From Scroll to Sold

From Scroll to Sold: How to Build Irresistible Real Estate Listings

By Jeff Goodman
Licensed Real Estate Agent, Brown Harris Stevens

Introduction

In a market as sophisticated and fast-moving as New York City, a listing isn’t just an announcement—it’s a strategic marketing asset. The best listings don’t merely describe square footage and finishes; they tell a purposeful story, surface the right facts, and inspire qualified buyers to act now. As a fourth-generation New Yorker and real estate professional with Brown Harris Stevens, I’ve learned that winning listings are built, not written. Here’s my playbook for crafting property descriptions that convert curiosity into showings and showings into offers.

Start by Defining the Buyer

Before I type a single word, I sketch the most likely buyer profiles. Not stereotypes—needs. Are they trading up for more space? Downsizing for simplicity? Seeking a pied-à-terre near culture and transit? Your copy should directly answer the questions those buyers ask themselves:

Will this layout fit my daily life?
Where does the light come from, and when?
How much are the monthly carrying costs, and what do they include?
How will this location change my commute and weekends?

When you know the buyer’s “why,” you can focus the listing’s “what” around it.

Prep Like a Marketer, Not a Seller

Great listings begin with deliberate preparation. I walk every property with a staging eye and a marketing eye:

Edit the space. I usually ask the seller to remove a number of their belongings, sometimes a large number. Visual volume sells.
Repair and refresh. Tighten hardware, caulk baths, touch up paint, fix squeaks. Diligence in the small things telegraphs care in the big things.
Light matters. Replace cool bulbs with warm, consistent temperature. Clean windows. Schedule photos for the best sun angles.
Stage for flow. Arrange seating to draw the eye to the home’s focal points: a view, a fireplace, a terrace, a graceful archway.

A polished home lets the copy be concise and confident instead of compensating.

Control the Visual Story

Words sell; images start the sale. I create a shot list before the photographer arrives:

Establishing exterior, lobby, and maybe the elevator (if relevant)
The “money” shot (the first image on all portals)
Each major room from two corners to show proportion and light
Transition shots that explain the flow (hallways, entries, sightlines)
Outdoor spaces at two times of day
Details: millwork, appliances, hardware, built-ins

I also get ae floor plan done, always use a virtual tour, and most of the time a professionally produced video. Your copy will be most effective when buyers can verify every claim visually and spatially. Deliver files in consistent aspect ratio, add alt text for accessibility, and name assets clearly for SEO.

Write Headlines That Earn the Click

A headline has one job: earn the next glance. The formula that works in our market:

[Signature Feature] + [Primary Benefit] + [Precise Location] + [Differentiator]

Examples:

Sun-Splashed Corner Condo with Private Terrace on Park Block, Low Monthlies
Art-Ready Loft Living with 11’ Ceilings in a Full-Service Doorman Building

Avoid vague terms (“amazing,” “stunning”). Lead with verifiable value.

Open Strong: The Positioning Paragraph

Your first two sentences set the frame. State the property type, singular advantage, and key lifestyle benefit. Then, place the home. Keep it tight:

“South-facing prewar two-bedroom with a 200-square-foot terrace and open skyline views. Nestled just off the park, this quiet, move-in-ready home pairs classic detail with a smart, renovated kitchen in a well-run, pet-friendly building.”

That paragraph conveys light, outdoor space, location, condition, and building culture without a single superlative.

Structure the Body for Scannability

Buyers skim. Make skimming rewarding.

Living / Dining: Proportions, exposures, floor material, ceiling height, sightlines (e.g., “living to terrace,” “kitchen to dining”).
Kitchen: Layout (galley, open, windowed), appliance brands, ventilation, storage, surfaces.
Bedrooms: Orientation, closet count, separation from entertaining spaces, sound attenuation.
Baths: Windowed or interior, ventilation, finishes, recent upgrades.
Outdoor Space (if any): Dimensions, orientation, privacy, utilities (water/electric), rules (grills, plantings).
Storage & Utilities: In-unit laundry (and venting), HVAC type, additional storage included.
Building & Services: Doorman/concierge hours, live-in super, gym/roof/garage, bike room, sublet policy headline, pet policy headline.
Financials: Maintenance/common charges and what they include, taxes, current assessment status, financing limits (co-op), tax abatement (condo), flip tax (if any).

Prioritize facts over fluff. Clear numbers and policies convert more buyers than adjectives ever will.

Use Language That Sells Without Overselling

Precision is persuasive. Replace clichés with specifics:

Instead of “tons of light,” use “triple exposures (south/east/west) deliver all-day sun.”
Instead of “chef’s kitchen,” say “36” range, externally vented hood, full-height pantry.”
Instead of “quiet,” write “rear-facing bedrooms with double-pane windows.”

Avoid assumptions about the buyer (“perfect for families,” “ideal bachelor pad”). Comply with Fair Housing guidance; describe the home, not the people you imagine in it.

Place the Home in Its Neighborhood Context

You’re not only selling rooms—you’re selling radius. Paint a picture with proximity and cadence:

Transit: “Two blocks to express trains.” Short facts beat route recitations.
Green space: “Minutes to the park’s tennis courts and dog runs.”
Daily life: “Within a five-minute stroll: markets, bakeries, cafés, hardware.”
Culture: “Between the museum and the theater district,” if accurate.

