{"id":69,"date":"2017-04-12T16:28:46","date_gmt":"2017-04-12T15:28:46","guid":{"rendered":"https:\/\/www.investate.co.uk\/blog\/?p=69"},"modified":"2018-09-15T20:24:54","modified_gmt":"2018-09-15T19:24:54","slug":"write-property-description-engage-target-audience","status":"publish","type":"post","link":"https:\/\/www.investate.co.uk\/blog\/write-property-description-engage-target-audience\/","title":{"rendered":"How To Write A Property Description (And Engage Your Target Audience)"},"content":{"rendered":"<p>Writing a description to <a href=\"https:\/\/www.youtube.com\/watch?v=M6jWih7aJ8c&#038;t=1s\" rel=\"noopener\" target=\"_blank\">advertise your property<\/a> can be a daunting task. It\u2019s not merely a description but a sales pitch to entice people into viewing and potentially making an offer on your property! It\u2019s an opportunity to engage your target audience and not only &#8216;sell&#8217; them the property, but &#8216;sell&#8217; them the experience. \u00a0This post aims to detail how we can author property descriptions to gain maximum traction.<\/p>\n<h2>Overview of Key Features<\/h2>\n<p>The description should start with an overview of the property and its key features &#8211; maybe one or two sentences. \u00a0 This is your big chance to engage the viewer. \u00a0Be Clear. \u00a0Be Concise. \u00a0Be descriptive. \u00a0Use plenty of adjectives (&#8216;describing&#8217; words for those of you that skipped school).<\/p>\n<p>Consider this description:<\/p>\n<blockquote><p>A 3 bedroom property with nice rooms.<\/p><\/blockquote>\n<p>Not the most eloquent and engaging of descriptions is it? \u00a0Now consider this description for the same property:<\/p>\n<blockquote><p>A superb 3 bedroom semi-detached house offering immaculately presented living accommodation and a south facing garden.<\/p><\/blockquote>\n<p>Much better, right? \u00a0That&#8217;s because we&#8217;ve added adjectives such as &#8216;superb&#8217; and &#8216;immaculately&#8217; to further describe elements of the property in a more positive light. \u00a0We also specify the type of property (&#8216;semi-detached house&#8217; instead of &#8216;property&#8217;) and use the term &#8216;living accommodation&#8217; as opposed to &#8216;rooms&#8217; to try and evoke the feeling that this is a home and not just a &#8216;property&#8217;. \u00a0Additionally we mention a key feature &#8211; the south facing garden &#8211; which is a selling point for many people.<\/p>\n<p>Here are some more examples to inspire you:<\/p>\n<ul>\n<li>An extremely attractive and generously proportioned two bedroom detached property.<\/li>\n<li>A beautifully presented bungalow with stunning views of the countryside.<\/li>\n<li>A luxury apartment within a gated development within convenient reach of the town centre, local amenities and commuter links.<\/li>\n<li>With no onward chain this enviably situated two bedroom apartment comes with dedicated off-road parking and is within walking distance of popular amenities.<\/li>\n<li>A delightful four bedroom detached property offering spacious accommodation throughout.<\/li>\n<\/ul>\n<h2>More Adjectives<\/h2>\n<p>Here are some more adjectives that you might wish to use throughout your description:<\/p>\n<ul>\n<li>Beautiful<\/li>\n<li>Splendid<\/li>\n<li>Wonderful<\/li>\n<li>Gorgeous<\/li>\n<li>Exquisite<\/li>\n<li>Charming<\/li>\n<li>Magnificent<\/li>\n<li>Attractive<\/li>\n<li>Delightful<\/li>\n<li>Luxurious<\/li>\n<li>Stylish<\/li>\n<li>Opulent<\/li>\n<li>Superb<\/li>\n<li>Stunning<\/li>\n<li>Sumptuous<\/li>\n<\/ul>\n<h2>Property and Location Guide<\/h2>\n<p>Now that we&#8217;ve engaged the viewer we can present\u00a0the property in more detail. \u00a0This is an opportunity to discuss the layout of the property and how we navigate around it. \u00a0Perhaps mention\u00a0the condition of the property too &#8211; has it recently been refurbished? \u00a0Or is it a prime development opportunity? \u00a0We can discuss the size and specifications of the rooms too &#8211; are there three double bedrooms? \u00a0Is it open plan living? \u00a0Does your kitchen have an &#8216;island&#8217; or underfloor heating? \u00a0Do you have a rain shower? Try and fill this section with key features since we&#8217;re trying to distinguish your property from everybody else&#8217;s!