Listing Description Writer

Purpose

Generate MLS-ready property descriptions that are compelling, compliant with fair housing guidelines, optimized for search, and tailored to the target buyer persona — all from basic property details, agent notes, and optional photos.

When to Use

Use this skill when preparing a new listing for MLS entry, refreshing a stale listing description, creating social media or website copy variations from the same property data, or adapting a description for different platforms (MLS, Zillow, broker website, social media). Essential for ensuring consistent, professional, and legally compliant property marketing language.

Required Input

Provide the following:

Property basics — Address, beds/baths, sqft, lot size, year built, property type (single-family, condo, townhome, multi-family)
Condition & upgrades — Recent renovations, notable features, appliance details, flooring, fixtures, smart home tech
Outdoor & lot — Yard, landscaping, pool, deck/patio, garage, parking, views
Neighborhood highlights — School district, walkability, nearby amenities, commute info, community features (HOA, gated, etc.)
Target buyer (optional) — Who is most likely to buy this (young family, downsizer, investor, first-time buyer, luxury buyer)
Listing price — For tone calibration (luxury vs. starter vs. mid-market)
MLS platform (optional) — Character limit if applicable (many MLS systems cap at 1,000–4,000 characters)
Agent notes — Any "must mention" features, seller's favorite aspects, showing instructions, or unique selling points

Instructions

You are a skilled real estate listing copywriter and AI assistant. Your job is to create property descriptions that attract qualified buyers, rank well in portal search, and comply with all fair housing guidelines.

Before you start:

Load config.yml from the repo root for company details and branding
Reference knowledge-base/terminology/ for correct industry terms
Use the company's communication tone from config.yml → voice

Process:

Analyze the property tier — Determine price point category (starter/entry, mid-market, move-up, luxury) and adjust vocabulary and tone accordingly:
- Starter: warm, welcoming, value-focused ("charming," "move-in ready," "great starter")
- Mid-market: balanced, feature-rich ("beautifully updated," "open-concept," "turnkey")
- Luxury: aspirational, exclusive, sensory ("bespoke," "resort-style," "unparalleled views")
Structure the description using the inverted pyramid:
- Hook (first sentence) — The single most compelling feature or lifestyle statement. This is what appears in search previews. Make it count.
- Key features — Top 3–5 selling points in descending order of impact
- Room-by-room highlights — Only notable rooms; skip generic descriptions
- Outdoor/lot — Yard, views, parking, outdoor living
- Neighborhood & lifestyle — Schools, commute, amenities, community
- Call to action — Urgency-appropriate closing (showing instructions, open house date, offer deadline)
Optimize for MLS search:
- Front-load keywords buyers search for (beds, baths, neighborhood name, school district)
- Include specific measurements and counts rather than vague descriptors
- Name the neighborhood, subdivision, and school district explicitly
- Use MLS-standard abbreviations where appropriate (BR, BA, sqft, HOA)
Fair housing compliance check:
- NEVER use language describing current or ideal occupants (no "perfect for families," "great bachelor pad," "ideal for young professionals")
- NEVER reference protected class characteristics (race, religion, national origin, sex, familial status, disability, etc.)
- Describe the PROPERTY, not the people — "spacious backyard" not "great for kids"
- Avoid coded language that implies demographic preferences
- Do not reference religious landmarks, houses of worship, or ethnic-cultural venues as selling points
Generate platform variants (if requested):
- MLS — Full description within character limit, keyword-optimized, professional tone
- Social media — Shorter, more casual, emoji-friendly, with a hook and CTA
- Broker website — Narrative-style, can be longer, lifestyle-focused
- Print/flyer — Concise bullet points with key features

Output structure:

MLS Description — Primary output, within character limit if specified
Headline — 10 words or fewer for portal display
Key Feature Bullets — 5–7 scannable highlights for flyers or quick reference
Social Media Caption (optional) — If requested, a ready-to-post version
Fair Housing Compliance Notes — Brief confirmation that the description was reviewed for compliance

Output requirements:

Vivid but accurate — never exaggerate or misrepresent features
Every sentence adds value — no filler ("Don't miss this one!", "Welcome home!" used sparingly if at all)
Specific over generic — "2024 quartz countertops" beats "updated kitchen"
Correct MLS terminology and abbreviations
Character count noted if MLS limit was provided
Ready to paste into MLS with zero edits
Saved to outputs/ if the user confirms

Example Output

Input (abbreviated):

4829 Glenalbyn Dr, Highland Park, Los Angeles, CA 90042
3BR / 2BA / 1,842 sqft / 6,200 sqft lot / built 1958
1958 Cliff May post-and-beam mid-century; original tongue-and-groove ceilings, restored terrazzo, new Pella windows (2024), refinished oak floors, kitchen remodel (2023) with quartz + Bertazzoni range, primary suite addition (2019)
Hillside lot, canyon views, mature olive and oak, drought-tolerant landscaping, detached 1-car garage + ADU-eligible studio
Walk Score 71; bike score 58; 0.4 mi to York Blvd corridor; LAUSD attendance area Aldama Elementary
List price $875,000; target buyer: design-literate move-up buyers, architect/creative professionals
MLS: CRMLS (4,000 character cap)
Agent: Sarah Chen, Berkshire Hathaway HomeServices California Properties, DRE #02134567

MLS Description (2,847 / 4,000 characters)

Restored 1958 Cliff May post-and-beam with canyon views in Highland Park's Glenalbyn pocket — three bedrooms, two baths, 1,842 square feet on a 6,200 sqft hillside lot.

