A picture is worth a thousand words—but when it comes to your vacation rental listing, don’t overlook the importance of a well-written description of your home.

Beautiful, high-quality photos are crucial for making a first impression on crowded listing sites, but providing an informative overview is just as important in reaching the right guests for your vacation home.

Professional SEO copywriting is one of the services included in our management fee—we employ a team of in-house writers that compose descriptions for every Vacasa home. To share an expert’s perspective, we spoke with our longtime writer Hannah Morrison on how to craft a home description that both attracts guests, closes a booking, and ensures they find a place that best fits their needs.

  1. Describe your home as if you were actually walking through it. Take the reader on a narrated tour through the home. Match your description to the photos of your home and take the time to describe each room thoroughly—especially pointing out things that might not be evident from the photos. But always start with an overview of the home for those who may not read the whole description.
  2. Make it easy to read. Break up large blocks of texts into smaller paragraphs or use bullet points to highlight key information. Avoid using all caps, bold, italics, and excessive punctuation. And be sure to ask someone to read it over before you hit publish!
  3. Be honest and don’t oversell what your home can offer. If your kitchen appliances haven’t been replaced in 10 years, don’t say your kitchen was recently updated. If your home is a mile from the beach, don’t say that it’s just “steps away from the ocean.” You can spin older or outdated features to sound positive without misleading guests. Use phrases like “comfortable”, “vintage”, or “small but well-appointed”. Overselling may get a few more bookings right away—but you won’t get the positive guest reviews so important to long-term success.
  4. Tailor your description to the types of guests you think would most enjoy your home. Thoughtfully furnished homes are likely to attract families who will spend time in their rental, while a basic condo located downtown will be more appealing to busy travelers who just need a place to sleep each night. Know your audience as you shape your description!
  5. Craft a tagline that highlights the distinguishing features of your home. This short description will likely be the only thing people see when sifting through search results–so make sure your home stands out! For example, instead of saying your home is a “first-floor condo near Disney” (like many others in the area likely are as well), highlight the fact that it has “pool access and a free shuttle to Disney”. Remember—if your tagline doesn’t draw them in, they’ll never read a word of the actual description you’ve worked so hard on.
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Author: Allison Busse

Allison is the Senior Content Marketing Specialist at Vacasa in Portland, Oregon. She creates resources for vacation rental homeowners with the help of Vacasa's team of experts. Outside of work Allison loves hiking, biking, cooking, and reading.