How To Write The Perfect Property Ad: Part Two

Last week I looked at the structure and composition of writing the perfect real estate ad, touching on the importance of setting a realistic price and taking great pictures (lots of them!).

But you need to know more than just what a property ad should look like before you can start writing them – you also need to know the specifics of what to include in the property description. And that’s what I’ll be covering this week!

The Property

This one’s a no-brainer, right? Even the most inexperienced seller knows that the perfect property ad has to contain some information about the house itself! What’s crucial here is that you maximise the appeal of the property when you write about it.

For example, “modern, newly installed kitchen with granite worktops” is preferable to “lovely kitchen that looks really nice”… not that I think most estate agents would let you get away with writing the latter.


Where exactly is the house? Is it rural? A new-build? Part of a housing estate? How many other houses are there on the development? These are all questions that people want to know the answers to.

The area that surrounds a house is just as important, maybe even more so to some people, as what’s inside it. Covering these issues in the real estate ad cuts down the number of pointless viewings by would be buyers who like the house but are totally unsuited to the neighbourhood.


Knowing that a property is near a school isn’t enough for some parents. I’m not saying that you need to track down the average grade of pupils who attend, but adding something like an outstanding Ofsted rating could be a big draw.

Likewise, “near a Tesco” isn’t nearly as specific as it could be – are we talking about a puny Tesco Local or a Megastore that stocks everything a potential buyer could ever need and more?

Technical Specs

It’s now the norm to provide floorplans on property websites. If there’s any reason you can’t add these then you’re going to want to add the exact measurements for each room at a bare minimum.

Information about the boiler, uPVC and EPC (energy performance certificate) may not be the sexiest of selling points, but it all helps buyers to form a more complete picture of what life in the property might be like.

“Little Extras”

Does the property you’re selling have a beautiful view of the sunset from its back garden? Or maybe it’s a short walk from a little nature reserve. Don’t be afraid to mention these things!

The devil is in the details, and it’s these little touches of personality that can make the difference between your property being “a viable option” and “the dream house”.

The truth of the matter is that, unless you’re cutting estate agents out of the process altogether, then they may take care of this whole process for you. But, even if that’s the case, they’ll need some input from you as well. Now you should know all the right things to tell them!