Provide a clear and complete description
It’s not easy to write a good description. Some real estate agents are very good at this and can present a home in the best possible light without lying. You can achieve good results on your own as well, by following a few simple rules.
Start with the basics. A good sales description is structured logically: start with the big picture before diving into the details. Most websites and Facebook groups only allow a few lines in the initial preview. It’s in those first few lines that you need to grab the reader’s attention and make your main selling point. Use a clear, concise title that highlights your best selling point (“Beautiful villa with a heated pool” or “Renovated farmhouse in a very quiet location”), followed by a short description.
Help search engines.
Your listing appears on several websites. So be sure to include geographic information to help search engines accurately identify your listing. There will be hundreds of listings with terms like “renovated farmhouse” or “beautiful villa.” People searching on Google will quickly narrow down their search with more specific terms, such as “small farmhouse in Bergerac” or “villa in Fréjus.” At the same time, not everyone will be able to locate every village in France on a map. So, especially if you’re in a relatively unknown town, such as “Arnac-la-Poste” or “Tirée-la-Chasse,” be sure to list a few well-known nearby towns and cities right from the start. Including distances, if possible. This will increase your chances of being found and read.
Use a logical order.
The description of the details can be presented as a list. Don’t bother describing the floor plan in words (to the left of the entryway is the kitchen; as you walk through it, you’ll find the living room on the right and the restroom on the left). That doesn’t add anything—instead, include a photo of the floor plan if you have one. However, stick to the logical order of a tour. Go into detail only if it’s truly interesting. For example: Entryway with closet and restroom. Living room (26 m²) with sliding glass doors opening onto a west-facing terrace. Separate, fully equipped kitchen with a steam oven and a full-size refrigerator. Large bedroom (5×5) with walk-in closet and private bathroom. Etc. Describe all the interior rooms first, then the garden and outbuildings. Keep the same order for the photos so that the reader can follow along with your written tour through the images.
Watch out for repetitions.
Sometimes you come across texts where each room is described with mention of its exposed-beam ceiling and double-glazed windows. This makes the text unnecessarily wordy. Instead, mention it just once – at the beginning or end of the text – by stating that “most rooms have exposed-beam ceilings and double-glazed windows.”
Finish with the details.
You conclude your description with the important but less spectacular details, such as the type of central heating, a possible satellite connection, or hookup to the sewer system. It’s generally not necessary to specify that there is electricity and running water; the reader has already understood this from the phrase “modern kitchen.”
Artificial Intelligence for Writing and Translation
If you need help writing a clear and comprehensive text – or translating one – use our Immobot text generator. https://immogo.com/en/ad-generator-with-ai/
It’s an AI tool trained to write listings according to Immogo standards, using examples drawn from our own editorial practice. Even better: you can work with Immobot in French, then have your text translated into Dutch and English. And it’s all free!
Watch out for the advertising trap
You want to advertise your property, that makes sense. But be careful not to get carried away and write a flowery description full of real estate agency clichés. AI-tools like Gemini and ChatGPT fall into the same trap: they write what they think an advertisement should sound like. You always see the same phrases: “Imagine living in this exceptional setting,” “Rare for the area,” “One-of-a-kind opportunity,” and so on.
The same goes for unnecessary additions: “The beautiful terrace where you can enjoy a glass of wine in the evening,” “The cozy dining room where you can spend long evenings with family and friends.” People already know they can sit on a terrace to have a drink. Instead, tell them things they wouldn’t have guessed on their own. “This is one of the areas in France with the least light pollution, offering a breathtaking starry sky.” “From the house, it’s just a five-minute walk to an artisanal bakery.” Or “The house is located in a official bird sanctuary where hunting is prohibited.” The Immobot generator helps you avoid clichés. And it also refuses to use emojis.
