This is a companion to our full guide on writing listing descriptions. Here we go deep on word choice alone, because in a 250-word description every word competes for a buyer's attention.
Why word choice moves the needle
The best public evidence is Zillow's own. In its 2018 Home Features that Sell analysis, Zillow looked at about 3.6 million home sales from 2016 and 2017 and controlled for size, age, location and market conditions. Listings that mentioned "steam shower" or "professional appliances" sold for 29% more than expected; "chef's kitchen," "free-standing tub" and "herringbone or parquet floors" for about 21% more; "hardwood floors" for 10% more. Listings touting "new carpets" saw no boost.
Read that carefully: it's a correlation. Homes with steam showers are usually better-finished homes overall, and the word doesn't add value the house doesn't have. What the data does show is that buyers respond to named, specific features, and that "new" only helps when it's something buyers value. Concrete language signals a well-kept, confidently priced home. Vague hype signals a thin listing, and euphemisms signal problems.
The fix isn't to write more. It's to write more specifically.
40 words and phrases that sell
Use a word only when it's true and you can show it in the photos.
Condition and recency (buyers pay for "new")
- Remodeled / renovated: always say what and when: "kitchen remodeled 2024."
- New: new roof, new HVAC, new windows. Each one removes a buyer objection; new carpet does much less.
- Updated: weaker than "remodeled," but better than silence if you say what was updated.
- Move-in ready: only if nothing needs doing on day one.
- Custom: custom millwork, custom closets. Implies care and money spent.
- Restored: for older homes; signals character preserved, not gutted.
- Hardwood floors: name the species and finish: "white oak, refinished 2025."
Light and orientation
- South-facing / east-facing: buyers who care about light really care.
- Sun-filled / sunlit: better than "bright," which is generic. Say which rooms.
- Floor-to-ceiling windows
- Skylights
- Walls of glass
Kitchen and bath (where homes are won)
- Chef's kitchen: back it up with the range, the island and the storage.
- Waterfall island / quartz / Carrara marble: name the material.
- Wolf / Sub-Zero / Thermador: naming professional appliances reads as proof.
- Spa bath / soaking tub / rainfall shower
- Steam shower
- Double vanity
- Walk-in pantry
Space and layout
- Open concept
- Primary on main: one-level living; say exactly what's on the main floor.
- Walk-in closet
- Vaulted / cathedral ceilings
- Bonus room / flex space / home office: say what it measures and where it is.
- Finished basement / walkout basement
- Mudroom
Location and setting
- Waterfront / lakefront / oceanfront: say which water and what access (dock, beach rights, frontage).
- Cul-de-sac
- Gated
- Walkable: with the named places and minutes: "a 6-minute walk to Oak Street's cafés."
- Views: say of what and from which rooms: "Mount Hood from the primary suite."
Outdoor
- Fenced yard
- Covered patio / screened porch
- Outdoor kitchen
- Mature landscaping: implies established and low-maintenance.
- Outdoor fireplace / fire pit
Financial and practical
- No HOA: or a low, named HOA: "$120/mo HOA."
- Owned solar: "owned, not leased" matters to buyers and lenders.
- Assumable loan: valuable when the loan's rate is below today's; state the rate and balance only with the seller's approval.
- Energy efficient: paired with a specific: "owned solar + 2024 heat pump."
22 words to never use (and what to write instead)
The empty hype words (they say nothing)
These appear in a huge number of listings and carry no information. Buyers skim right past them.
| Don't write | Write instead |
|---|---|
| Beautiful | The specific feature that makes it beautiful |
| Stunning | What, exactly, stuns? Name it. |
| Gorgeous | Same: show, don't assert |
| Amazing | A concrete fact |
| Must-see | Why? Give the reason directly |
| Lovely | The detail you're gesturing at |
| Perfect | Nothing is perfect; buyers distrust it |
| Dream home | Let the buyer decide that |
| Nestled | Say where: "on a cul-de-sac," "backing onto open space" |
| Boasts | "Has," or just name the feature |
The red-flag euphemisms (buyers know the code)
Experienced buyers and agents read these as warnings, and they invite low offers.
| Euphemism | What buyers hear | Better approach |
|---|---|---|
| Cozy | Small | Give the square footage; show the efficient layout |
| Quaint | Old and small | Lead with real character details |
| TLC / needs work | Money pit | Say what's needed and what's done; price accordingly |
| As-is | Seller won't fix anything | If the sale is as-is, say so plainly once, with honest positives |
| Handyman special | Major repairs | Same as TLC: specifics beat euphemism |
| Motivated seller | Desperate; lowball me | Let the price signal motivation |
| Up-and-coming | Not there yet | Name the actual nearby places and projects |
| Unique / one-of-a-kind | Weird, hard to resell | Describe the feature plainly |
| Charming | Often code for dated | Only with a real, named detail |
| Investor special | Not livable now | Be direct about the opportunity and the work |
| Won't last! | Pushy | Give the open house time instead |
| Priced to sell | Something's wrong | Let the price speak; give the facts that justify it |
A note on fair-housing risk
Beyond selling power, some words create legal liability. The Fair Housing Act bars ads that indicate a preference based on race, color, religion, sex, disability, familial status or national origin, and an ad is judged by how an ordinary reader takes it, not by what you meant. Avoid language that describes the people who might live there rather than the property: "family-friendly," "perfect for empty-nesters," "great for a young couple," "ideal for retirees." Leave out "safe neighborhood" and school-quality claims, which buyers can't check and which can read as steering. "Exclusive community" can signal a racial preference, and a house of worship used as a selling point ("walking distance to church") can read as a religious one. Describe the home and its features, never the ideal occupant. "Master bedroom" isn't a violation, but many MLSs and brokerages now prefer "primary."
How to audit your own listing in 60 seconds
- Highlight every adjective. For each one, ask: "Could this describe 10,000 other homes?" If yes, replace it with a specific noun or fact.
- Search for the 22 words above. Delete or rewrite every hit.
- Count your specifics. Street and neighborhood names, parks and landmarks, appliance brands, materials, years. A strong description is full of them; a weak one has almost none.
- Read the first sentence alone. If it could open any listing, rewrite it (see our first-sentence guide).
- Check for fair-housing risk. Any mention of who should live there, school quality or safety? Cut it.
To speed up steps 2 and 5, paste your draft into SofaBrain's free listing description checker. It marks fair-housing wording, school and safety claims, vague distance claims and overused words like "nestled," "boasts" and "must-see," with what to say instead. No account needed; it's a drafting aid, not legal advice.
FAQ
What is the single most overused word in real estate listings?
There's no authoritative count, but generic adjectives like "beautiful," "stunning" and "charming" are among the most common and convey no information. Replace each one with the specific feature you're trying to point at.
Do power words actually increase sale price?
Specific feature words are associated with higher prices. Zillow's 2018 analysis of about 3.6 million sales found listings mentioning features like "steam shower" or "chef's kitchen" sold for well above expected values, while "new carpets" showed no premium. That's correlation: the words work because the features are real and valued, not because the words add value on their own.
Is it ever okay to write "cozy"?
Only if you immediately back it with a real detail that makes the size feel intentional: "a 720 sq ft studio with a Murphy bed and built-in storage along every wall." On its own, buyers read "cozy" as "small," so never let it stand alone.
What words create fair-housing liability?
Anything describing the ideal occupant rather than the property: "family-friendly," "perfect for retirees," "great for young couples." Also avoid "safe area," school-quality claims, "exclusive" for a neighborhood, and a house of worship used as a selling point. Describe the house and the named places nearby, never who should live there.