REW Marketing
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How To Write SEO Descriptions For Real Estate

Tips & Examples for Agents, Websites & Companies

Strong, optimized descriptions are crucial to real estate marketing. They can boost online visibility, enhance user engagement, strengthen your brand, and give you an advantage over the competition.

In this guide, we will be discussing the functions and features of SEO-friendly descriptions for various aspects of your real estate business, including agents, your website, and the business itself.

Before we start, if you’re looking for general information on descriptions and SEO, then check out our separate articles on writing meta-descriptions for real estate, our comprehensive guide describing what real estate SEO is about.

But if you want to just write descriptions that “pop” online, then you’re in the right place.  

What is a description for SEO?

When a piece of content like a description is SEO-friendly, that means it has been strategically written and composed, or optimized, to rank well in search engine results pages. This is a combination of more technical features like heading and keyword usage, and creating content that is helpful and engaging to users.

Writing SEO-Friendly Descriptions for Real Estate Agents

Descriptions of individual agents are an inescapable part of real estate marketing, as these appear everywhere from agency websites to online directories and social media profiles.

As such, crafting an engaging and professional agent profile is an important step towards real estate success.

When it comes to crafting SEO descriptions for real estate agents, here are a few points to keep in mind:

  • Focusing on Delivering Value - Highlight specific qualifications, experience, and successes.
  • Use Direct Language - Don’t talk about what you “try” or “hope” to do, talk about what you actually do.
  • Use Keywords - Identify the keywords that potential clients may use when searching for real estate services in your target market. Integrate these keywords naturally in the description, keeping it readable for humans first and foremost.
  • Be Concise - Capture attention and avoid lengthy paragraphs. Use bullet points or short, impactful sentences to convey key information. Leave out the cliches about being “detail oriented” or “passionate about helping clients”.
  • Include a Call to Action (CTA) - Encourage potential clients to take action by including a clear and compelling call to action in the agent's description. It could be a directive to contact the agent for a consultation, schedule a property viewing, or explore their listings.

Read our dedicated article for a more detailed guide to creating real estate agent profiles.

Facebook Descriptions for Real Estate Agents

Crafting descriptions for real estate agents on Facebook (or other social media platforms) requires a slightly different approach compared to a business website or directory. Here's what sets it apart:

  • Personability: Social media platforms like Facebook are usually used to engage with friends, family, and personal interests. As such, try connecting with the target audience on a personal level and presenting yourself in a relatable and approachable manner.
  • Visual appeal: Social media platforms are highly visual and trade mostly in quick impressions. As such, posts with eye-catching images or videos tend to perform better. When crafting descriptions, consider pairing them with high-quality images or videos.
  • Scannability: As mentioned, social media is all about quick impressions, so keep your descriptions concise and easily scannable. Convey your key points and message quickly. Use short paragraphs, bullet points, or bolded text to highlight important details that catch the reader's eye.
  • Story-telling: Platforms like Facebook provide an opportunity to tell stories and engage with the audience on a more personal level. Share anecdotes, experiences, or client success stories related to your work. Post content that invites engagement and interact regularly.
  • Social proof: Use features like reviews and recommendations to further strengthen your online profile. Encourage satisfied clients to provide reviews or recommendations online.

Want to learn more? Read our guide to using social media as a real estate agent.

Screenshot of social media banner for Matt Curtis real estateAbove: LinkedIn banner for Matt Curtis Real Estate

How To Create High Impact Real Estate Website Descriptions

Note: A meta-description is a piece of text appearing below a page’s title in search results describing what the page is about. These have no effect on ranking, but are a crucial factor in click through rate. Read our real estate meta description guide for more info on those.

A search engine result page entry for a real estate websiteAbove: A SERP entry featuring the business name, URL, page title, and meta-description.

For this section we’ll be discussing a description of your website as it might appear online in places besides search result pages. Such descriptions are useful as a kind of marketing where the purpose is driving traffic back to your website. You can also put descriptions of your website on the website itself.

Why include a description of your website ON your website? Well, there are a few reasons:

  • Provide useful information - A description of the content and purpose of your website will let visitors know where they are, what to expect, and what features or information they can find by browsing around.
  • Selling point - A good description will engage users with a clear value proposition, letting them know about the benefits of your online services and why your website is the best source of real estate information and listings.
  • Optimization - A good description will contain keywords to convey what your website is about, improving your chances of ranking for those keywords. This should have some overlap with information about your business (see below).

So, to craft an effective description of your website, make sure to explain what services and features you offer, and what sets your website apart from others, including special features, localized authoritative information, and services that you offer.

Real Estate Website Description Example:

“Welcome to ABC Real Estate, your ultimate destination for Springfield real estate! Explore our user-friendly, ad-free website with advanced search options and local market information found nowhere else. Sign up for even more powerful features and the option to save listings and search settings. Want to speak to an agent? Contact us today and let’s make your Springfield real estate dream a reality!”

