How To Write The Perfect Property Ad: Part One

On this blog I’ve previously written about phrases to avoid when selling (or buying) a home, but we’ve never necessarily covered all of the things that you should include in property ads.

With that in mind, I decided it was high time to create a two part—the second part will be coming next week—post on how to craft the perfect real estate ad. And I’m not just doing this in two parts to build suspense; there is a legitimate reason why it makes sense to break it up into two parts!

The way most sellers post ads in the UK market is a little different to how it’s done in, say, the United States. Across the pond it’s more common to draw potential buyers in using flashy headlines…

…while over here the dominance of sites like Zoopla and Rightmove mean that listings tend to appear more standardised.

This means that, while you can certainly still get some useful tips from “how to write the perfect real estate ad” articles written by Americans, not everything in them will apply to a UK audience.


Because there’s less opportunity to capture your audience’s attention in British property ads, pictures are hugely important. They’re what give viewers their first impression of the property and, as we all know, first impressions are key.

Some estate agents send a professional photographer to do the job but, if you’re taking the photos yourself, consider the following guidelines:

  • Take advantage of natural light, but avoid glare
  • Declutter, or at least move it out of the room(!), before you take pictures
  • Upload as many photos as you can, using different angles and including even “boring” features like integrated storage
  • Frame both the interior and exterior in their best possible light, e.g. wait to take pictures until the street is clear of cars and bins


There’s no harm in setting the price a little higher than what some neighbouring properties have gone for, just as there’s none in setting it a bit lower if you’re eager to make a quick sale.

However, even first-time buyers can find detailed information about recommended asking prices on the web. Trying to hoodwink people by setting a price that’s totally out of the ballpark will only result in the property being ignored and becoming old news.


We’ll look at more detail on what to include in a property description in the next part of this post, but the short version is that you should be as thorough as possible.

If potential buyers have to message you to ask basic questions about things like how many bedrooms there are or whether the property has any parking, there’s a good chance that they’ll simply move on.

But, beyond all of the practical stuff, make sure you’re asking yourself the question “why should people want to buy this house?” the whole time you’re writing.

Stay tuned for more information on how to answer that question effectively…