Property Brochures
How to Write a Property Description
How to write a property description that works on a brochure: specific, ordered and short enough to read on a phone.
How do I write a property description?
Open with the type of home and the location, describe the principal rooms in the order a visitor would see them, add one honest line about outdoor space or parking, and stop. Do not invent catchments, sizes or features you have not checked.
- The first sentence should name the property type and the place.
- Walk the reader through the house.
- Specific beats “stunning” and “must see”.
- Brochure copy can be longer than a portal, but it should still be short.
A brochure description is read after someone already liked a photograph. It has to confirm, not sell from zero.
Write the first sentence last if you must
The first sentence should still be: what it is, and where. “A four-bedroom Victorian house on a quiet street west of the station” does more work than a paragraph of atmosphere.
Walk the house
Living spaces, kitchen, bedrooms, bathrooms, garden. That order matches how you should sequence photographs. If the kitchen is the reason people will book, say what is actually there — range cooker, pantry, opening to the garden — not “a wonderful space for entertaining”.
Facts that belong in the description
Tenure if it is not already in the facts strip. Heating. Listed status. A genuine constraint such as a flying freehold or a short lease. Buyers prefer the constraint in writing to a surprise on a viewing.
What not to write
Superlaties without evidence. School names you have not confirmed. Distances you have not measured. “Potential to extend” unless you have planning or at least a clear, honest caveat.
When the copy is done, put it into a free brochure and read it next to the gallery. If a sentence is not supported by a photograph, cut it or take the photograph.
Frequently asked questions
How long should a brochure description be?
One to three short paragraphs is enough for most houses. Room-by-room notes can sit as a list if the architecture is complex.
Should I reuse portal copy?
You can start from it, then cut adjectives and restore facts that were trimmed for a character limit.
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