Want a real estate website you can be proud of? Contact Real Estate Webmasters, providers of the fastest websites for real estate with an integrated CRM and a host of out-of-the-box features. 

Writing the Perfect Real Estate Business Description

A good real estate business description will be similar to a website description in many ways.

For example, both could serve to create a good first impression, being opportunities to put your best foot forward with a professional and welcoming tone.

A real estate business description can also be optimized with the strategic use of keywords to help search engines understand your business focus to improve search visibility.

Screenshot of About Us section of Mitchell Prime real estate websiteAbove: The About Us section for Mitchell Prime Properties website

A strong real estate business description helps to establish a brand identity, emphasizing what sets you apart from the competition, what your unique service offerings are. You can do this by showcasing your expertise, experience, and commitment to delivering exceptional real estate services with examples of tangible results.

In short, a good real estate business description communicates the benefits and solutions your company provides, addressing the specific needs and desires of your target audience.

Here’s a real estate company description example:

“Welcome to XYZ Realty, your trusted partner for real estate in the Springfield area. From first-time homebuyers to seasoned investors, our team of experts is dedicated to helping you buy and sell properties in Springfield.

With an average sales price 10% above market value and a 98% client retention rate, XYZ Realty consistently tops sales numbers and customer satisfaction reviews for Springfield real estate. At XYZ Realty, we prioritize transparency, integrity, and open communication. That’s why we offer a 24-Hour Quick Response Guarantee and an exclusive Property-Match service. On top of that we also provide:

  • Property management and consulting
  • Virtual property tours and home staging
  • Relocation resources and assistance

Sign up here for updates or to consult with one of our agents today.”

Note the clear reference to service area, business focus, values, quantifiable successes, and value offerings.

Remember, this isn’t a one-size-fits-all template. Different types or styles of description could fit different businesses. Depending on your profile and your market, you could emphasize your history and dependability in the market, your offerings in innovation and technology, or your commitment to certain values and customer service practices.

Compelling Descriptions for Real Estate Pages

Individual pages or types of content on your real estate website will often require their own unique descriptions highlighting their function and content.

Property Listings

  • Be descriptive: Highlight key features, amenities, and unique selling points of the property to pique the interest of potential buyers.
  • Use compelling language: Employ engaging adjectives and language that evokes emotions to create a desire to explore the property further.
  • Provide essential details: Include important information such as location, price, square footage, and the number of bedrooms and bathrooms.

Screenshot of listing description on Carly Carey real estate websiteAbove: A property listing description on

About Us Pages

  • Tell your story: Share the history, mission, and values of your real estate business to establish a personal connection with potential clients.
  • Showcase expertise: Highlight your team's experience, qualifications, and any industry accolades or certifications that set you apart.
  • Convey trust and credibility: Include testimonials, success stories, or statistics that demonstrate your track record of satisfied clients and successful transactions.

Don’t forget to read our article on writing effective agent and agency profiles.

Contact Pages

  • Communicate accessibility: Assure potential clients that reaching out to you is easy and convenient. Mention various contact methods such as phone, email, or contact form.
  • Encourage action: Include a clear call to action, such as "Contact us today for a free consultation" or "Schedule a property viewing," to prompt users to take the next step.
  • Provide reassurance: Mention that inquiries are welcome, and assure users that their information will be treated confidentially and with respect.

Keep descriptions concise, engaging, and tailored to the specific page's purpose. By optimizing each page with strong descriptions, you enhance your search engine visibility, engage users, and effectively convey your brand message and value proposition.

SEO Descriptions: Summary

In general, effective real estate descriptions have three main benefits:

  • Improved Search Engine Visibility: Incorporating relevant keywords increases the likelihood of pages appearing in search engine results.
  • User Engagement: Compelling descriptions grab attention, encourage engagement, and ultimately drive conversions.
  • Branding: Descriptions contribute to building your brand identity and highlighting what sets you apart. They convey your unique value proposition, expertise, and approach, fostering trust and credibility with potential clients.

SEO Description FAQ

What should I write for an SEO description?

To write an SEO description, focus on engaging, concise language that highlights key selling points, uses relevant keywords, and provides a compelling call to action.

What is a real estate description page?

A real estate description page is a webpage dedicated to providing detailed information about a specific property, including its features, location, price, and other relevant details.

How do you write a property description?

When writing a property description, be descriptive and highlight key features, amenities, and unique selling points. Use engaging language, provide essential details, and tailor the description to attract potential buyers.

What is SEO description optimization?

SEO description optimization involves strategically crafting website descriptions to improve search engine visibility and click-through rates. It includes incorporating targeted keywords, providing concise and engaging information, and enticing users to visit or engage with the website.

What is an SEO description for real estate?

An SEO description for real estate refers to a well-crafted and optimized description used in real estate marketing materials, property listings, or web pages. It incorporates relevant keywords, demonstrates value, and entices potential buyers or renters to take action.

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