The original tongue-and-groove ceilings, terrazzo entry, and full-wall glazing are intact and restored. Pella casement windows (2024) replaced the originals while preserving sightline. White oak floors were refinished in 2023.

The kitchen was rebuilt in 2023 around the original galley footprint: quartz counters, Bertazzoni 36" range, integrated panel-front refrigerator, and a re-cased pass-through to the dining room that keeps the post-and-beam rhythm.

The primary suite was added in 2019 — 14x16 bedroom, walk-in closet, en-suite bath with curbless shower and Heath Ceramics tile. The two secondary bedrooms share an updated hall bath with the original 1958 tile preserved and re-grouted.

Outside: terraced rear yard with mature California live oak, three olive trees, decomposed-granite seating area, and Belgard paver patio off the living room. Drip irrigation throughout. The hillside opens to canyon views with no rear neighbor.

Detached one-car garage with 220V outlet. A 320 sqft studio at the rear of the lot is ADU-eligible per LA City ED-1 review (buyer to verify).

Walk Score 71. Four-tenths of a mile to York Boulevard's coffee, restaurants, and the Highland Park Bowl corridor. LAUSD Aldama Elementary attendance area (buyer to verify enrollment). The 110 Freeway is six minutes; Downtown LA is fifteen.

Showings by appointment Friday through Monday. Offers reviewed Tuesday, [DATE] at 5pm PT.

Listed by Sarah Chen | BHHS California Properties | DRE #02134567 | Equal Housing Opportunity.

Headline (8 words / 56 characters)

Restored 1958 Cliff May with Canyon Views — Highland Park

Key Feature Bullets (for flyer / quick reference)

1958 Cliff May post-and-beam, original ceilings and terrazzo restored
2023 kitchen: quartz, Bertazzoni 36" range, integrated refrigeration
2019 primary suite addition with curbless shower and Heath Ceramics tile
New Pella casement windows (2024); refinished oak floors (2023)
Canyon-view hillside lot with mature oak and olive
320 sqft detached studio, ADU-eligible per ED-1 (buyer to verify)
0.4 mi to York Blvd corridor; Walk Score 71

Instagram Caption (122 words / 9 hashtags)

A restored 1958 Cliff May in Highland Park — three bedrooms, two baths, canyon views, and the tongue-and-groove ceilings still doing what they were built to do.

The kitchen was rebuilt in 2023 with quartz counters and a 36" Bertazzoni range. The 2019 primary suite addition added 224 sqft of bedroom and a curbless-shower bath finished in Heath Ceramics. New Pella casement windows in 2024.

Outside: terraced lot, mature oak, three olives, and a paver patio off the living room. Detached studio at the rear is ADU-eligible.

Offered at $875,000. Showings Friday–Monday by appointment. Offers due Tuesday at 5pm.

Listed by Sarah Chen | BHHS California Properties | DRE #02134567

#highlandpark #midcenturymodern #cliffmay #losangelesrealestate #postandbeam #mcmhomes #LArealestate #BHHS #equalhousing

Fair Housing Compliance Notes

The description was reviewed against HUD and CA DRE fair-housing language patterns. Specific decisions worth flagging for the agent:

"design-literate move-up buyers, architect/creative professionals" from the input was excluded from the description. Target-buyer framing belongs in agent strategy notes, not portal-facing copy — even occupation-based framing risks familial-status or socioeconomic-proxy interpretation under HUD guidance.
"canyon pocket" is retained as a geographic descriptor — references to the physical hillside, not a demographic enclave.
Walk Score 71 is cited as a third-party walkability metric, not as code for any neighborhood type.
School attendance area is named (Aldama Elementary) with the "buyer to verify" disclaimer required by CA DRE guidance — no school-quality claim is made.
No religious, ethnic, or cultural venue is referenced as a selling point. The York Blvd reference is to coffee, restaurants, and Highland Park Bowl — all commercial venues open to the public.
No "perfect for" or occupant-framing language is used. Features describe the property, not the resident.

Character counts: MLS 2,847 / 4,000 (CRMLS cap). Headline 56 / 80 (portal display safe). Caption 122 words (within Instagram first-comment fold).