Most agents treat listing descriptions as an afterthought. They paste together a few adjectives, mention the square footage, and move on to the next task. That is a mistake - and a costly one.
Zillow’s research team analyzed millions of home listings and found that specific words in listing descriptions correlate directly with higher sale prices. Not vaguely “positive” words. Specific ones. Some boosted final sale prices by over 8 percent compared to expected values. Others - words that seem perfectly reasonable - actually drove prices down.
If you are writing listing descriptions for Brooklyn brownstones, Manhattan co-ops, or Queens colonials, the words you choose are doing real financial work. Here are the ones that earn their place in your copy, grouped by how and when to use them.
The Top Performers for Lower-Priced Properties
When you are listing properties in the lower third of the market - in NYC, think starter condos in Bushwick, co-ops in Bay Ridge, or one-bedrooms in Flatbush - these words consistently correlate with higher-than-expected sale prices.
Luxurious (+8.2% above expected sale price)
This is the single most powerful word for lower-tier listings. Why? Because buyers shopping in this range do not expect luxury. When they see it, it signals that this property punches above its weight class. It creates a perception gap that works in your favor.
Use it when the property genuinely has one or two elevated finishes. “Luxurious quartz countertops and spa-inspired bathroom in this renovated Flatbush one-bedroom” works. Slapping “luxurious” on a unit with laminate counters and a window AC unit does not.
Granite (+4.2%)
Granite countertops remain a keyword that buyers actively search for. Even as quartz has gained ground, granite signals “upgraded kitchen” in a way that sticks. If the kitchen has granite, say so explicitly - do not bury it. “Chef’s kitchen featuring granite countertops and stainless steel appliances” is doing double duty with two high-performing words in one sentence.
Stainless (+4.8%)
Short for stainless steel appliances, this word works because it is a concrete, visual detail. Buyers can picture it. Compare “updated kitchen” (vague) with “kitchen with stainless steel appliances” (specific). Specificity sells because it reduces uncertainty, and uncertainty kills deals.
Tile (+2.1%)
This one surprises agents, but think about what tile implies: a finished, move-in-ready bathroom or kitchen. For lower-priced properties where buyers worry about hidden renovation costs, “tile” is quiet reassurance that the work has been done.
The Top Performers for Higher-Priced Properties
For properties in the upper third - Park Slope townhouses, DUMBO lofts, Brooklyn Heights brownstones - a different set of words resonates. These buyers are not looking for basic upgrades. They want story, character, and exclusivity.
Captivating (+6.5% above expected sale price)
This is the highest-performing word for luxury listings. It works because it is emotional without being generic. “Beautiful” is everywhere. “Captivating” stops the scroll. “Captivating parlor-floor views of the Brooklyn Bridge” does something that “beautiful views” simply cannot.
Impeccable (+5.9%)
Impeccable signals that the property has been maintained to an obsessive standard. For high-end buyers spending seven figures on a Brooklyn Heights co-op, this word answers their biggest unspoken question: “Will this place need work?” Use it for condition: “Impeccable pre-war details throughout” or “Impeccably maintained three-family in Carroll Gardens.”
Pergola (+4.3%)
Outdoor space is the post-2020 obsession that never faded, and in NYC it is genuinely rare. If the property has a pergola, that single word is doing heavy lifting because it implies a designed, intentional outdoor living space - not just a concrete slab someone calls a “patio.” Mention it early in the description. For a Brooklyn townhouse with a backyard pergola, lead with it.
Landscaped (+4.2%)
Same logic as pergola: it signals intentional outdoor design. “Landscaped private garden” tells buyers this backyard is a feature, not a chore. In a city where most people do not have a single blade of grass, a landscaped garden is a genuine differentiator.
The Reliable Middle Performers
These words work across price tiers and property types. They are your workhorses.
Remodel / Updated / Upgraded
This trio consistently correlates with 2 to 3.5 percent price bumps. Each serves a slightly different purpose:
- Remodel implies a significant, gut-level renovation. Use it when the work was substantial: “Complete kitchen remodel in 2024 with custom cabinetry.”
- Updated is softer. It works for properties where improvements were made but the layout and structure stayed the same: “Updated bathroom with subway tile and rainfall showerhead.”
- Upgraded splits the difference. It signals better-than-standard finishes: “Upgraded lighting package and wide-plank hardwood floors throughout.”
Be honest about which word fits. Calling a cosmetic refresh a “remodel” sets expectations you cannot deliver on during the showing.
