How Long Should a Real Estate Listing Description Be?

Writing a real estate listing description seems simple—until you actually sit down to do it.

Should it be short and punchy? Detailed and descriptive? SEO-friendly? Buyer-focused? MLS-compliant? All of the above?

The truth is, there’s no single “perfect” length. But there is a range that consistently works—and a few common mistakes that quietly hurt listings every day.

This guide breaks down how long a real estate listing description should be, why length still matters, and how experienced agents adjust their approach based on property type, platform, and buyer behavior.

Why Listing Description Length Still Matters

Even in a photo-first world, the listing description plays a critical role. It provides context, sets expectations, and often determines whether a buyer clicks, saves, or scrolls past.

A description that’s too short can feel careless or incomplete. One that’s too long often gets skimmed—or ignored entirely.

Length matters because it affects:

• Readability, especially on mobile
• Buyer engagement and time-on-listing
• Search visibility on listing portals
• MLS compliance and clarity
• Perceived professionalism of the agent

The goal isn’t to write more. It’s to write just enough to inform, guide, and build confidence.

The Ideal Length (General Rule of Thumb)

For most residential listings, the sweet spot is:

250–400 words

That range gives you enough room to:

• Clearly describe the home
• Highlight key selling points
• Convey lifestyle and context
• Include buyer-relevant details
• Stay scannable and readable

Anything under ~150 words often lacks substance. Anything over ~500 words risks overwhelming the reader unless the property truly warrants it.

Context matters, though—so let’s break it down further.

MLS vs. Public Portals: Length Considerations

MLS Descriptions

Most MLS systems allow generous character limits, but that doesn’t mean you should use all of them.

MLS descriptions are often read by:

• Buyer agents
• Appraisers
• Detail-oriented buyers

Best practice for MLS:

• Aim for 200–350 words
• Prioritize clarity and accuracy
• Avoid hype, emojis, or sales language
• Include material facts (updates, systems, layout)

This is where details matter most—but structure still matters more than volume.

Zillow, Realtor.com, Redfin, and Similar Portals

Public portals are more visual and mobile-driven. Buyers are scrolling quickly, often comparing multiple listings at once.

For these platforms:

• 250–400 words still performs best
• Front-load the most compelling details
• Use short paragraphs
• Avoid dense text blocks

If a buyer has to tap “Read More,” your opening lines carry a lot of weight.

How Buyers Actually Read Listing Descriptions

Most buyers don’t read listing descriptions top to bottom.

They:

• Scan the opening paragraph
• Look for keywords that match their needs
• Skim for deal-breakers or standout features
• Re-read sections after viewing photos

This means structure matters as much as length.

A strong description usually follows this flow:

1. A compelling opening paragraph
2. Clear property details
3. Lifestyle or location context
4. Notable upgrades or features
5. A clean, understated close

Word count alone doesn’t determine effectiveness—organization does.

Short vs. Long Descriptions: When Each Works

When Shorter Descriptions Work (150–250 words)

Shorter descriptions can be effective when:

• The property is highly visual
• Photos do most of the selling
• The layout is standard for the area
• Buyers are moving quickly

In these cases, brevity paired with strong visuals works—as long as nothing important is missing.

When Longer Descriptions Make Sense (400–600 words)

Longer descriptions are appropriate when:

• The property is unique or complex
• There’s land, zoning, or income potential
• The home is historic or architecturally significant
• Buyers need context to understand the value

Even then, longer doesn’t mean rambling. Every sentence should serve a purpose.

What Matters More Than Length

Many agents focus on word count but overlook more important elements.

1. Clarity Over Creativity

“Charming” and “inviting” mean very little without specifics.

Concrete details—layout, upgrades, materials—build trust faster than flowery language.

2. Buyer-Centric Framing

Good descriptions answer buyer questions:

• How does this home live day-to-day?
• Who is it ideal for?
• What sets it apart from nearby options?

This matters far more than hitting an exact word count.

3. Accuracy and Compliance

Overstating features or glossing over limitations creates friction later—during showings, inspections, or negotiations.

Clear, honest descriptions reduce surprises and build credibility.

Common Length-Related Mistakes Agents Make

• Writing one-sentence descriptions that signal low effort
• Copy-pasting builder or tax record language
• Listing every feature instead of prioritizing what matters
• Writing for search engines instead of people
• Using long, unbroken paragraphs that are painful on mobile

Avoiding these mistakes alone will improve most listings.

A Practical Framework That Works

Instead of counting words, use this structure:

Opening (2–3 sentences) What the home is, who it’s for, and why it matters.

Property Highlights Layout, bedrooms and baths, major updates, standout features.

Lifestyle and Location Neighborhood feel, proximity, walkability, amenities.

Additional Notes HOA details, flex spaces, or investment considerations (when relevant).

This framework naturally lands most listings in the 250–400 word range without forcing it.

Scaling This as a Busy Agent

For many agents—especially newer or solo agents—the challenge isn’t knowing what to write. It’s doing it consistently across listings, platforms, and deadlines.

That’s why many agents rely on templates or repeatable systems. Some use tools to speed up first drafts or maintain consistency when juggling multiple listings.

In some workflows, platforms like ListPilot are used simply to systemize this step—reducing blank-page friction while leaving room for human judgment and local expertise.

The goal isn’t automation for its own sake. It’s efficiency without sacrificing quality.

Final Takeaway

So, how long should a real estate listing description be?

Long enough to inform. Short enough to read. Clear enough to trust.

For most listings, 250–400 words, structured well, will outperform both extremes.

If you focus on clarity, buyer intent, and structure—rather than chasing an exact word count—you’ll write better descriptions, faster, and with more confidence.