13 Property Description Tips to Attract More Buyers & Tenants

Commercial real estate marketing requires thoughtful investment across multiple channels, but one of the most important assets in any campaign is the property description at its center.

To help you craft a high-quality, results-oriented property description, we’ve outlined the core elements to include, along with real property description examples you can use as inspiration for your next listing.

With the right approach to your target audience, location, and property description best practices, you can create a stronger listing that generates more leads and helps prospects find the information they need faster.

How to Write a Property Description

Your commercial real estate description is a summary of everything that matters most about the property.

This is where you tell the story of the property, highlight the location and amenities, and provide any other relevant details that help prospects understand the opportunity.

Imagine you’re having a conversation with a prospect. What details would you highlight when introducing the property to them?

Below are the most important elements of a high-performing property description, along with practical tips to help you write listings that attract attention and support SEO.

1. Write a Strong, Specific Headline

Your headline is the hook. It’s the first thing prospects see while scanning dozens of listings, and it often determines whether they click through to learn more.

If your headline doesn’t speak to the needs and interests of the people most likely to be interested in your property, you’ll lose them.

To make your headline more effective:

• Include the property type
• Mention the location
• Add a key differentiator, such as square footage, class, or investment potential
• Keep it clear and professional

Avoid vague headlines that could apply to any property. Specific headlines attract better-fit buyers and tenants.

2. Tell the Story of the Property

Many property descriptions are short, flat, and overloaded with facts and figures. Those details matter, but your property description should do more than list numbers.

This is prime real estate on the page. It’s one of the first blocks of text prospects will see when they land on your website, and one of your best chances to engage them early in the sales process.

A strong description should feel like a narrative. It should communicate what makes the property distinct, what its amenities add to the experience, and why its place in the neighborhood matters. This is where you can describe the character of the property, its history, and the impression it creates.

You’re not just marketing a building. You’re marketing a space that can become part of another company’s brand and identity. How does this property help them do that?

Property description example:

Current Cap Rate: 4.7% | Market Cap Rate: 5.4% | Day-One Cash-on-Cash: 6.0%

As the exclusive listing advisor, the Bay Area Multifamily Group of Colliers International is pleased to present the opportunity to acquire a property in a highly sought-after infill location. Citadel Apartments is among the best-located and best-maintained properties in Rohnert Park, positioned in a family-oriented, values-driven neighborhood with strong ongoing development. The property includes 22 two-bedroom units on a quaint, tree-lined parcel of more than one acre. Built in 1976, the property has been significantly upgraded by current ownership.

Citadel Apartments features manicured landscaping and a strong amenity package. Parking includes 44 total spaces, with half in covered garages and half in surface spaces. The entrance is marked by a new wood trellis and cement walkway, which leads to all units and a well-appointed recreation area. A new fire pit and barbecue area complement the pool, while a new fitness center adds further appeal for residents.

3. Emphasize the Location

Go beyond the property itself and provide more detail about the location, nearby businesses, and surrounding amenities. Factors like foot traffic, neighborhood character, and nearby transit can have a direct impact on business performance and tenant appeal.

Your description of the location should also reflect the type of investors or tenants you want to attract.

Photography plays an important role here as well. Invest in a professional real estate photographer who can highlight your property’s strengths and present it in the best possible light.

Today’s technology also makes it easier to supplement photography with video tours and 3D property tours. Depending on your audience and property type, these tools may add meaningful value to your marketing.

Property description example:

Directly overlooking Fan Pier and Boston Harbor, 100 Northern Avenue at Fan Pier pairs breathtaking waterfront views with a striking backdrop of the Boston skyline.

4. Focus on Key Facts and Features

While your property description provides the narrative foundation of your marketing, the facts, features, and highlights are equally important.

This is the information prospects will reference throughout the sales process. It helps qualify leads and ensures that buyers or tenants can quickly determine whether the property meets their criteria.

Specific information you should include:

• Size of the Property – What is the total square footage of the building and lot? Are there specific suites, floor plates, or segments worth highlighting?
• Market Information – What type of property is this, and who is it designed for? Many listings overlook details like asset class and property type.
• List of Amenities – What comes with the property? Is it especially well-suited for a certain use, such as restaurant, office, or medical? Are transit options nearby?
• Capital Improvements – What upgrades have been made, and how recently? Are there opportunities for further improvement?
• Demographic Information – Include useful neighborhood data such as walk score, transit score, average household income, and age distribution where relevant.
• Tenant Information – Who are the current or former tenants? What does that say about the property’s positioning and performance?

Take the time to include accurate, useful information here. It will help attract more qualified prospects and reduce irrelevant inquiries.

Property description example:

Key Facts

• 97,189 SF retail shopping center
• Located in Miami-Dade’s largest and most dynamic submarket, with more than 19 million SF of retail and approximately 97% occupancy
• Stable tenant mix with average tenant tenure of more than 10 years
• Positioned on the going-home side of Kendall Drive
• Five-mile density is approximately 5x greater than the Miami-Dade average
• Average household income exceeds $81K within five miles

5. Add a Clear Call to Action

The final element of your property description is the call to action, the language and button that prompt someone to reach out and engage with your team.

