A good description gives the reader a floor plan in their head, names what makes the apartment scarce, and answers the practical question that decides whether they schedule a showing. In New York that question is almost always the monthly number or the board.
Put it to work
- List the ten facts before writing a sentence.
- Cut the opening paragraph to three sentences.
- Have someone strike every adjective with no evidence behind it.
- Confirm the monthly figures against the most recent statement before publishing.
What to watch
Write the ten facts before any sentence: type, approximate size, room count, exposure and floor, condition, ceiling height, monthly charges, ownership structure, outdoor space, and the one genuine differentiator.
Walk the apartment in the order a person would enter it. Readers build the plan from your sequence, so jumping from the primary suite to the kitchen to the view loses them in three sentences.
Then building, then policies, then location — in that order. Location prose at the top is where generic listings announce themselves.
Quantify or cut. “Sun-drenched” means nothing; “south and west exposures from the 14th floor, unobstructed to the park” means something and is checkable.
Answer the money question in the copy. Maintenance or common charges, taxes, current assessment and its end date belong in the description, not only in a fact table a feed might drop.
From field note to send
See what the listing email actually looks like
Compare the four single-listing designs before deciding whether a $99 send fits this property.