get more showings, and often command higher prices. And in a market where differentiation is everything?

That ROI is impossible to ignore.

See My Listing Description Portfolio