How to write a listing description that works

Most listing descriptions say 'nice house, good location, serious tenants only'. That tells a reader nothing and filters nobody. Here is a formula that works.

The four sentences

• What it is and where: '2-bedroom apartment on a quiet compound in Nkwen, five minutes off the main road.'
• The thing that makes it good: 'Private borehole, so water runs day and night.'
• The practical facts: 'Tiled throughout, own parking behind the gate, fenced compound.'
• The honest limitation: 'The road in is rough after heavy rain.'

Why include the limitation

Because it is the most persuasive sentence in the listing. A landlord who volunteers one drawback is immediately more credible on everything else, and it filters out people who would have viewed and left disappointed.

What to leave out

• 'Serious tenants only' — everyone thinks they are serious
• 'Price negotiable' with no price. Give a number.
• 'Contact for more details' when you could simply give the details
• Capital letters throughout
• Any claim you cannot show at the viewing

Say what it is near

Not the whole address, but the useful landmarks — the junction, the school, the market. People choose houses by what is around them.