The optimal
number of words
for your descriptions
In addition to the words, phrases, formulations and context that you use in your descriptions, the length of your descriptions contributes to performance as well. Here’s a summary of what the data shows.
Less than 20 words:
Worst performance. These descriptions are 6 times less likely to be high engagement than the average description; also, less than 1% of these descriptions sell in less than 30 days. The data is clear: this is not enough words to meaningfully impact buyers. Many of these properties have little to no description - this shows how important robust descriptions are to selling your properties, and validates the importance of analyses like we’ve done – descriptions matter a lot.
20 to 50 words:
A bit better, but these descriptions still perform poorly. These descriptions are 2 times less likely to be high-engagement than the average description.
50 to 100 words:
Even better, but not quite optimal. These descriptions are slightly below average in performance – 1.2 times less likely to be high engagement than the average description.
100 to 150 words:
This is the sweet spot –descriptions with this length are 1.3 times more likely to be high
engagement than the average description. This seems to be the length at which real estate
professionals can express enough detail while maintaining the attention of the potential
buyer.
Greater than 150 words:
Performance declines in this category; however, it is still slightly above average as these descriptions are 1.08 times as likely to be high engagement descriptions than the typical description.
