Property Listing

When to Use This Skill

Use this skill when you need to:

Write a property listing description that stands out on MLS, Zillow, or Realtor.com
Highlight key features, upgrades, and lifestyle benefits for target buyers
Include neighborhood context and proximity highlights
Create listing copy that generates showings and offers

DO NOT use this skill for rental listings (use rental-listing), commercial property descriptions, or property appraisal reports. This is for residential sale listings.

Core Principle

A PROPERTY LISTING SELLS A LIFESTYLE, NOT A FLOOR PLAN — EVERY SENTENCE SHOULD HELP THE BUYER PICTURE THEMSELVES LIVING THERE.

Phase 1: Property Brief

Required Inputs

Input	What to Ask	Default
Property address	"What is the property address?"	No default — must be provided
Key specs	"Beds, baths, square footage, lot size, year built."	No default — must be provided
Top 3 features	"What are the 3 best things about this property?"	No default — must be provided
Recent upgrades	"Any renovations or updates in the last 5 years?"	None specified
Target buyer	"Who is the ideal buyer — young family, downsizer, investor, first-time buyer?"	First-time homebuyer or young family
Listing price	"What is the asking price?"	No default — must be provided

GATE: Confirm property details and target buyer before writing.

Phase 2: Listing Structure

Description Format (250-400 words)

## Listing Description Structure

**Opening hook (1-2 sentences):**
[Lead with the most compelling feature or lifestyle benefit.
Not "Welcome to..." — start with what makes this property special.]

**Property highlights (3-4 sentences):**
[Walk through the key living spaces. Describe flow, light, and standout features.
Use sensory language — what does it feel like to be there?]

**Kitchen & living details (2-3 sentences):**
[Buyers spend the most time evaluating kitchens. Detail appliances,
counters, storage, and how the space connects to living areas.]

**Bedrooms & bathrooms (2-3 sentences):**
[Primary suite features, closet space, bathroom finishes.
Mention natural light and privacy.]

**Outdoor space (1-2 sentences):**
[Yard, patio, deck, garden, views. Describe how the space is used.]

**Upgrades & systems (1-2 sentences):**
[New roof, HVAC, windows, flooring — anything that reduces buyer worry.]

**Neighborhood & location (2-3 sentences):**
[Schools, parks, shopping, dining, commute times. Walkability and lifestyle.]

**Closing hook (1 sentence):**
[Create urgency or reinforce the lifestyle. End with a reason to schedule a showing.]

Phase 3: Writing Guidelines

Language Rules

Do	Do Not
"Sun-drenched living room with 10-foot ceilings"	"Nice living room"
"Chef's kitchen with quartz counters and gas range"	"Updated kitchen"
"Steps from Riverside Park and the Saturday farmers market"	"Close to amenities"
"Move-in ready with new roof (2023) and refinished hardwoods"	"Many updates"
"Primary suite with walk-in closet and spa-inspired bathroom"	"Large master bedroom"

Power Words for Listings

Light and space: sun-drenched, open-concept, soaring ceilings, expansive
Quality: custom, designer, artisan, hand-crafted, professional-grade
Lifestyle: entertainer's, retreat, oasis, resort-style, turnkey
Location: walkable, tree-lined, sought-after, vibrant, established

Fair Housing Compliance

NEVER include language that indicates preference for or against any protected class:

No references to race, religion, national origin, sex, disability, or familial status
Do not say "perfect for young couples" or "great for families" — describe the property, not the buyer
Do not describe the neighborhood demographics
Say "close to places of worship" not specific denominations

Phase 4: Listing Package

MLS Description (max varies by market, typically 250-500 words)

Write the primary description within MLS character limits. Front-load the most important features since many portals truncate descriptions.

Social Media Version (100-150 words)

[Attention-grabbing first line]

[Key specs: beds/baths/sqft]
[Top 3 features in bullet form]
[Price and location]
[CTA: "Schedule your private showing" + contact info]

Listing Checklist

Opening line hooks attention — no "Welcome to" or "Don't miss"
All key specs are accurate (beds, baths, sqft, lot size)
Top features are highlighted with specific details
Upgrades include dates and specifics (not just "recently updated")
Neighborhood context adds lifestyle appeal
Fair housing language compliance checked
Description fits within MLS character limits
Social media version created for marketing

Anti-Patterns

Starting with "Welcome to..." — this opening is used on 80% of listings. Stand out by leading with a feature.
All caps or excessive punctuation — "MUST SEE!!!" looks unprofessional and is ignored.
Vague superlatives — "beautiful," "amazing," and "stunning" without specifics mean nothing.
Ignoring the neighborhood — buyers purchase locations as much as properties.
Listing every room — "Bedroom 2 has a window" adds no value. Focus on standout features.
Fair housing violations — even subtle language can create legal liability. Describe the property, not who should live there.

Recovery

Few notable features: Focus on potential — "open layout ready for your personal style" or location benefits.
Dated property: Emphasize bones, lot size, and opportunity. "Solid construction with room to customize."
Competitive market with many similar listings: Find the one differentiator — even a mature tree, a view, or proximity to a specific trail.
Listing sitting too long: Rewrite the opening hook, update photos, and add new neighborhood details or seasonal appeal.
MLS character limit too short: Prioritize: hook, top 3 features, one upgrade, location, CTA. Cut everything else.