How to write property descriptions that sell in Luxembourg

In real estate, a well-crafted property description often makes the difference between a listing that immediately captures attention and one that is ignored. In Luxembourg, where the real estate market is competitive, mastering the art of writing is crucial to presenting your properties in the best light. This article guides you through the essential steps to writing property descriptions that sell in Luxembourg.

1. Know your target audience

Before you start writing, it's important to understand who you are addressing:

• Identify the needs of your target audience: Are they young professionals, families, or foreign investors? Each group will have different priorities (proximity to schools, easy access to public transport, rental yield, etc.).
• Adapt the tone and style: For example, for a luxury property, use a more sophisticated tone and highlight prestigious features. For an apartment aimed at a young couple, adopt a more dynamic, lifestyle-focused tone.

2. Start with a catchy title

The title is often the first thing potential buyers will see. It should be both informative and appealing:

• Be specific and evocative: Mention key features such as the property type, number of bedrooms, and location. For example, "Spacious 3-bedroom apartment in Kirchberg with sunny terrace."
• Use superlatives sparingly: Terms like "luxurious," "stunning," or "exceptional" can attract attention, but make sure they are justified by the property's reality.

3. Highlight key features

The description should showcase the most attractive aspects of the property from the start:

• Start with the highlights: Identify the unique features of the property, such as a breathtaking view, a modern equipped kitchen, or a large garden. For example, "This bright 120 m² apartment in the heart of Luxembourg City offers panoramic views of the old town."
• Describe the main rooms: Each key room should be described in enough detail to allow the buyer to picture themselves there. For example, "The fully renovated kitchen features marble countertops, high-end appliances, and direct access to the terrace."
• Be specific: Instead of saying "large bedroom," specify "25 m² master bedroom with integrated walk-in closet and en-suite bathroom."

4. Provide context about the location

Location is a key factor in real estate, especially in Luxembourg, where neighborhoods can vary significantly in appeal:

• Describe the neighborhood: Highlight what makes the area attractive, such as proximity to schools, parks, restaurants, or shops. For example, "Located in the sought-after Belair district, this house offers easy access to international schools, green parks, and local shops."
• Mention transport and amenities: Buyers want to know if they will have easy access to public transport, highways, and essential services. For example, "Only a 5-minute walk from Luxembourg station and close to bus stops serving the entire city."

5. Use descriptive and evocative language

Word choice is crucial in creating a positive mental image of the property:

• Use evocative adjectives: Words like "bright," "spacious," "warm," or "elegant" can help paint an attractive picture of the property. For example, "A bright living room with large windows that let in natural light all day long."
• Tell a story: Help the buyer envision themselves living in the property by describing how they might enjoy the space. For example, "Imagine enjoying your morning coffee on this sunny terrace while admiring the surrounding hills."
• Be authentic: Don’t over-sell the property. Descriptions should be realistic and reflect what the buyer will see during the visit.

6. Include practical details

Buyers are also looking for practical information that can influence their decision:

• Mention the exact size: Include the total area as well as the size of key rooms. For example, "Total area of 150 m², including a 35 m² living room and a 20 m² master bedroom."
• Talk about renovations and amenities: If recent renovations have been made or the property has high-end features, be sure to mention them. For example, "Completely renovated in 2022, including the installation of a modern underfloor heating system."
• Indicate fees and charges: For apartments or condos, mention any co-ownership fees and what they include. For example, "Co-ownership fees of €300 per month, including maintenance of common areas, heating, and water."

7. End with a call to action

The end of your description should prompt the potential buyer to take action:

• Be clear and direct: Use phrases like "Contact us today to arrange a viewing" or "Don't wait, this exceptional property won't be on the market for long."
• Create a sense of urgency: If it's a new offer or a rare opportunity, mention it. For example, "New to the market, don’t miss this unique opportunity in the highly sought-after Merl district."
• Make contact easy: Ensure the contact details of the real estate agent are clearly provided at the end of the description.

8. Proofread and revise

Before publishing your ad, carefully proofread it to correct any grammatical or spelling errors. A well-written description should be smooth, error-free, and easy to read:

• Proofread several times: Take the time to read the description multiple times to ensure it is clear, precise, and engaging.
• Get a second opinion: If possible, have a colleague or external person review the description to get an objective perspective.

Conclusion

Writing property descriptions that sell in Luxembourg requires a combination of precision, creativity, and market knowledge. By highlighting the key features of the property, carefully describing the location, and using evocative language, you can capture the attention of potential buyers and encourage them to contact you for a viewing. In a competitive real estate market like Luxembourg, a well-written description can be the difference between a quick sale and a listing that lingers on the market.