You’ve likely heard the age-old adage, “Brevity is beauty.” Realtors often prefer short and sweet listing descriptions, believing that potential buyers don’t have the time or interest to read lengthy writing about a property. But is this truly the case? I decided to put this notion to the test and uncover the truth behind the power of words in real estate listings.

When using ChatGPT to write a listing description, the key is to provide as many property-specific details as possible. Start by gathering all the information you have about the property, including its location, size, number of bedrooms and bathrooms, unique features, recent renovations, and any other relevant details. The more input you give ChatGPT, the more accurate and engaging the output will be.

If you’re using the paid version of ChatGPT-4, you can also upload photos of specific rooms and ask it to provide a description.

By providing clear instructions and ample property details, you’ll enable ChatGPT to generate a compelling listing description that captures the essence of the home and attracts potential buyers.

Should Listing Descriptions be Long or Short?

To get to the bottom of which listing description length is the most persuasive, I conducted a split test, pitting long listing descriptions against their shorter counterparts. I spent $50 on each and ran them as an “Awareness” objective on Facebook to ensure a true organic click-through rate. 

The long listing descriptions emerged as the winner, outperforming the short descriptions by 71%. But why did they win?

It turns out that long listing descriptions convey the impression that the house has something important to say, whether the buyers read the entire description or not. It’s like a silent salesperson, whispering to potential buyers, “I’m worth your time. I have a story to tell.” 

But we didn’t stop there. We took it a step further and asked ChatGPT to rewrite the long listing description, with a twist. Here’s the prompt we used:

“Re-write the listing description, but more romanticize each benefit and create excitement out of the feeling of owning his home. Only write like you actually speak. No overly grandiose words. Don’t use the address in the description and never say “Nestle.”

The result? The romanticized description crushed the short description by 110% and even surpassed the original long description by 22%.

This experiment proved that a touch of romance can indeed captivate and get more clicks. It’s a reminder that you can’t bore people into buying your home. You can only interest them. Listing descriptions have the power to captivate potential buyers, turning a view into a click, a click into a showing, and a showing into an offer.

As the famous copywriter Howard Gossage once said, “Nobody reads ads. People read what interests them. Sometimes it is an ad.” 

So, don’t be afraid to go long and get creative with your listing descriptions. Paint a picture with your words, create a vivid and compelling image in the reader’s mind, and make them feel like they’re already home. 

The more you tell, the more you sell.

Want more? Grab my book, Six Weeks to Real Estate Success, to dive deep into the psychology behind real estate ads, discover more headline formulas, and learn step-by-step how to create ads that convert. Don’t miss out on this essential resource for any real estate professional looking to elevate their advertising game and increase business.