---
name: property-listing
description: "Writes compelling property listing descriptions with features, neighborhood highlights, and buyer-targeted copy."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Property Listing

## When to Use This Skill

Use this skill when you need to:
- Write a property listing description that stands out on MLS, Zillow, or Realtor.com
- Highlight key features, upgrades, and lifestyle benefits for target buyers
- Include neighborhood context and proximity highlights
- Create listing copy that generates showings and offers

**DO NOT** use this skill for rental listings (use rental-listing), commercial property descriptions, or property appraisal reports. This is for residential sale listings.

---

## Core Principle

A PROPERTY LISTING SELLS A LIFESTYLE, NOT A FLOOR PLAN — EVERY SENTENCE SHOULD HELP THE BUYER PICTURE THEMSELVES LIVING THERE.

---

## Phase 1: Property Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Property address** | "What is the property address?" | No default — must be provided |
| **Key specs** | "Beds, baths, square footage, lot size, year built." | No default — must be provided |
| **Top 3 features** | "What are the 3 best things about this property?" | No default — must be provided |
| **Recent upgrades** | "Any renovations or updates in the last 5 years?" | None specified |
| **Target buyer** | "Who is the ideal buyer — young family, downsizer, investor, first-time buyer?" | First-time homebuyer or young family |
| **Listing price** | "What is the asking price?" | No default — must be provided |

**GATE: Confirm property details and target buyer before writing.**

---

## Phase 2: Listing Structure

### Description Format (250-400 words)

```
## Listing Description Structure

**Opening hook (1-2 sentences):**
[Lead with the most compelling feature or lifestyle benefit.
Not "Welcome to..." — start with what makes this property special.]

**Property highlights (3-4 sentences):**
[Walk through the key living spaces. Describe flow, light, and standout features.
Use sensory language — what does it feel like to be there?]

**Kitchen & living details (2-3 sentences):**
[Buyers spend the most time evaluating kitchens. Detail appliances,
counters, storage, and how the space connects to living areas.]

**Bedrooms & bathrooms (2-3 sentences):**
[Primary suite features, closet space, bathroom finishes.
Mention natural light and privacy.]

**Outdoor space (1-2 sentences):**
[Yard, patio, deck, garden, views. Describe how the space is used.]

**Upgrades & systems (1-2 sentences):**
[New roof, HVAC, windows, flooring — anything that reduces buyer worry.]

**Neighborhood & location (2-3 sentences):**
[Schools, parks, shopping, dining, commute times. Walkability and lifestyle.]

**Closing hook (1 sentence):**
[Create urgency or reinforce the lifestyle. End with a reason to schedule a showing.]
```

---

## Phase 3: Writing Guidelines

### Language Rules

| Do | Do Not |
|----|--------|
| "Sun-drenched living room with 10-foot ceilings" | "Nice living room" |
| "Chef's kitchen with quartz counters and gas range" | "Updated kitchen" |
| "Steps from Riverside Park and the Saturday farmers market" | "Close to amenities" |
| "Move-in ready with new roof (2023) and refinished hardwoods" | "Many updates" |
| "Primary suite with walk-in closet and spa-inspired bathroom" | "Large master bedroom" |

### Power Words for Listings

- Light and space: sun-drenched, open-concept, soaring ceilings, expansive
- Quality: custom, designer, artisan, hand-crafted, professional-grade
- Lifestyle: entertainer's, retreat, oasis, resort-style, turnkey
- Location: walkable, tree-lined, sought-after, vibrant, established

### Fair Housing Compliance

NEVER include language that indicates preference for or against any protected class:
- No references to race, religion, national origin, sex, disability, or familial status
- Do not say "perfect for young couples" or "great for families" — describe the property, not the buyer
- Do not describe the neighborhood demographics
- Say "close to places of worship" not specific denominations

---

## Phase 4: Listing Package

### MLS Description (max varies by market, typically 250-500 words)

Write the primary description within MLS character limits. Front-load the most important features since many portals truncate descriptions.

### Social Media Version (100-150 words)

```
[Attention-grabbing first line]

[Key specs: beds/baths/sqft]
[Top 3 features in bullet form]
[Price and location]
[CTA: "Schedule your private showing" + contact info]
```

### Listing Checklist

- [ ] Opening line hooks attention — no "Welcome to" or "Don't miss"
- [ ] All key specs are accurate (beds, baths, sqft, lot size)
- [ ] Top features are highlighted with specific details
- [ ] Upgrades include dates and specifics (not just "recently updated")
- [ ] Neighborhood context adds lifestyle appeal
- [ ] Fair housing language compliance checked
- [ ] Description fits within MLS character limits
- [ ] Social media version created for marketing

---

## Anti-Patterns

- **Starting with "Welcome to..."** — this opening is used on 80% of listings. Stand out by leading with a feature.
- **All caps or excessive punctuation** — "MUST SEE!!!" looks unprofessional and is ignored.
- **Vague superlatives** — "beautiful," "amazing," and "stunning" without specifics mean nothing.
- **Ignoring the neighborhood** — buyers purchase locations as much as properties.
- **Listing every room** — "Bedroom 2 has a window" adds no value. Focus on standout features.
- **Fair housing violations** — even subtle language can create legal liability. Describe the property, not who should live there.

---

## Recovery

- **Few notable features:** Focus on potential — "open layout ready for your personal style" or location benefits.
- **Dated property:** Emphasize bones, lot size, and opportunity. "Solid construction with room to customize."
- **Competitive market with many similar listings:** Find the one differentiator — even a mature tree, a view, or proximity to a specific trail.
- **Listing sitting too long:** Rewrite the opening hook, update photos, and add new neighborhood details or seasonal appeal.
- **MLS character limit too short:** Prioritize: hook, top 3 features, one upgrade, location, CTA. Cut everything else.
