The best writing isn’t just informative; it tells a story. This is especially true when you’re relying on the power of words to convey the many possibilities of a land listing. Your goal is not simply to offer the parcel as it stands today: you need to get a buyer to look beyond its current form toward what it can become.
Here’s how to write land listings that sell.
The story of your land listing begins with the very first sentence. Other than the main image, your opening line is the first thing someone will interact with, so it needs to immediately grab their attention and hook into their imagination if you’re going to keep them reading. The best openers are:
- Concise yet creative
- Colorful yet clear
- Subtle yet urgent
Think of your first line as the gateway to a great tale. It needs to be a mix of concrete, appealing information while also opening the door of imagination and possibilities. Where is the land? What is its best feature? How large is the parcel? Is it build-ready? Can it accommodate a pool? A few examples of strong—and real!—first lines that capture the buyer are:
- “For anyone looking to build a brand new home, this 1.3 acres with a pond is the one.”
- “Pristine cleared lot waiting for the perfect person to come along and build their dream house.”
- “Make this land your home: lightly wooded, 8+ acres, mostly level.”
- “Overlooking picturesque mountainscapes, surrounded by outdoor activities, this property has been impeccably maintained.”
- “Beautiful level lot on cul de sac of fine homes in southwest district.”
- “Prestigious 2.5 acres of mixed woodlands and clearing where peace, tranquility, and privacy await.”
- “Tremendous opportunity to build your dream home on an outstanding, wooded 6 acre lot on a quiet country road.”
Hone your narrative.
Remember that your listing is the story of the land and telling a good, compelling story takes forethought. Before diving in, ask yourself:
- Who is my ideal audience?
- What do I want to tell them?
- What action(s) do I want them to take after reading?
First and foremost, what are the basics about the property that you need to share? These are the bones of your story, around which everything else can take shape. Consider the following categories non-negotiable in your listing:
- Facts and figures: What’s the acreage of the property? Where is it located? Pertinent utility information (sewer, water, etc.)?
- Features: Are there any natural features/formations on the property? Is it cleared/build-ready? Is the property connected to/off accessible via road?
Once this information is well-established, you can begin to tell the story of the land. Here’s how.
Consider the future of the land.
A home isn’t just today—it’s tomorrow, too. More than just the physical characteristics of and facts about the land, paint a picture for the buyer of what the land can be. Is it the perfect spot for a secluded weekend escape from the city since it’s surrounded by nature but under a two-hour drive from a major city? Is it ideal for a family home because it’s in a family-friendly neighborhood with great schools? Is it meant for an animal lover due to ample space to build horse stables and a barn? Is it begging for a large summer home to host friends and extended family since it has access to a lake?
These considerations and illustrations help put meat on the bone’s of your land’s story. The more you flesh it out (within reason), the more a buyer will be able to picture themselves there.
Provide a call to action.
Once you’ve successfully and succinctly conveyed the value and potential of the land, it’s crucial to provide a call to action: tell the buyer what to do next. Direct them to get in touch to schedule a tour and let them know how to contact you. Without a direct call to action, the work you put into the description won’t matter. Solid examples include:
Consult the seller.
If the seller is interested, their input may be helpful when crafting the listing. You have more experience writing MLS-friendly descriptions, but the seller is more familiar with the property—they can help pinpoint and convey the unique qualities and features of the land that you might not know about.
Avoid the off-putting and illegal.
Just as important as what to include in a land listing is what to avoid:
- Overly technical language can alienate buyers if they don’t understand what you’re saying. Stick to truthful basics.
- Anything that violates the Fair Housing Act—references to race, color, religion, sex, disability, familial status, or national origin—is illegal.
- Sloppy grammar or typos show a lack of attention to detail. If you can’t be bothered to proofread your listing, what else are you missing?
Selling land is as much about the parcel as it is great storytelling. Make it unique and specific enough that buyers can immediately envision what their lives will be like if they buy that land: this is their life, their future home.