How to Write Property Descriptions That Get Enquiries
A property description is often the deciding factor between a buyer making an enquiry or scrolling past. Good descriptions are accurate, specific, and highlight what makes a property worth viewing. Poor descriptions are vague, full of clichés, or - worse - missing material information that the buyer needs to make an informed decision. Start with the Key Facts Open your description with the essential information a buyer or tenant is looking for. Within the first two sentences, aim to cover: Property type (detached house, ground-floor flat, end-terrace, etc.) Number of bedrooms and reception rooms Tenure (freehold or leasehold) Location - the area or street, proximity to transport, schools, or amenities Condition - newly refurbished, in need of modernisation, well-maintained Many buyers scan listings quickly. If the key facts are buried at the bottom, they may never reach them. Be Specific, Not Vague Avoid generic phrases that could apply to any property. Compare these: Weak: "A lovely property in a great location with lots of space." Strong: "A three-bedroom Victorian terrace with original fireplaces and a 60-foot south-facing garden, a five-minute walk from Highbury and Islington station." Specific details help buyers picture the property and self-qualify. If the garden faces north, say so - the right buyer will not mind, and you avoid wasting time with viewings that lead nowhere. Structure Your Description Logically Walk the reader through the property as if they were viewing it in person: Opening summary (type, size, location, key selling point) Entrance and hallway Reception rooms Kitchen and dining areas Bedrooms Bathrooms Garden and outdoor space Parking and garage Local area highlights Mention Dimensions Where Possible Room dimensions add credibility and help buyers assess whether their furniture will fit. If you have measured the rooms, include the dimensions. If not, descriptors like "double bedroom" or "single bedroom" give a rough indication, but measurements are always better. Include Material Information Under the Digital Markets, Competition and Consumers Act 2024 - which replaced the Consumer Protection from Unfair Trading Regulations 2008 on 6 April 2025 - you must include the material information a buyer needs to make an informed decision; omitting it is an unfair commercial practice, now enforced by the Competition and Markets Authority (CMA). Always check the current gov.uk and CMA guidance, as the detail is still settling. Make sure your description covers: Tenure and lease length (if leasehold) Service charges and ground rent Council tax band EPC rating Flood risk (if applicable) Any restrictions, covenants, or issues the seller has disclosed Domovita has dedicated fields for many of these, but anything not covered by a specific field should be clearly stated in the description text. Words and Phrases to Avoid Some terms have become so overused in property listings that they have lost all meaning or actively put buyers off: "Deceptively spacious" - buyers read this as "it looks small" "Unique opportunity" - every property is unique; this says nothing "Must be seen to be appreciated" - the description's job is to make them want to see it, not to admit it cannot be described "No chain" in the description - use the dedicated sale status fields instead Block capitals or excessive exclamation marks - these look unprofessional Length Aim for 150-300 words for a standard residential property. Luxury or unusual properties may warrant more. Descriptions under 100 words look incomplete; descriptions over 500 words lose the reader. Every sentence should earn its place by telling the buyer something useful. A well-written description reduces time-wasting viewings, attracts genuinely interested buyers, and reflects well on your professionalism as an agent. Last reviewed: 13 June 2026.
