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  • Alissa Isenhath

7 Steps to Attention-Grabbing Property Descriptions

After 20 years and more than 1,000 property descriptions written, I might know a thing or two on this topic.


They used to be more about telling potential guests what they wanted to hear about the property. A “great ocean view” might be a little peek-a-boo from the very edge of the porch. And we were okay with that.


I found almost infinite ways to tell people whatever property they were looking at was the best one they could ever dream of.


These days, my main concern is making sure my clients are getting repeat guests. Each guest is so hard won with all the vacation rental industry noise out there. It’s my job to help them hang on to every possible on they can.


Here are a few ways I do that.


1. Incredibly Good, Excellent Descriptive Title


Did you get that the title is important?? Actually, it’s the most important thing. To write the most effective title, one must think like the vacationer. What do they care about? What amenities are they searching for?


You don’t get a lot of space to write a killer title. Don’t waste it with silly filler words like beautiful or stunning. Tell ‘em what they want to know.


An example of a good title is:

Oceanfront, 8BR/8BA, Slps 20, Pet-Friendly, Pvt Pool/Hot Tub.

Everything they need to know in 62 characters.


2. Error-Free Writing


As a writer, I get that I’m a little OCD about spelling and grammar. But the fact remains that it’s a huge turnoff to anyone who was paying attention in school that day.


There’s no excuse to get to, too and two or there, their and they’re wrong. Every word-processing program has a spell-check and grammar-check function. As does WordPress.


Let me give you another perspective. If you can’t be bothered to check if your spelling is correct in an advertisement, how can I trust that you won’t approach my questions or concerns in the same lackadaisical manner?


Words to remember: The way you do anything is the way you do everything.


3. Short Sentences/Short Paragraphs


While we’re on the subject, here’s some more great advice for you.


Keep it short and simple.


Remember, the average attention span is now just 8 seconds.


Use simple words, short sentences and leave lots of white space.


So often, I see one continuous paragraph as a property description. This just makes my teeth hurt. No one is going to read that.


Don’t use more words than you need to. Keep paragraphs to no more than three sentences.


4. Keep it Real


Not every property is a palace. And I’m not telling you anything you don’t already know. What I am going to tell you, though, is don’t pretend it is.


Obviously, I’m not advocating that you tell anyone that a less-than-stellar property is a dump. You can extol its virtues (even if there aren’t many) without bending the truth.


Use words like cottage, comfortable, homey, cozy, value, old-fashioned family fun or togetherness. One of my favorites is traditional beach cottage. Stress its cleanliness or its central location Tell people it’s only a ¼ mile walk to the beach or the nearest restaurant.


Just don’t tell them it’s something it’s not. You will lose your guests’ trust faster than you can say “magnificent ocean view”.


5. Professional Photos


It is no longer enough to have your reservationist with a photography hobby (yes, that was me) take photos of your properties. Even with the fancy real-estate friendly digital camera that you spent $300 on.


No matter where you are, you’ve just got way too much competition to risk less than gorgeous pictures that illustrate each property to its best advantage.


Leave it to the professionals. But do make sure you hire a real estate photographer. This photography niche is a lot different than say, an outdoor photographer. They’ve got to be able to stage a property and know the best angles to showcase rooms, especially tight ones.


One last tip: Don’t get artsy. Nobody cares about your perfect wall focal point or vase of crystal flowers. They want to see what the house looks like.


6. The Order of the Description


The property description allows you to paint a picture with words. Here is where your carefully chosen words convince the potential guest that this is the property for them.


But, for pete’s sake, make it make sense! Follow an order flow in each of your descriptions. Use a separate paragraph for each space.


Again, don’t use filler words. Beautiful is meaningless. Why is it beautiful?


The words you use matter. Consider them carefully. Be specific in your descriptions.


This is the form flow I like to use (that doesn’t mean it’s the best - it’s just what I’ve grown accustomed to):


Describe the outdoors (amenities, view, location, etc.)

Describe the main living area (amenities, views, size, furniture, appliances):

Living room, then kitchen, then dining room

Describe secondary living areas (den, kids space, media room, game room, etc. w/amenities)

Describe the master bedroom and bath (bed size, sitting area, if applicable, balcony, spa bath)

Describe secondary bedrooms and baths

Describe any special amenities (elevator, ADA-compliant features, pet-friendly, etc.)


I’ve read descriptions that go floor-by-floor, also. I think this is great, too. It allows the potential guest to visualize the property.


Some use nothing but bullet points. I don’t like this format. It doesn’t give you the opportunity to wax poetic about the property.


Potential guests want you to paint that mental picture I referenced earlier. Properly-used adjectives do that. Bullet points don’t.


7. Summary


This section is a bullet-point by bullet-point recap of all the important information about the home. It should include:


Beds/Baths

Bedding

# the Home Accommodates

Amenities

If it’s Pet-Friendly

Any Niche-Friendly Features (handicap, eco, kid, etc.)

View, if applicable

Proximity to Attractions

Distance to Main Attraction of Area (Beach, Lake, Mountain)

So, there you have it. 7 of the most important items to include in your vacation rental property description.


Check and then double check your masterpiece to be sure you’ve included all of them.


Get ‘em lookin’ to get ‘em bookin’!! (Yes, I just made that up…)


Need some help with your property descriptions? Click here to email me!

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