In real estate, the listing description is your first showing. Buyers scroll through hundreds of properties, and your words have seconds to stop them. The difference between a listing that generates showings and one that gets skipped often comes down to copy.
AI can write property descriptions in seconds, but generic prompts produce generic listings. This framework teaches you how to prompt AI to write descriptions that capture attention, evoke emotion, and highlight the features that matter most to buyers.
Insight
Well-written listings consistently outperform generic descriptions - agents report significantly more inquiries and faster sales on compelling listings. The words you choose directly impact days on market and final sale price.
Types of Property Listings
Different properties require different approaches. Match your tone and focus to your target buyer:
- Luxury Homes: Emphasize exclusivity, craftsmanship, and lifestyle. Use evocative language that appeals to emotion and aspiration.
- Starter Homes: Focus on value, potential, and affordability. Highlight move-in ready features and neighborhood benefits.
- Investment Properties: Lead with numbers: cap rate, rental income potential, appreciation history. Speak to the investor mindset.
- Condos & Townhomes: Highlight low-maintenance living, amenities, and community features. Address HOA value proposition.
Pro Tip
Know your buyer before writing. A first-time homebuyer and a luxury buyer have completely different priorities and respond to different language.
The SPARK Framework for Property Listings
Use the SPARK framework in your prompts to ensure AI creates listings that connect emotionally while including all the details buyers need.
1
Story
Open with a compelling narrative. Paint a picture of life in this home - morning coffee on the patio, entertaining friends, watching sunsets.
2
Property Features
Highlight the key selling points: square footage, bedrooms, bathrooms, upgrades, unique architectural details, and recent renovations.
3
Area Highlights
Showcase the neighborhood, school district, nearby amenities, commute times, and community features that add value.
4
Results & Social Proof
Include relevant data: days on market for similar homes, appreciation rates, buyer demand in the area, or awards the property has won.
5
Keywords
Incorporate MLS-friendly search terms naturally: open floor plan, chef kitchen, move-in ready, turnkey, updated, modern, spacious.
Luxury Home Listing Template
Luxury buyers are purchasing a lifestyle, not just a home. Your listing should make them feel like they are already living there.
Luxury Home Listing Prompt
Write a luxury real estate listing description for this property. PROPERTY DETAILS: - Address: [STREET ADDRESS, CITY, STATE] - Price: $[AMOUNT] - Bedrooms: [NUMBER] | Bathrooms: [NUMBER] - Square feet: [SQFT] | Lot size: [ACRES/SQFT] - Year built: [YEAR] - Key features: [LIST 5-7 STANDOUT FEATURES] - Recent upgrades: [LIST ANY RENOVATIONS] - Views/setting: [DESCRIBE SURROUNDINGS] TARGET BUYER: Affluent professional or executive seeking prestige and comfort WRITING GUIDELINES: 1. Open with an evocative scene that puts the reader in the home 2. Use sensory language (textures, light, sounds, experiences) 3. Highlight craftsmanship and materials (marble, hardwood, custom millwork) 4. Mention lifestyle benefits (entertaining, privacy, convenience) 5. Include area prestige (schools, proximity to amenities, exclusivity) 6. End with a call to schedule a private showing TONE: Sophisticated, aspirational, confident (not salesy) LENGTH: 250-350 words FORMAT: 3-4 paragraphs, no bullet points INCLUDE THESE MLS KEYWORDS NATURALLY: - Gourmet kitchen, spa-like bathroom, custom finishes - Private, secluded, prestigious, premier - Move-in ready, meticulously maintained
Pro Tip
For luxury properties, less is more. Avoid listing every feature. Instead, choose the 3-4 most impressive elements and describe them vividly.
Starter Home Listing Template
First-time buyers want to see themselves building a life in this home. Focus on value, potential, and community.
Before
Write a listing for a 3 bedroom house in Austin.
