How to write a listing description that gets inquiries
The 100 to 150 word template that works for Irish rental listings, what adjectives to drop, and a real before-and-after.
A good listing description is short, factual, and answers the questions a renter is actually asking. A bad one is full of adjectives ("stunning", "must-see", "luxurious") that real estate agents have trained renters to skim past.
Here's how to write the first kind in 5 minutes.
What renters actually want to know
When a renter clicks into a listing, they're triaging in seconds. The questions they're trying to answer, roughly in order:
- Where exactly is this? (neighbourhood, nearest landmark, walk to transport)
- What's in it? (kitchen, bathrooms, white goods, furniture status)
- What's included in the rent? (bills, broadband, parking)
- When can I move in?
- What's the catch? (pet policy, lease length, deposit)
- Is it nice? (the vibe question, where photos do most of the work)
A good description answers 1-5 in order. The vibe sells itself if the photos are decent.
The 100 to 150 word template
A [bedroom count]-bed [property type] in [neighbourhood],
[X] minutes' walk from [the nearest transport / shop / school].
The kitchen is [fitted with X / shared / etc.] and opens onto
a [south-facing / sunny / cosy] [living room / dining area].
The [main / both] bedroom[s] [is/are] double[s] with built-in
wardrobes. The bathroom has a [shower / bath / both] and is
[recently renovated / well-maintained].
Bills [are / are not] included. Broadband [is / not] provided.
[Parking available / Off-street parking / Street parking only].
Pets [welcome / considered / not permitted].
Available from [date]. [12 / 24]-month lease minimum.
RTB-registered. BER [rating].
Fill in the blanks honestly. Don't invent features the property doesn't have.
Before and after
Before (we made this up but you've seen 50 like it):
Stunning 2-bed apartment in the heart of vibrant Stoneybatter! This must-see luxury property features a bright open-plan living/dining area, a modern fitted kitchen, two generously-sized double bedrooms, and a beautifully presented bathroom. Don't miss out on this amazing opportunity to live in one of Dublin's most sought-after neighbourhoods. Viewings strictly by appointment only.
Word count: 64. Useful information density: maybe 5%. The renter has no idea where in Stoneybatter, what's actually in the kitchen, whether bills are included, when it's available, or what the lease length is. They also have no idea why "viewings strictly by appointment only" is shouted at them — every viewing is by appointment, this is filler.
After:
A 2-bed apartment in Stoneybatter, 8 minutes' walk to Smithfield Luas and 5 minutes to the Phoenix Park.
The kitchen is fully fitted (oven, hob, dishwasher, washing machine) and opens onto a south-facing living room with a small dining area. Both bedrooms are doubles with built-in wardrobes; the master fits a king-size bed. The bathroom has a shower over bath and was redone in 2023.
Bills (gas, electricity) are €120/month included. Broadband not provided — Eir/Virgin both available at the address. Street parking; permit costs €50/year from Dublin City Council. Pets considered.
Available from June 1st. 12-month lease minimum, one month's deposit. RTB-registered. BER B2.
Word count: 142. Useful information density: ~95%. A renter who reads this knows whether they want to view it.
Adjectives to drop
The following words add nothing and signal "agent-speak". Most renters tune them out:
- Stunning, gorgeous, beautiful (let the photos show this)
- Must-see, amazing, unique (every listing claims this)
- Luxurious, premium, high-end (only meaningful with specifics)
- Spacious, generously-sized (give actual square metres or fittings)
- Modern, contemporary (date the most recent renovation instead)
- Heart of [area] (be specific about the location)
- Sought-after (subjective, says nothing)
- Don't miss out (pressure tactic, renters ignore)
The pattern: replace adjectives with facts. "Spacious" → "30 square metres". "Modern kitchen" → "Kitchen redone in 2023". "Sought-after Stoneybatter" → "Stoneybatter, 8 minutes to Smithfield Luas".
Things to mention even if they feel obvious
- Furnished or unfurnished (people forget — it changes the budget for half the applicants)
- The exact heating type (gas, oil, storage, heat pump — matters for energy bills)
- Broadband availability (fibre / DSL / which providers serve the address)
- BER rating in the description text, not just the badge (people search for it)
- Whether HAP is accepted (legally must be, but explicitly saying so signals you know the law)
- Eircode (helps renters check commute time on their phone)
- What's NOT included (street parking, on-street permit needed, no garden, etc.)
Things to leave out
- Phrases like "no time wasters", "serious enquiries only", "no DSS" (the last one is illegal in Ireland under HAP discrimination rules)
- Your personal preferences for tenants ("must be quiet professional", "no students") — most of these veer into discrimination
- Marketing copy about the area generally ("Stoneybatter is a vibrant urban village...") — renters know
- All-caps text or excessive exclamation marks (looks unprofessional)
Using MoveIn's AI description tool
When you create a listing on MoveIn, you can either write your own description or have the AI draft one from the property fields you've already filled in. The AI follows the template above by default.
It's a starting point, not a finished product. Always edit it before publishing — add the specific details that distinguish your property (the renovated bathroom, the south-facing living room, the small balcony) and trim anything that feels generic.
A 90% AI draft + 10% your editing beats both a 100% AI draft and a 100% written-from-scratch description.
Quick test before you publish
Read your description out loud. If you trip over any phrase, rewrite it. If a friend reading it would ask "well, but what about...", add the missing detail. If it sounds like an estate agent's brochure, strip it back.
A renter on their phone gives your description about 8 seconds before deciding whether to scroll on or send an inquiry. Earn those 8 seconds with facts, not adjectives.