How to Write Eye-Grabbing Descriptions & Take Effective Photos that Sell

BY LEE NELSON

Awe-dropping, catchy adjectives. Amazing, inspired verbs. Perfect, brilliant sentences. That’s what Realtors® have to create in their listing descriptions every time to catch the attention of potential buyers. It takes time, creativity, and patience, even now, with the help of Artificial Intelligence.

Back in 2003, when Realtor® Darlene Fiore started her career in real estate, she would spend hours, sometimes eight to 10 hours, writing a single listing.

“I’d research the town, neighborhoods, and local amenities,” said Fiore, Realtor® sales associate with Berkshire Hathaway HomeServices Fox & Roach in Turnersville. “I would go as far as actually going through the other listings that had sold in my area, and I’d take bits and pieces from those to put in a Word document. It was tough to make it flow.”

With years of experience, she grasps what captures people’s eyes, and with the use of AI over the last few years and adding great photos and videos, things go smoother and faster for her. Yet, Realtors® like Fiore still have to construct an attentiongetting listing that doesn’t sound like a robot composed it.

“I just always want to capture the lifestyle that someone could live in that home, and now I understand what things stand out in neighborhoods. I know what buyers are looking for, and that all makes writing easier,” said Fiore, who is also a certified stager.

ABCs of Crafting Better Listings

Simon Vassalo became a Realtor® at 18 years old and now, at 26, serves as broker-manager of 42 agents and founder of Elevate, powered by Coldwell Banker Realty in Sparta.

With a creative mind, writing listings wasn’t as hard as it is for some. He also learned quickly that the most important thing he could do to get an accurate, but great storytelling description is by asking the seller a lot of questions about their home.

“I ask them to tell everything they know about the house and what they have done in the home to improve it,” said Vassalo. “I ask them to tell me everything, bit by bit, like if they replaced woodwork or knocked down walls.”

That helps him dissect all the distinctive, new, and unique things in the home. He pinpoints in his descriptions such things as when the roof was redone, what HVAC equipment has been replaced, when the pool was built, and what items in the house are customized, such as the cabinets or molding. Buyers want to know they won’t have to replace expensive items in the near future.

“You focus on what’s unique about that property as you write it and highlight what might attract more buyers,” said Vassalo.

One of Vassalo’s recent descriptions portrays a dream home with a relaxed but fun lifestyle built right in. “Welcome to this beautifully maintained and spacious split-level home located in the highly desirable Pleasant Valley Lake community. Fully renovated from top to bottom in 2021, this move-in-ready gem offers an open floor plan with a custom kitchen, featuring stainless steel appliances, new quartz countertops, and sleek cabinetry. Gorgeous hardwood flooring runs throughout the main living areas, complemented by a finished basement with brand new carpeting, perfect for additional living space, a home office, or media room. As part of the Pleasant Valley Lake community, you’ll enjoy exclusive lake privileges, boating, fishing, a playground, and a clubhouse embracing a lifestyle of leisure and recreation. There’s truly nothing left to do but move right in and start living your dream.”

Fiore believes since the pandemic, people are looking for a home office, open concepts in the kitchen and living areas, plus a quiet place to do their own thing, such as a separate den, sun room, or family room.

By highlighting those spaces with living scenarios, it catches people’s own imaginations about their life while living in this home.

“You can get creative but also be honest. You can help buyers envision the potential and maybe highlight natural lighting coming through windows,” said Fiore.

Fiore feels the hardest places to sell are those with a distinct smell, such as cigarettes or animals. Sometimes, all you can do is ask the seller to rip out carpets, do a deep clean, get rid of all the furniture, and paint and prime everything. Also, if someone struggles with clutter and is not willing or can’t do it themselves, you have to mention the great location and great bones of the home.

“You can get creative but also be honest. You can help buyers envision the potential and maybe highlight natural lighting coming through windows,” said Fiore.

Perfecting Pictures

Dmytro Flisak has worked in photography since 2008, but has specialized in real estate for five years. He offers agents video services as well as interior walkthroughs, aerial drone footage, and cinematic highlight videos.

“When I first started shooting for Realtors®, most were looking for clean, well-lit photos that showed the whole space clearly,” said Flisak, owner of DF Photography LLC in Cliffside. “What I quickly noticed was that many listings missed capturing the property’s unique features and the feeling of the space—things like natural light, flow between rooms, and key details that help buyers connect.”

So, he focused on highlighting those elements to make the photos more engaging and effective.

Flisak suggests some of the most important elements to include when photographing a home or business:

• Good, natural lighting to make spaces feel bright and inviting.

• Clear, uncluttered views that show the layout and flow.

• Key features like fireplaces, unique architectural details, and upgraded finishes.

• Wide-angle shots to capture entire rooms.

• Exterior shots that highlight curb appeal and surroundings.

• Consistent style and exposure across all photos to create a cohesive gallery.

• Close-ups of unique finishes or standout features that add value.

When people search for their dream home, they usually want to see photos of key rooms such as the kitchen, bathrooms, primary bedroom, and living room, said Flisak.

“Curb appeal is crucial with well-maintained landscaping, front entrance, backyard space, patios, and any standout features like pools or gardens,” said Flisak. “Realtors® should know that first impressions matter, and high-quality visuals are key. Most importantly, every shot should focus on what makes the home unique and desirable.”