Keep it verifiable and avoid name-dropping businesses that may change; emphasize categories and convenience.

Price to Win the Search, Not the Argument

Pricing is marketing. The right number:

Respects bands. Many buyers filter at round numbers. Sitting at $999,000 captures two audiences ($750K–$1M and $1M+ browsers who round down).
Reflects comps truthfully. Match condition, exposure, line, floor, monthlies. Overpricing “just to test” burns your launch window.
Signals momentum. A strategic reduction early in the cycle often attracts fresh eyes and restores urgency.

An impeccable listing can’t out-market a stubborn price.

Engineer a Clear Call to Action

Tell buyers exactly what to do next and make it easy:

“Request the full media package, floor plan, and financials.”
“Schedule a private appointment or join the first open house this weekend.”
“Ask for the building buyer’s guide with policies and recent capital projects.”

Include multiple contact methods and honor responses quickly. Momentum lives in minutes, not days.

Optimize for Discovery Beyond the Portals

Great copy deserves great reach. I format every listing for multiple channels:

SEO: Use natural keywords buyers actually search (“windowed kitchen,” “in-unit washer/dryer,” “park block condo”). Optimize meta title and description on your site.
Email: Build a clean, mobile-first announcement with three bullets of value, and one bold CTA.
Social: Repurpose vertical video reels and a 6–8 frame carousel with concise captions. Add neighborhood hashtags and location tags.
Broker networks: Craft a version speaking to agents—policy clarity, showing logistics, what’s hard to find in this price/area.

Syndication without strategy is just noise; tailor the message to the medium.

Disclose Early, Earn Trust Fast

The best listings remove doubt:

Policy highlights: Financing minimums (co-ops), sublet rules, pied-à-terre policies, pet and weight limits, guarantor/co-purchase rules (if allowed).
Fees & taxes: Flip tax details, cable/internet inclusions, assessment duration and purpose.
Measurements: Provide approximate interior square footage and terrace dimensions with a simple disclaimer and floor plan.

Transparency filters out mismatches and attracts serious buyers who value efficiency.

Mind the Legal and Ethical Lines

Professionalism shows up in the fine print:

Avoid prohibited phrasing. Focus on features, not people.
Don’t guess square footage; use reliable sources or clearly note “per floor plan.”
Don’t promise outcomes (“board approval guaranteed”). Present facts and processes.

A clean, compliant listing protects your seller and strengthens your reputation.

Iterate Ruthlessly Using Real Data

Launch day is not the finish line. It’s the test. Track:

First image performance: If click-through lags, swap the hero photo within 48 hours.
Time-on-page: If viewers linger on photos but not copy, your headline may be weak.
Inquiry quality: Many views and few qualified requests? Clarify monthlies, policy constraints, or price position.
Open house conversion: High attendance with low offers can signal misaligned pricing or missing detail.

Small adjustments—changing the lead image, tightening the first paragraph, foregrounding an overlooked feature—often unlock movement.

A Template You Can Use Today

Here’s a simple structure I rely on for most NYC listings:

Headline: Feature + Benefit + Location + Differentiator
Lead Paragraph (2–3 sentences): What it is + why it’s special + where it is
Home Highlights (short bullets): Light/exposures, ceiling height, floors, key upgrades
Room-by-Room: Living/dining, kitchen, bedrooms, baths, outdoor space
Practicalities: Storage, laundry, HVAC, utilities
Building & Services: Staffing, amenities, management, notable policies
Financial Snapshot: Monthlies, taxes, assessment note, financing limits/allowances
Neighborhood Notes: Transit, parks, daily conveniences
CTA: How to see it, what to request, when to visit
Disclosure Line: Measurement/accuracy disclaimer in professional tone

Follow that structure, keep sentences economical, and let proof points do the heavy lifting.

Words and Phrases That Work

Strong: “Windowed kitchen,” “triple exposure,” “externally vented,” “split bedrooms,” “king-size primary,” “sound-attenuated windows,” “capital improvements,” “low carrying costs,” “private outdoor.”
Weak: “Cozy,” “cute,” “unique,” “must-see,” “steps to everything,” “bargain.” These feel like fillers when facts are thin.

The more concrete your language, the more credible your listing.

Final Thoughts from Jeff Goodman

A listing is a promise: if you come see this home, your time will be well spent. Honor that promise with clarity, honesty, and craft. Define your buyer, stage for flow, lead with a meaningful headline, tell a concise story supported by photography and a floor plan, disclose what matters, and make the next step frictionless. Then watch the market respond—because in New York, great properties want to be found, and great listings make that inevitable.

About Jeff Goodman

Jeff Goodman is well known as the “Quintessential New Yorker®”, and he and his team are at leading NYC broker Brown Harris Stevens. Having an extensive career in the field of real estate Jeff has a deep understanding of Manhattan, Brooklyn, and parts of Queens and the Bronx. Jeff’s clients’ missions are his vision: he guides, educates and advocates for them. This philosophy has made him a trusted advisor to those he works with and for. Jeff is passionate about New York’s amazing neighborhoods and showcases them through his “Rediscovering New York” podcast and walking tours. This programming has earned him recognition from RIS Media as a “Newsmaker” for six consecutive years.