Effective MLS Listing Copy is Crucial to Getting a Home Sold

text picIf a potential buyer or real estate agent is going to spend time reading my listing, I want to do everything I can to craft a powerful and memorable verbal picture of a client’s property. Doing so serves two purposes: (1) for the potential buyer it builds an emotional connection to the house; and (2), for buyers’ agents, it offers talking points to help sell the property to potential buyers.

In fact, I contend that second only to a realistic asking price, compelling listing copy is the most important factor in getting a home sold, because it separates a house from the competition. After all, if the listing agent isn’t going to romance a homeowner’s property, who will?

 Samples of My Listing Copy

545-547 Clifton Avenue, Historic Forest Hill Section, Newark

What a beautiful Forest Hill classic, precisely what so many Forest Hill buyers
want: a full porch on which to watch the world pass by; hardwood galore; 2600 sq. ft. of beautifully-sized rooms; ageless, stained glass windows.  front, wideAdd to that a totally usable, 150-foot deep lot; the walkability of Forest Hill and Branchbrook Park; and the proximity of both downtown Newark and NYC. Called by some writers the new Brooklyn, Newark is undergoing some remarkable redevelopment. On the other hand, the Historic Forest Hill section has, in so many ways, stayed the same as it was when it was home to Newark’s, turn-of-the-century industrialists. What a great time to move to Forest Hill! What a great time to make this Forest Hill treasure your own.

178 Grove Avenue, Cedar Grove, NJ

Jacobus house in Cedar Grove, NJ

The Jacobus House, a national historic landmark and Cedar Grove treasure, has been transformed into a wonderfully livable home while retaining its Dutch farmhouse roots.Built in the mid-1700s by Roeloff Jacobus on property purchased from the Leni Lenapi Indians, it is the oldest house in what would come to be known as Cedar Grove. The 21-inch-thick sandstone blocks, which dress the front of the house, were cut from the same Little Falls’ quarry that supplied block for Trinity Church, which still anchors one end of Wall Street in New York City. Massive, hand-hewn ceiling beams in the kitchen and living room, sublime in their imperfections, support 3 bedrooms and large full bath with laundry room on the second floor. A charming Dutch door was crafted using period-authentic pegged mortise and tenon construction techniques. And the door hardware, the locks, hinges and latches, was sourced from the same firm that supplied the artisans who restored Independence Hall in Philadelphia. This is not only a house to be seen, it is one to be felt, both for its historical significance, as well as for the passion and skill that guided its reconstruction.

176-182 Ballantine Parkway, Historic Forest Hill Section, Newark

front 2Welcome to history done large. A 12×12 marbled foyer, 16×32 living room with gorgeous fireplace, a 16×16 formal dining room with sun room, and a grand staircase: this is a Forest Hill mansion.  This 113-year-old, Gatsby-esque home, which has been designated as one of Forest Hill’s key historic homes, anchors one end of storied Ballantine Parkway, where many of Newark’s turn-of-the-century industrialists constructed homes possessing timeless beauty. With nearly 5400 sq. ft. of living space, every room, including all the bedrooms, is comfortably sized. And, for professional or mother/daughter use, it has a separate multi-room space comprising more than 750 square feet with both outdoor and inside access. Put this home on your must-see list. It will provide a rich tableau for your own creative expression.

675 Clifton Avenue, Historic Forest Hill Section, Newark

001_Front EntryRenovated, 5 bedroom, 3 and-a-half bath colonial with full, finished basement and detached garage. This property is in move-in condition.  With beautiful front and rear gardens, an inviting columned porch, dramatic foyer, classically beamed ceilings, hardwood floors, and two fire places, this 5-bedroom colonial in historic Forest Hill will be very easy to call home. Add the proximity of Branchbrook Park and Newark’s Light Rail System (an 8 minute walk) for commuting to downtown Newark or NYC, and you have suburban living with a uniquely urban sensibility.


320 Parker Street, Historic Forest Hill Section, Newark

003_Front of Home

This thoroughly livable home, brilliantly executed in every detail, delivers today’s amenities, while being deeply rooted in Forest Hill’s historic past. This is a wonderful place to call home. Amenities include: stainless steel appliances, marble countertops, center island and breakfast bar in kitchen; hardwood floors throughout; fireplace in gracious living room with an adjoining sunroom; marble and ceramic tiled baths; bathroom access from all 4 bedrooms; large master bedroom suite; a fully finished basement that includes a complete, beautifully appointed summer kitchen with all appliances, full bath, extra-large laundry room, and a rec room that opens onto a covered patio with hot tub and privacy fence. It’s also a commuter’s dream and a short, two-block walk to beautiful Branch Brook Park.

49 Arden Lane, Essex Fells

front of house

This French country home in beautiful Essex Fells, with its steeply pitched & gabled roof & its mix of wood and stone textures, invites the exploration of its large, well laid out, living spaces.  A living room with fireplace, formal dining room, gourmet kitchen with beamed ceiling, bookshelf-lined den, home office and full bath anchor one side of the first floor. Adjoining it is a large, tiled, family and entertainment room with stone fireplace, which opens onto the apron of a heated, salt-water pool and a very private, multi-leveled patio. A guest-room suite completes the first-floor. Upstairs you’ll find a beamed, master bedroom suite, with an oversized, limestone bath plus two additional bedrooms and full bath. This is an elegant yet approachable home, much deserving of your consideration.

11 Robert Court, Verona

VERONA’S AFTERGLOW SECTION: Walk out the back door of this custom-built, affordable, 9 room, 4 bedroom center-hall colonial on a private cul de sac and you’re in the 408 acre, Eagle Rock Reservation. Nice! Only 12 miles from Manhattan, this one-owner, impeccably cared-for, center-hall colonial home, featuring wonderfully-sized rooms, and a floor plan meant for entertaining, just happens to be surrounded by miles of walking paths, many of which are punctuated by breathtaking views of New York’s City’s magnificent skyline. Don’t know much about Verona? How about this for credentials: 69% of Verona’s fee-simple sales go under contract in 2 months or less…and that’s in today’s slow market! Hurry! This home won’t be on the market long.

I encourage you to compare my listing copy to that of other real estate agents. I am confident you will see that language matters. After all, for most buyers, as well as agents, an effective real estate listing is an opportunity to make a great first impression.

For comments or more information call or text me at 973-865-1863 or send email to bmccabe362@gmail.com.



Categories: All Posts, Forest Hill, Historic Homes, Selling a Home

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