How Do You Write a Good MLS Description? Tips to Elevate Your Listings

(**) Disclosure: This post may contain affiliate links, meaning our company, JCHQ Publishing will get a commission if you decide to make a purchase through the links, but at no additional cost to you.

You’ve posted your property on MLS, expecting a flood of interest. Days turn into weeks, and the silence is deafening. No calls, no inquiries. The frustration and confusion begin to mount. Is the property not good enough? Or perhaps, it’s the way it’s presented that’s missing the mark. I’m sure many real estate agents have that sinking feeling before.

In a sea of listings, it’s easy for properties to get lost, but the right MLS description can be your beacon, guiding potential buyers straight to your doorstep.

Here’s the golden nugget: To craft the perfect MLS description, make sure to create a captivating start, spotlight the unique features of the property, be genuine and accurate, sprinkle in some emotion-evoking words, and weave in some local highlights. Keep things short but sweet, embrace an active tone, and sidestep heavy jargon.

Let’s delve into how you can make your property stand out, resonate with buyers, and capture the interest it truly deserves.

Understanding the Basics

An MLS description isn’t just a bunch of words thrown together. It’s your chance to whisk potential buyers away on a journey around the property using the power of language. But, remember, you often have limited word space. So, choose words that give them a sneak peek while making them eager for more.

Key Components of a Compelling MLS Description

  • Eye-Catching Opening: Think of your first line as your property’s debut. It needs to dazzle. How about something like, “Tucked away in the vibrant heart of [neighborhood], discover a home that offers…”
  • Highlight Property Features: Here’s where you spill the beans on what makes your property special. Maybe it’s that swanky new kitchen or how it’s just a hop, skip, and a jump from the best schools in town. Picture saying, “With its state-of-the-art kitchen and close proximity to top-tier schools…”
  • Accurate Descriptions: Trust is your currency. If your backyard is more ‘intimate’ than ‘expansive,’ say so. Overpromising will only lead to deflated hopes during viewings.
  • Keyword Inclusion: Think about what a potential buyer might type into a search bar. Hardwood floors? An open concept living room? Weave these terms naturally into your description.
  • Emotionally Engaging Language: Let’s get those feels going. Instead of merely saying “a large porch,” invite them to “savor breathtaking sunsets on the expansive porch.”

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Writing Tips and Techniques

  • Be Concise: With a word limit looming over your head, every word has to pack a punch. Swap “The house comes with a large backyard” with “Enjoy a vast backyard oasis.”
  • Active Voice: Here’s a little tweak that makes a big difference. Instead of “The kitchen was designed by a top designer,” switch to “A top designer crafted the kitchen.”
  • Avoid Jargon: Not everyone’s fluent in real estate speak. Ditch terms that might confuse and stick to language everyone gets.
  • Use Descriptive Adjectives: These can add flair. But, balance is key. “Step into a charming, sunlit cottage” sounds so much cozier than just a “nice house.”
  • Incorporate Local Landmarks: Give them a sense of the neighborhood. If you’re a stone’s throw away from a beloved park or cafe, flaunt it!

Addressing Common Questions

  • Making a Property Stand Out: To appeal to families, focus on kid-friendly features or nearby parks. For younger couples, maybe it’s the buzzing nightlife or local gyms.
  • Addressing Property Flaws: Spin them positively. A quirky layout isn’t a flaw; it’s “a unique design sure to spark conversation.”

Pitfalls to Avoid

  • Overhyping: Over-the-top descriptions can come off as insincere. Stay grounded and authentic.
  • Being too Generic: Ditch the clichés. Dive deep into what makes your property a gem.
  • Neglecting Proofreading: Typos can make you look sloppy. A second pair of eyes never hurts.

Incorporating Multimedia

Don’t forget the visuals! Pair your stellar MLS description with crisp, high-quality photos. If you can, add a virtual tour. It’s like giving potential buyers a VIP pass to explore the property from the comfort of their couch.

