A good property description is incredibly important to attract renters and make your place stand out. Here are some tips and tricks on how to navigate this process:
Keep titles short and use descriptive words that evoke a response and compel renters to read more. Note benefits specific to the home or location and remember: you will have a 50 character limit. Here are some examples of catchy listing titles:
- Spacious Apartment in Shoreditch with city views
- New build in Camden with designer furnishings
- Townhouse in Chelsea with great outdoor space
- Victorian home only 3 minutes from tube
Creative listing descriptions keep renters engaged and differentiate your place from others in the area. Write as much as you can about the home - the more detail, the better. Always be specific and descriptive, but avoid confusing, long-winded sentences. Try to point out any fun facts or unique selling points that may not be obvious. For example, talk about your own experience of why you love the property or area so much.
Don’t be afraid to tell a story to make renters fall in love with your place. Can the renter imagine themselves living there and better yet falling in love with the place? Remember, facts tell but stories sell.
Showcase the basics - Start with an overview of the home and any primary or must-know features.
- Number of Bedrooms/Bathrooms
- Size of the Property (acres or square footage)
- Property Style/Look, e.g. Victorian, Edwardian, New build, Tudor, contemporary, single-level, tall ceilings, modern, south-facing windows, compact, traditional
Highlight what’s unique - Go into a more in-depth overview of the home: the rooms, specific features, benefits, details and unique selling-points of the home.
What makes your home stand out?
- Views, e.g. – river, city or park views
- Extras, e.g. – landscaping, private garden, outdoor spaces, pool, patio, deck, fireplace, etc.
- Any Recent Updates or Renovations, e.g. – windows, doors, appliances, furniture
- What do you love about the home or the area?
Describe what type of flooring each room has:
- Wood: laminate, hardwood (cherry, walnut, red oak, maple, hickory, real/faux), etc.
- Carpet: Shag, plush, Nylon, wool, polyester, etc.
- Tile: granite, marble, limestone, ceramic, concrete/cement, stone, terracotta, mosaic, etc.
If furnished, describe what type of furnishings each room has:
- What brand is the furnishing? e.g. Wayfair, Dunelm
- What material is the furnishing? e.g. wooden tables, memory foam mattress, velvet seat
- Is the furnishing in good condition? e.g. new, barely used, mint condition
Describe your bedroom(s):
- Type of bedroom? E.g. master, guest, kids/children
- How big is the bedroom? E.g. large, medium, small
- What kind of closet? E.g. Walk-in, no closet, reach-in, armoire or wardrobe
- If furnished, what kind of bed? E.g. king, queen, twin, memory foam
- Are there windows? E.g., double hung, casement, top-hung, tilt & turn, fixed & special shaped
Describe your bathroom(s):
- Baths: standard, freestanding, whirlpool/spa, corner, hexagonal, shower, oval, back to wall, bath screen, bath panels, double, small, bath with seat, roll top, bathtub with door, square, round, acrylic, rainfall showerhead
- Basin: Undermount, vanity, cloakroom, countertop, wall hung, inset, double, pedestal, semi-recessed, corner, service
- Toilet: japanese toilet, flush plate, bidet, wall hung, back to wall
Renters consider a kitchen the most important room of a home. Describe its anatomy and key elements:
- Appliances: top-of-the-line, brand name, stainless steel, gas/electric hob, dishwasher, garbage disposal, ice maker, etc.
- Cabinets: Traditional, shaker, rustic, contemporary, slab, glass front, craftsman, country, etc.
- Countertops: shining stone, rich, smooth, pristine, granite, glass, marble, quartz, limestone, etc.
- Build: island, barstools, open-floor plan, G-shaped , L-shaped, U-shaped, single, and galley
- Energy efficient or smart electronics: Any upgrades that lower utility costs or add convenience should be highlighted. Mention smart thermostats, solar panels, high-efficiency washers and dryers and other energy-saving appliances. As well, many modern homes have Wi-Fi-enabled electronics such as thermostats, doorbells, sound systems, lights and more.
Logistics – What should renters know about living here? What would be helpful to know?
- Which amenities are included?
- What kind of internet is provided?
- What furnishings are included?
- Is there allocated parking included? If not, is there any type of parking available nearby and how can it be accessed?
- What kind of landlord are you?
- What are you looking for in a tenant?
- Who would enjoy living here?
- What is the neighbourhood like? e.g. public transport, people, schools, parks, walking and biking trails, restaurants, shopping, entertainment venues, walkability, security, privacy
Use specific adjectives and buzzwords to catch renters’ attention.
There's no one way to structure the description, as long as you include all of these points, but as a general recommendation it's best to start with a general overview of the home before heading into specifics of each room and its features. From there, you can sprinkle in details about what's unique about the home, perks and benefits, and what renters should know.
