An accurate, descriptive property listing is the key to generating interest in your rental property, which leads to letting the property faster. While photographs are very important, and what many people rely on, the property description gives vital details which cannot be shown in photographs.
A good way to start on the description is to imagine your ideal tenant, and think about what would be important to them. For example, if your ideal tenants are a young professional couple, their main points of interest will most likely be the style of the property, parking and public transport links, and whether the property is close to restaurants/bars/entertainment. Alternatively if you are targeting families, they will be interested primarily in the number of bedrooms and bathrooms, followed by parking, school catchment and proximity to local transport routes.
Tenants will first and foremost be interested in the practical information about your property. This information should be at the top of your listing, as these are the key features of the home potential tenants want to know about. It is good to use bullet points to summaries these features, which can then be expanded on later on in the listing description. Try to include as much information as possible, always including at a minimum:
When writing your property description, it is important not to be misleading. The property details should accurately represent the property you are advertising. Remember that potential tenants are going to glance at these key features of your house description, and then decide whether they want to read on. This means you should include as much as possible, and be clear and concise to avoid any confusion later on.
Other things which you might wish to mention within the key features summary include:
Once you have established the main facts about the property, it’s time to describe the house or flat in more detail and make it sound appealing to your target tenants. A great way to start your property description is with a really positive introduction, such as:
“A well-presented three-bedroom semi-detached house on the outskirts of ….”
“Brand new two-bedroom house close to motorway links, ideal for commuters …”
“A newly refurbished five-bedroom family home in a sought after location close to …”
“Spacious room to let …”
“A two-bedroom apartment with character, within walking distance of great rail links to …”
As you can see, each of these introductory statements includes a key feature of the house (number of bedrooms) and the most positive aspect of the property (good location) within the first line of the property description.
You can then go on to describe all of the other important features of the property. Try to be as descriptive and imaginative as possible, without simply listing the features all over again. You can use phrases such as:
“The property benefits from …”
“The accommodation comprises …”
“The family home includes …”
“Included in the price is…”
It is advisable to remain positive throughout your property description, and to describe every feature in an encouraging way – even things you see as a pitfall or a negative aspect of the property. For example, a small lounge might be described as cosy, or a box room could be communicated as an ideal office space. If the property is an apartment within a complex with shared gardens, emphasize how easy it is to socialise in the friendly atmosphere. However, whilst your description can be expressive, it should not mislead the reader. Be careful not to exaggerate any aspects of the property, as when people view it in person they will be disappointed and possibly angry.
If you have any stand-out features that you think distinguish your property from the crowd, be sure they are mentioned twice in the property description – you’ll be much more competitive in letting a property if it has a distinctive element. You can include it in the bullet points list or summary, and then describe it in more detail later on. For example, if you have a luxury en-suite, with power shower and his & hers basins, if you have a particularly large garden, or if your kitchen is a good size for entertaining, be sure to mention it. Remember that a potential tenant may view a number of rental properties online, before short listing a handful for physical viewings. Make sure yours is shortlisted by mentioning any features that you think may be appealing to your potential tenants.
Of course, a property description goes hand in hand with photographs as most people want to see visual proof. But both rely on one another to fully depict a property and persuade viewers to arrange a viewing, helping you with letting a property faster.
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