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Creating property listing content is a key element of any agent’s day-to-day, but what should your listings actually include?
Homebuyers and vendors no longer accept the bare minimum when it comes to property listings; buyers want as much information as possible to inform their decisions, and vendors want their property marketed effectively.
The bar for agents is now set far higher – so, what does the perfect property listing look like in 2024?
In this blog, we’ll explore how you can optimise your listings for fast sales with content, whilst showcasing your agency’s brand at its best.
Property Photos
Property listing photos – the part of your listing that viewers see first on portals, platforms or your website.
Whether they’re taken by you, or by a professional, your photos should set your listing up for success.
Studies have found, unsurprisingly, that listings with high-quality photos sell up to 50% faster and for a higher price.
(Psst. If you want to learn more about taking property photos we’ve got lots of information on our blog!)
Before we get into the specific photos you should be including in your listing, let’s outline some general tips for property photos.
- Include 10-15 photos.
- Ensure your photos are high-quality and well-edited.
- Ensure they highlight the property’s features.
- Check GDPR and privacy blurring.
- Imagine you hadn’t seen the property before, choose photos that truly capture the property’s essence.
- Think carefully about your property listing’s primary shot.
- Brand your photos with your logo to increase brand awareness and prevent touting.
Specific Photo Checklist for Agents
These are the specific shots you should be considering including in your listing:
Make Your Property Listing Photos Stand Out
You know those listing photos that stop you scrolling and make you go ‘WOW’ – those are the kind of photos that differentiate your listings and your agency.
It doesn’t have to cost a fortune to create this effect either, here are three tips that can help you get that wow factor from clients and buyers.
1. Aerial, Drone and Elevated Shots
For high-value properties where you are using a professional photographer, these can be a great way to make sure your listing stands out from the rest.
2. Dusk Shots and Blue Skies
Dusk shots and blue skies can easily transform drab property photos. This is a simple but cost-effective way to make your listings jump out at readers.
3. Object Removal
Going above and beyond by taking 30 seconds to remove some pesky bins or rubbish can make a huge difference to your property photos. A cleaner, clutter-free image can be make or break between a new lead or a slower sale.
Video
Video content is becoming increasingly common in the world of property listings, with most portals now offering options for video upload.
it’s not a necessity, but it can be a great way to help potential buyers get a better feel for the property you’re listing.
Listings with video get higher engagement and are more trusted. Plus, it may positively impact your listing’s SEO.
Here are some video formats you could include in your listing to boost interest and wow your vendor:
- Virtual Tours – help buyers get a feel for the flow of a property. You could include a voiceover or just film a walkthrough.
- Aerial video – for high-value properties to give a better overview of the surrounding area.
- Highlight videos – Compile your property photos into an easy-to-digest video that could be repurposed for social media.
Floor Plans
Floor plans are quickly becoming a standard element of property listings. Including them as a brand helps you stand out as a quality agent and contributes to quicker sales.
When adding floor plans you will want to make sure they are readable, current and that your branding is included if you have created the floorplan yourself.
Here’s an example of a professional branded floor plan created using the PropertyBox Platform.
Property Description
That’s the fun bit done. Now it’s time to get your writer’s hat on.
You’ve got to include high-quality written content to accompany your visuals, or all the effort that has gone into your photos, video and floor plan is redundant.
We’ve got a whole blog on how to write great property descriptions, so below we will just be outlining the information you’ll need to include.
1. Property Basics
These are the basics that the reader wants to know before they go any further:
- Property Type: Specify whether it’s a single-family home, townhouse, etc.
- Address: Full address of the property.
- Number of Bedrooms: Total count of bedrooms.
- Number of Bathrooms: Total count of bathrooms.
- Square Footage: Total living space in square feet.
- Lot Size: Size of the property.
- Year Built: Year the property was constructed.
- Price: Listing price for sale or rental amount.
- Council Tax band or rates information.
- Service charges or ground rent (for leasehold properties).
- Deposit information (rental).
- Tenure type.
2. Description Details
Now the reader knows whether the property is suitable for them or not, it’s time to bring it to life with some more detail:
- Detailed Description: Provide a thorough description of interior spaces, including layout and flow.
- Exterior Description: Describe outdoor areas and landscaping.
- Recent Renovations: Mention any upgrades or renovations made to the property.
- Unique Selling Points: Highlight distinctive features that set the property apart.
- Kitchen Appliances and Finishes.
- Bathroom Fixtures.
- Heating and Cooling Systems.
- Smart Home Technology.
- Storage Spaces: Include information about closets, attics, or basements.
- Landscaping Details.
- Outdoor Living Spaces: Highlight patios, decks, or balconies.
- Pool information.
- Garage or Parking Facilities: Specify garage size or parking options.
- Fencing or Security Features.
- Neighbourhood Description: Provide insights into the community atmosphere.
- Proximity to Amenities: Highlight nearby schools, shopping centers, and parks.
- Public Transportation Access: Mention access to bus routes or train stations.
- Views or Natural Surroundings: Describe any scenic views or landscapes.
3. Miscellaneous
Got some interesting info about the property? Don’t forget to include it!
- Energy efficiency features.
- Potential for expansion or remodelling.
- Historical significance.
4. CTA
Don’t leave your potential buyer hanging. Include your CTA so they know how to organise a viewing.
5. Legal info
Double check you’ve disclosed everything you’re legally required to. You can view an in-depth look at material information requirements for property descriptions here.
6. EPC
Make sure you’ve included your EPC too!
Additional Content
If you’ve got this far you’ve already created a pretty stellar property listing. However, if you want to add a few extra finishing touches here’s a couple of ideas:
- Property Brochure – create a downloadable PDF about the property.
- Market Stats Report – include a brief summary of average home prices in the area or recent sales trends.
Conclusion
There you go. All the components you need for a stand-out property listing!
It may seem like a lot, but remember, there are plenty of tools out there to speed up the listing content creation process. Our PropertyBox platform takes the heavy lifting out of description writing, floor plan creation, EPC ordering and photo editing so you can create standout listings, in a fraction of the time.
Jessica Peckett
Head of Marketing
Jessica is a New Zealand-born digital marketing expert with a global perspective and a track record of driving results across aviation, energy, and real estate. Currently focused on helping UK estate agents succeed through PropertyBox, she blends strategy, creativity, and tech to turn ideas into business impact. Passionate about team growth and meaningful leadership, Jessica brings energy, empathy, and a sharp commercial mindset to everything she does.