Your CTA should align with the next step you want the prospect to take. Are you scheduling tours, fielding calls, sharing offering memorandums, or routing inquiries to a specific broker or leasing contact?

Be specific so prospects know exactly what they will get when they click or reach out.

Examples include:

• Schedule a property tour
• Request the offering memorandum
• Contact the leasing team
• Speak with an investment advisor
• Download the brochure

Clear calls to action help turn interest into leads and create a smoother path into your sales process.

Keep the tips below in mind the next time you write a description for your commercial real estate website to improve your chances of converting visitors into qualified prospects.

6. Keep It Concise

Share the most important facts quickly and in clear language. Nobody wants to read a wall of text, so use this space to communicate the essentials in a way that’s easy to scan.

Most people browsing listings are scanning, not reading every word.

A good rule of thumb is to keep the main description between 80 and 150 words. Less than 80 words may feel too thin, while more than 150 words can start to feel dense.

7. Accentuate the Standout Amenities

The property description is a great place to reinforce both building amenities and local amenities. Highlight a few standout features using clear, positive language.

This is not the place for a long laundry list of specifications. Keep it short and focused.

For example:

• On-site parking
• Fitness center
• Waterfront views
• High ceilings
• Loading docks
• Walkability
• Transit access
• Outdoor gathering areas

Avoid listing every feature in paragraph form. Lead with the strongest amenities and save the full list for a separate section.

8. Highlight Unique Selling Points

In commercial real estate, many of the most persuasive selling points go beyond the building itself.

Depending on the property, other details may be highly relevant to a buyer or tenant and can strengthen the overall positioning of your listing.

These may include:

• Zoning flexibility
• Tax incentives
• Opportunity zone status
• Redevelopment potential
• Recent area improvements
• High-visibility signage
• Strong traffic counts
• New nearby developments

These details help investors and tenants understand the full value of the opportunity.

9. Define the Audience

Who is this property for? Say it clearly.

The best property descriptions make it obvious who the ideal buyer or tenant is.

For example, you might position a property as ideal for:

• Professional office users
• Medical tenants
• Boutique retailers
• Restaurant operators
• Value-add investors
• Logistics and distribution users

Clear audience targeting can improve both lead quality and SEO relevance.

10. Reinforce Social Proof

Social proof can instantly boost credibility and make your property more attractive to prospective buyers and tenants.

Two effective ways to do this are by emphasizing:

• Quality of tenants
• Quantity of tenants

If your property includes notable anchor tenants, consider naming them. Strong tenants can be one of the clearest signals of property quality.

Another option is to highlight the number of tenants in the property or surrounding area. For example, “East Cambridge is home to more than 120 high-tech companies.” That kind of market density can make a strong impression on prospects.

11. Optimize for SEO Friendliness

Your property description is often one of the first substantial blocks of text Google sees on the page, so it should include relevant search phrases naturally.

To improve search visibility:

• Include the property type
• Include the city, neighborhood, or submarket
• Use relevant phrases naturally, such as:
  • commercial real estate for sale
  • office space for lease
  • retail property in [location]
  • multifamily investment property
  • industrial building for sale
• Place the most important terms near the beginning of the description
• Avoid keyword stuffing

Why does this matter? Because most tenants and investors search using a combination of property type and location. Make sure your listing reflects the phrases they’re likely to use.

12. Check Spelling and Grammar

Spelling and grammar mistakes send the wrong message. Inaccurate or sloppy copy can reduce trust and make prospects question the professionalism of the listing.

Before publishing, review your writing carefully and have someone else proofread it if possible.

13. Break Up the Text

If you want prospects to actually read and absorb your description, make it easy to scan.

Break the text into shorter paragraphs and avoid large blocks of copy. This improves readability and makes the content more inviting on both desktop and mobile.

Property Description Examples

Example 1 – Office Tower

University Tower is a 17-story Durham landmark building, offering unique Class A office space with stunning views of Durham and Chapel Hill. Positioned midway between downtown Durham and downtown Chapel Hill, University Tower gives professionals convenient access to both city centers, I-40, Research Triangle Park, and RDU Airport. Visible from three miles away on approach from I-40, the sparkling emerald-colored tower rises above the pine trees with its tall spire.

Amenities include the exclusive penthouse-floor University Club Restaurant, bar, and private dining and meeting rooms, an on-site professional property management team, four high-speed elevators, and a new Trane Building Management System. Floors can be subdivided as needed to accommodate businesses of varying sizes.

Example 2 – Retail

Located in the heart of Chicago’s Magnificent Mile, The Retail at the Realtor Building is a world-class retail space on the ground floor of the prestigious Realtor Building at 430 Michigan Avenue.

This prime retail opportunity features 207 feet of wraparound storefront, including 33 feet of frontage on North Michigan Avenue, expansive display windows, and 13-foot ceilings. Situated in a high-traffic corridor with pedestrian counts of up to 55,000 people per day, neighboring retailers include The Shops at Northbridge anchored by Nordstrom, as well as Burberry, Louis Vuitton, Ermenegildo Zegna, Apple, Forever 21, GAP, and Under Armour.