Lesson 24 of 37
Module 7 – Proven Listing & Marketing That Sells
Lesson 24 of 37
Module 7 – Proven Listing & Marketing That Sells
Writing Listing Descriptions That Sell
Your photos catch attention, but the description is where buyers decide if they'll reach out or keep scrolling. This is the step where most sellers either under-do it or overdo it.
- Too short: "0.47 acres, buyer to verify." → This kills interest. Buyers assume you don't know your own land.
- Too long: walls of zoning codes, septic requirements, and legal jargon → This overwhelms buyers, creates confusion, and sparks objections they didn't even have.
The right approach? Keep it short, simple, and positive.
👉 Your listing description is marketing first, not a legal disclosure. Its job isn't to answer every possible question up front—it's to spark enough interest that buyers reach out. Once they do, you'll have researched, honest answers ready for their questions.
Think about your own experience: how many times have you reached out about a product or service, later learned some details that weren't perfect, and still moved forward happily? Maybe you negotiated a better deal, or realized it wasn't as big of a concern as you thought. If you had seen that "negative" detail in the original listing, you probably never would have inquired at all—and missed out on a purchase you were ultimately satisfied with.
The Mindset to Adopt
- Focus only on positives. Highlight zoning, access, utilities, nearby perks, and lifestyle potential.
- Don't lead with negatives. Keep your description focused on the positives, but always be ready to disclose material facts like flood zones or restrictions when asked. Frame them honestly but in a positive, solution-oriented way.
- Less is more. The more you say, the more doubts and problems buyers create in their heads. The less you say (while still being clear and enticing), the more room they have to imagine their own dream.
- End with action. Always tell them exactly what to do next — drive by, call, or text.
⚡ Pro Tip 1: Buyers don't buy features. They buy the feeling those features give them — privacy, freedom, shade, convenience, security, a place to build their dream. Your description should make them picture themselves there.
⚡ Pro Tip 2 (we'll cover this in more detail later in the module): End your MLS listing descriptions with a simple line like: "Buyer's agents are welcome."
This signals to agents that you're open to working with them—without breaking MLS rules by publicly advertising commission. Why does this matter? The majority of MLS sales involve an agent. If you don't make it clear you're agent-friendly, some may overlook your property once they notice it's listed through a flat-fee service and assume no buyer's agent commission will be offered.
💡 Side Note: The MLS (Multiple Listing Service) is the central database real estate agents use to share listings, and it's what powers public sites like Zillow, Realtor.com, and Redfin. We'll cover more about the MLS later in the listing section of this module.
Why Research Still Matters
Even though you don't publish every detail, you must research thoroughly. Why? Because buyers will ask.
- A confident answer builds trust, even if the fact isn't "perfect."
- Example: "Access is by a dirt road." For some buyers, that's actually a plus (privacy, less traffic, quiet).
The real deal-killer isn't a detail the buyer doesn't love — it's when you have no answer at all. Making buyers chase down county offices themselves often kills the deal before it starts, because most won't bother. Worse, they'll grow skeptical, wondering what else you don't know — or might be hiding.
⚡ Key Point: Do the full research so you can answer questions confidently, but leave the details out of the ad unless they're positives.
Why Two Listing Description Formats?
- Formatted (Bullets + Spacing): Best for non-MLS land sites like LandWatch, Land.com, Craigslist, or Facebook Marketplace. Buyers skim fast, so you need bold hooks, bullets, and clear CTAs.
- MLS (Paragraph Style): MLS strips out formatting, so bullets turn into messy blobs. Use short, clean paragraphs so your listing reads smooth on Zillow, Realtor.com, and Redfin.
Example 1
Step 1: Gather Features (For Your Eyes Only)
Raw Snapshot (not for ad copy):
- Location: Sevierville, TN (Sevier County)
- Size: 1.03 acres
- Zoning: Residential — single-family homes allowed
- Utilities: Power + city water available at the street
- Access: Paved county road
- Setting: Flat, shaded, mature oaks, walkable
- Nearby: 3 minutes to French Broad River, 12 minutes to downtown Sevierville
- Price: $22,500
- Negatives: FEMA AE flood zone → would require elevated pad/foundation, adds cost
Step 2: Write the Listing
Formatted (Land Sites)
🌊 1.03 Acres Near the River – Power + Water Ready, 12 Min to the Smokies
Your chance to own a piece of the Smoky Mountain lifestyle.
