When I became a journalist many years ago, one of the most important lessons I learned was that very few people who start an article actually finish the article. 

Some will read three-quarters; some will read half; some will read only the opening sentence; but very few will read every single word. 

Once I’d learned that lesson, a few other lessons naturally followed:

  • People have short attention spans
  • Make your writing clear and concise, to make it easy for people to keep reading
  • Put the most important information at the top, so if people stop reading early, they’ve already absorbed the key facts

Every single one of those lessons is just as relevant to writing property listings as newspaper articles.