Why Property Descriptions MatterA strong property description can make or break your wholesale deal. On Investorlift, listings with clear, engaging, and complete descriptions consistently perform better—attracting more views, more inquiries, and faster closings.
Whether you’re listing a single-family home, duplex, apartment building, commercial space, or vacant land, this guide will help you craft descriptions that:
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Highlight the unique value of your deal
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Build credibility with buyers
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Increase your search visibility
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Maximize conversions and buyer engagement
🧱 Key Components of an Effective Property Description
Each property description should follow a consistent structure and include the elements below.
Include a standout feature + location.
Example:
“Lakefront Duplex with Stunning Sunset Views in Denver”
Use benefit-oriented language tied to location or lifestyle.
+Opening+Statement+/+Overview">2. Opening Statement / Overview
Clearly state:
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Property type
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Basic specs (bedrooms, bathrooms, square footage)
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Primary selling point
Example:
“Spacious 4-bed, 2-bath single-family home in Boston, blending modern amenities with historic charm on a quiet cul-de-sac.”
Paint a clear picture of the property:
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Square footage and lot size
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Layout, upgrades, amenities
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Year built and recent renovations
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Descriptive language (e.g., “backyard oasis” instead of “large yard”)
Avoid vague lists—describe what makes the features valuable.
Showcase the lifestyle and value of the location:
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Proximity to parks, schools, retail, transit
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Desirability of the area
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Commercial zoning, traffic counts (for commercial or land)
Example:
“Located minutes from downtown with walkable access to trendy cafes, parks, and transit lines.”
Answer the investor’s top question: Why is this a great deal?
Include:
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Fix-and-flip potential
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Rental cash flow opportunity
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Current rents and market upside
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Zoning and development options (for land)
Frame even fixer-uppers as opportunities:
Instead of “needs work,” say “ready for your upgrades to unlock value.”
+Clear+Call+to+Action+(CTA)">6. Clear Call to Action (CTA)
End with a motivating and professional CTA:
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“Schedule your tour today!”
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“Call/email now to get the details!”
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“Message us before this opportunity is gone!”
Avoid legal terms or disclaimers in the description body.
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Be Descriptive and EvocativeUse sensory, vivid language.
Examples:
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Yes: “Sun-drenched living room with vaulted ceilings”
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No: “Nice house”
Match tone to property type: "charming" for cozy homes, “strategic location” for commercial.
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Keep It Positive and HonestAcknowledge flaws briefly and positively:
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“Ready for your upgrades”
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“Opportunity to build equity with minor renovations”
Use a Professional Yet Conversational Voice-
Write in the present tense and active voice
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Be clear, direct, and enthusiastic—avoid legalese or jargon
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Maintain a consistent naming convention (home/property/unit)
Format for Readability-
Use short paragraphs (2–3 sentences max)
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Bullet lists for key features or specs
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Break text with line spacing or section dividers
Check Grammar and Punctuation-
Proofread before posting
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Avoid excessive exclamation points or all-caps
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Use polished, marketing-style language
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Use Relevant KeywordsSprinkle in naturally:
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Property type: “duplex,” “vacant lot,” “multifamily”
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Location: “Dallas,” “West Phoenix,” etc.
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Buyer intent terms: “investment,” “fixer,” “turnkey,” “income-producing”
Avoid keyword stuffing. The flow must remain natural.
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Include Searchable Property Facts-
Beds, baths, square footage
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Lot size and neighborhood name
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Key investor phrases: “cash-flow positive,” “zoned C2,” “high cap rate”
Keep It the Right Length and Structure-
Aim for 150–250 words
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Use short paragraphs, bullets, and headers
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Include important keywords early (within first 2 lines)
Use Platform Tags & Fields Wisely-
Fill in all applicable fields: property type, location, price
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Tag listings appropriately to help internal platform SEO
Common Mistakes to AvoidAvoid the following pitfalls:
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Including legal disclaimers in the main descriptionKeep contract terms in a separate section
- Leaving out key details (like bedrooms or lot size)
- Typos, poor grammar, or formatting issues
- Generic language like “won’t last long” or “investor’s dream” without facts
- Writing from the seller’s POV, instead of focusing on what the buyer gains
️ Tailor Your Description by Property Type+Single-Family+Homes">
Single-Family Homes-
Highlight lifestyle: yard, layout, neighborhood
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Appeal to flip investors or retail resale potential
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Use warm, inviting tone
Multifamily Units-
Focus on cash flow, unit count, rents, and upside
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Highlight features like parking, meters, roof, HVAC
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Use more business-oriented tone
Commercial Properties-
Emphasize zoning, access, visibility, parking
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List key specs: square footage, power, foot traffic
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Highlight NOI, cap rate, lease terms if available
Vacant Land-
Detail zoning, size, utilities, topography, and access
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Pitch future potential (residential development, build-to-rent, commercial use)
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Use visionary language (“ideal for...”, “prime opportunity”)
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