This post comes to us from the Market Leader blog:

While it's well known that it's the photographs in a real estate ad that will pique a buyer's interest in a home, the right words in the description may just get them into the car. Yet, finding ways to describe your listings – coming up with catchy headlines and intriguing come-ons – is pretty challenging.

Writers are admonished to always remember their audience. Real estate agents would do well to remember that advice too, but to also keep in mind that their audience is two-pronged: buyers and other real estate agents.

The second and third rules of thumb? Don't be repetitive, and never, ever be boring.

The Basics

The MLS typically doesn't give agents a lot of room for descriptions. This is valuable space, so don't repeat information that will show up in the details section. In other words, there's no need to reiterate that the home has three bedrooms and two bathrooms since those facts are already mentioned in the property details section.

Save the description box for compelling, intriguing information that will reel agents and buyers into the home for a closer look.