The agent's ultimate guide to crafting clean, compelling listing copy

The power of emotional words, language pitfalls to avoid and how to perfect the professionalism of your marketing efforts
  • A survey by Redfin and Grammarly showed that many buyers would be less likely to tour a home if the online property description contained misspellings or grammatical errors.
  • Maintaining a pattern of spotless listings evokes professionalism and can elevate an agent's image both in the eyes of consumers and other industry players.
  • When using abbreviations, be consistent and think about what the broadest range of consumers is likely to understand.
  • Infusing your copy with emotional and power words can make your listings stand out from the crowd.

First impressions of online home listings matter — and photos aren’t the only element that buyers notice. In a 2014 study from Redfin and Grammarly, nearly 45 percent of the 1,300 people surveyed said they would be much less inclined to tour a home if there were spelling and grammatical errors in the property description. Between coordinating appointments, responding swiftly to online leads, answering the phone, managing client databases, creating and distributing flyers, updating social media profiles and more — wrangling with copy can understandably slide to the bottom of the priority list on a busy day.