How to make a real estate listing stand out

The real estate market is notably competitive. While the competitive nature of real estate is often discussed in terms of buying, sellers might face some stiff competition when trying to make their properties stand out.

The popularity of real estate listing websites like Zillow, Trulia and Redfin has made it easier than ever for buyers to find properties for sale. But those sites feature so many listings that it’s not always easy for sellers to make their properties stand out. With that in mind, homeowners can work with their real estate agents or realtors to tailor a listing that’s sure to draw the attention of buyers.

• Identify what makes your property unique – Homeowners can take a tour of their properties with their real estate representative to identify what makes their homes and grounds unique. Details like the number of bedrooms and bathrooms and the total square footage certainly draw the attention of buyers, but neighborhoods tend to feature similarly sized properties. But an emphasis on unique features, whether it’s a fully finished basement or a recently remodeled outdoor living space, can make a listing stand out.

• Read a listing as if you were a prospective buyer – In addition to emphasizing the unique features of your home, you can read a draft of your listing to see if it would appeal to you if you were a buyer. Does the listing adequately convey what makes your property special? Is there enough information about the property? Does the listing get into specifics or is the description generalized? Buyers will look at an assortment of listings, and it can be easy to confuse one with another. Concise but detailed characterizations can increase the chances buyers remember your listing.

• Emphasize key characteristics in bullet points – A listing that’s too wordy may not be read in full, but work with your real estate representative to identify points of emphasis and even list those as bullet points to make the listing more reader-friendly.

• Be honest – Buyers come from all walks of life, but none want to read a listing and then feel as if they’ve been misled upon visiting a property. While it may seem as though everyone wants a move-in ready home, many buyers will not scoff at a listing that notes DIY potential. At the same time, if a home is indeed move-in ready, emphasize that so buyers who don’t want to swing any hammers know they won’t have to if they buy your home. An honest characterization will attract buyers, while a misleading description of the property will come across as a red flag that will make buyers wonder what else sellers might be hiding.

• Highlight the area as well – Buyers aren’t just investing in a home, they’re investing in a place to set down roots. Consider the town where you live and use the listing to highlight its strong points. If your town is a walkable locale with a thriving local shopping and food district, emphasize that in your listing. If the town boasts a top-notch school system, be sure to allude to that in the listing.

Sellers and their real estate representatives can employ various measures when writing a property listing to make it stand out.