If you own a commercial real estate business, then you’d know it requires a lot of investment in several resources, like getting listings and making people aware of your presence. But, probably, the most important aspect is the property description that acts as the center stage of your campaign.

What’s the quickest way to generate more leads and assist your existing prospects in finding all the relevant information they need? Compose an improved description – with a proper approach to your target audience coupled with property descriptions best practices.

To help you compose high-quality, engaging and result-oriented property description, we’ve highlighted the core elements that you should include in your property description, so everyone who reads it, is compelled to give you a call.

The Art of Composing a Property Description

To simply say, your commercial real estate description is a summary of everything and anything that matters the most about the property, whether it’s for lease or sale. This is where your storytelling skills kick in; the description should be self-explanatory, telling the story of your property, location and amenities of the property while covering any other relevant detail.

Let’s say you’re having a conversation with a prospect; what details would you highlight to them while introducing the property.

You should talk about almost everything that makes the property stand out, but to make it easy for you, we’ve narrowed it down to 5 major elements that should be a part of your description.

1.       Crafting a Headline

Your headline will be the hook – the billboard that determines if someone stops skimming through tons of listings and clicks through to stop at yours.

If your headline is weak and doesn’t speak to the specific interests and needs of the people who are likely to be interested in your property, then you’ll lose them.

How to make your headline effective?

Be Precise

The more detailed your headline is, the more effectively it will target the right buyers who are the best fit for your property. Ambiguous, detail-thin headlines can gain a lot of false positives while pushing away potential buyers.

Sound Professional

This is where you show your expertise by including prime details that are worth the interest of investors. The location, the style of property, square footage are all key details that are relevant at this particular stage of a prospect’s search.

With a catchy headline, you could capture attention quickly that speaks to the specific needs of your target prospects.

2.       Tell a Story

Most property descriptions are packed with figures while being very short and uninteresting. There is a place where you should add those figures, but it’s not your property description.

A good description should always be a narrative; it should tell the story of your property; it should also focus on the feelings that the property and its amenities evoke. This is the perfect place to describe the style of the property, its history, and its significance in the market.

Keep in mind that you’re not just selling a property; you’re selling a component of your company’s brand. This property will represent you to prospects and customers.

3.       Focus on Location

This is the place to dive in deeper into the details of the location, surrounding amenities and businesses. But don’t bombard your prospects with staggering numbers, keep it light and include details like the vibe of the neighborhood, foot traffic, and more that’ll have a direct impact on most businesses as they enter a new neighborhood. Your property description will largely depend on the type of tenants or investors you’re looking for.

Make use of the latest technology

Photographs play a crucial role here. It might be time to invest in a professional real estate photographer who could take appealing pictures that highlight and augment the most important elements of your property while re-framing any possible negatives.

With the help of the latest technology, it’s now possible to supplement photography with inexpensive video and 3D property tours as well. Whether you have a commercial or retail space for lease or rent, a visual representation could give you the extra edge you’ve been looking for. 

4.       Focus on Primary Facts and Features

While your description is the narrative base of all your marketing efforts – the sparkly coating that will capture the attention of prospective buyers and investors, guiding them into a sales conversation – the facts, features and the highlights of your property are just as important.

This is the information that will be referenced throughout the entire sales process and assist filter prospects primarily based on crucial features that matter most.

Some of the facts and features that are essential:

Market Information

What is the type of property that are you listing and who are the people most suitable for it? You’d also be surprised how many listings neglect important information about the property class and type.

Size of the Property

Here you need to include the actual and total square footage of the property for lease, rent or sale. If the building has a parking lot or a gym, mention their square footage as well.

Capital Improvements

Details of recent improvements and what further opportunities are there for new updates?

List of Amenities

Here you’ll mention the highlights you feel your prospects will care about the most, like what is included in the property, is it suited for a certain type of business, let’s say a restaurant? And are there any train stations and bus stops nearby?

Tenant Details

Which other companies already exist as tenants in the building? Who was the previous tenant, and how successful were they? Mentioning these details will answer a lot of question your prospects might have.

Demographic Information

You also need to highlight neighborhood details, like transit score, walking score, the average income of the neighborhood along with the age breakdown along with other significant factors that might influence an investors’ decision.

Invest time to include a comprehensive list of precise information here. It will assist in filtering prospects while ensuring only qualified tenants or investors contact you about the property.

5.       Don’t Forget a CTA

The last element of your description is the call to action – the button and language through which someone reaches out and contacts your company. The call to action you utilize will mainly depend on what you want prospects to do.

You could be scheduling fielding calls, tours, or channeling outreach to a target audience. Just make sure that you are very specific regarding what they are requesting when they click on the call to action button – this is how you’ll generate and nurture new leads.

Composing a catchy property description is an art, and not everyone is an artist. But when you include these 5 elements in your description, they’ll be sure to seal the deal.