4 Mistakes to Avoid When Writing Property Descriptions

Listing descriptions are one of the first things potential buyers notice when they view your property. Since first impressions matter, it’s essential to get them right. However, there’s no formal training on how to craft an effective listing description, which often leads to common mistakes.

If you're selling a home for the first time, missteps in your description could cost you an interested buyer. But don’t worry—we’re here to help!

01Flat opening statement

If the first line of your listing description reads, "3-bedroom, 3-bathroom home with a garage in a quiet neighbourhood," then you're doing it wrong. This is one of the new sellers' most common mistakes—starting with a flat, uninspiring opening. The mistake becomes even worse when the entire description is just a list of facts rather than something engaging.

Buyers should be able to picture themselves living in the home. That’s why it's highly advisable to use statements like, "Imagine tossing another log on the fire in your cosy redwood timber cabin…" or "Wake up to breathtaking sunrise views from your bedroom window, with the sound of birds chirping in the background." These might feel a bit over the top, but the goal is to create an emotional connection between the buyer and the property.

The best approach is to consider your target buyer—whether it’s a young professional looking for a condo or a family searching for a two-story home. Think about how you’d describe the property to them in person at an open house. The words you’d use in conversation are exactly what should go into your listing description.

02It’s too long or too short

Based on industry standards and my professional experience, an ideal listing description should be between 150-400 words. If that sounds like a broad range, you're right—it depends on the type of property. See the table below for a clearer understanding.

According to research, most buyers spend only a few minutes browsing listings online, with the majority of their attention focused on photos. This means your description has just a few seconds to capture their interest. Not only does this reinforce the importance of a strong opening (as discussed earlier), but it also highlights the need for the right length.

A description that's too long risks losing buyers' attention, while one that's too short may leave out key selling points. To strike the right balance, structure your listing like this:

Opening hook: 50-75 words
Core features: 75-150 words
Additional details: 25-75 words

These are just guidelines, and slight variations are fine. However, understanding your target buyer is key—craft your description in a way that speaks directly to them.

03Overused descriptive words

One of the biggest mistakes in listing descriptions is relying on generic adjectives like "beautiful," "perfect," or "must-see." These words are overused and don’t tell buyers anything meaningful about the property. As stated earlier, buyers skim through listings quickly, so vague descriptions won’t make your home stand out.

Instead, focus on specific details that highlight key features. For example, instead of saying "nice kitchen," describe it as a "modern home featuring a swanky kitchen with crisp, white cabinetry." This paints a clearer picture and helps potential buyers imagine the space.

Think about what makes your property unique. Is it the vaulted ceilings, oversized windows, or custom-built bookshelves? The more precise you are, the more engaging and memorable your listing will be.

Read more: How Renovation and Remodelling Can Boost Your Property Value?

04Timing Mistakes

The timing of your listing can significantly impact how you write your description and how effectively it attracts buyers. Seasonal factors play a major role—spring and early summer, for example, are peak seasons when more buyers are searching, meaning a well-crafted description can help your home stand out in a competitive market. If you’re listing during a slower season, like winter, your description should emphasise cozy and inviting features, such as “a warm, sunlit living room perfect for relaxing on chilly evenings.” Additionally, if your home is ideal for families, highlighting its proximity to schools in late summer can attract buyers looking to move before the new school year.

Market conditions should also shape your approach. In a seller’s market, where demand is high, you might use language that creates urgency, like “rare opportunity in a highly sought-after neighbourhood.” In a buyer’s market, where inventory is higher, your description should focus on unique selling points, such as recent upgrades or move-in-ready features. Pricing strategy is equally important—referencing comparable homes in your description (“priced competitively among newly renovated homes in the area”) reassures buyers they’re getting value. By aligning your listing description with market timing, you can create a compelling narrative that appeals to the right buyers at the right time.

BONUS TIP AND MORE

Apart from the four mistakes we’ve discussed, another important factor to keep in mind is maintaining a structured flow in your listing description. Avoid jumping randomly from room to room—instead, guide the reader’s eye through the home in a natural way. Start with the exterior, then move into the living room, followed by the kitchen and dining area, then the bedrooms and bathrooms, and finally, any additional spaces like a basement or backyard. A well-structured approach not only makes the description easier to read but also helps buyers visualise the home more effectively.

By avoiding these common mistakes, you're now equipped to write a more compelling listing description that attracts the right buyers. If you need further assistance in crafting the perfect property description or help at any stage of the home-selling process, feel free to reach out to The Canadian Home—our experts will be happy to assist you!