The photos spark initial interest, while the key data provides the facts—but the continuous text is what convinces. The property description is the part of the brochure in which square metres become a home and an advertisement becomes an inquiry. We show you how to structure the listing text paragraph by paragraph, which formulations attract prospective buyers and tenants, and which clichés and legal errors are best avoided.
What is the property description—and what is it not?
The property description is the continuous text of a real estate listing—that section in which the property is described in complete sentences. It is neither the headline, which arouses curiosity in just a few words, nor the complete brochure, which also includes photos, a floor plan, a data table with key details, the energy performance certificate and other documents. The text has its own purpose: It puts the bare figures into context, creates a mental image and guides the reader from the first sentence to making contact.
Good descriptions do not sell through superlatives, but through orientation. Prospective buyers and tenants want to be able to imagine the property before arranging a viewing. That is precisely what a well-considered listing text achieves: It answers the most important questions before they are asked.
How to structure the listing text
A convincing text follows a clear narrative structure. This five-part structure has proved effective:
- The introduction (2–3 sentences): A concise, specific hook that identifies what makes the property special. Many portals use this paragraph as preview text—this is where it is decided whether readers continue.
- The property: Guide the reader through the property as if on a virtual tour—from the entrance through the rooms to the outdoor area. Describe it in a logical order, not as an unstructured list.
- Features and highlights: Emphasise three to five genuine special features, such as underfloor heating, new windows, a fitted kitchen or a fireplace. Specific features are more convincing than the word “high-quality”.
- Location and surroundings: Mention what is nearby—schools, shopping facilities, transport connections and green spaces. Keep it verifiable rather than promotional.
- The conclusion: End with a clear call to action, such as an invitation to arrange a viewing appointment.
Wording aids: Words that create images
Whether a text is effective is decided in the details of the language. These levers help the most:
- Active instead of convoluted: Write “The afternoon sun reaches the balcony until evening” instead of “There is a west-facing balcony situation.” Short main sentences with no more than around 20 words read more smoothly.
- Specific instead of general: “Good location” says nothing. “Five minutes on foot to the urban railway and the weekly market” creates an image. Replace claims with verifiable facts.
- Appeal to the senses – but honestly: You may describe light, spaciousness, quiet and materials. “Morning light in the dining room” is permitted if it is true; “dreamlike” is merely an opinion.
- Keep the target group in mind: Think beforehand about who is supposed to buy. A family is interested in the garden and the school, while an investor is interested in the return and the condition. The same floor plan needs a different text depending on the target group.
These clichés and mistakes should be removed
Certain phrases appear in almost every other listing and therefore no longer convey anything. Avoid empty phrases and typical mistakes:
- worn-out clichés such as “high-quality fittings,” “quiet yet central location” or “living like on vacation”
- superlatives and exaggerations (“absolute dream property”) that raise expectations the viewing fails to meet
- interminable sentences and bureaucratic language that slow the reading flow
- a flood of abbreviations such as “3 rooms, kitchen, bathroom, fitted kitchen, attic floor” without explanatory text
- copied text modules that do not fit the specific property
Advantages and disadvantages: write emotionally or objectively?
Two styles face each other – both have their justification:
- Emotional advantage: A narrative, vivid text stays in the memory and appeals to owner-occupiers looking for a home.
- Emotional disadvantage: Too much emotion quickly seems kitschy or unbelievable and obscures the hard facts.
- Objective advantage: A sober, fact-oriented text builds trust and suits investors and technically interested buyers.
- Objective disadvantage: Pure lists of data create no idea of living there and remain interchangeable.
In practice, the combination is convincing: an emotional opening that arouses curiosity, followed by concrete, verifiable facts. Where you choose which tone depends on your target group.
Legally compliant Formulate: What belongs in the text—and what does not
As free as you are in terms of tone, the legislator sets certain limits:
- Mandatory energy information: If an energy certificate is available, the property advertisement must contain certain information under Section 87 GEG: the type of certificate (energy demand or energy consumption certificate), the final energy demand or consumption value, the main energy source used for heating and—for residential buildings—the year of construction and the energy efficiency class. This information is usually included in the data fields; in a text-only advertisement, it belongs in the text. The official GEG information portal of the German federal government provides practical guidance on this.
- Do not conceal defects: Anyone who deliberately conceals known defects or provides false information risks the purchase contract being challenged on the grounds of fraudulent misrepresentation (Section 123 BGB). A contractually agreed exclusion of liability does not provide protection in such cases.
- Do not mislead: For commercial providers, misleading advertising concerning material characteristics of a property is prohibited (Section 5 UWG). Therefore, consistently stick to verifiable statements.
FAQ about the property description
How long should a property description be?
As long as necessary, as short as possible. For most residential properties, around 200 to 400 words of continuous text, clearly divided into paragraphs, are sufficient. More important than the length is that each paragraph has its own purpose and contains no empty sentences.
What should the first sentence begin with?
With the property's greatest advantage—the feature that sets it apart from comparable listings. The opening is often displayed as preview text and determines whether readers continue at all.
May I “make my property sound better”?
Advertise, yes; deceive, no. You may highlight advantages and phrase them positively. However, as soon as you invent facts or conceal known defects, advertising becomes fraudulent misrepresentation with legal consequences.
Should the price be included in the description text?
The purchase price belongs in the designated data fields, not in the continuous text. The description text should arouse interest; the structured part of the brochure provides information about the price and details.
Can I write a "Use an AI text generator?
There is nothing wrong with using it as a starting point. However, always check the draft: AI-generated texts often sound generic, sometimes invent features and do not assume responsibility for mandatory information or accuracy. The professional and legal review remains your responsibility.
Conclusion: Clear structure beats polished wording
A convincing property description is not advertising copy full of superlatives, but a clearly structured continuous text that translates facts into an image of what living there is like. Anyone who starts with a strong opening, guides readers through the property in a logical order, uses specific details instead of clichés and observes the mandatory information will make their listing stand out noticeably from the crowd. The reward is easy to measure: more qualified inquiries and viewings for your property.