MLS public remarks have two jobs: give buyers and their agents a reason to book a showing, and fit inside a hard character limit without getting cut off mid-sentence. Most weak descriptions fail the first job because they spend the limit on adjectives instead of facts.
Here's a repeatable way to write remarks that are specific, compliant and the right length.
1. Know your limit before you write
Character limits vary by MLS and sometimes by field. Many allow somewhere between 500 and 1,500 characters for public remarks, and most count spaces and punctuation. Find yours on the listing input screen or in your MLS rules, and write to it from the start. Trimming a 1,400-character draft to 800 takes longer than writing 800 good characters.
Also check where your remarks end up. Consumer portals often show only the first line or two in search results, so the opening sentence is doing the heavy lifting.
2. A five-part structure that works
- Headline facts. Property type, beds, baths, square feet, lot. Buyers filter on these, and they confirm the listing is worth reading.
- The two or three features that set it apart. Be specific: "remodeled kitchen with quartz counters" rather than "stunning kitchen".
- Condition and updates, with years. "New roof in 2022" answers a question every buyer's agent will ask.
- Location facts, not judgments. Distance to a park, transit line or shopping area. Skip "great neighborhood".
- One next step. "Schedule a private showing." Put showing instructions and contact details where your MLS allows them.
Free tool: the listing description generator builds remarks in this order from your property facts and trims them to the character limit you set. It also gives you headlines, a social caption and a just-listed email.
3. Before and after
Here's a typical first draft. It's 775 characters, has a phone number in the remarks, and spends most of its length on words like "stunning", "gorgeous" and "amazing".
Before: 775 charactersWelcome home to this absolutely stunning, must-see property! Nestled in a quiet, family-friendly neighborhood that is perfect for young families, this beautiful 3 bedroom, 2 bathroom home offers approximately 1,850 square feet of gorgeous living space. The amazing kitchen has been completely remodeled and features beautiful quartz countertops, brand new stainless steel appliances, and plenty of cabinet space for all of your storage needs. Gorgeous hardwood floors flow throughout the main living areas. The spacious, fully fenced backyard is perfect for entertaining friends and family, and there's a two-car garage. Close to great schools, shopping, and dining. Don't miss this one, it won't last long! Call Jordan today at 555-010-0100 to schedule your private showing!
And a rewrite covering the same home with more facts in less than half the space, 346 characters:
After: 346 characters3-bed, 2-bath, 1,850 sq ft single-family home on a 0.25-acre lot. Remodeled kitchen with quartz counters and new stainless appliances. Hardwood floors through the main living areas. Fully fenced backyard with a patio, plus a two-car garage. Built in 1998, new roof in 2022. Minutes to the Route 9 shops and Maple Park. Schedule a private showing.
What changed: the adjectives became facts (year built, roof year, lot size), "perfect for young families" and "great schools" are gone (more on that below), the phone number moved out of public remarks, and "won't last long" was cut because it tells a buyer nothing.
4. How to cut to fit
- Delete empty adjectives. Stunning, gorgeous, amazing, beautiful, must-see. If a word could describe any house, cut it.
- Use numbers and standard abbreviations. "3-bed, 2-bath, 1,850 sq ft" instead of "three bedrooms, two bathrooms and approximately 1,850 square feet".
- Merge short sentences. "Hardwood floors. Updated lighting." becomes "Hardwood floors and updated lighting."
- Drop what the structured fields already say, unless it's a headline fact. The MLS already shows the HOA fee and the school district fields.
- End on a full sentence. If your MLS truncates at the limit, check the last few words of what will actually display.
5. Fair Housing words to avoid
The Fair Housing Act prohibits ads that indicate a preference or limitation based on race, color, religion, sex, disability, familial status or national origin, and many states and cities protect more classes. The safe rule is simple: describe the property, not the people you imagine living there.
| Risky | Describe the property instead |
|---|---|
| Perfect for families / family-friendly neighborhood | 3 bedrooms, fenced backyard, 0.3 miles to Maple Park |
| Ideal for young professionals / empty nesters | Low-maintenance condo, 5-minute walk to the train |
| Safe neighborhood / quiet, exclusive area | Cul-de-sac location, gated community |
| Great schools | Name the school district, and let buyers check ratings themselves |
| No wheelchairs / not suitable for disabled | Second-floor unit, no elevator |
This is a practical guide, not legal advice. Your broker and MLS may have stricter rules. The free Fair Housing ad checker flags common risky phrases and suggests rewrites.
6. Other MLS rules that trip people up
- Contact details and links in public remarks. Many MLSs don't allow phone numbers, emails, websites or showing instructions there, because public remarks are syndicated to consumer sites. Use the private or agent-only remarks.
- Compensation. Since the 2024 National Association of Realtors settlement, offers of buyer-broker compensation aren't allowed in Realtor-affiliated MLSs. Keep it out of the remarks.
- Accuracy. Square footage, lot size and year built should match your source (tax records, a measurement, the seller's documents). If a number is approximate, say so.
7. Final checklist
- Opens with type, beds, baths and size
- Names two or three specific standout features
- Every claim is a fact you can back up
- No language about who should live there
- No contact info or compensation in public remarks, unless your MLS allows it
- Under the character limit, ending on a full sentence