- Zoned Residential — build your cabin, forever home, or vacation getaway
- Power + city water already at the street — just hook up and start building
- Flat, shaded lot with mature oaks and open space to design your future
- Paved county road frontage — easy in, easy out, year-round
- 3 minutes to French Broad River access for fishing and boating
- About 12 minutes to Sevierville shopping, dining, and near Pigeon Forge/Dollywood fun
- Priced at $22,500 — unbeatable in this growing area
Imagine waking up under the oaks, coffee on your porch, and a quick drive to the river or the Smokies. Whether you're local or dreaming of a Tennessee retreat, this lot makes it possible.
📞 Call/text today for maps and directions. Walk it this weekend and see for yourself.
MLS Version (Paragraphs)
Own a piece of the Smoky Mountain lifestyle with this 1.03-acre lot in Sevierville. Zoned Residential for a home or cabin, with power and city water at the street and paved county road frontage for easy access. The lot is flat, shaded by mature oaks, and offers open space ready to design your future. Just 3 minutes from French Broad River access and about 12 minutes from Sevierville shopping, dining, and near Pigeon Forge/Dollywood. At $22,500, it's a rare chance to build in one of Tennessee's most desirable areas. Call/text today for maps and directions. Buyer's agents are welcome.
Example 2
Step 1: Gather Features (For Your Eyes Only)
- Location: Ashe County, NC – Appalachian Mountains
- Size: 10 acres
- Zoning: Rural Residential – single-family homes, cabins, hunting/camping allowed
- Access: Legal easement on record → but current dirt/gravel road is rough and not maintained
- Utilities: Power line ~600 feet away; no water/sewer (septic + well required)
- Topography: Rolling with steeper slopes, but has 2–3 flatter cabin site options
- Setting: Very private, tall pines + hardwoods, cut trails, wildlife
- Nearby: 20 minutes to downtown West Jefferson (restaurants, shops, breweries, farmer's market)
- Price: $47,500
Negatives:
- Road is bumpy and unmaintained — may require 4x4 in rain/snow
- Off-grid feel: no city water/sewer, need septic + well
- Some slopes limit usability
- Power extension costs $$$ (unless buyer is comfortable with off-grid solar)
Step 2: Create Two Versions
Formatted (Land Sites)
🌲 10 Acres of Mountain Privacy – Pines, Trails, and Cabin Sites Near West Jefferson
If you've been looking for real freedom in the North Carolina mountains, this is it.
- 10 full acres with rolling terrain and towering pines
- Zoned for cabins, homesteads, or recreation (Rural Residential)
- Power nearby for future hookup (or go solar/off-grid)
- Multiple flat cabin sites already scouted
- Cut-in trails for hiking, hunting, or exploring
- 20 minutes to downtown West Jefferson — shops, breweries, and farmer's market
- $47,500 for your private slice of Ashe County
Picture your cabin tucked in the trees, trails winding through your own woods, and endless privacy while still being minutes to town.
📲 Call/text today for maps and directions. Walk it this weekend and see the possibilities.
MLS Version (Paragraphs)
10 massive acres of private mountain land in Ashe County, just 20 minutes from downtown West Jefferson. Zoned Rural Residential for cabins, homes, or recreation. The property offers rolling terrain with tall pines, multiple flat cabin sites, and trails already cut for hiking and exploring. Power is nearby, with options for traditional hookup or off-grid solar. Priced at $47,500, this is a rare chance to own a large tract close to town with privacy and freedom. Call/text today for maps and directions. Buyer's agents are welcome.
Step 3: How We Spun It
Skipped negatives in the ad:
- Didn't mention rough road (buyers discover it on site). If asked → "It's a private mountain road, so a 4x4 is recommended. That's part of why it feels so private."
