Many property listings have long, grandiose sentences that appear to have been written with the help of a thesaurus and that are full of exaggerated claims. 

Those sorts of listings are not effective. 

You might be surprised to hear that, because so many agents write those kinds of listings. But just because a lot of people make a mistake, doesn’t mean it’s not a mistake. 

There are two reasons why it’s a mistake to write long, grandiose sentences that make exaggerated claims:

  • They’re hard to read
  • They lack credibility

If you want your listings to be effective, you need to make them easy to read and you need to make them credible. The way you do that is by using short, simple sentences that tell it like it is.