After
Write a real estate listing for a starter home that will appeal to first-time buyers. PROPERTY DETAILS: - Address: [STREET ADDRESS, CITY, STATE] - Price: $[AMOUNT] - Bedrooms: [NUMBER] | Bathrooms: [NUMBER] - Square feet: [SQFT] - Year built: [YEAR] - Key features: [LIST 4-5 FEATURES] - Condition: [MOVE-IN READY / NEEDS UPDATES / ETC] TARGET BUYER: First-time homebuyer, young professional, or growing family WRITING GUIDELINES: 1. Lead with the best value proposition (price, location, or condition) 2. Emphasize move-in ready features and recent updates 3. Highlight neighborhood benefits (schools, parks, commute times) 4. Mention growth potential (finished basement potential, lot size) 5. Address common first-buyer concerns (low maintenance, turnkey) 6. Include estimated monthly costs if helpful TONE: Warm, welcoming, practical (not overwhelming) LENGTH: 150-200 words FORMAT: 2-3 short paragraphs AVOID: - Overwhelming with too many details - Language that sounds too luxurious for the price point - Pointing out what the home lacks INCLUDE KEYWORDS: - Charming, cozy, updated, move-in ready - Great starter home, perfect for families - Close to, walking distance, convenient to
Investment Property Listing Template
Investors make decisions based on numbers. Lead with financial metrics and growth potential.
Investment Property Prompt
Write an investment property listing that appeals to real estate investors. PROPERTY DETAILS: - Address: [STREET ADDRESS, CITY, STATE] - Price: $[AMOUNT] - Property type: [SINGLE FAMILY / MULTI-FAMILY / DUPLEX / ETC] - Units: [NUMBER] | Total bedrooms: [NUMBER] | Total bathrooms: [NUMBER] - Square feet: [SQFT] - Year built: [YEAR] - Current rental status: [VACANT / OCCUPIED / LEASE TERMS] FINANCIAL DETAILS: - Current monthly rent: $[AMOUNT] (or market rent estimate) - Annual gross income: $[AMOUNT] - HOA/Condo fees: $[AMOUNT]/month (if applicable) - Property taxes: $[AMOUNT]/year - Cap rate: [X]% - Recent comparable sales: [BRIEF SUMMARY] INVESTMENT HIGHLIGHTS: - [LIST 3-4 REASONS THIS IS A GOOD INVESTMENT] - Neighborhood trends: [APPRECIATION, DEVELOPMENT, DEMAND] TARGET BUYER: Real estate investor seeking cash flow or appreciation WRITING GUIDELINES: 1. Open with the strongest financial metric (cap rate, cash flow, etc.) 2. Present all numbers clearly and honestly 3. Highlight value-add opportunities (below market rent, renovation potential) 4. Mention area investment trends and demand 5. Include tenant quality and lease details if applicable 6. End with next steps for serious investors TONE: Professional, data-driven, straightforward LENGTH: 200-250 words FORMAT: Short paragraphs with key numbers highlighted
- Cap Rate: Net operating income divided by purchase price. Investors typically look for 5-10% depending on market.
- Cash-on-Cash Return: Annual cash flow divided by total cash invested. Shows actual return on your money.
- Gross Rent Multiplier: Purchase price divided by annual gross rent. Lower is better for investors.
- Price Per Unit: For multi-family, this helps compare against similar properties in the area.
- Appreciation History: How has the neighborhood performed over the past 5-10 years?
Compliance & Fair Housing Guidelines
Real estate listings must comply with Fair Housing laws. Include this guidance in your prompts to ensure AI-generated content stays compliant.
Warning
Fair Housing violations can result in fines, license suspension, and reputational damage. Always review AI-generated listings for compliance before publishing.
Words and phrases to avoid:
- Protected class references: “perfect for young couples,” “great for families with children,” “ideal for retirees”
- Religious references: “near churches,” “close to synagogue”
- Exclusive language: “exclusive neighborhood,” “prestigious community” (context-dependent)
- Discriminatory descriptors: “safe neighborhood,” “quiet community” (can imply bias)
Prompt
FAIR HOUSING COMPLIANCE: This listing must comply with Fair Housing Act guidelines. Do NOT include: - References to protected classes (race, color, religion, sex, disability, familial status, national origin) - Language suggesting the property is suitable only for certain groups - Descriptions of neighbors or neighborhood demographics - Words like "exclusive," "safe," or "quiet" in ways that could imply discrimination DO include: - Factual property features and measurements - Proximity to named locations (parks, schools by name, transit) - Architectural style and design elements - Objective neighborhood amenities (without demographic descriptors)
Best practices for compliance:
- Describe the property, not the ideal buyer
- Use factual statements: “3 bedrooms” instead of “great for families”
- Reference specific amenities by name: “0.5 miles from Lincoln Elementary”
- Have a broker or compliance officer review AI-generated listings
- When in doubt, leave it out
Next Steps
You now have the frameworks to create compelling, compliant property listings. AskSmarter.ai can help you apply these templates to your specific properties with guided questions about features, target buyers, and unique selling points.
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