Breaking Down What Makes a Good MLS Description

Grant Hushek
August 15, 2023
4 min read

Over the past decade, the real estate landscape has dramatically shifted with new technology. Today, online property listings sit at the center of modern real estate marketing, making the role of MLS descriptions more significant than ever.

MLS, or Multiple Listing Service, is a database of property listings shared amongst realtors. The description of a property within this digital library paints an essential picture for both agents and potential buyers. Knowing how to write an engaging MLS description can substantially impact the number of inquiries and showings a property receives. So, let’s jump into the process of crafting a compelling MLS description.

Understanding the MLS Description

An MLS description encapsulates the key details of your property in a concise yet engaging manner. It is typically limited to approximately 800 characters or 150-200 words, forcing agents to accentuate the property's most appealing and unique features. Unlike a property feature list, the MLS description tells a story about the home and its potential to create an emotional bond with potential buyers.

MLS Description Components

While precision and brevity are crucial, a good MLS description uniformly covers five primary segments: introduction, primary features, unique selling points (USPs), local amenities, and a compelling closing statement.

Introduction: Lay the groundwork for your description by introducing the property type, size, and location in a sentence or two. Would you refer to it as a 'cozy family home' or a 'luxurious estate'? The language should be captivating and appeal to your target buyer.

Primary Features: Engage your reader by focusing on the home’s critical features next. You might highlight the number of rooms, special amenities like a pool or home office, or new renovations—each described to ignite the reader's imagination.

Unique Selling Points (USPs): What sets the property apart? Perhaps it's the unforgettable ocean view, the historical significance, or the state-of-the-art kitchen appliances. USPs should be distinctive and likely to charm your target demographic.

Local Amenities: Buyers often consider the local area as much as the property itself. Include nearby amenities such as schools, parks, dining, shopping, and commuter links. Paint a picture of the lifestyle the property can offer.

Compelling Closing Statement: A good MLS description always closes on a strong note by inspiring action. You might urge buyers to 'schedule a viewing today' or to 'experience the dreamy sunset views first-hand.

Writing Your MLS Description

Now, let's tie these elements together to construct an effective, engaging MLS description.

1. Make the First Line Count: Remember, your opening line might display in search engine results. Keep it engaging, appeal directly to your specific demographic, and highlight the most remarkable characteristic right away.

2. Utilize Powerful Adjectives: Bypass generic terms such as 'nice' or 'great.' Opt for compelling adjectives such as 'breathtaking', 'elegant', 'secluded', or 'landscaped' that create a vibrant image in the reader's mind.

3. Avoid Jargon: Keep your language approachable. Not everyone will understand real estate jargon, and too much can alienate potential buyers. Keep things straightforward, using simple language to reach a broader audience.

4. SEO Optimization: Incorporate relevant keywords throughout your description to improve its search engine visibility. However, remember to avoid keyword stuffing. Make sure the flow is natural and the content provides value to the readers.

As a real estate agent, an alluring MLS description can serve as a potent tool for showcasing properties and attracting potential buyers. Crafting an impactful description is truly an art, combining marketing savvy with a bit of storytelling. By understanding your audience, focusing on the property's unique elements, and cleanly presenting this information, you can invigorate your online listings, facilitating quicker sales and greater client satisfaction.