A well-crafted MLS listing description can make a property stand out, attract buyers, and lead to faster sales. Writing a compelling and compliant description is crucial to maximizing exposure while staying within MLS guidelines. Below, we provide examples of effective listing descriptions, along with key do’s and don’ts.
What Makes a Great MLS Listing Description?
A strong listing description should:
- Highlight unique property features
- Use persuasive and engaging language
- Be clear, concise, and grammatically correct
- Avoid MLS rule violations
- Encourage potential buyers to schedule a viewing
MLS Listing Description Examples
1. Luxury Home Example
🏡 “Step into this stunning 5-bedroom, 4-bath estate nestled in the heart of Beverly Hills. Boasting an open-concept floor plan, gourmet chef’s kitchen with high-end stainless steel appliances, and a resort-style backyard with a sparkling pool, this home is perfect for entertaining. Enjoy breathtaking sunset views from the spacious balcony. Conveniently located near top-rated schools and upscale shopping. Don’t miss this rare opportunity—schedule your tour today!”
2. Cozy Starter Home Example
🏡 “Charming 3-bedroom, 2-bath bungalow in a quiet, family-friendly neighborhood! Featuring a bright and airy living space, updated kitchen with granite countertops, and a private backyard perfect for summer BBQs. This home is just minutes from parks, schools, and local dining. Move-in ready—come see it before it’s gone!”
3. Modern Condo Example
🏢 “Experience urban living at its finest in this sleek 2-bedroom, 2-bath condo in downtown Seattle! Enjoy floor-to-ceiling windows with panoramic city views, an open kitchen with quartz countertops, and a spa-like master suite. Building amenities include a rooftop lounge, fitness center, and 24-hour concierge. Steps away from top restaurants, cafes, and public transit. Schedule your private showing today!”
What NOT to Include in an MLS Listing Description
MLS has strict guidelines on what should and shouldn’t be written in property descriptions. Here are some common violations to avoid:
❌ Discriminatory Language – Avoid phrases that imply a preference or limitation based on race, religion, gender, familial status, or disability (e.g., “Perfect for young professionals” or “Ideal for a single person”).
❌ Subjective or Misleading Claims – Exaggerations like “best house on the market” or “guaranteed investment opportunity” can be misleading.
❌ Personal Information – Do not include seller names, agent contact information, or private details.
❌ Commission Details – MLS rules typically prohibit advertising commission rates to avoid conflicts of interest.
❌ Brand Names & Promotions – Avoid using brand names for appliances unless explicitly allowed by MLS rules.
Words & Phrases to Avoid in MLS Listings
When writing an MLS listing description, words that should be avoided include those that could be interpreted as discriminatory based on race, color, religion, national origin, sex, familial status, or disability, such as:
- “Family friendly”
- “Master bedroom”
- “Great for young families”
- “Quiet neighborhood”
- “Near churches”
- “Senior living”
- “Perfect for a couple”
- “His and her closets”
- Any terms referencing specific ethnicities, genders, or religious groups
Key Points to Remember:
✅ Avoid terms related to protected classes: Do not mention anything that could be interpreted as favoring or excluding specific demographics based on race, religion, gender, family status, etc.
✅ Be cautious with neighborhood descriptions: Avoid stating a neighborhood is “safe” or “quiet” as this can be subjective and potentially discriminatory.
✅ Use inclusive language: Instead of “master bedroom,” use “primary bedroom.”
✅ Don’t make assumptions about occupants: Phrases like “perfect for a young family” or “ideal for retirees” should be avoided.
Examples of Words to Avoid:
- “Exclusive”
- “Executive”
- “Senior”
- “Couple”
- “Ideal for kids”
- “Walk-in closet” (if used in a gendered way)
- “Near the synagogue”
- “Great for singles”
- “Man-cave”
- “She-shed”
⚠️ Real estate agents could face fines as high as $110,000 for using certain wrong words in their listings.
Final Thoughts
A compelling MLS listing description should highlight key features, use engaging and descriptive language, and follow MLS guidelines to avoid violations. By crafting a well-written listing, you can increase visibility and attract the right buyers quickly.
Need help optimizing your MLS listing descriptions? Stay compliant and maximize impact with expert guidance!