What makes a great listing description?
Want buyers lining up? Here’s the blunt truth about what makes a listing description that actually sells — not just lists.
Why the listing description matters more than you think
Most sellers treat the listing description like a checkbox. Put a few rooms, square footage, and a tired phrase like “great location” and done. That kills buyer attention. On MLS and portals, you have seconds to convert a casual browser into a tour request. A great listing description is the difference between a stale listing and a bidding situation.
This applies more in Georgetown, ON. The market here moves on story and context. Buyers care about schools, commute to Toronto, nearby trails, and community feel. If your description misses those specifics, you’re invisible.
The 3-part framework that sells (read it, use it)
Use this simple, repeatable structure every time:
- Headline: One short promise or spotlight. Make it target-specific. Example: “Bright 3-Bedroom in Georgetown — Walk to Downtown & GO Station.”
- Snapshot: Two to three punchy sentences that give the emotional hook and the practical win. Answer: Who benefits? What problem does it solve? Why now?
- Proof & Details: Bullet-list technical facts, upgrades, and neighbourhood benefits. Close with a single call to action.
Why it works: buyers read the headline. They skim the snapshot. They scan the details for confirmation. Give each section exactly what it needs.
What to write in each section (exact language you can adapt)
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Headline: Use a measurable benefit or a unique feature. Lead with value, not adjectives.
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Wrong: “Lovely family home in a great neighbourhood.”
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Right: “Finished Lower Level + Walkable To Downtown — Perfect For Commuters.”
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Snapshot: Paint one clear image and one clear outcome.
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Example: “Sun-filled west-facing living room opens to a private backyard — ideal for summer BBQs. Ten-minute walk to Georgetown GO gets you into Toronto in under an hour.”
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Proof & Details: Hard facts sell trust. Use bullets.
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3 beds | 2 baths | 1,500 sqft
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Hardwood main floor | New roof 2022 | Furnace serviced 2023
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5-minute walk to schools | 10-minute walk to downtown shops | Trails at Vermillion
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Call to Action (CTA): Keep it single and specific.
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“Book a viewing today — slots this weekend are limited.” or
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“Contact the listing agent for the full upgrade list and recent comparable sales.”
Words that convert vs words that kill the listing
Use conversion language. Examples that help:
- Use: walkable, commuter-friendly, turnkey, renovated, private, bright, move-in ready
- Avoid: charming, cozy, opportunity, potential, great location (without detail), centrally located
Why: vague praise forces buyers to guess. Specific benefits remove doubt.
Optimize for Georgetown buyers and local SEO
Every listing needs local signals. Google and buyers both look for context. Add these keywords naturally:
- Georgetown ON real estate
- Georgetown homes for sale
- Georgetown GO Station
- walk to downtown Georgetown
- Georgetown schools
Place them in headline, first paragraph, and once in the details. Don’t stuff—write like a person, not a scraper.
Use data and social proof to boost credibility
Add one quick local stat or recent comparable to stop objections. Examples:
- “Recent sale: 34 Maple St — 3 beds, 2 baths — sold in 4 days, 5% over asking.”
- “Average days on market in Georgetown: [insert current stat]. This home is priced to attract immediate interest.”
If you have client feedback, use it: short testimonial lines under the detail bullets increase trust.
Images, tour links, and lead capture matter as much as words
A great description without great photos is wasted effort. Match the copy to the media. If you say “bright sun-filled living room,” show it. Include:
- Professional photos with correct orientation.
- A virtual tour or video walk-through link.
- A downloadable floor plan.
Always include a one-click contact link or phone in the CTA. Make it easy for busy buyers.
Pricing language: how to write around price without scaring buyers
If price is strategic, say it without begging.
- Use: “Priced for immediate interest” or “Priced to reflect recent upgrades and market activity.”
- Avoid: “Priced to sell” and any language that implies desperation.
If there’s room to negotiate, add: “Flexible closing dates — ask agent for more details.”