<\/p>\n<p>Part of the experience of a property includes its location and local amenities. \u00a0Are there any local parks nearby? \u00a0Hospitals? \u00a0Shops? \u00a0Transport links? \u00a0Airports? \u00a0Restaurants? \u00a0Be careful if you mentions pubs and bars &#8211; you don&#8217;t want people to think that you live next door to a noisy bar strip frequented by the nations binge drinkers. \u00a0Here are a few examples:<\/p>\n<ul>\n<li>The property has undergone a comprehensive overhaul to create a stunning contemporary home offering versatile and spacious accommodation.<\/li>\n<li>Open countryside, popular local schools and the train station are all within convenient reach.<\/li>\n<li>The ground floor comprises two reception rooms, a modern kitchen with branded appliances and an open plan living\/dining area.<\/li>\n<li>The first floor accommodation comprises a master bedroom with vaulted ceiling and en-suite, two further double bedrooms and an opulent family bathroom suite.<\/li>\n<li>The gardens are expertly landscaped with an elevated deck and a separate barbecue space.<\/li>\n<\/ul>\n<h2>Don&#8217;t Discriminate<\/h2>\n<p>Remember that you&#8217;re not interested in who is buying or renting your property (to an extent). \u00a0So in that sense you are not targeting a specific gender, race or religion. \u00a0Keep your description very neutral to ensure you don&#8217;t offend or exclude any potentially interested parties.<\/p>\n<blockquote><p>Next door is a [place of worship]<\/p><\/blockquote>\n<p>Not a good idea. Some people are atheist and don&#8217;t believe in God or places of worship. \u00a0This may detract some people&#8217;s interest!<\/p>\n<blockquote><p>Ideal for small families<\/p><\/blockquote>\n<p>Statements such as this can discount and\/or discourage large families,\u00a0couples and single people from registering an interest in your property! \u00a0It&#8217;s important to present your property in neutral manner and let the person reading your listing\u00a0decide if it&#8217;s suitable or not!<\/p>\n<h2>Check Your Grammar<\/h2>\n<p>A description of any kind is not appealing if it&#8217;s littered with spelling mistakes. This lack of attention to detail will make people think that the property you are advertising has suffered a similar fate. Remember that the description is a reflection of the property. It is inviting people\u00a0to share in the experience of your property.<\/p>\n<p>As well as ensuring there are no grammar mistakes in your listing, you should refrain from using upper case (capital letters) words to highlight specific features. \u00a0It looks untidy, and on the web this typography can often be misconstrued for shouting!<\/p>\n<h2>A Note On Housing Benefits<\/h2>\n<p>To identify properties that are available to housing benefit applicants, some of the partners we publish our properties to require key terms in the property description.  In such cases please include a term such as &#8220;Housing benefit considered&#8221;, &#8220;Housing benefit is accepted&#8221; or &#8220;Benefit applicants considered&#8221;.  If such a term is not included in your property listing, it will not appear on some housing-benefit partner websites.<\/p>\n<p>With Investate you can upload your own <a href=\"https:\/\/www.investate.co.uk\/blog\/tips-better-property-photography\/\" rel=\"noopener\" target=\"_blank\">property photography<\/a>, create a fantastic property description and <a href=\"https:\/\/www.investate.co.uk\/dashboard\/list-property\/\" rel=\"noopener\" target=\"_blank\">sell your house online<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Writing a description to advertise your property can be a daunting task. It\u2019s not merely a description but a sales pitch to entice people into viewing and potentially making an offer on your property! It\u2019s an opportunity to engage your target audience and not only &#8216;sell&#8217; them the property, but &#8216;sell&#8217; them the experience. \u00a0This [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":207,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[16],"class_list":["post-69","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-property-news","tag-property-description"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>How To Write A Property Description &amp; Engage Your Target Audience<\/title>\r\n<meta name=\"description\" content=\"Writing a description to advertise your property can be a daunting task. It\u2019s not just a description but a sales pitch. 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