Listing descriptions take time to write well, and quality varies by agent. The facts are already in the property record and the agent’s notes. These four steps turn those facts into consistent drafts, flag wording that needs a second look and keep every listing under the agent’s approval.
Step 1 — Set style and wording rules
Goal: Agree what a good listing looks like.
- Pick a few strong past listings as examples.
- Write a short style guide: length, structure and tone.
- List wording the brokerage’s advertising rules do not allow or require checking.
- Name who reviews flagged wording.
You finish with: A style guide, wording rules and a reviewer.
Step 2 — Connect the property facts
Goal: Draft only from trusted sources.
- Give read access to the property record and agent notes.
- Use captions only from approved photos.
- Flag missing or conflicting facts instead of guessing.
- Keep a link from every feature to its source.
You finish with: Property facts with sources and gaps flagged.
Step 3 — Draft, check and approve
Goal: Produce listings agents trust.
- Draft a description and feature list in the brokerage style.
- Flag wording that conflicts with the rules and facts that differ from the record.
- Have the listing agent edit and approve the listing.
- Publish only approved listings.
You finish with: Approved listings with flagged wording resolved.
Step 4 — Measure and refine
Goal: Show faster listings and fewer corrections.
- Track time from new listing to approved description.
- Track drafts approved with light edits.
- Track listings corrected after publication.
- Update the style guide and rules from common edits.
You finish with: Measured results and a better style guide.
Common pitfalls
- Letting drafts describe features the record does not support.
- Publishing without the listing agent’s approval.
- Ignoring flagged wording.
- No source link, so nobody can check a feature later.