The Problem with Most Listing Descriptions
The average MLS listing description reads like a spreadsheet entry: "3BR/2BA. Hardwood floors. Updated kitchen. Close to schools." These descriptions are factually accurate and completely forgettable. In a market where buyers browse dozens of listings before booking a single showing, the description is your first sales conversation — and most agents are showing up to that conversation unprepared.
According to the National Association of Realtors, listings with narrative descriptions receive 48% more inquiries than bare-bones spec lists. The words you choose directly influence whether a buyer clicks "schedule tour" or keeps scrolling.
What a Great Listing Description Must Accomplish
Before writing a single word, understand the job your description needs to do. A high-converting listing description must:
- Qualify the right buyer. Not every buyer is right for every home. A great description pre-selects the people who will actually love the property.
- Create emotional connection. Buyers do not purchase specifications — they purchase a vision of their life in the home.
- Answer the unasked questions. Location feel, neighborhood vibe, how the morning light hits the kitchen — things that photos cannot fully convey.
- Comply with fair housing requirements. No protected class descriptors. No references to schools as a family qualifier. This is non-negotiable.
The Five-Section Formula for Listing Descriptions
Section 1: The Opening Hook (1-2 sentences)
The hook sets the tone and targets the right buyer. It should evoke a feeling, not list a feature. Compare: "Beautiful home in desirable neighborhood" versus "Wake up to mountain views from your primary suite and walk to the Saturday farmers market in under four minutes." The second sentence creates a specific life picture that resonates with a specific buyer.
Section 2: The Standout Feature Deep Dive (2-3 sentences)
Every property has one feature that is disproportionately valuable to the right buyer. Lead with it. If the kitchen was just renovated with quartz counters and a 48-inch range, do not bury it in a comma-separated list — give it its own sentence and make the reader feel it.
Section 3: The Living Experience (2-3 sentences)
Describe how people actually live in the home. How does the open floor plan serve entertaining? How does the mudroom handle the chaos of a busy family morning? Translate features into experiences.
Section 4: Location Context (1-2 sentences)
Location information that photos cannot show: walkability score, commute to a major employment center, proximity to a beloved local coffee shop or trail. Be specific and avoid vague phrases like "convenient location."
Section 5: The Invitation (1 sentence)
End with a soft close that creates urgency without pressure. "Private showings available starting Thursday — request yours before the weekend rush." This signals demand and prompts action.
How to Use AI to Write Listing Descriptions
AI listing description tools work best when you give them rich, specific inputs. Generic inputs produce generic outputs. Before using Aibrify AMP's listing description generator, gather the following details:
- Property address and MLS category
- Square footage, bedroom/bathroom count
- Year built and major renovation dates
- Three to five standout features with specific details (not just "updated kitchen" but "2024 kitchen renovation with Calacatta quartz, Thermador appliances, and custom cabinetry")
- Neighborhood feel in your own words
- Ideal buyer profile (empty nesters, young professionals, growing family)
- Asking price relative to neighborhood (positioned as value, midmarket, or premium)
Feed these details into the AI tool and generate two or three variations. Each variation will emphasize different angles. Choose the one that best matches the property's strongest selling point, then edit for your voice and any hyper-local details the AI cannot know.
Common Mistakes That Kill Listing Description Effectiveness
Over-abbreviating: "LR/DR combo w/ HW flrs & recessed ltg" is not a description — it is a code that forces buyers to translate instead of imagine.
Adjective inflation: "Stunning," "gorgeous," "breathtaking," and "immaculate" have been used so many times they carry zero informational weight. Replace adjectives with specific details. Instead of "gorgeous kitchen," write "kitchen with floor-to-ceiling cabinetry, a 10-foot island with seating for six, and south-facing windows that flood the space with afternoon light."
Feature dumping: Listing every feature in random order makes it impossible for the buyer to understand the property's identity. Prioritize ruthlessly. The five most compelling features, described well, beat twenty features listed poorly.
Ignoring the outdoor space: In 2026, outdoor living is a major purchase driver. If the property has a deck, patio, yard, or view, give it proportionate description space.
Fair housing violations: Descriptions referencing schools as suitable for "families with children," neighborhoods described by demographics, or any language implying suitability based on protected characteristics expose agents to serious legal liability.
Tailoring Descriptions for Different Platforms
Your MLS description has a character limit (typically 1000-1500 characters). Your property website page, email campaign, and social media posts each need adapted versions.
For social media, the listing description generator can produce shorter, punchy versions optimized for Instagram or Facebook engagement. Pair these with your AI content features to create a full multi-platform marketing suite for each listing.
Testing and Iteration
The best agents treat listing descriptions as testable marketing assets, not one-and-done write-ups. If a listing is sitting longer than average, update the description before slashing the price. A reframe of the story — shifting emphasis from the square footage to the lifestyle — can renew buyer interest without a price change.
Track which language in your listing descriptions correlates with faster days-on-market and more showing requests. Over 12-24 listings, you will develop a mental model of what resonates in your specific market.
Conclusion
Writing listing descriptions that actually attract buyers is a combination of marketing psychology, structural discipline, and local knowledge. The five-section formula gives you a repeatable framework. AI tools eliminate the blank-page problem and speed up first-draft creation. Your local expertise — the morning light, the farmer's market, the neighborhood feel — is what makes the final description convert. Use both.