I’ve been writing property descriptions for nearly 18 years, so I’ve got some experience in the discipline. It’s changed over the years and things have become more restrictive. That doesn’t mean we can’t still put together great descriptions! In fact, the MLS now allows 1000 character descriptions, whereas it used to be only 500. This gives Realtors plenty of space to get their message across. Checkout my most recent listing description below, and afterwards we’ll get into what was said and not said:
Welcome to Wonderful Wallace Way! Located in the award-winning Miller Creek School District, cherished by original owners, 80 Wallace Way is a great find on one of Terra Linda's most coveted streets. This 3 bed 2 bath Kenney Atherton model is all on one level, with no stepdown into the family room. The kitchen has been updated with granite counters, attractive cabinets and high-end stainless steel appliances. The wood flooring has recently been refinished, the interior freshly painted, and all exterior walls are insulated. The house has dual pane windows and the roof was installed in 2015. Skylights have been added to both the kitchen and hallway, plus there is recessed lighting in the family room and a gas fireplace. Plantation shutters and cedar lined closets add nice touches. There are French drains on both sides of the house and in the backyard, and the property is irrigated and on timers. The backyard is ideal for entertaining, with a covered patio and a flat lawn perfect for play!
As you can see, I had lots of nice things to say about the property. Breaking it down, first and foremost Wallace Way is one of those tree lined streets that feels like Mayberry USA. It’s a small street that rarely gets through traffic, which is a big bonus. Next, I think it’s very important to state that the property is in “award-winning Miller Creek” because it is such a great school district and a magnet for young families trying to buy in Marin. Side note I learned from my first broker, all schools are award winning. At some point nearly all schools have won some award, and we don’t need to specify which award or when. I’d like to say that it’s walking distance to the elementary and high schools, but we aren’t supposed to say the word ‘walking’.
Another word on the don’t write list is ‘family’. Despite the fact that the home on Wallace Way would be ideal for another family to raise their children, that word is forbidden because people might think we are discriminating against buyers who aren’t uying as a family. The words “walking and family” aren’t so obviously offensive. More obviously though, it would be highly obtuse to reference race, religion or sexual orientation, anywhere, at any time in a real estate transaction. When I go over the fair housing disclosure with my clients I like to say, “The only color we care about is green.” I’ve never had anyone argue with me on that point, although I have had plenty of sellers express a desire to have a young family move into the neighborhood.
Throughout the ad I highlight big ticket items that have been addressed. The kitchen has been updated, and updated kitchens sell houses! Notice I didn’t mention the bathrooms? One is ‘vintage’, the other updated sometime before the turn of the century. Both are in good shape and present well, but there is no need to mention them. Dual pane windows, insulation, and a newer roof are all solid selling points because houses are already expensive enough as is, and buyers don’t want to take on the hassle and expense if they don’t have to.
Speaking of costly expenses, notice I highlight the drainage. Drainage can be very expensive, and not having proper drainage can be brutal on a property. Proper drainage has become more of a selling point in the past few years as our rains have become more extreme. The house also has a moisture barrier underneath, which is important and will be part of the disclosures, but it didn’t make the 1000 character cut.
Rounding out the ad I sprinkled in little things like the skylights and recessed lighting. I also like to call attention to the refinished wood flooring and fresh paint. Nice looking flooring and walls are not just important in the ad, they can make all the difference in selling a house. You’d be amazed in the difference in value between nice hardwood vs. old carpets. If you’ve got old carpet and hardwood underneath, it’s more than worth the investment to get rid of the carpet and get the hardwood refinished.
Notably the sellers on Wallace Way originally didn’t want to do the floors or painting before going on the market. Once they started taking pictures off the walls and furniture out of the rooms, they realized it would look much better with the minimal cosmetic investments. Unless they were willing to offer the home at a steep discount, the ‘as is’ wouldn’t fly in the 2022 summer market.