Why only 1 in 4 listing descriptions actually get read
Find out why you may be wasting time making the same listing descriptions
Here’s the harsh TRUTH - you are wasting your time and potential leads because of one thing:
Listing descriptions.
We’ve all seen them. Those perfectly staged homes, with amazing photos or videos…
With a description that somehow makes you scroll right past it.
Something like
“Renovated 4-bedroom, 3-bath home for sale in Dubai. Spacious living room, modern kitchen, 2-car garage. Built in 2015, 2,000 sq ft.
Step into this beautifully renovated 4-bedroom, 3-bathroom home in the heart of Dubai Hills, where modern comfort meets spacious living. The open-plan living room is perfect for relaxing or entertaining guests, while the sleek, fully equipped kitchen makes cooking a pleasure. With 2,000 sq ft of thoughtfully designed space, every bedroom offers plenty of natural light and storage. The property also includes a 2-car garage and was built in 2015, combining contemporary style with practicality. Ideal for families seeking a move-in ready home in a vibrant neighborhood. On the first floor you can find…
(…)
Contact us for more details.”
Boring, right? We bet you didn’t even read it all.
On paper, seems OK.
But in reality it does not work. At all.
Flooded with these kinds of listing descriptions, too?
Here’s why
🔹 Too long and boring: Readers scroll fast. A wall of words does not make anyone stop.
🔹 Clunky wording: It feels stiff, unnatural, and clearly made by AI. 0 personality.
🔹 Lost in the visuals: Important details get buried and curiosity disappears
Here’s the thing.
Your description is actually another piece of content. So treat it the same way.
Think of it like a short-form video. It needs:
a) hook,
b) a story,
c) and a reason to stop scrolling
Take one of our posts as an example:
“Can you afford this €2M home in Portugal? Let’s break it down with real numbers.”
We did not write “New listing for sale” or a long list of features. We sparked curiosity and invited people to read and engage.
The result?
🔹 4,000+ impressions on LinkedIn
🔹 70+ likes from both buyers and other agents
🔹 Conversations started without ever selling in someone’s face
Why it works? Because it has a hook, it sparks curiosity, and has some actual storytelling.
💡Pro Tip: The next time you post a listing, imagine you are writing the first 10 seconds of a video. What would make someone stop scrolling and actually pay attention?
Tell why the house is for sale. Turn a quirky house feature into a hook. Talk about the expensive solar panels that the owner installed on the roof and now saves a lot of $$$. Or maybe a super antique painting that comes with the house and show how cool it looks in the living room.
You can leave a link to the listing’s MLS at the end of the post or in the comments because there is a full description of the property anyways.
Think of it like a funnel.
Try this and you will 100% have a lot more engagement and clicks, which may result in potential inquiries from leads, and if everything goes well - a sale :)
Certainly, each house has SOME story so, why waste it?
Click here to see the original full LinkedIn post we made
P.S. Check the end of the newsletter for inspiration for your next listing descriptions. 😉
Real Estate #2 Meme of the Week
Only on our 20th video did we get it
We share some tricks we applied to improve our confidence on camera
We have all appeared on video at some point in our lives.
But when it comes to filming a professional video for real estate, that might become a nightmare.
Especially if you are just starting out or are camera shy.
At the same time, YOU KNOW it is important to appear on camera and post videos on social media these days. 📷
It builds trust with the people who watch and can bring potential buyers or sellers.
“I look horrible on camera” or “I’m not made for this”?
Sounds familiar?
We have been there too. We still get nervous sometimes, especially when filming in public or in front of lots of people.
Preparation and practice are the key to success
So now you know you have to appear on camera more often. Your key to a great video is preparation and visualization.
If you are not familiar with filming or are still camera shy, 1) write down the script, 2) the key lines and 3) the scenario. Review it over and over again. You will thank yourself for internalizing it. When the moment arrives you will know exactly what to say.
💡 Pro Tip: Instead of writing the entire script word for word, break it down by topics. That way, when you look at it in the moment, it will remind you what to say.
Who’s perfect anyway?
Yes it would be cool to hit record, say everything you wanted on the first try and move on. But that rarely happens.
If you struggle to find the right words, say the same thing in different ways. Use different words and intonation and don’t stop recording. You can always cut and keep the best parts.
But practice makes it perfect!
We’ll admit it.
We still cringe at the first ever videos we made for real estate 😂 but we still did it all.
House walkthroughs, voice overs, skits, professional videos for YouTube…
But that’s not the point.
If it was not for them, we wouldn’t have gotten far and would be severely behind the competition!
👉 One of our early listing videos only got about 300 views, but it led to two buyer inquiries and eventually a sale. Proof that confidence and showing up matter more than being perfect.
Things you can do today - start now
You may not need to shoot a listing right away. You can practice. Even at home.
Film videos for yourself and do not post them anywhere.
Tell a story to the camera about how the last listing went. Explain why a client chose a certain house. Or describe the last property you visited.
You can delete the videos afterwards.
Trust the process, after about the 20th recording you will be amazed at how your storytelling and confidence improve!
The takeaway - quick step by step
Prepare - write the structure, topics and key lines.
Visualize - imagine the flow and where you will stand or walk.
Practice - film short takes, then film more. Do 10–20 warm ups.
Record - don’t stop for small mistakes, capture multiple versions.
Edit - keep the best clips, cut the rest.
Post - start small, test, and iterate.
Here are 5 fresh listing descriptions inspirations (that are NOT boring)
Stuck writing listing descriptions?
We have prepared 5 examples of listing description examples for you to copy/adapt them and paste in your next listing.
These are based on our top LinkedIn posts that gained the most engagement and likes.
See the example of the first post in this PDF file:
1. Solar Panels
[Hook/Title]: Can you imagine saving $1,200 a year on electricity just by moving in?
[Description]: The sellers of this $1.2M renovated 4-bedroom villa in Texas installed solar panels and managed to cut their bills nearly in half.
An investment that was definitely worth it. Now the house produces its own electricity all year round.
Inside, the open-plan living area feels bright and airy. The kitchen has stone countertops, and the bedrooms are spacious with plenty of natural light.
See more photos of the house here: [link]
See the rest here 👇:
And that’s it for today!
We hope you find these tips and tricks useful and can start applying them right away!
Next week, we’ll feature the point of view of real estate investor Irina, who will share how investors like listings to be presented - what information, numbers, and formats catch their attention. We’ll also hear from the founder of a real estate company, who will talk about what it’s really like to open one, for anyone planning to take that step.
Let us know if you found this content useful - we read every email 😉
See you in the next one!
Alex and Daria