Plain-Language PR For Real Estate

Start With the Questions Buyers Ask

Tanya, a 34-year-old neighborhood agent who specializes in condos, noticed a pattern in her listing inquiries. Buyers were not asking whether a unit was “stunning” or “exceptional.” They were asking, “What are the monthly fees?” “Is parking included?” “How far is the elevator from the unit?” and “Can I bring a dog?” Her listings looked polished, but they left buyers searching for basic facts.

A listing description is not a sales slogan. It is a short answer sheet for a buyer who may be comparing ten homes at once. The most important approach is to provide accurate facts first, explain the practical benefit second, and use attractive language last. Next, address the questions that could stop a showing. Finally, remove any claim you cannot prove.

The work requires the listing details, the seller’s confirmed information, the condominium association documents when relevant, and enough time to check every statement. A phone, camera, listing platform, and simple notes file are enough. The goal is not to make every property sound luxurious. The goal is to help the right buyer understand the property quickly and trust what you wrote.

The 5-Answer Listing Equation

Use The 5-Answer Listing Equation when a property has features buyers need to compare, questions that may affect a showing, or details that are easy to exaggerate. It is especially useful for condos, where fees, parking, rules, shared spaces, and building access can matter as much as the kitchen or view.

The equation asks the description to answer five questions in this order:

1. What is the property?

2. What is useful about its location or layout?

3. What important features are included?

4. What costs, rules, or conditions should buyers know?

5. What should the buyer do next?

This order keeps the description useful. For example, Tanya might write: “One-bedroom condo with 742 square feet near the Green Line station. The open living area connects to a renovated kitchen with quartz counters and a breakfast bar. The monthly association fee is $486 and includes water, building insurance, elevator service, and access to the fitness room. One assigned garage space is included. The building allows cats but does not allow dogs. Schedule a showing to review the layout and building amenities.”

That paragraph answers the basic property question, explains the location, identifies meaningful features, states a recurring cost, names a pet rule, and gives a next step. It does not need words such as “breathtaking,” “rare,” or “must-see” to create interest.

To execute the equation well, gather these items before drafting:

• The verified square footage, bedroom and bathroom count, year built, and property type.
• The exact monthly association fee and what it covers.
• Parking details, storage information, pet rules, rental rules, and move-in requirements.
• Two or three location facts that can be checked, such as walking distance to transit or a named park.
• A list of recent improvements, with dates when available.
• The showing contact and the action buyers should take next.

The listing agent owns the fact check and final approval. The seller confirms improvements, inclusions, and rules but should not be asked to approve unsupported praise. If a brokerage reviews descriptions, the broker or assigned reviewer checks the final copy before publication. Clear ownership prevents the common problem of everyone assuming someone else verified the details.

Draft, Check, and Publish in Order

Set aside about 35 minutes for the first draft and review. A condo listing with complicated rules or several recent improvements may need 50 minutes. The time is small compared with the cost of correcting an inaccurate public claim.

1. Collect the facts in 10 minutes.

Open the listing record, seller notes, association documents, and property photographs. Write down the five answers before writing sentences. Confirm the exact fee, included services, parking arrangement, pet rules, and rental restrictions. Mark anything unconfirmed as “check,” rather than guessing. The checkpoint is simple: you should have at least one verified fact for each of the five answers.

2. Write a clear opening in 5 minutes.

State the property type, size, bedroom and bathroom count, and strongest practical feature. For Tanya’s condo, an opening could be: “Bright one-bedroom condo with 742 square feet, an assigned garage space, and a five-minute walk to the Green Line station.” The checkpoint is that a buyer can identify the property and one useful reason to consider it after reading the first sentence.

3. Explain the living experience with facts in 8 minutes.

Describe the layout and features that affect daily use. “The kitchen opens to the living area” is stronger than “perfect for entertaining” because it tells the buyer what the space actually does....