- Didn't mention "no city water/sewer" (common for rural NC). If asked → "Most land here uses septic + well, same as the neighbors. Very standard."
- Didn't mention steep slopes. Instead → "multiple flat cabin sites" = we highlight the usable part.
- Didn't say "power extension may cost thousands." Instead → "power nearby (or go solar/off-grid)."
Framed limitations as lifestyle:
- Rough road → "private mountain road / more privacy."
- Off-grid utilities → "go solar / off-grid freedom."
- Slopes → "rolling terrain with trails and multiple flat sites."
Key Lesson
👉 You highlight what's usable, positive, and exciting.
👉 When buyers ask about negatives, you answer with confidence + solutions.
Example buyer objection handling:
Buyer: "The road looks rough. How do people get in?"
You: "It's a private mountain road, so most people use 4x4 or trucks — that's part of why the land is so private. The easement is recorded, so access is legal."
⚡ Pro Tip for Students: Your description should feel like an invitation, not a disclosure form. Lead with the dream and lifestyle — and save the deeper details for buyer conversations, where you can present them in a solution-first, positive light.
Example 3
Step 1: Gather Features (For Your Eyes Only)
📍 Location: Levy County, FL – 1.1 Acres
- Zoning: Residential/Agricultural — flexible (homes, RVs, cabins, camping, small homestead options).
- Utilities: No power lines nearby (solar/generator only). No water/sewer (well + septic if building).
- Access: Dirt easement road, sandy and rough in spots, not county maintained.
- Topography: Mix of wooded and lowland, but frontage has usable space for setup.
- Nearby: 30 minutes to Cedar Key (fishing, boating, seafood, island charm), 45 minutes to Gainesville, 90 minutes to Ocala.
- Price: $6,500
Negatives:
- No power anywhere nearby.
- Wetlands in parts of property.
- Rough access road.
- Sparse area, few neighbors/development.
- Seasonal flooding common in this region.
- Not a good full-time build site without major improvements.
Final Listing Descriptions
Formatted (Land Sites)
🏕️ 1.1 Acres – Off-Grid Florida Camping & Getaway Lot Near Cedar Key, $6,500
Your private escape in Florida's Gulf Coast region — affordable land where you can relax, recharge, and enjoy the outdoors your way.
- 1.1 wooded acres with space for a cabin, RV, or weekend campsite
- Flexible zoning allows residential or recreational use
- Off-grid freedom — bring your solar panels, generator, or keep it simple
- Wooded setting with natural privacy — no neighbors in sight when you want peace and quiet
- 30 minutes to Cedar Key for fishing, boating, and fresh seafood
- $6,500 — one of the most affordable acreage opportunities in Florida
Set up camp, build a tiny retreat, or hold it as a long-term investment. Imagine weekends under the trees, evenings by the fire, and stargazing without city lights. This is land you can actually use and enjoy now, at a price almost anyone can afford.
📲 Call/text today for maps and directions. Go see it this weekend — your getaway is waiting.
MLS Version (Paragraph Style)
1.1-acre parcel in Levy County, just 30 minutes from Cedar Key and 45 minutes from Gainesville. Zoned for residential or recreational use, it's perfect for a cabin, RV setup, or a private weekend getaway. The off-grid setting gives you total privacy, star-filled skies, and the freedom to enjoy Florida land your way. At only $6,500, this is one of the most affordable opportunities near the Gulf Coast — a chance to own real acreage where you can camp, escape, or invest for the future. Call/text today for maps and directions. Buyer's agents are welcome.
Breakdown of What We Did
- Didn't highlight negatives like wetlands, lack of power, or a rough road in the listing description — those items are already covered in the MLS fact sheet and can be positively reframed once a buyer reaches out.
- Turned negatives into positives: No power → "off-grid freedom." Remote → "privacy, no neighbors in sight." Low price → "affordable entry" and "land you can actually use now."
- Focused entirely on lifestyle & emotions: camping, fires, stargazing, fresh seafood in Cedar Key.
- Used price as the closer: at $6,500, buyers feel low risk, high reward.
