Writing Listings That Sell

The Listing That Sold in 48 Hours

In the previous lesson, we explored market research and neighborhood analysis. Now let’s build on that foundation. Two identical townhouses on the same street, listed the same week, priced within $5,000 of each other.

Listing A: “Beautiful 3BR/2.5BA townhouse. Hardwood floors, granite counters, stainless appliances. Close to shopping. Must see!”

Listing B: “Morning coffee on your private balcony, watching the sun clear the treeline. This 3BR townhome puts you three blocks from the farmer’s market and two from the best Vietnamese restaurant you’ve never tried.”

Listing B sold in 48 hours with multiple offers. Listing A sat for 23 days.

Same house. Different words. Words matter enormously in real estate.

The Anatomy of a Listing That Sells

The Hook (Opening Line)

Your opening line competes with dozens of other listings in a buyer’s search results. It must create immediate curiosity or desire.

Weak hooks (feature dumps):

• “Spacious 4BR/3BA colonial in desirable neighborhood”
• “Beautiful home with many upgrades throughout”
• “Don’t miss this opportunity”

Strong hooks (lifestyle and emotion):

• “The wraparound porch you’ve been dreaming about, on the quietest street in Maplewood”
• “Finally, a home office with a door that closes and a view that opens”
• “Entertain like you’ve always wanted: open kitchen, dining for twelve, and a backyard that hosts itself”

Property: [type, size, location]
Best features: [top 3 selling points]
Target buyer: [who would love this home?]
Location highlights: [what's nearby that matters]

Write 5 opening lines for this listing:
1. Lead with the most emotionally compelling feature
2. Lead with the lifestyle this home enables
3. Lead with the location/neighborhood appeal
4. Lead with a seasonal or sensory detail
5. Lead with the problem this home solves for the buyer

Each should be under 25 words and make a buyer want
to click "more info."

The Body (The Story)

The body of your listing paints a picture. Not a feature list. A picture.

The feature-to-lifestyle translation:

Here are the features of my listing:
[List all notable features]

Target buyer: [who they are, what they value]
Neighborhood: [character and amenities]

Translate each feature into a lifestyle moment.
Then weave them into a 150-200 word listing description that:
1. Opens with the strongest hook
2. Flows from public spaces to private (or follows
   a natural tour of the home)
3. Mentions the neighborhood naturally, not as an afterthought
4. Creates desire, not just information
5. Ends with a call to action that creates urgency

The Close (Call to Action)

End with purpose. Don’t let the listing just trail off.

Weak closes:

• “Call for a showing!”
• “Must see to appreciate!”
• “Won’t last long!”

Strong closes:

• “Open house Saturday 1-3. Bring your highest expectations.”
• “This one’s going to move fast. Schedule your private showing before the open house.”
• “The sellers chose this home for the mornings. Come see why.”

Writing for Different Property Types

Luxury Properties

Luxury buyers expect sophistication in the language, not just the home.

This is a luxury property priced at [price] in [location].

Key features: [list premium features]
The "story" of this home: [what makes it special beyond
the specs—provenance, architect, setting, privacy]

Write a luxury listing that:
1. Uses understated, confident language
   (no exclamation marks, no "stunning" or "gorgeous")
2. Emphasizes exclusivity and craftsmanship
3. Appeals to the senses: materials, light, space
4. Mentions the lifestyle without being prescriptive
5. Stays under 250 words

Quick check: Before moving on, can you recall the key concept we just covered? Try to explain it in your own words before continuing.

Starter Homes and First-Time Buyers

First-time buyers are excited and nervous. Your listing should feel welcoming, not intimidating.

This is a starter home / first-time buyer property:
[details]

Target buyer: [first-time buyers, young couples, etc.]
Their concerns: [affordability, condition, location]

Write a listing that:
1. Feels welcoming and encouraging
2. Highlights value and potential
3. Addresses common first-buyer anxieties
   (move-in ready? major systems updated?)
4. Mentions practical amenities they care about
   (parking, storage, laundry)
5. Creates excitement about homeownership

Investment Properties

Investors care about numbers and returns. Lead with financial appeal.

This is an investment property:
[property details, current rental income if applicable,
condition, location]

Write a listing targeting investors that:
1. Leads with financial potential (current or projected income)
2. Highlights cap rate, rental demand, or appreciation potential
3. Mentions condition honestly (turnkey vs. value-add opportunity)
4. Notes location factors that affect rental desirability
5. Ends with a clear investment thesis

Condos and Townhomes

Emphasize community, convenience, and the lock-and-leave lifestyle.

This is a condo/townhome:
[details including HOA amenities, fees, rules]

Write a listing that:
1. Leads with the lifestyle advantage
   (convenience, amenities, low maintenance)
2. Mentions HOA amenities as lifestyle features,
   not line items
3. Addresses common condo concerns
   (noise, parking, storage, HOA restrictions)
4. Highlights what's unique about this unit
   (floor, view, end unit, upgrades)
5. Targets the right buyer profile

Common Listing Mistakes to Avoid

Review my listing for common mistakes:
[paste your listing]

Check for:
1. Overused or vague words (gorgeous, stunning, amazing,
   spacious, must-see)
2. Feature dumps without lifestyle connection
3. Missing neighborhood context
4. Weak or missing call to action
5. Any language that could violate fair housing guidelines
6. Grammar or spelling issues
7. Is the tone appropriate for the price point?

The Listing Quality Checklist

Before publishing any listing:

• Opening line stops the scroll (not a feature dump)
• Features are translated to lifestyle benefits
• Neighborhood is mentioned naturally
• Tone matches the property type and price point
• Under 250 words (or appropriately detailed for luxury)
• Fair housing compliant (no steering language)
• All facts verified against MLS data
• Call to action included
• Spelling and grammar checked
• Read aloud and flows naturally

Exercise: Write Three Listings

Take three different properties (current listings, past sales, or imagined properties):

1. A starter home under $300K
2. A move-up family home ($400K-$700K)
3. A luxury or premium property ($1M+)

Write a listing for each using the techniques from this lesson. Notice how the language, tone, and emphasis shift based on the property type and target buyer.

Key Takeaways

• The opening line’s only job is to stop the scroll; lead with emotion, not specs
• Sell lifestyle, not features; buyers are buying a future, not a floor plan
• Translate every feature into what the buyer will experience
• Match tone to property type: welcoming for starters, understated for luxury
• 150-250 words is the sweet spot for most listings
• Always check for fair housing compliance and factual accuracy
• End with a purposeful call to action, not a cliche

Next lesson: client communication and lead nurturing. The emails, follow-ups, and conversations that build your business.