Want to sell your house without paying hefty agent commissions?

You’re not alone. But here’s the thing…

Just 6% of home sales were FSBO transactions in 2024 — that’s an all-time low. And there’s a good reason why most FSBO sellers struggle.

They don’t know how to write property descriptions that actually sell.

Your property description is the first impression buyers get of your home. It’s what makes them stop scrolling and click “learn more.” Without a compelling description, you’re basically invisible in the sea of listings out there.

But don’t worry…

This guide will show you exactly how to write property descriptions that grab attention, generate interest, and get buyers through your front door.

What you’ll discover:

• Why FSBO Property Descriptions Are Different
• The Psychology Behind Buyer Decision Making
• 7 Essential Elements of High-Converting Descriptions
• Common Mistakes That Kill Your Listing
• Tools and Resources to Make Writing Easier

Why FSBO Property Descriptions Are Different

Here’s something most for sale by owner listings get wrong…

They write descriptions like real estate agents do.

Big mistake.

When you’re selling FSBO, you don’t have the luxury of an agent’s marketing network or MLS exposure. Your property description has to work 10x harder to get noticed.

Think about it…

30% of FSBO sellers choose this route to avoid agent commissions. But here’s the kicker — they often end up selling for $55,000 less than agent-assisted sales.

Want to know why?

Poor marketing. And it all starts with a weak property description.

Your description isn’t just a list of features. It’s your sales pitch, your marketing campaign, and your first impression all rolled into one.

The Psychology Behind Buyer Decision Making

Most FSBO sellers write descriptions like this:

“3 bedroom, 2 bathroom home. Updated kitchen. Nice backyard. Call for showing.”

Boring.

That description tells buyers what the house has. But it doesn’t tell them what the house can do for them.

Here’s what actually works…

Buyers don’t buy houses — they buy lifestyles. They buy the feeling of coming home after a long day. They buy the vision of hosting family dinners or watching kids play in the yard.

Your job is to paint that picture.

Professional real estate marketing shows that listings with descriptive, keyword-rich property descriptions sell 23% faster than those without.

Why? Because good descriptions help buyers visualize themselves living in your home.

7 Essential Elements of High-Converting Descriptions

Now let’s get into the meat and potatoes…

These are the 7 elements that separate amateur FSBO descriptions from ones that actually move properties:

1. Start With An Attention-Grabbing Headline

Your headline is make-or-break time.

Skip the boring “Beautiful Family Home” garbage. Instead, focus on what makes your property unique. Try something like:

• “Chef’s Paradise with Gourmet Kitchen”
• “Move-In Ready Oasis with Pool”
• “Commuter’s Dream Near Transit Hub”

2. Lead With Lifestyle Benefits

Don’t start with square footage or bedroom count. Start with how the home makes people feel.

Bad: “This 3-bedroom home features updated flooring…”

Good: “Picture yourself hosting dinner parties in this spacious open-concept living area where the chef’s kitchen flows seamlessly into the family room…”

See the difference?

3. Use Sensory Language

Help buyers experience your home through words.

Instead of “nice backyard,” try “private backyard sanctuary where you can enjoy your morning coffee surrounded by mature oak trees.”

Instead of “updated kitchen,” go with “gleaming granite countertops and stainless steel appliances that will inspire your inner chef.”

4. Include Key Search Terms

This is where most FSBO sellers mess up…

You need to think like a buyer searching online. What terms are they typing into Zillow or Realtor.com?

Include these naturally in your description:

• Location-specific terms (neighborhood name, school district)
• Features buyers search for (updated kitchen, hardwood floors, master suite)
• Lifestyle keywords (family-friendly, entertaining space, home office)

5. Create Urgency Without Being Pushy

Mention recent updates, competitive pricing, or unique features that won’t last long.

“Freshly renovated and priced to sell quickly in today’s competitive market.”

But avoid desperate-sounding phrases like “Must sell!” or “Motivated seller!” — they make buyers think something’s wrong.

6. End With A Clear Call-to-Action

Tell buyers exactly what to do next.

Don’t just say “Call for more info.” Be specific:

• “Schedule your private showing today”
• “Contact us for a personal tour this weekend”
• “Call now to see this gem before it’s gone”

7. Keep It Scannable

Most buyers skim listings on their phones. Make your description easy to read with:

• Short paragraphs (like I’m doing here)
• Bullet points for key features
• Bold text for important details

Common Mistakes That Kill Your Listing

Here are the description killers FSBO sellers make over and over:

Writing Like A Robot

Don’t do this: “Property features 3 bedrooms, 2 bathrooms, 1 garage, updated kitchen with granite countertops and stainless steel appliances.”

That reads like a spec sheet, not a sales pitch.

Focusing Only On Features

Features tell, benefits sell. Every feature should connect to a benefit.

Feature: “Large master bedroom” Benefit: “Spacious master retreat where you can unwind after long days”

Using Vague Adjectives

“Nice,” “beautiful,” and “cozy” tell buyers nothing. Be specific:

• Instead of “nice yard” → “level, fenced backyard perfect for kids and pets”
• Instead of “updated” → “2023 renovation with luxury vinyl plank flooring”
• Instead of “cozy” → “intimate breakfast nook with built-in seating”

Forgetting About Problems

36% of FSBO sellers already know their buyer, which means they’re often selling to friends or family. But if you’re marketing to strangers, address potential concerns upfront.

If your home needs work, frame it as an opportunity: “Handyman special with tons of potential” or “Perfect canvas for your personal touches.”

Tools and Resources to Make Writing Easier

Want to write descriptions faster? Use these tricks:

Study Your Competition

Look at similar homes in your area. What descriptions grab your attention? What language do they use?

But don’t copy — get inspired and make it better.

Use Online Tools

• Grammarly for proofreading
• Hemingway Editor to simplify complex sentences
• Thesaurus.com for better word choices

Remember — 10% of FSBO sellers eventually hire an agent due to stress and complexity. Don’t let a poor description be the reason you give up.

Making It All Work Together

Your property description works with your photos, pricing strategy, and marketing channels to create a complete package that attracts buyers.

But here’s the truth…

Even the best description won’t save bad photos or unrealistic pricing. Make sure everything works together to tell the same compelling story about your home.

The goal is to get showings from qualified buyers who are already excited about your property.

Bringing It All Together

A great FSBO property description does three things:

It grabs attention. In a sea of boring listings, yours needs to stand out.

It creates desire. Help buyers visualize themselves living in your home, not just touring another property.

It drives action. End with a clear next step that makes it easy for interested buyers to contact you.

Writing compelling property descriptions takes practice, but it’s not rocket science. Start with these 7 elements, avoid the common mistakes, and help buyers fall in love with your home before they even see it.

The FSBO route isn’t easy, but with the right description, you can compete with agent listings and save commission dollars. Put in the work upfront to craft compelling copy, and your property description will become your best salesperson.