Key Lesson
👉 Your listing copy should feel like an invitation, not a disclosure form. You're not hiding facts — you're leading with the dream. The details (and solutions) come later in the conversation.
- Do full research behind the scenes so you can answer questions with confidence.
- Lead only with positives, but disclose material facts truthfully when asked.
- Keep it simple, short, and enticing.
- End with a clear call to action.
⚡ Golden Rule: In your listing copy, everything should feel like a possibility. Nothing should feel like a limitation.
Legal & Compliance Note
This course is focused on marketing style — how to write compelling, lifestyle-driven listing descriptions. It is not legal advice. Real estate advertising is still subject to:
- State and federal disclosure laws.
- MLS rules and policies in your market.
- Fair housing regulations and other consumer protection standards.
Always:
- Disclose material facts truthfully, in writing, where required.
- Verify all property details (zoning, access, utilities, floodplain, etc.) before publishing.
- Confirm your ad language complies with your MLS and broker guidelines.
👉 Use this training to lead with positives and lifestyle benefits — while staying compliant and transparent. When in doubt, disclose.
🖊️ AI Tools Bonus: Listing Description Creator (Bullets + MLS)
Run this through ChatGPT
• Use Case
Turn raw property facts into two irresistible listing descriptions: a skimmable bullet version for land sites and a clean MLS paragraph version — both short, positive, and packed with lifestyle imagery that makes buyers picture themselves on the land.
• Prompt
Act as a professional land listing description copywriter. Follow these rules:
- Marketing first, not disclosure: keep it short, clear, and positive.
- Focus on positives: zoning, access, utilities, nearby perks, and lifestyle potential.
- Don't lead with negatives: omit unless required; if included, frame solution-first (e.g., "off-grid freedom," "raised foundation common and priced in").
- Less is more: 120–180 words per version; no jargon walls.
- End with action: invite to call/text, get maps, or walk it this weekend.
- Smart inference: if inputs are missing (typical septic in rural, 4x4 on mountain roads, etc.), make safe assumptions and list them at the end for me to confirm.
- Paint the dream: use tasteful, creative, sensory language to evoke place and possibility (morning light through pines, coffee on a porch, stargazing skies) without sounding like legalese or a novel.
- Think beyond input: actively identify likely negatives not marked as such (e.g., rural parcels often lack sewer, remote roads may be rough) and reposition them positively. Also discover hidden positives (location perks like nearby towns, rivers, highways, recreation) and weave them into the copy.
Produce TWO outputs:
- Formatted Bullet Version (for LandWatch/Land.com/FB/Craigslist): punchy headline with an emoji, 5–8 bullets, one lifestyle paragraph, and a strong CTA.
- MLS Paragraph Version (for Zillow/Redfin/Realtor): 3–5 short paragraphs, professional tone, lifestyle-forward, end with "Buyer's agents are welcome."
At the very end, add: "Assumptions for seller to confirm" — list any inferences or required disclosures you softened.
INPUTS (paste below):
- Location: [county/city/state]
- Acres: [size]
- Zoning / allowed uses: [e.g., SFR, cabins, RV, agriculture]
- Utilities: [power/water/sewer/septic/off-grid]
- Access: [paved/dirt/easement]
- Topography/setting: [flat/rolling/wooded/cleared/views/privacy/shade]
- Nearby perks: [rivers/lakes/trails/towns/parks/highways]
- Price: [$]
- Reports done + outcome: [survey/perc/environmental/elevation/etc.]
- Improvements made: [driveway/clearing/trails/pad/fencing/well/etc.]
- Negatives (if any): [flood zone, rough road, wetlands, slopes, no power]
• Example Input
Location: Sevier County, TN
Acres: 1.03
Zoning / allowed uses: Residential (home or cabin)
Utilities: Power + city water at street
Access: Paved county road
Topography/setting: Flat, shaded by mature oaks
Nearby perks: 3 min to French Broad River, ~12 min to Sevierville, near Pigeon Forge/Dollywood
Price: $22,500
Reports done + outcome: —
Improvements made: —
Negatives (if any): FEMA AE flood zone (elevated pad likely)
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