How to Write an MLS Listing Description That Gets Showings
Your MLS description is often the first thing a buyer reads after photos. A well-written description generates more showings, attracts higher offers, and filters for serious buyers. Here's how to write one that works.
List for $99 — No Closing FeesMLS Description Rules and Character Limits
Most Florida MLS boards (Stellar MLS, Beaches MLS, etc.) allow 1,000–2,000 characters in the public remarks field. Some key rules:
No Contact Info
Never include phone numbers, email addresses, website URLs, or agent names in MLS public remarks. It's an MLS violation and can get your listing removed.
No Discriminatory Language
Avoid any language related to religion, race, national origin, family status, or disability. Fair Housing Act compliance is mandatory.
No Showing Instructions
Showing instructions go in a separate MLS field, not in the public remarks. Buyers see the public remarks.
Accuracy Required
Don't advertise features the home doesn't have. Inaccurate MLS descriptions can create legal liability and damage trust with buyer agents.
The Anatomy of a Great Listing Description
Opening hook (1–2 sentences)
Lead with the home's strongest selling point — not "Welcome to this beautiful home." Example: "Stunning waterfront pool home in Osprey Reserve — impact glass throughout, chef's kitchen, and breathtaking lake views from every main living area."
Key features (3–5 bullet-style facts)
Bedrooms/baths, square footage, year built, and unique features. Be specific: "4BR/3BA | 2,850 SF | Built 2019 | 3-car garage | Private pool & spa" — specifics build trust.
Interior highlights
Describe the kitchen (quartz counters, stainless, gas range), master suite, flooring (porcelain tile, hardwood), and any recent renovations with approximate dates.
Exterior / lifestyle
Pool, spa, outdoor kitchen, lanai square footage, lot size, view, orientation (western exposure for sunsets). In Florida, outdoor living sells homes.
Location/community hooks
Walk to restaurants, A-rated schools, gated community, golf course, proximity to beaches. Name the specific school district — this is a major search criterion.
Practical closes
Mention if pre-inspected, if a home warranty is included, or if the seller has flexible close dates. End with a call to action: "Schedule your private showing today."
Florida MLS Keywords That Attract Buyer Searches
Buyer agents search MLS by keywords. Including these terms increases the odds your listing appears in their searches:
Example: Before and After
❌ Weak Description
Welcome to this beautiful home located in a great neighborhood! This 3 bedroom 2 bathroom home has lots of natural light and a great kitchen. The backyard is perfect for entertaining. Don't miss this one!
✓ Strong Description
Fully updated 3BR/2BA pool home on quiet cul-de-sac in Osprey Reserve — no rear neighbors. New roof 2023, new AC 2022, impact windows throughout. Chef's kitchen with quartz counters, stainless appliances & gas range. Porcelain tile floors, 10-ft ceilings, split floor plan. Screened pool/spa, summer kitchen, and covered lanai overlook private preserve. A-rated schools (Sarasota County). Walk to nature trails. Pre-inspected — move-in ready.
Related Florida Seller Resources
Ready to Sell Without a Traditional Agent?
List on the MLS for a flat $99. No commissions, no closing fees.
Get Started — $99 Flat FeeAll listings submitted by licensed Florida real estate broker under FL License #BK3276618. Verified via Florida DBPR.