What a Property Description Is For

A property description has one job: to persuade a buyer who has already seen the photographs to arrange a viewing. It is not a legal document, a survey, or a comprehensive inventory. It is a piece of marketing copy. Its purpose is to highlight the most compelling features of your property and create enough interest that the buyer wants to see it in person.

Start With the Most Compelling Feature

Do not bury the best thing about your property in the third paragraph. Lead with it. If your property has a south-facing garden, a recently renovated kitchen, a stunning view, or a particularly convenient location, say so in the opening sentence. Buyers scan descriptions quickly — give them a reason to keep reading.

Be Specific, Not Vague

Vague descriptions — 'spacious', 'well-presented', 'charming' — tell buyers nothing. Specific descriptions — 'a 22-foot kitchen-diner with bi-fold doors opening onto a south-facing garden', 'a recently fitted kitchen with quartz worktops and integrated appliances' — create a picture. Wherever possible, use specific details rather than adjectives.

What to Include

A good property description typically covers:

• The type and size of the property — number of bedrooms, bathrooms, and reception rooms
• The most distinctive or appealing features — garden, parking, views, recent improvements
• The location and what makes it convenient or desirable
• Any recent work — new kitchen, bathroom, extension, or loft conversion
• Practical details buyers care about — EPC rating, parking, storage
• The tenure — freehold or leasehold, and if leasehold, the approximate lease length

What to Avoid

There are several common mistakes that weaken property descriptions:

• Clichés — 'must be seen to be appreciated', 'deceptively spacious', 'ideal for the discerning buyer'
• Repetition — describing the same feature twice in different words
• Excessive length — buyers do not read long descriptions; aim for 150 to 300 words
• Misleading claims — anything that overstates the property or omits material information
• Estate agent jargon — write in plain English that a buyer can understand immediately

Reviewing Your Agent's Draft

Most estate agents will write the description for you. Read it carefully before it goes live. Ask yourself: does this accurately represent my property? Does it highlight the best features? Is it specific enough to be useful? If the description is generic or inaccurate, ask your agent to revise it. You know your property better than they do — use that knowledge.