Buyers spend seconds on a listing description before deciding whether to keep reading. The best descriptions aren't the longest or the most poetic. They are specific, well ordered, and written for the buyer who will actually live there.
Here is a method you can use on any listing in about 15 minutes.
Minute 0–3: Gather the facts (not adjectives)
Before you write a word, list what is true and specific about this home:
- The numbers: beds, baths, square footage, lot size, year built, parking, strata or HOA fee.
- The three best features. Ask yourself what the seller would miss most if they moved. That's usually it.
- What's been updated, and when: roof 2022, kitchen 2021, new furnace.
- Location facts you can verify, such as distance to a named school, park, transit line or highway.
- Anything a buyer will ask about, like suite potential, a view, or an EV charger.
Skip vague words like "stunning", "charming" and "must see". Every listing uses them, so buyers tune them out.
Minute 3–5: Write the headline
Your headline (or first line, if your MLS® has no headline field) should do one job: make the right buyer stop scrolling. Lead with the single most valuable fact.
Formulas that work:
- [Best feature] + [property type] + [location hook]: "South-facing 3-bed townhome steps from Redwood Park"
- [Update] + [benefit]: "Fully renovated kitchen, nothing left to do"
- [Rare feature]: "Detached double garage and RV parking on a quiet cul-de-sac"
Minute 5–12: Write the body in this order
Use this structure. It mirrors how a buyer walks through the home in their head.
- Opening (1–2 sentences): Who this home suits and its best feature. Describe the home, not the buyer. "Room to grow" is fine; "perfect for young families" is not (more on that below).
- Main living areas (2–3 sentences): Kitchen, living room, flow, light. Use specifics: "quartz counters, gas range, island seating for four."
- Bedrooms and bathrooms (1–2 sentences): Primary suite first, then the rest.
- Updates and systems (1 sentence): Buyers love knowing big-ticket items are done.
- Outside and location (1–2 sentences): Yard, parking, then verifiable distances.
- Call to action (1 sentence): "Book a private showing this weekend."
Minute 12–15: Edit for limits and fairness
Check your MLS® character limit
Every board sets its own limit for public remarks, and many are shorter than agents expect. Count characters, not words. Spaces and punctuation count too. The free listing description grader checks your draft against your board's limit. If you're over:
- Cut adjectives first.
- Merge short sentences.
- Drop anything already shown in the listing fields (beds, baths, square footage).
Check your wording
Describe the property, never the people you imagine buying it. Fair-housing law in the US and human-rights law in Canada prohibit wording that suggests a preference based on protected grounds. The US Fair Housing Act protects race, colour, religion, sex, disability, family status and national origin. Canadian human-rights codes cover similar grounds, and some provinces and states also protect age. You can paste a draft into the free fair housing checker to check it. Common slip-ups:
| Avoid | Use instead |
|---|---|
| Perfect for young families | Three bedrooms on one level |
| Ideal for empty nesters | Low-maintenance, single-level living |
| Walking distance to church | 400 m to St. Mark's (or simply "close to amenities") |
| Exclusive, private community | Gated community with on-site security |
| Bachelor pad | Studio / one-bedroom suite |
Check every claim
If you write "brand-new roof", know the year. If you write "five minutes to SkyTrain", check the map. In BC, the Real Estate Services Rules prohibit false or misleading advertising, and US license laws and the NAR Code of Ethics say the same. The same applies to photos; see what you must disclose about virtual staging.
Before and after
Before (a typical first draft, 54 words):
Welcome to this stunning, must-see home! This charming property is perfect for young families and offers so much. Gorgeous kitchen, beautiful bedrooms and a lovely yard. Close to everything. Lots of updates throughout. Walking distance to churches and schools. Don't miss this amazing opportunity in a fantastic neighbourhood, it won't last long! Call today!
What's wrong with it:
- No specifics a buyer can use.
- Three wording problems ("perfect for young families", "walking distance to churches", and "close to everything", which can't be checked).
- Every sentence could describe any home.
After (same home, 87 words):
South-facing 3-bed townhome steps from Redwood Park Bright end unit with windows on three sides and a fully renovated kitchen (2023): quartz counters, gas range and island seating for four. The open living and dining area opens onto a 200 sq ft deck. Upstairs, the primary bedroom has a walk-in closet and ensuite, plus two more bedrooms and a full bath. New furnace and hot water tank (2022). Double side-by-side garage. 450 m to Redwood Park, 5 minutes to Highway 1. Book a private showing this weekend.
A little longer, but every sentence now gives a buyer a reason to book a showing.
A 15-minute template you can copy
[Best feature] [type] [location hook] [Standout feature + main living space]. [Kitchen/living specifics]. [Bedrooms/bathrooms]. [Updates with years]. [Outdoor space + parking]. [Verifiable location distances]. [Call to action].
How Trulisted helps
Trulisted's listing description generator writes the first draft for you from your photos and listing details, in the tone you choose. Then it:
- checks it against your MLS® character limit
- flags risky fair-housing and human-rights wording, with a suggested fix
You stay in control: edit anything, and if you keep a flagged phrase, you record a reason for your broker. The same copy then flows into your flyer and your "Just listed" email.
Frequently asked questions
How long should a listing description be?
As long as your MLS® allows, but no longer than it needs to be. Most buyers read the first two or three sentences, so put the best facts there. Count characters, not words, because spaces and punctuation count towards the limit.
What words should I avoid in a listing description?
Avoid words that describe the buyer instead of the home, such as "perfect for young families" or "ideal for retirees". Fair-housing and human-rights laws prohibit suggesting a preference based on protected grounds like family status, religion or disability, and in some provinces and states, age. Also skip empty adjectives like "stunning" and "must see".
Should I mention nearby churches, schools or other places?
Name the place and the distance ("400 m to Redwood Elementary") rather than describing who it suits. That's useful to every buyer and avoids suggesting a preference.
Can AI write my listing description?
Yes, as a first draft. You remain responsible for every claim, so check the facts, the wording and the character limit before publishing. Trulisted checks the length and the wording for you; checking the facts is your job. For other ways AI can save you time, see 12 AI tools for real estate agents.
This article is general information, not legal advice. Check your board's rules and your brokerage's policies.