The Secret to High-Converting Property Descriptions: A Proven Strategy for Estate Agents

If you’ve ever asked yourself, “How can I get more property listings as an estate agent in the UK?” or “What’s the best way to improve my click-through rates and sell more properties?” — then you’re about to discover one of the most overlooked levers of estate agency marketing: the property description.

Your property listing lives or dies by the strength of its written description. And in today’s fiercely competitive estate agency market, your ability to write engaging, informative, and irresistible copy could be the difference between a flood of enquiries and complete silence. At The Estate Agent Consultancy, we’ve helped dozens of agencies rework their listing copy and seen immediate uplifts in viewing requests and instruction wins. So let’s break down what makes a great description—and why it matters more than you might think.

When your property goes live on the portals, there are two key pieces of text you control: the short-form summary (which appears in the search results next to the photos and price), and the full description that sits within the listing itself. Many agents make the mistake of treating the summary as an afterthought, defaulting to something like: “Chris Webb Estate Agents are proud to bring to the market this three-bedroom, two-bathroom detached home in the popular area of New Village.” But here’s the thing — the portals already show the number of bedrooms, bathrooms, property type, price and location. You’re just repeating information the viewer already knows.

And this repetition comes at a cost. The initial short description is your headline. And as the old marketing saying goes, you spend 80% of your marketing budget on the headline. That’s because it’s the hook that determines whether anyone will stop scrolling and actually click on your listing. Without a compelling hook, your property could be a palace—and still sit on the market gathering dust.

What you need instead is intrigue. Emotion. Relevance. Tell buyers what they don’t already know. Highlight something special that makes the property stand out. Better still, match it to the lifestyle of your ideal buyer. For example:

“Have a look at these amazing views over the New Valley! If you’re a growing family looking for your forever home, look no further!”

Or:

“Wow! This is the perfect home for a first-time buyer, just a short distance from the town centre!”

These opening lines do two things: they tell the buyer something unique or enticing about the property (like a view or location) and they identify who the property is perfect for (like a family or first-time buyer). When we’ve tested this format with estate agents we coach, the uplift in engagement is dramatic—higher click-through rates, more enquiries, and ultimately, more viewings.

And that’s where the real advantage begins. The property portals track a metric called the Click-Through Rate (CTR). This is the percentage of people who saw your listing in the search results and clicked to read more. High-performing descriptions—especially summaries that pique curiosity—boost CTR and send a signal to the portals that your listing is relevant, helping it climb up the rankings organically.

Once you’ve hooked them with a strong introduction and they’ve clicked through, the full description needs to keep up the momentum. But this isn’t the time for a guided tour of every light switch and radiator. Too many agents fall into the trap of describing every room in order, starting with the downstairs WC, which, let’s be honest, doesn’t exactly stir the soul.

Instead, think like a marketer. Lead with the best features, not the layout. You said this property was perfect for a family? Focus on what matters most to families: kitchens, living spaces, gardens, room to grow. Has the kitchen been fitted by a reputable brand? Mention it. Is there a statement fireplace or bespoke wood burner? Highlight it. The best listings feel like an invitation into a lifestyle, not a technical survey.

This is your chance to tell a compelling story—not to drone through dimensions and doorways. Think of the first half of your full description as a showcase of the property’s highlights, with plenty of emotive language to help the buyer visualise themselves living there.

Then, turn your attention to the area. Local context is vital. Where you live matters just as much as the home itself. Is the property close to schools, shops, parks or commuter routes? Great—shout about it. If you suspect your buyer is a young family, point out the school catchments, community centres, and green spaces. If it’s ideal for professionals, mention transport links, cafés, and nightlife. Don’t just list local amenities—frame them as reasons why this property is perfect for your ideal buyer.

It’s this sort of thoughtful, persuasive copy that makes your listing leap off the page—and it’s the type of marketing that separates high-performing estate agents from the average. At The Estate Agent Consultancy, we work with agents to develop powerful listing strategies like this every day. And the difference is clear: better engagement, higher conversion rates, and faster sales at stronger prices.

Before you finish your listing, there’s one more often-neglected section that’s worth a second look: the bullet points. Most portals allow up to 10 bullet features—and yet many agents waste them by repeating basic information like “3 bedrooms” or “semi-detached.” Don’t do that. Use these bullet points to surface the lesser-known highlights: “Large double garage,” “Sunny south-facing garden,” “Over an acre of land,” “Recently upgraded boiler,” or “Underfloor heating throughout.” These snippets should add value, not echo the obvious.

Done right, your property description becomes one of your most powerful marketing tools. It gets more eyes on your listing. It gets more people calling your office. And it builds your brand as an estate agent who knows how to position properties effectively—which leads to more instructions from vendors who want that same edge.

In summary, if you want to increase your estate agency fees, win more property listings, and sell more homes faster, start by rethinking your listing descriptions. Make them punchy, emotional, and relevant. Lead with benefits, not basics. Think about your ideal buyer and tailor every word to appeal directly to them. Your listings should tell a story that makes people want to live there—not just facts that make them shrug.

If you’re ready to transform your marketing and attract better-quality instructions, explore more of our expert resources at The Estate Agent Consultancy. Whether you’re looking for proven scripts, templates, or one-to-one guidance from Chris Webb, we’ve got everything you need to stand out in a crowded estate agency market.

Your next instruction could be one great description away.

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