In wrapping up, penning the ideal MLS description blends artistry with strategy. As agents, mastering this can significantly transform how buyers perceive a property. Always remember: beyond selling a building, you’re offering someone a potential place to call home.

More on the Art of the MLS Description

Humanizing Your Approach

  • Tell a Story: Every home has a history. Maybe it’s a century-old cottage or a contemporary loft that’s seen countless sunrises. Delve a little into its past or the emotions it evokes. “A home where memories were made, ready for your next chapter.”
  • Speak to the Senses: Engage the reader’s senses. “Wake up to the gentle chirping of birds in this serene suburb” or “Relish the rich aroma of freshly brewed coffee from the nearby café.”

Fine-tuning the Details

  • Formatting Matters: Use short sentences and bullet points, especially if you’re listing features. It breaks the monotony and is easier on the eyes.
  • Call to Action: End with a soft prompt or invitation, like “Come see what makes this home special” or “Ready for a closer look? Schedule a viewing today.”

Seeking Feedback

  • Peer Reviews: Sometimes, you’re too close to a project. Having another agent or friend review your description can offer fresh insights or catch oversights.
  • Engage Your Audience: If you have a social media presence, consider sharing a description draft and asking for feedback. It not only engages your audience but can also provide valuable inputs.
  • Stay Updated: Property trends shift. Maybe it’s the rise in home offices or the desire for bigger outdoor spaces. Tailor your descriptions to reflect what’s currently in demand.
  • Education and Workshops: Consider attending workshops or online courses on effective real estate marketing. They can provide new techniques or perspectives you hadn’t considered.

Still not sure how to write a compelling property listing? Use ChatGPT

Here’s a video I just watched from Katie Lance, a social media consultant who specializes in working with real estate agents and brokers. Katie dives deep into the potential and benefits of using ChatGPT for real estate marketing.

In the video, she explained how ChatGPT can be used effectively for creating property listings. Katie highlights that for many real estate agents, writing property descriptions can be a tedious process.

However, with ChatGPT, one can simply provide a prompt with property details and receive a comprehensive property description in return.

For instance, if you provide details like the property’s address, number of bedrooms and baths, key features, etc., ChatGPT can craft a captivating description that can be tailored to fit your local MLS or association requirements. The description generated by ChatGPT acts as a strong foundation, but Katie emphasizes the importance of adding personal flavor, insights, and specific property details to make it truly unique.

What I particularly like about this concept is the efficiency and customization it offers. Real estate agents can save a significant amount of time on content creation while ensuring that the information presented is accurate, compelling, and tailored to their unique style and audience.


In the bustling realm of real estate, your MLS description serves as the inviting front porch to your property, urging potential buyers to step in and explore. It’s not merely about listing features but painting a vivid, relatable picture of life in that space.

By connecting on a human level, understanding current trends, and continually refining your approach, your descriptions can be the key that turns casual viewers into committed buyers. Remember, in this digital age, your words often serve as the first handshake and smile. Make them count.

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Disclaimer: The information in this post is for general information only, and not intend to provide any advice. They are subjected to change without any notice, and not guaranteed to be error-free. Some of the posts on this site may contain views and opinions from individual not related to JCHQ Publishing. They do not necessarily reflect our view or position.


  • Jacob Coleman

    Jacob is a content writer and a real estate investor. He has experience working with different real estate professionals throughout the years. (i.e., appraisers, real estate agents, property managers, home inspectors.) In order to build a career you love, Jacob believes not only you need a thorough understanding about the profession, but you also have to find out what type of jobs could match your personality, lifestyle and expectation.

Jacob Coleman

Jacob is a content writer and a real estate investor. He has experience working with different real estate professionals throughout the years. (i.e., appraisers, real estate agents, property managers, home inspectors.) In order to build a career you love, Jacob believes not only you need a thorough understanding about the profession, but you also have to find out what type of jobs could match your personality, lifestyle and expectation.

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