The words in your property listing do more heavy lifting than most sellers realise. A buyer scrolling through dozens of results will spend less than ten seconds on your listing before deciding whether to click through or move on. That split-second judgement is shaped almost entirely by your first sentence and your photos — and yet the written description is where most sellers put in the least effort. Getting this right costs nothing extra and can make a measurable difference to how quickly you sell and at what price.
Start with the thing that sets your home apart
Every property has something that makes it genuinely different — a south-facing garden, an unusually large kitchen, a quiet cul-de-sac position, original period features. Lead with that. Not with "Welcome to this stunning family home," which says nothing, but with the specific detail that a buyer searching for exactly your type of property will immediately respond to.
If your home is a Victorian terrace with a cellar conversion, say so in the opening line. If it backs onto woodland or sits within walking distance of a well-regarded school, put that front and centre. Buyers filter by criteria; your job is to confirm you meet theirs as quickly as possible.
Describe rooms in terms of how they live
Square footage alone tells a buyer very little. What they really want to know is whether the space works for them. "A generous double bedroom with fitted wardrobes and views over the garden" is far more useful than "Bedroom 1: 14ft x 11ft." Both facts matter — include the measurements — but frame each room around how it actually feels and functions.
Think about the way you use each space and translate that into language. The open-plan kitchen-diner that works well for entertaining. The utility room that keeps the noise of the washing machine away from the living areas. The study that gets morning light and has a fitted desk. These details help buyers picture their life in your home, which is precisely what you want them to do.
Be specific about improvements and condition
Buyers are wary of vague claims like "recently refurbished" or "well-maintained throughout." These phrases have been overused to the point of meaninglessness. Instead, be precise: "new combi boiler installed in 2024," "full rewire completed in 2023," "kitchen fitted in 2022 with integrated appliances." Specificity builds trust. It also pre-answers questions that might otherwise cause a viewer to hesitate.
If your home is being sold in need of updating, say so honestly. "Sold with scope for modernisation" is legitimate and will attract buyers looking for a project rather than disappointing buyers expecting a turnkey property.
Use accurate, grounded language
Resist the temptation to write the way estate agent particulars used to read — "impeccably appointed," "deceptively spacious," "a rare opportunity." Buyers have learned to distrust this kind of language because it so often turns out to mean the opposite of what's implied. Plain, accurate writing signals confidence in the property itself.
That said, tone matters. You can be warm and readable without being gushing. "The sitting room catches afternoon sun and opens directly onto the garden" is both honest and appealing. "Beautifully presented reception room with seamless indoor-outdoor flow" makes buyers roll their eyes.
Location details that actually help
Don't just name the street or the postcode area. Tell buyers what the location means in practical terms. How long on foot to the nearest station? What's the catchment area for local schools? Is there a farmers' market, a good pub, a park? Buyers researching an unfamiliar area will find this kind of detail genuinely useful, and it saves them a separate trip to Google Maps.
If your home is in a popular area, it's worth naming the specific neighbourhood or village rather than just the nearest town, since many buyers search by area name and these distinctions affect value perception.
Length, structure, and what to leave out
Aim for something in the region of 300 to 400 words for the main description. Much shorter and you risk seeming like you have nothing to say about the property; much longer and you lose readers before they reach your best points.
Use short paragraphs rather than a single dense block of text. Bullet points work well for a summary of key features — number of bedrooms and bathrooms, parking, garden aspect, EPC rating, tenure — but the main body should read as connected prose.
Leave out anything that could be perceived as a negative without context. If the property is on a main road, the listing is not the place to address this — a good agent or a well-prepared viewing will deal with it more effectively. Similarly, avoid mentioning ongoing works, planning disputes, or anything you'd prefer buyers didn't focus on before they've seen the property in person.
Proofread, then proofread again
Spelling mistakes and grammatical errors in a listing signal carelessness, and buyers extrapolate. If the seller can't be bothered to proofread their own listing, what else have they let slide? Read the description aloud, which is the fastest way to catch clunky phrasing and missing words. Then ask someone else to read it cold.
Writing a strong listing description takes an hour at most, but it's an hour that pays for itself many times over. Platforms like Keyzee make it straightforward to publish your listing directly, giving you full control over how your home is presented — including the description — without going through a traditional agent.
If you're ready to list, you can create your property on Keyzee at keyzee.co.uk/sell/new. It takes around 15 minutes to get your home in front of buyers, and you can edit your description at any time as you refine it.