Spotless (+2.3%)
Spotless works because cleanliness is the most basic signal of care. A property described as “spotless” tells buyers that the current owner is meticulous. It is especially effective in listing descriptions for co-ops and condos where buyers worry about how previous owners treated shared spaces. “Spotless, sun-drenched two-bedroom in a well-maintained pre-war elevator building” covers a lot of ground in one sentence.
Beautiful (+2.0%)
Yes, “beautiful” still works - but barely. It is the least powerful positive word on this list because it is overused to the point of near-meaninglessness. Use it as a supporting word, never as the star: “Beautiful original crown moldings” is fine. “Beautiful apartment in beautiful building on beautiful street” is white noise.
Gentle (+2.5%)
An unexpected performer. “Gentle” works in context - “gentle tree-lined street,” “gentle natural light throughout” - because it creates a sensory, calming image. In a city defined by noise, crowding, and intensity, “gentle” is aspirational. Use it sparingly and deliberately.
Words to Avoid: The Price Killers
Zillow’s research also identified words that consistently correlate with below-expected sale prices. These are not inherently bad words, but they signal problems to buyers - and buyers discount accordingly.
Fixer (-11.1%)
This is the most damaging word you can put in a listing description. “Fixer” tells every buyer that the property needs substantial work and invites lowball offers. Even if the property genuinely needs work, frame it differently: “Opportunity to customize” or “Bring your vision to this solid-bones brownstone.” You are not lying. You are framing.
TLC (-5.4%)
“Needs a little TLC” has become code for “this place has problems we do not want to enumerate.” Every buyer knows this. Every buyer will adjust their offer downward because of it.
Cosmetic (-4.8%)
“Cosmetic updates needed” sounds harmless, but it makes buyers wonder what else is wrong. If the only issues are truly cosmetic, do not mention them in the description at all. Let the photos and the showing speak for themselves.
Potential (-3.1%)
“Great potential” means “it is not great right now.” Buyers are buying the present, not the future. If you must discuss upside, be specific: “Zoned for a two-family conversion” gives them something real to evaluate.
Investment (-2.6%)
Calling a property an “investment” signals that it is not good enough to live in. Unless you are specifically marketing to investors, avoid this word entirely.
Bargain (-2.8%)
Nobody wants a “bargain” home. They want a good deal on a good home. There is a difference. “Bargain” cheapens the property and attracts the wrong type of buyer - the kind who will grind you on price at every stage.
As-Is (-6.2%)
“As-is” is a legal red flag wrapped in a listing description. It tells buyers to expect problems and to bring their most aggressive inspection requests. If you must sell as-is, handle that in the legal disclosures, not the marketing copy.
How to Structure a High-Performing Listing Description
Knowing the right words is half the battle. Placing them correctly is the other half. Here is a structure that works for NYC listings:
- Opening line: Lead with the most compelling feature using a high-performing word. “Captivating top-floor two-bedroom with skyline views” or “Impeccably renovated Park Slope brownstone with private garden.”
- First paragraph: Cover the big three - layout, condition, and location. Use specific upgrade words (granite, stainless, tile, remodel) here.
- Feature bullets: List the standout features. This is where you deploy your keywords in a scannable format.
- Neighborhood context: One to two sentences about the location. Mention transit, parks, dining - whatever matters most for your target buyer.
- Closing line: Create urgency or aspiration. “Schedule your private showing before this one is gone” works better than “Call for details.”
The Photography Connection
Here is something most agents overlook: the best listing descriptions work with your photos, not in spite of them. When you write “luxurious marble bathroom,” the buyer expects to see a photo that delivers on that promise. When you write “captivating parlor-floor details,” there should be a photo that makes them feel it.
This is why professional photography is not optional if you are writing high-performing listing descriptions. Stock-quality iPhone photos next to words like “impeccable” and “luxurious” create a credibility gap. Professional, properly lit, properly composed images next to those same words create a listing that converts.
The words get them interested. The photos close the deal.
Putting It All Together: A Before and After
Here is a real-world example of how word choice transforms a listing description.
Before: “Nice 2BR apartment in good condition. Updated kitchen. Close to train. Great investment or starter home. Needs a little TLC in the bathroom. Lots of potential.”
After: “Sun-drenched two-bedroom with an updated kitchen featuring granite countertops and stainless steel appliances. Spotless hardwood floors throughout. Steps from the 2/5 express at Nostrand Avenue - 20 minutes to Midtown. This Prospect Heights gem is ready for its next chapter.”
Same apartment. Same facts. The first version would statistically sell for less. The second version uses four high-performing words (updated, granite, stainless, spotless) and zero price-killing ones. It is specific. It is visual. It works.
Your listing description is not a formality. It is a sales tool. Treat it like one, and the data says your sellers will thank you at closing.
