Writing an Effective Marketing Description

[Michael Peters]

I've been trying to locate a guide of sorts on creating an effective marketing description for a property.  I'm wondering if anyone has a systems or outlines for how they compose a great description.  I'm trying to nail down an effective system since currently my team doesn't seem to have any consistency with how these are written so I'm having trouble identifying which styles are working.

I've included an example below and would love any tips or critiques!  Feel free to share your own examples of your favorite marketing descriptions for the rest of the community.

Example Format: Attention Grabbing Headline, Touch on Location, Highlight Homes Best Features, and Touch on Any Disqualifiers/Restrictions

Example Description:
2 bedroom, 2.5 bath townhome in a fantastic West Des Moines location near the Des Moines Golf & Country Club, Waukee School District, and close to I-80! Open floor plan on the main level with living room, dining area, and kitchen with an overhanging countertop for extra seating. The master bedroom on the second level has a connecting master bath and double closets. Also located on the second level: the 2nd bedroom, full bathroom, washer & dryer, and linen closet. 1 car attached garage included. Pets under 35 lbs welcome, 6 month lease available upon request, and no smoking on premises.

[Nathan Gesner]

I don't know of a guide, although I'm sure something exists somewhere. When I'm struggling, I just bounce around to different property management websites around the country and look for ideas.

My wife just listed a beautiful home for $650,000 and was having trouble. I recommended she look at nice homes in another market. Ten minutes later, she had developed a beautiful listing description! 

Your basic model is fine. Finding fresh adjectives (large, big, spacious, roomy, etc.) is my difficulty.