This was in FMLS Dec. e-News.

 

The FMLS Buyer Full Reports provides a comprehensive listing of property features, but that's very different from a description.  A description helps a potential buyer imagine what it would be like to live in that property.  When describing a room, write as if you are talking to a client, or touring someone through a room.  For example, if the room is a recently renovated kitchen, tell them when the renovation was complete, what materials were used, the appliance brands, the flooring material, and what rooms connect to the kitchen, etc.  This 2006 kitchen renovation features new oak cabinets and quartz countertops.  The fingerprint-free stainless appliances are GE Profile, with a 6-burner commercial gas cooktop.  The island is perfect for entertaining, as is the adjacent deck overlooking the landscaped, level backyard. 

Setting the Scene
While the Buyer Report provides a seemingly endless list of features, keep in mind that some of those features are worth emphasizing in your photo descriptions.  For example, if the backyard features a pool, the potential buyer might not read through the Buyer Report carefully enough to discover that the pool is heated.  And if the pool was recently resurfaced or has new equipment, there's no place for that information in the current pool description options.  A complete description fills in the gaps and helps the buyer imagine themselves enjoying the property features:  Who needs a vacation when you can relax in your private, lagoon-style, dark-blue pool with a new pebbled finish?  All the pool equipment is automated and less than a year old, so don't worry about maintenance.  Swim all year thanks to the new heater!  Perfect for summer entertaining.

Beyond the Photo

Tell the buyer what the photo does not – or cannot – show.  Start your brainstorming by considering some of these questions.  While not every question will pertain to your property, these questions will help you explore the different features which deserve emphasis in your descriptions:

Is this is the most private cul-de-sac in the neighborhood?
Can you hear the bubbling backyard creek from the deck?
Is this the largest floor plan in the subdivision?
Does the dining room overlook a mature landscape in the front yard – or a newly installed landscape?
Does the downstairs floor plan work well for large open-house parties, or is this home perfect for intimate get-togethers?
Was the interior recently repainted or were the bathroom fixtures updated with high-end replacements?
Are the ceilings 8ft., 9ft., 10ft. or more?
Is there extra insulation in the attic which dramatically reduces utility bills?
Are the new windows double or triple-pane?