Headlines that work for Georgetown listings (templates)
- “Updated 3-Bed Home — Walk to Downtown & GO Station”
- “Family-Friendly Bungalow Near Schools + Trails”
- “Turnkey Townhome — Low Maintenance, High Convenience”
Test 2-3 headlines. Use the one with the best CTR on portals.
Common mistakes sellers make (and how to avoid them)
- Mistake: Overloading with adjectives. Fix: Be specific about benefits.
- Mistake: Missing local keywords. Fix: Name the GO station, schools, or landmarks.
- Mistake: Hiding facts. Fix: List upgrades and maintenance with dates.
- Mistake: Weak CTA. Fix: Use one clear action and remove options.
Quick checklist before you publish
- Headline states a clear benefit and includes a local keyword.
- First 50–100 words include Georgetown and one neighborhood advantage.
- Bullets list hard facts and recent upgrades with years.
- Images match the copy and show key rooms mentioned.
- CTA is clear, single, and clickable.
Why this matters specifically in Georgetown, ON
Georgetown buyers are looking for lifestyle and commute clarity. Many buyers commute to Toronto or want family-friendly urban amenities. Listings that answer those two questions immediately win:
- How will this house make my daily life easier? (commute, schools, walkability)
- What work has already been done? (renovations, maintenance, value)
If your description answers both, you attract serious buyers and reduce tire-kickers.
How a top local agent uses this to create urgency
A great local agent formats the listing to optimize search and buyer action. They will:
- Use tested headline formulas for higher click-through rates.
- Add local comparables and market context in the description.
- Promote the listing across targeted channels: local Facebook groups, community email lists, and buyer agents who work in Georgetown.
That’s where an experienced Georgetown realtor adds real value — attention to local triggers that remote agents miss.
Final pitch (what to do next)
If you’re selling in Georgetown, don’t wing your listing. Use the framework above or hire someone who will. You need crisp language, local facts, and one clear CTA. That combination converts lookers into buyers.
For a free review of your existing listing description and a local market plan tailored to Georgetown, contact Tony Sousa. He’s the local expert who knows what buyers in Georgetown want and how to craft listing descriptions that get showings.
Contact: tony@sousasells.ca | 416-477-2620 | https://www.sousasells.ca
FAQ — Common questions from Georgetown home sellers
Q: How long should my listing description be?
A: 75–200 words. Short headline + 1–2 short paragraphs + bullet facts. Keep it scannable.
Q: Should I include the exact address in the public listing?
A: On MLS, yes. On public portals you can test with partial address to drive direct inquiries. Most buyers expect an address on MLS.
Q: Do keywords matter for MLS rankings?
A: Yes. Use neighborhood and key local terms (e.g., Georgetown GO, nearby schools). Avoid keyword stuffing.
Q: How many photos do I need?
A: 20–25 is ideal for a detached house. Always lead with the best exterior and main living room shots.
Q: Should I mention defects or needed repairs?
A: Be honest. Minor issues are fine to disclose. Major repairs should be noted and priced accordingly. Transparency builds trust.
Q: How do I make my listing stand out from other Georgetown homes?
A: Highlight one unique benefit buyers care about (commute time, finished lower level, large lot, or backyard). Use a strong headline that leads with that benefit.
Q: Will changing the description after listing help?
A: Yes. Test a new headline or tweak the CTA if showings are low after 7–10 days.
Q: Should I include recent comparable sales in the listing?
A: Mentioning a recent local sale as context is powerful. Keep it brief.
Q: How quickly should I expect showings after publishing a great description?
A: Good descriptions with strong photos often produce an increase in inquiries within 24–72 hours.
Q: What’s the single biggest mistake sellers make?
A: Treating the listing description as an afterthought. Invest 30–60 minutes to craft it. It pays.
If you want a hands-on review or a rewrite tailored to your Georgetown property, email tony@sousasells.ca or call 416-477-2620. He will review your listing, suggest headline options, and provide a local marketing plan.
