How you describe and characterize a property can impact sales price, time on market, and the probability of a sale during a given marketing period, according a study in the Journal of Housing Research. Set your listing up for success by employing these tips.

Expand on the photos

Use the listing description to explain anything that may not be obvious from just looking at the photos. For example, if the layout of the home isn’t immediately obvious or a unique feature is easy to miss, highlight those details in the description.

Go beyond spellcheck

Spellcheck often misses words that are spelled correctly but mistakenly used, such as 9-foot sealing instead of 9-foot ceiling. Have someone else proofread your descriptions or find a spelling and grammar tool that checks for mistaken words and homophones.

Avoid abbreviations and jargon

The description will follow your listing wherever it’s syndicated, and with more homebuyers starting their searches online, you should avoid terms that may be unfamiliar to consumers.

Find the sweet spot

Strike a balance between including helpful details and writing too much. When in doubt, stick to information that broadens the pool of potential buyers, such as accurate descriptions rather than opinions about features.

Don’t use all caps

Listings that are written in all caps or employ caps for emphasis can be difficult to read.