By Sean Colón

As a real estate agent, crafting a compelling listing description is essential to attracting potential buyers and selling properties quickly. One of the most important aspects of a listing description is the keywords used to describe the property. In this blog, we'll provide expert advice on the best keywords to use in a listing description while also avoiding violating the Fair Housing Act.

First and foremost, it's important to understand the Fair Housing Act and what constitutes as discriminatory language. Avoid using keywords that relate to race, color, religion, sex, national origin, familial status, or disability. Instead, focus on using descriptive words that highlight the property's best features and amenities.

But how do you know which keywords to use? Start by considering what buyers in your area are looking for. Look at the search terms they are using and think about what features and amenities your properties have that would be of interest. For example, if you have a listing with a pool in a hot Arizona climate, make sure to include keywords related to "pool" and "Arizona heat" in the listing description.

Another way to find relevant keywords is to use online tools such as Google's Keyword Planner. This tool allows you to research popular search terms related to real estate in your area. Once you have identified the right keywords, be sure to use them strategically in your listing descriptions. But remember, don't overdo it - your descriptions still need to be readable and engaging for potential buyers.

According to recent research, some of the most effective keywords for a listing description include "luxurious," "spacious," "updated," "remodeled," "turn-key," and "move-in ready." Using these words can make a property seem more attractive and desirable to potential buyers.

Another important aspect to consider is the location of the property. Including the name of the city or neighborhood in the listing description can help attract buyers who are specifically interested in those areas. For example, including keywords like "Phoenix," "Scottsdale," or "Tempe" can attract buyers who are looking for properties in those cities. It may be helpful to leverage the vast array of Zillow’s tools to help lead buyers to these areas for an open house. Here is a great blog about attracting buyers to your open house!

In addition to location-based keywords, it's also important to include details about the property's features and amenities. For instance, "hardwood floors," "granite countertops," "vaulted ceilings," "stainless steel appliances," and "spa-like master bath" are all great examples of keywords that can attract potential buyers.

It should be noted that while certain keywords can be effective, it's also important to avoid overusing them in the listing description. Overuse of certain words can make the description seem less authentic and less trustworthy to potential buyers. It’s also important not to just “stuff” or list these keywords in your description. Instead, focus on writing a clear and concise description that accurately represents the property.

Here is a list of TOP 10 Powerful Keywords to Include in Your Real Estate Listing Descriptions:

1. Updated: Buyers are often looking for properties that are move-in ready, so highlighting any recent updates can be a major selling point.

2. Spacious: Describing a property as spacious can be a major selling point, especially for families or those who love to entertain.

3. Beautiful: A beautiful property is sure to attract buyers, so make sure to highlight any standout features such as landscaping or architecture.

4. Convenient: Buyers often prioritize convenience, so highlighting any nearby amenities or easy access to transportation can be a major selling point.

5. Cozy: Describing a property as cozy can be appealing to buyers who are looking for a comfortable and welcoming home.

6. Private: Highlighting a property's privacy can be a major selling point for buyers who prioritize peace and quiet.

7. Luxury: If you're selling a high-end property, make sure to highlight any luxurious features such as high-end appliances or a spa-like bathroom.

8. Investment: Describing a property as a good investment can appeal to buyers who are looking for long-term financial gain.

9. Desirable: Use this keyword to describe a property's desirable location, features, or overall appeal.

10. Energy-Efficient: In today's environmentally conscious society, buyers often look for properties that are energy-efficient, so make sure to highlight any energy-saving features.

In conclusion, using the right keywords in a listing description is essential to attracting potential buyers and selling properties quickly. By focusing on descriptive words that highlight the property's best features and amenities, while also avoiding violating the Fair Housing Act, you can craft a compelling listing description that will attract potential buyers and help you close deals faster.

By the way, I help realtors improve their online presence by providing beautiful imagery of their listings. That is why I’ve created this FREE HOME PREP LIST for your clients to help their listings look their best. Feel free to share.