Creating MLS Remarks For Luxury Listings That “Stand Out!”

Recently, I received a question from an aspiring luxury agent asking “What words of advice do I have when creating MLS remarks for luxury properties?” As agents, we each have our own specialty, for most that’s not writing. However, you still need to know what to say when creating your MLS descriptions, so today I want to talk to you about the MLS description. If you do a good job with your descriptions, your listing will “stand out”.  The remarks could be the last push for an analytical buyer to get in touch with you. 

Personally, I look to Tony Robbins, who said, “Success leaves clues.” In other words, take a look at what someone successful is doing and tweak it, add, subtract, customize, to make it your own. You don’t want to reinvent the wheel; just look at similar properties and take notes on what makes their properties description “stand out”.

You can copy and paste the remarks to a separate document as a reference, but it’s important not to copy someone else’s work word for word. Take a note of their style, then fill in the blanks with the unique features and tweak it, add, subtract, customize, and make it your own.  . Remember that you aren’t only selling the property; you’re selling the lifestyle the house represents. 

Don’t reinvent the wheel; use what works for other agents.

Don’t spend all your energy on the MLS remarks. If your photos aren’t good, no one will read the MLS remarks. However, if everything else is great, the MLS remarks could be the last push an analytical buyer needs to get in contact with you. Remember: Mold, tweak, customize, and modify; don’t copy.

If you have any questions about today’s video, or if you’re considering a change in your career to another firm or team that specializes in luxury real estate, please call or email me. Don’t forget to jump on our “Luxury Fridays” on YouTube each Friday. Check it out by going to and clicking on the “Luxury Friday’s On YouTube” button.
Michael LaFido
Founder & CEO | Luxury Listing Specialist Designation (LUXE)

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