The moment someone clicks on your listing, they begin imagining a version of life inside that home. Your job is to guide that imagination – and one of the most effective ways to do that is through story.

Strong property descriptions don’t just inform; they evoke. They help readers feel the light, picture the layout, and smell the morning coffee enjoyed on the patio. A great description goes beyond just listing the square footage and features within the home – it shows how life might unfold within it.

When you describe how a home feels and how it functions in everyday moments, you invite buyers into a story they can see themselves in. And while writing this way may not come naturally to everyone, it’s a skill you can build. 

Here are a few ways to get inspired the next time you sit down to write.

1. Set the Scene with the Senses

One of the most powerful tools in storytelling is sensory detail. Use language that evokes sights, sounds, smells, and textures to help the reader experience the property, even before stepping through the front door.

Instead of:

“Large patio out back”

Try:

“Step out onto the spacious patio where the morning sun warms the stone underfoot—perfect for sipping coffee or tending to a container garden.”

Sensory cues create a mental image that helps potential buyers envision how they’ll interact with the space.

2. Highlight Moments, Not Just Rooms

Rather than simply listing rooms and their sizes, describe the types of moments that could happen in those spaces. That shifts the focus from structure to story.

For example:

“The open-concept kitchen flows into a bright living space, designed for easy conversation while cooking a favorite meal.”

Or:

“The oversized window in the reading nook frames the golden hour light – an ideal spot to unwind after a long day.”

You’re not telling buyers how to use a space, but offering relatable scenarios that resonate emotionally and are widely appealing.

3. Use Neutral, Inclusive Language

While creating an emotional connection is key, staying compliant with Fair Housing laws means avoiding any language that could be seen as discriminatory or exclusionary. That includes references to age, race, religion, gender, familial status, disability, or national origin.

Avoid:

• “Walk to church”
• “Great for young couples”
• “No steps – ideal for elderly buyers”

Instead, try:

• “Conveniently located near local landmarks and community centers”
• “Flexible layout with space to grow and adapt to your needs”
• “Single-level design offers easy accessibility throughout”

Keep the story centered on the home’s qualities and how those might fit into anyone’s lifestyle, without presuming who the buyer is.

4. Understand the Property’s Personality

Every property has a unique character. Before writing the description, take the time to understand what makes the home special. Is it cozy and quiet? Light-filled and open? Practical and efficient? Luxurious and serene?

Once you identify the property’s “personality,” reflect that tone in your language choice. A mid-century modern with clean lines might call for more minimalist, crisp language. A Craftsman home with rich woodwork and built-ins might lend itself to a warmer, more nostalgic tone.

For example:

“An airy, modern interior blends seamlessly with clean architectural lines and calming neutral tones.”

Or:

“Original hardwood floors and detailed trim evoke timeless craftsmanship and warmth in every room.”

5. Include Neighborhood Vibe Without Bias

Telling a lifestyle story often means extending beyond the front door. However, take care to describe the amenities and features of a neighborhood, not the people who live in it.

Avoid:

• “Family-friendly neighborhood”
• “Mostly retirees in this quiet cul-de-sac”

Instead:

• “Enjoy access to nearby parks, walking trails, and a vibrant local café scene.”
• “Tucked away in a peaceful cul-de-sac with minimal through-traffic.”

This way, you showcase the benefits of the location while staying compliant and respectful.

6. Keep It Honest and Accurate

Storytelling should never compromise truthfulness. Even with the best intentions, stretching the truth can backfire once the buyer visits the property. Descriptions should enhance, not mislead. Stick to facts, supported by tone and detail.

For example:

“The compact kitchen has been thoughtfully updated with storage-maximizing cabinetry and modern appliances.”

Here, you’re acknowledging the size while emphasizing the value and functionality.

7. Use Structure to Guide the Reader

A great story has a clear beginning, middle, and end – and so should your listing. Organize your description to guide the reader through the home in a natural flow. Start at the entryway, move through the main living areas, then to the bedrooms, bathrooms, and finally, outdoor spaces or extras like a garage or bonus room.

Tip: Use short paragraphs, strategic line breaks, and even a well-placed bullet list if the platform allows. That helps buyers skim or dive deep, depending on their preference.

Example Description

Let’s pull it all together with an example:

From the moment you step into the airy foyer, this home welcomes you with natural light and a sense of calm. The open-concept living and dining area features warm oak flooring and expansive windows that frame views of the landscaped backyard.

The kitchen is both stylish and functional, with quartz countertops, soft-close cabinetry, and a breakfast bar that invites casual conversation. Down the hall, three well-proportioned bedrooms offer flexible space for work, rest, or creativity.

Step outside to discover a private patio retreat – ideal for weekend barbecues or simply enjoying a moment of quiet beneath the stars.

Located near local shopping, scenic trails, and transit links, this home offers the perfect mix of comfort, connection, and convenience.

This example evokes warmth, stays inclusive, and highlights the home’s benefits – all while staying true to Fair Housing guidelines.

Great real estate writing isn’t about big words. It’s about stepping beyond the features and tapping into how a home might feel to live in. When you help people picture that, you’re not just selling a house – you’re offering the beginning of a story.