How to write a listing description that sells: a template and mistakes to avoid

The title and photos attract a prospect, but the description decides whether they get in touch. Many listings have a one-sentence description or, on the contrary, a long text full of phrases with no concrete information. A good description answers the questions a prospect would ask and at the same time gives them a reason to come to a viewing.

What a good description should contain

For an ordinary flat or house, the text should include this information:

• Layout and area: number of rooms, floor area, how many bedrooms and bathrooms.
• Floor and lift: which floor the flat is on and whether the building has a lift.
• Condition: original condition, partial or complete renovation, year of renovation if you know it.
• Equipment: furnishings, appliances, balcony, loggia, cellar, parking.
• Location: street or district, public transport access, shops, school, kindergarten, greenery.
• Practical matters: heating, estimated energy costs, when the flat is available, conditions (deposit, pets).
• Price: the exact amount in the price field. Preferably do not repeat it in the text, so that data do not diverge after a price change.

How to structure the description

1. Introduction (1–2 sentences): what you are offering, where and in what condition. Everyone reads this.
2. Details: layout, equipment and practical matters in short paragraphs.
3. Surroundings: what is within walking distance and by public transport.
4. Closing: an invitation to a viewing and how to arrange it.

Use short paragraphs and concrete sentences. Put the most important information first.

Sample description (figures are illustrative)

Bright 2-room flat to rent, 54 m², on the 3rd floor of a four-storey building with a lift. The renovated flat consists of a living room connected to the kitchen, a separate bedroom, a bathroom with a bathtub and a loggia. It is partly furnished; the price includes a kitchen unit with appliances and built-in wardrobes. Heating is central.

Nearby you will find a shop, a pharmacy, a kindergarten and a public transport stop within a five-minute walk. A cellar is included. The flat is available from next month. The rent is stated in the listing, with advances for utilities paid in addition. The deposit is two months' rent. We will gladly show you the flat, contact us through Nesore.

The most common mistakes

• Too short a description. A line like "Nice flat in the centre" says nothing. Under 200 characters a description is usually weak.
• Contradictions in the data. The description mentions the third floor and the parameters the second; the title says "renovated" and the text says "original condition". Such contradictions destroy trust.
• A list of what the flat lacks. Instead of "no cellar, no lift, no water", describe what it offers.
• CAPITAL LETTERS and exclamation marks. They look aggressive and unprofessional. Prefer a calm, factual tone.
• Empty phrases. "Unique opportunity" and "exceptional flat" do not replace concrete information.
• Typos and grammar mistakes. They look careless. Read the text aloud before publishing.
• Copying the same text across several listings. Every flat is different and prospects can tell.
• The price written both in the text and in the price field. After a price change, the old value stays in the text.

Quick checklist

• The introduction states type, location and condition.
• Layout, area, floor and lift are there.
• Equipment, parking and heating are there.
• You describe the surroundings and accessibility.
• Data in the text match the listing parameters.
• No typos, capital letters or empty phrases.

When your description is ready, paste it into your listing on Nesore. Adding a listing is free.