A real estate listing is the very first point of contact between a property and its potential buyer. A precise and transparent listing acts as a filter. At Consultants Immobilier, across our 18 agencies, we observe daily that a well-crafted, clear, and detailed listing greatly reduces unqualified visits while increasing the conversion rate (viewings leading to offers). This professional approach highlights the property without overselling it. Here’s everything you need to know about how to write an effective real estate listing.
What are the key elements of a real estate listing?
A complete real estate listing should include both mandatory information and appealing details.
The sale price is the main piece of information, along with monthly condominium fees and the amount of property tax.
The energy performance diagnosis (EPC) has been mandatory since 2011 and must include both the energy and climate ratings.
The technical characteristics include:
- Living area in square meters (Carrez law for condominiums),
- Number of main rooms,
- Floor level with or without elevator,
- Year of construction,
- Type of heating,
- Presence of a parking space or cellar.
These factual details allow buyers to pre-select properties according to their criteria.
The exact location is, of course, essential: city, neighborhood, or even street for prestigious addresses.
The property’s key features (a terrace, view, recent renovation, or level of standing) should also be highlighted.
The contact details, listing reference number, and mention of agency fees (paid by the seller or the buyer) complete these mandatory details.
How to write a compelling real estate listing title?
The listing title works like an advertising hook. It should be limited to 50 to 70 characters. An effective structure usually follows this pattern: property type + surface or number of rooms + location + main feature.
Examples of titles: “4-room apartment 95 m² Neuilly – 30 m² south-facing terrace” or “Architect-designed house 200 m² Saint-Cloud – Pool”.
Using relevant keywords helps increase visibility on real estate portals. Prefer terms that buyers actually search for: “duplex”, “top floor”, “high standing”, “renovated”, rather than vague adjectives. Use well-known neighborhood names rather than administrative districts (especially in Paris).
The principle for writing an effective real estate listing is that a simple, informative title generates more qualified contacts than a flashy one. Here are some common mistakes that often reduce a title’s effectiveness:
- Excessive capitalization (perceived as aggressive),
- Overuse of punctuation (!!!),
- Unjustified superlatives (“exceptional”, “rare”).
How to structure the property description?
The description starts with an introductory paragraph that sets the scene in 2 to 3 sentences. It’s an introduction that conveys the atmosphere, character, and highlights of the property. Example: “In a Haussmann-style building with caretaker, a bright family apartment offering generous volumes and an open view over a landscaped park.”
The main body follows a logical “virtual tour.” Begin with the reception areas (living room, dining room), continue with the sleeping quarters (bedrooms, bathrooms), and end with secondary spaces (kitchen, laundry room, cellar). Each room deserves one or two precise sentences: approximate dimensions, orientation, materials, and built-in features.
The final paragraph summarizes practical information: general condition, recent or upcoming works, detailed charges (including or excluding heating), property tax, and any ongoing legal procedures in the condominium. Transparency on these aspects avoids unpleasant surprises during visits and builds trust.
What photos should you choose for an attractive real estate listing?
Photos are crucial as they establish the first visual impression of the property. A photo set of 10 to 15 pictures provides a sufficiently complete overview. The order of presentation should be logical: an exterior view, the entrance hall (if upscale), main rooms, bedrooms, kitchen, bathroom, and additional spaces (terrace, parking).
The technical quality of the photos is essential. They should be taken during the day with natural light, use a wide-angle lens for small spaces (without distortion), and have sufficient resolution for the web (minimum width of 1200 pixels). Virtual home staging is possible but must be disclosed for transparency.
The best camera angles highlight room depth, ceiling height, and architectural details (moldings, fireplace, parquet). Avoid backlighting, cluttered rooms, and angles that hide visible flaws.
What pitfalls should you avoid in a real estate listing?
The law strictly regulates the content of property listings.
Any discriminatory wording is prohibited and punishable by law. Examples such as “ideal for young couple”, “perfect for single person”, “family neighborhood” can be interpreted as discriminatory. Stay factual about the property’s characteristics, not the buyer’s profile.
Any false or exaggerated information also exposes you to legal risk. Inflating surface areas, hiding major defects (humidity, cracks), or inventing favorable urban projects are considered fraudulent misrepresentation. Case law even penalizes repeated “errors” in size or condition descriptions.
Regulatory omissions are less serious in theory but still cause complications:
- Failure to mention the EPC may theoretically result in a €3,000 fine (Article 154 of the Climate and Resilience Act),
- Omitting agency fees or their allocation (seller/buyer) creates confusion.
Spelling and grammatical errors, beyond the negative impression they convey, may make buyers doubt the seller’s credibility.
Consultants Immobilier’s expertise for your listings
Every day, we assist sellers in writing effective real estate listings across our network of 18 agencies. Beyond the writing itself, we help them implement targeted marketing strategies following real estate standards: premium portals, international networks, and selective print media.
This comprehensive approach, from the initial property valuation to targeted promotion, maximizes visibility and accelerates sales at the best price.
To benefit from our expertise in showcasing your property, browse our real estate listings in Paris or contact one of our Consultants Immobilier agencies directly.