A property advert shouldn’t just describe a property. It should answer the questions buyers are actually asking themselves, build trust and help them picture themselves living there. Here are 7 tips for writing a more informative, credible and compelling advert.
Floor area, number of rooms, fixtures and fittings… This information remains essential, but it is no longer always enough to set a property apart. An effective property advert also provides context: the actual cost of the property, the local area, potential for renovation, or even what everyday life is like there.
1. Highlight the potential rather than just what already exists
A buyer isn’t always looking for the perfect home. Sometimes they’re looking for what it could become in the future with some renovation work: a space that could be converted into an office, an extra bedroom, an open-plan kitchen, usable loft space, or the possibility of rearranging the rooms. Highlight the potential changes.
Example:
The room adjoining the living room could easily be turned into a study or a small bedroom.
2. Describe a typical day in the accommodation
Don’t just describe the square metres. Show what life is like there.
«Sunny terrace from midday», «Saturday morning market five minutes away» or «train station within an eight-minute walk» are details that are easy to visualise. They help the buyer to imagine their daily life in the property.
Instead of:
A 12 m² terrace.
Choose:
A south-facing terrace, which is lovely from late morning onwards and big enough for four people to have lunch.
Further useful information:
- hours of sunshine
- peaceful in the evening
- weekend market
- journey to the station
- convenient parking
3. To give an idea of the actual cost of housing
The purchase price is only part of the equation. Service charges, heating costs, council tax and energy performance are of direct interest to prospective buyers. Providing some guidance helps the buyer to assess their budget more accurately. Once these costs are under control, they can even become a selling point.
4. Also mention any defects in the property
An advert that seems too good to be true can arouse suspicion. Planned building work, no lift, a property facing directly onto the street, or a room with little natural light… it’s best to clearly highlight the main drawbacks. This transparency reassures potential buyers and reduces the number of pointless viewings. Above all, it helps attract buyers who are already aware of the property’s limitations.
5. Talk about the neighbourhood as much as the property
The local environment has a significant influence on a purchasing decision. Transport links, schools, shops, green spaces, parking, sports facilities and the atmosphere of the neighbourhood are all worth mentioning. The aim is not to draw up a comprehensive list, but to select the information that matches the profile of prospective buyers.
Avoid vague phrasing such as:
A pleasant and sought-after neighbourhood.
Opt for verifiable information:
The underground is a 7-minute walk away, the school is 300 metres away, and there are local shops on the next street.
6. Use the price per square metre to your advantage
Example:
Listed price: €5,850 per square metre, compared with around €6,200 per square metre for comparable properties in the area.
Please note: Use only data that is sufficiently recent and comparable.
7. Explain the reason for the sale where relevant
Why is the owner selling? This question often comes up during viewings. A job transfer, moving to a different region, a growing family or a new property project… When the seller is willing to answer, a simple explanation can put the buyer’s mind at rest. It also prevents the buyer from suspecting there is a hidden problem behind the sale.
