How to write property descriptions that sell

How to write a standout property description that appeals to guests

With thousands of properties competing for attention, the importance of crafting a description that convinces guests to book your place should not be underestimated. Here’s how to get the most from your description — and avoid some common pitfalls.

Recommended structure

We suggest breaking your description down into five sections:

• Overview
• Property layout (kitchen & living room)
• Sleeping arrangements
• Location
• House rules & other info

The overview

This is one of the first things your potential guest will read, so it needs to grab attention and really sell your property. Your goal is to get the guest excited about staying with you. Keep this section short (about 3‑4 sentences) while still capturing the key features of your property.

You might want to mention things like:

• Exclusive access to a private hot tub/sauna/swimming pool
• Stunning city views from a private balcony
• Free onsite, secured, garaged parking for X vehicles
• A wood‑burning or electric fireplace
• Fully stocked and equipped kitchen
• Recently refurbished (and date, if known)
• Wheelchair accessible

When writing this section, use active sentences and aim to set the scene. For example:

Welcome to our gorgeous three‑bedroom holiday apartment in central London. Recently refurbished in 2018, our property features modern appliances and designer furniture. You can curl up on the leather corner sofa while watching Netflix on the 50” Smart TV or read your favourite book by the wood‑burning fireplace. However you spend your time, we think you’ll love staying in our spacious apartment.

Property layout

Here you can expand on your property and give guests all the information they’ll want before booking. Start with the kitchen and move onto the living room. The aim: take the guest on a short written tour of the place.

Consider asking yourself:

• What features or amenities does your kitchen have? Dishwasher? Washing machine? Coffee maker (which type)?
• Is there a high chair for children?
• Is there a dining table and how many seats?
• In the living room: TV? Pull‑out sofa? Fireplace?
• Is the property wheelchair accessible — accessible bathrooms, wide doorways, height‑adjusted amenities?

Tip: Picture yourself in your guests’ shoes and explain what you’d want to know if you were considering staying here. But keep the balance — avoid info overload, while still selling your property.

We recommend splitting this section into two paragraphs of about 3‑4 sentences each. For example:

Our holiday home has a fully‑equipped kitchen with everything you need for a comfortable self‑catering stay. Here, you’ll find a dishwasher, large American fridge/freezer, Nespresso coffee maker, oven with gas hobs, and toaster. We can also provide a high chair for wee ones.

Next door, the living room is the perfect place to unwind after a day exploring our beautiful city. You can relax on the large, super‑comfy sofa while watching your favourite programmes on the flat‑screen, wall‑mounted TV or play one of our excellent board games. You’ll find a vast collection of books, travel guides and board games on the wall‑to‑wall bookcase.

Sleeping arrangements

After describing the kitchen and living space, move on to the bedrooms. This section is important because many guests decide based on how they’ll sleep. Start by clearly stating how many bedrooms your property has and how many guests it accommodates in total.

Then describe each bedroom in one or two sentences: bed size, special features (ensuite, balcony, TV etc.), and if you can provide a cot or crib for young children. Then add a sentence or two about any additional bathrooms.

For example:

Our spacious two‑bedroom holiday house can easily accommodate four adults and one child.

The master bedroom features a large, plush king‑size bed with a gorgeous dark wood bed frame. In this room, you’ll also find built‑in wardrobes, large floor‑to‑ceiling windows overlooking the park and ensuite facilities with a walk‑in shower and heated towel rails. For those travelling with young children, this room has space for a travel cot.

The second bedroom has a double divan bed with a down duvet and Egyptian cotton sheets. The room also features a vintage dressing table with matching bedside tables, built‑in wardrobes for storage and a luxurious ensuite with a walk‑in shower, a large wall‑to‑wall mirror and heated towel rails.

Downstairs, the property also has a small bathroom with a toilet and a washbasin.

Location

Now that you’ve described your property itself, talk about the neighbourhood. It may seem odd to leave this till further down, but think of it this way: by the time guests are reading this, they’ve already decided on your area. What they want to know now is what staying here will be like. So it’s fine to address the location later.

Keep this section short (2‑3 sentences). Explain the key amenities outside your property: distance to the bus stop or train station, shops, pubs, attractions etc.

For example:

Located in a quiet, residential area, our holiday home is perfect for travellers looking for a relaxed and peaceful stay. The historic downtown area is only a ten-minute walk, or if you don’t feel like walking, you can catch a local bus from the stop 50m from the house. Also nearby, you’ll find many excellent restaurants, coffee shops, and a grocery store.

House rules and other information

This section is optional, and you may not need much. But it’s important to cover any deal‑breakers — things guests must know before they book. For example: no stag/hen parties; check‑in only after 5 pm. Most other details (key pick‑up, arrival instructions) can be provided after booking, so keep this section to what matters upfront.

For readability, use bullet points. For Example:

• Please wash all dishes before departure; otherwise, additional cleaning fees will apply

• Electricity is only available via coin meter

• No dogs

• No smoking

Final thoughts

A well‑written property description does more than list features — it sells the experience. By structuring your description clearly, thinking like the guest, using vivid and accurate language, and highlighting what sets your property apart, you’ll make your listing more appealing and boost bookings.

Remember: keep it truthful, keep it engaging, and keep it easy to read. According to research, guests often skim descriptions, so make your key points stand out.