How to Create a Stylish Property Description Using AI
You already know that a great property description is more than just a list of rooms and features. You know it’s the story that sells the home, and that creates the first impression for a potential buyer. You know you have to make them fall in love before they’ve even crossed the threshold and you know you have to deliver an evocative and sophisticated piece of writing to your demanding vendors.
But how on earth are you supposed to go from juggling staff, viewings, finances and general fire-fighting, to writing property descriptions?
I hear you – it’s tough. And it’s why many agents – like us – use external writers. But that can be really expensive. We’re currently paying £180 per property description, which means we’ve paid over £13,000 for our current listings, just on copywriting.
That’s why we’re starting to use AI to create our property descriptions. We’re not ready yet to use it without human help, but used well, AI can help you create first drafts of property descriptions that not only stand out on the portals, but also prove to even your pickiest vendors that they’ve chosen the right agent. And this means less financial outlay, and less headaches for you.
In this blogpost, I’ll share with you how to use AI to help you draft the best descriptions, which AI I rate as the best at the task, and the exact prompt that we use in AshdownJones.
Why Your Copy Matters
I’m a wordsmith, and have spent years refining our approach to property descriptions, moving away from the tired old room-by-room lists and towards something much more engaging, a narrative that draws the reader in and paints a picture of life in the home. As I shared in The ‘Write’ Way to Sell Your Home – Descriptions that Sell Houses, it’s the evocative, emotional copy that really captures attention and imagination.
But it’s not just about being flowery for the sake of it. The words you choose should reflect the property, the area, and the lifestyle you’re selling. A stylish property description is about balance: persuasive but refined, detailed but never dull, and always, always tailored to the home you’re marketing.
The Power of a Good Prompt
If you’re using technology to help with your descriptions, the results are only as good as the instructions you give it. That’s why you need to start with a clear, detailed prompt that has all the ingredients to get the best results. We use Perplexity. It’s a great AI that delivers the result we need, so long as we use a specific prompt.
Here’s how to write a prompt that will deliver results you’ll love:
Here’s the complete prompt for you to copy and paste:
“Act as an expert copywriter specialising in luxury real estate. You are promoting a beautiful home for discerning, educated vendors. Write a detailed, 500-word brochure description for PROPERTY NAME. Use evocative, sophisticated language and avoid clichés. The tone should be persuasive yet refined, painting a vivid picture that allows potential buyers to imagine themselves living in this home. Include details about the surrounding area and amenities.
Structure the copy as a narrative, not as a bulleted list, and ensure it is suitable for use in a luxury property brochure. Do not use typical AI words or phrases, and do not use emdashes or exclamation marks.
Find examples of style and content at LINK”
This prompt works because it:
- Is specific about the tone and style
- Asks for a narrative, rather than the usual AI list
- Requests rich, descriptive language
- Reminds you to include details about the area, something many agents forget, but which can be a deciding factor for buyers
- Excludes typical AI lingo and telltale signs
A FREE AI Video Series and Cheatsheet for You
To help you navigate the choppy waters of using AI in your agency, Phil and I have created something special for you:
“5 Essential AI Prompts You Need in Your Agency – And How to Use Them.” A video series with 5 super short videos that are straight to the point, so you can binge them all in one go (or dip in and out as you like). And, so you have something to download and print to share with your team, we’ve also created a cheatsheet. You’re welcome 🙂
Grab the videos and your cheatsheet here: https://firewave.lpages.co/5-ai-prompts-video-series-free-access/
5 Steps to Use Our Prompt for Best Results
1. Gather Your Details First
Before you start, make sure you have all the information you need: not just the number of bedrooms and bathrooms, but the feel of the home, the views, the quirks, and the stories. On the photoshoot, talk to the owners and make notes so you can use their language and highlights to really bring their home to life in an authentic way. Ask them what they love most about living there, or what their friends always comment on when they visit.
2. Be Clear About Your Audience
Who is most likely to buy this home? A young family, a downsizing couple, or a busy professional? Tailor your language and focus to what will matter most to them. For example, highlight the garden and local schools for families, or the peace and privacy for someone seeking a retreat.
3. Feed the Prompt Thoughtfully
Plug your details into the prompt, making sure to replace “PROPERTY NAME” with the actual address or name of the home. If there’s something unique, a secret garden, a spectacular view, a fascinating history, make sure that’s front and centre.
4. Edit with Care
The first draft is just that, a draft. Read through the copy and tweak anything that feels generic or off-brand. At AshdownJones, we always add our own touch, making sure the description feels personal and true to the home. Remove any clichés or overused phrases, and check that the narrative flows naturally.
5. Keep the Vendor in Mind – not just the Buyer
A great property description not only entices a buyer to book a viewing, it also shows the vendor that you’ve listened to them, understood their home and that you’re skilled enough to market their home in the best possible way.
What to Avoid
I’m sure you’re not using those old property cliches… but to remind you of your ‘avoid’ list, here are a few phrases that need to stay in the 1990s:
– deceptively spacious
– must be seen
– viewing highly recommended
– “we’re pleased to bring to market”
Instead, focus on what makes the property unique. You really don’t need to include room dimensions in the main description; they belong on the floorplan. And don’t use bulleted lists, they disrupt the story and make the copy feel transactional, not aspirational.
Be Bold with Your Copy
Don’t be boring! Be proud to be known for your evocative descriptions. You want someone to read your copy and know instantly it belongs to your brand. You can’t stand out on Rightmove with copy like:
“There is private parking and a lovely sunny garden area and sunken south facing patio.” Doesn’t this copy say more about your brand?: “The garden is a treasure-trove of seating areas, sunken patios, hidden paths and bespoke planters, cleverly arranged to create a true haven for birds, butterflies and of course, you.”
This version makes sure the reader remembers your brand, not just the property.
Want My Help?
Let’s take a look at your property descriptions together. I’ll tell you honestly whether I think they’re strong enough to promote your brand, as well as your properties. I’ll also help you plug in AI to give you a helping hand and explain how to refine the results so that the final version is not only a vendor pleaser, but also something you can be really proud of.
You can book a free call with me here or send over your latest property listing to sam@ajmastermind.co.uk. Copy is my thing, so I’d be over the moon if you take me up on my offer.
What to read next:
For more tips on marketing and building your agency, check out Get through more doors with our AJ Marketing Plan and 6 Top ideas to get your direct mail noticed.
