Spotlight: Common Mistakes in Real Estate Descriptions and How to Avoid Them

Today’s chosen theme is “Common Mistakes in Real Estate Descriptions and How to Avoid Them.” Learn how to write listings that inform, persuade, and convert—without hype, fluff, or costly missteps. Join the discussion, share your examples, and subscribe for more practical insights.

Vagueness vs. Specificity

Ditch “cozy,” “spacious,” and “must-see” without context

Generic adjectives mean different things to different people. Replace them with measurable facts such as square footage, ceiling height, window orientation, or room dimensions to help buyers visualize space realistically.

Use data buyers care about

Include HOA fees, recent upgrades with dates, energy ratings, storage capacity, and parking details. Concrete numbers reduce uncertainty and make serious buyers more likely to schedule a showing quickly.

The Buzzword Trap

Phrases like “hidden gem,” “up-and-coming,” and “charming fixer” often raise suspicion. Replace them with precise descriptions of condition, location dynamics, and concrete renovation opportunities instead.

The Buzzword Trap

Rather than proclaiming “incredible value,” show value. Reference comparable sales, recent mechanical updates, transferable warranties, or included appliances to convey substance without selling language.

Accuracy, Compliance, and Ethics

Avoid definitive claims about school assignments, zoning, or rental eligibility unless confirmed with official sources. Encourage buyers to verify and provide links to authoritative resources whenever possible.

Walkability and transit with substance

Instead of “close to everything,” mention actual walking times to transit, parks, and shops. Include bike lanes, bus routes, and commute data to ground lifestyle claims in reality.

Micro-location matters

Highlight orientation on the block, noise patterns, and proximity to green spaces. A quiet mid-block location or top-floor corner unit can be powerful differentiators buyers truly appreciate.

Local amenities that match the home

Pair features with compatible amenities: a chef’s kitchen near a year-round farmers market, or a pet-friendly building by an off-leash park. Invite readers to share neighborhood tips.

Flow, Function, and Daily Use

Describe the path through the home

Trace movement from entry to living spaces: mudroom with bench, open-plan kitchen, sliding doors to the deck. Buyers mentally walk the property when you map the sequence clearly.

Clarity, Grammar, and Readability

Write for scanning

Use short paragraphs, active verbs, and logical grouping of features. Lead with the most desirable benefits and keep each sentence focused on one clear, digestible idea.

Proof beyond spellcheck

Names, measurements, and addresses require human verification. Read aloud to catch awkward phrasing and invite a colleague to review for clarity, consistency, and unintended tone.

Consistency breeds confidence

Unify measurement units, capitalization, and style. If you write 1,250 sq ft once, don’t switch to 1250 SF later. Consistency helps readers trust your attention to detail.

Photos and Captions That Support the Words

Caption what the eye might miss

Note hidden details like under-cabinet lighting, soft-close drawers, or induction cooktops. Captions should add context, not repeat obvious elements already visible in the photo.

Sequence photos to match the narrative

Order images to follow the flow described in your copy: entry, living, kitchen, outdoor space, bedrooms, and baths. Coherence reduces confusion and keeps buyers engaged longer.

Disclose quirks with tact and honesty

If a bedroom is compact, caption its strengths—built-ins, natural light, or quiet exposure—while noting dimensions. Buyers appreciate candor and reward it with qualified, respectful inquiries.