1. Write a fact sheet before the description
List the property type, rooms, parking arrangement, outdoor access, included items and documented improvements. Put the evidence beside any claim that could affect a buying decision. If a measurement is approximate, preserve that qualification; if a room's permitted use is uncertain, do not turn an attractive setup into a verified bedroom or rental suite. Describe the physical space while the question is checked. Avoid replacing precise facts with words such as perfect, guaranteed or fully renovated. A buyer can decide whether a separate dining area suits them, but cannot evaluate a vague promise of endless potential without the relevant layout and restrictions.
- Confirm measurements and the method used to obtain them.
- Check included items against the proposed sale terms.
- Flag any claim that still needs documentary support.
2. Photograph a route, not a collection of corners
Choose a clear opening image that represents the home, then move through the main living spaces in a logical order. Show how adjoining rooms relate, followed by bedrooms, practical spaces and the exterior. Take an additional angle when it answers a real layout question, not simply because the room is attractive. Avoid extreme framing that makes proportions difficult to judge. A balcony deserves a view that shows its usable depth; a small office deserves an honest view of its doorway and working space. Compare the sequence with a quick walk through the home and remove duplicates that make readers lose track of where they are.
- Choose a cover image that matches the property being offered.
- Include transition views where the layout is otherwise unclear.
- Review room proportions and brightness for faithful presentation.
3. Label changes and keep the original evidence
Imagine a fictional vacant living room with a dated carpet. A proposed image adds a sofa digitally and replaces the carpet with wood. Those are two different messages: furnishing a space versus suggesting a renovation already exists. The safer editorial choice is to retain the real flooring, show the original image and clearly describe any virtual furniture. Quebec brokers must follow OACIQ guidance requiring visible disclosure for AI-generated advertising images; fundamental changes that misrepresent the actual property are prohibited. A label is therefore not permission to conceal a defect or invent a feature. Check the rules that apply to your listing before publishing edited material.
- Keep the original photograph with the edited version.
- Identify virtual furniture or conceptual work clearly.
- Do not use an edit to hide condition or change structure.
4. Replace vague claims with specific, readable sentences
Try a description that follows the buyer's questions. Open with the property and its strongest verified feature. Explain the main layout, then add practical details and any qualifications a reader needs. For a fictional listing, replace “the ultimate entertainer's dream” with “The kitchen opens to the dining area, with a separate living room beside the front entrance.” Replace “new throughout” with “Kitchen cabinet fronts replaced in 2024; invoice available.” These examples work because the reader can picture something and ask an informed follow-up. Keep neighbourhood statements equally concrete. Describe a nearby park or a measured route, without promising a school placement or a commute for every traveller.
- Lead with one specific feature instead of several superlatives.
- Use short paragraphs with one clear subject each.
- Keep estimates and limitations attached to the relevant claim.
5. Review privacy, image rights and the mobile layout
Before uploading, look closely at mirrors, screens, fridge doors and paperwork. A wide room photo can expose a family schedule, an account number or an alarm detail that you overlooked in person. Crop or reshoot for privacy without concealing the property's condition. Confirm that you have permission to publish the photographer's work and that the permission covers the intended channels. Review the finished listing on a phone: the cover crop, text size and photo order may feel different from the editing screen. If a feature is important, make it understandable in the description as well as the gallery so readers are not forced to infer it from a small image.
- Inspect reflections and background details at full image size.
- Confirm image-use permission before reusing older photographs.
- Check the published page, not only the draft preview.
6. Improve the listing from the questions it receives
Use early inquiries as a clarity check. If people repeatedly ask whether the terrace is private, verify the answer and add it plainly. If visitors expect a different layout, revisit the photo sequence. Track the change and its date so everyone handling inquiries uses the current information. Do not interpret every quiet day as proof that the photos failed; price, availability, local demand and the property's fit all affect interest. Compare the quality of inquiries and visits with the listing's presentation. An updated description should solve an observed information gap, not become longer because you feel pressure to add more keywords.
- Group repeated questions before deciding what to revise.
- Update all published versions when a material detail changes.
- Use attention metrics as context, not a promise of a sale.