Other things to remember:
- Be honest in your portrayal of the home, but don’t sell it short.
- Check for any spelling and grammar mistakes.
- Write as much as possible - the more information, the better. There is no character limit!
- End with a call to action to invigorate renters!
Here's an example written by one of our team members about his very own apartment. We're passionate about our homes so this listing is a lot longer than most, but don't fear - your description does not have to be this long. In fact, renters may not read a description that is too long. It's not about the size, it's about the quality. Instead, we wrote this in hopes that you can pick kernels of inspiration from the abundance of content in this example:
Luxurious New Build in Canary Wharf with Balcony
Come home from a long day at work to enjoy a luxurious, modern one bedroom one bathroom apartment in Maine Tower. Located on the 24th floor for a beautiful high-rise, penthouse feel, you'll have your own private balcony to host friends or enjoy Canary Wharf's sweeping skyline. Guests often comment on how breathtaking the view is and being able to watch the sunset while overlooking the city landscape is one of my favourite features. Overall, the flat is 908 sq. feet making it the perfect size for an young professional or student living on their own.
Coming in through the front door you have an extra wide hallway accompanied with a bench, a coat rack and two built-in storage cupboards perfect for storing extra shoes or a spare umbrella. The entryway adds additional storage and the wide doorway is perfect for tenants who need extra accomodations for accessibility as well.
From the hallway, the home opens up into an open floorplan where you'll see a cozy living room with a shag rug, a brand new leather ottoman couch perfect for parties (fits at least 6 people), and a 40" smart tv. The sleek furnishings is minimalistic but sleek and modern. Cherry wood floors, tall ceilings, and an abundance of ceiling-to-floor windows give the apartment an abundance of natural lighting and a touch of class. I love lounging in the living room and looking out into stunning city views, especially from the 24th floor.
The kitchen has been recently renovated with new stainless steel appliances including a tall fridge/freezer, integrated microwave, double sink, Smeg oven, induction hob and a full sized dishwasher which is incredibly handy for busy adults. Granite countertops, titled backsplash and glass cabinets make the kitchen look incredibly expensive despite its inexpensive price and add to the sleek, futuristic theme of the flat. This space is perfect for individuals who love to be in the kitchen and want adequate countertop space while cooking. Because it's an open floor plan, the kitchen still allows you to watch tv while cooking or chat to friends who are in the living room. Overall, the floor plan just creates make the space feel extremely open, airy, and a lot bigger than the 908 sq feet it is!
You can truly envision yourself enjoying a meal early in the morning before work, or watching the beautiful sunrise over the city skyline, at our breakfast bar which is quaint and compact to save space. Directly across from the kitchen, you'll see floor to ceiling double doors that lead out to the balcony. This cozy balcony allows tenants to enjoy the outdoors despite living in a bustling city, giving them a much needed break, and is adorned with wicker seats and a variety of faux plants to create an incredibly peaceful environment.
Your master bedroom is furnished with plush carpet, the same tall ceilings, a queen-sized memory foam mattress, black-out curtains and a large built-in triple wardrobe that runs the whole length of the wall with both hanging and folding space alongside a full mirror to check your outfit before leaving the house. Because the bedroom is facing south, you'll have amazing lighting throughout the day. The room's ample sizing and warm color scheme creates the perfect, personal haven for you to relax in after a long day.
The ultimate selling point of the home, in my opinion, is the large spa bathroom! This bathroom exudes extravagant opulence with its marble finish and large free-standing acrylic bathtub with a rainfall showerhead, as well as mirrored storage to hide away all of your toiletries. There are dimming lights and across the bathtub is ceiling-to-floor windows for a romantic bath with a view. Because the flat is on the 24th floor for privacy despite the open windows. I fell in love with this dreamy bathroom and you will too! Practical and luxurious, this bathroom is reminiscent of a five-star hotel.
The development itself is made for busy professionals, with a super friendly 24hr concierge service, residents only state-of-the-art gym and business lounge filled with designer furnishings – a perfect space to work from home. We have personally handpicked all of the furniture to create a modern chic environment. The apartment features hard wood flooring throughout, underfloor heating, and an air cooling system that services every room. Amenities and an allocated parking spot in the building is included in the rent.
The building is just a 2 minute walk to South Quay DLR station and 10 minutes’ walk into the center of Canary Wharf making it super convenient for commutes to work, a friend's place, or really anywhere in London! The shopping center in Canary Wharf is home to over 120 luxury band shops along with a huge variety of restaurants and bars for you to enjoy. The home is in the middle of downtown so you can choose from a variety of things to do and see! The apartment also has a security guard and the door requires a code for added security in the city.
Enjoy the perfect mix of space and style, luxury and comfort, and the ultimate retreat for those who love the finer things in life, and make an offer now! If you have any questions, feel free to reach out.