An enticing property description is essential to attract leads from your rental listings. After all, the right words can make all the difference in presenting your property in a positive light. However, writing an effective rental property description is more difficult than you may realize.

A property description is a written depiction of a property for advertising purposes. As such, let's discuss what goes into making a great property description and what rules to follow when writing a description. 

What is a good property description?

 A good property description concisely describes the unit, which entices the prospect to schedule a tour. Of course, writing a show-stopping description of a property is easier said than done.

The elements of a good property description are:

• A headline. A headline should be short but descriptive. Additionally, you should incorporate the property's location with an identification of the property type.
• The opening statement. An opening statement should provide a detailed overview of the property that couldn't make it into the headline. Include special features or amenities of the property to coax prospects into reading more.
• A listing description. This is the part where you provide all the details of your property: beds, baths, square footage, amenities, special features, etc. This is your chance to market your unit, so use descriptive language that outlines attractive points rather than just listing them.
• Call to action. Lastly, write a final sentence that will move the potential resident to action, such as submitting an application or scheduling a tour.

Good property description example

How do you write a property description?

Now that you know what elements go into a good property description, it's time to learn what rules to follow when writing.

To write an effective description for your property, follow these 4 rules

1. Be honest

The first rule to follow when writing your property description is to be honest. For instance, rounding up the square footage or mislabeling a home office as another bedroom is deceiving.

The same goes for the adjectives you use. For example, "cozy" is often used for small, cramped, or dark spaces. Overall, it's best to avoid embellishing aspects of the property to draw in more leads.

Instead, your rental property description should be genuine. Use the appropriate adjectives to describe your listing accurately. 

2. Use easy-to skim terms

Unfortunately, no matter how much time you spend on writing a property description, not everyone is going to read it thoroughly.

Most readers prefer a 'too long, didn't read' approach, in which you give a short description at the top before going into detail in the body of the content.

Additionally, you must make your description easily skimmable. For instance, use numerical digits instead of writing numbers out to draw people's eyes. Further, avoid large blocks of text by breaking them into paragraphs or bullet point lists. That way, readers can get through them faster. 

3. Include unique features 

Does the unit have a fireplace? Maybe the master bath has a jacuzzi tub? Are there built-in bookshelves? Unique features and amenities of the property sell best and act as a way to draw in potential renters.

Regardless of the unique feature, highlight it in your property listing and use any sought-after amenities such as a pool, open floor plans, or coworking spaces. 

4. Be creative

Creativity can take your property description to the next level, but it's critical you don't overdo it. Telling a story and using adjectives in your description paints a picture and draws in readers. In fact, certain adjectives are known to boost conversion rates.

However, use adjectives sparingly — and only if they apply to your property.

For instance, don't add "luxurious" or "spotless" to the listing if the unit is older. Instead, use "updated" or "upgraded" if it's been remodeled. That way, you're accurate but also creative in how you tell the story of your property. 

Key takeaways

A good property description accurately and concisely describes the property you're trying to sell. The top elements of a good property description are a headline, an opening statement, a listing description, and a call to action that prompts a prospect to do something. 

When writing a property description, be accurate, double-check your grammar, and make it easy to skim.