How to Write a Great Property Description
Your commercial real estate description is a summary of everything that matters most about the property.
This is where you tell the story of your property, the location and amenities of the property, and any other relevant details.
Imagine you are having a conversation with a prospect.
What details would you highlight when introducing the property to them?
Below we’re outlined 5 major elements and 8 useful tips that can help you optimize your property descriptions along with concrete examples you can use for inspiration.
1. Craft a Headline
The headline is the hook – the billboard that will determine if someone stops skimming through dozens of listings and clicks through to read yours.
If your headline doesn’t speak to the specific needs and interests of the people who are most likely to be interested in your property, you’ll lose them.
How do you ensure it is effective?
- Be Specific – The more detailed your headline is, the more effectively it will target the right, qualified buyers who are a good fit for your property. Vague, detail-thin headlines can attract a lot of false positives, while pushing away people who are in a buying mindset.
- Be Professional – Show your expertise by including key details that matter to investors. Square footage, the style of the property and the location are all key details that are often relevant at this stage of a prospect’s search.
Capture attention quickly with a headline that speaks to the specific needs of the target prospects you want to look at your property.
2. Tell a Story
Many property descriptions are short, uninteresting and loaded with facts and figures. There is a place for those numbers, but it’s not your property description.
This is prime real estate – the top block of text prospects will see when they land on your website and the most effective way to engage with them in the sales process.
A good description should be a narrative. It should tell the story of your property. It should focus on the emotions that the property and its amenities evoke. This is where you can describe the style of the property, the history of those who have operated there, and the importance of its place in the neighborhood.
You’re not just selling a property – you’re selling a component of another company’s brand. This property will become part of how they present themselves to prospects and customers. How will it do so?