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Listing descriptions that do not all sound alike

Today

It is 9pm, the photos came back today, and you are in the description field writing "charming" for the fourth time this month. The version that goes live is the version you were too tired to keep fixing.

With Claude

You paste in the raw facts and your own walkthrough notes and get three drafts at three lengths, written to stay away from the phrasing that causes Fair Housing problems, plus a list of every claim you still need to verify. You edit for accuracy instead of starting from a blank box.

The prompt

Paste this into claude.ai and replace anything in brackets.

You are helping me write MLS and marketing copy for a residential listing. I am a licensed real estate professional in the United States.

Property facts:
[paste the raw input sheet: beds, baths, square footage, lot size, year built, HOA, parking, systems, and recent updates with dates]

My notes from walking the property:
[paste your own notes: what stood out, condition of the major systems, what a buyer notices in the first thirty seconds, what you would soften]

Write three versions of the listing description:
1. A short version under 250 characters for syndication fields.
2. A standard version of 900 to 1,200 characters.
3. A long version for the property website, up to 2,000 characters.

Rules that apply to all three:
- Describe the property. Never describe, imply, or hint at the kind of person who lives there, who should live there, or who lives nearby.
- Do not reference or imply race, color, religion, sex, sexual orientation, gender identity, national origin, familial status, age, or disability, and do not use coded substitutes. That rules out phrasing like "perfect for families", "great for young professionals", "safe neighborhood", "walking distance to church", "exclusive", and "no kids".
- Do not characterize schools, congregations, or the demographics of the area. If you think a neighborhood fact is genuinely useful, put it at the end under "Verify before publishing" and let me decide.
- Accessibility features are fine when stated as plain features of the building, for example "zero step entry" or "36 inch doorways".
- Invent nothing. If a fact is missing, list it under "Missing facts I need from you" instead of guessing.
- Specific over decorative. No stacked adjectives, no exclamation points, no "nestled".

After the three versions, list every factual claim you made that I need to confirm against the disclosure, the county record, or my own eyes.

What to skip in real estate brokerages and property managers

  • Publishing any marketing copy without a Fair Housing review. Federal law bars discrimination on the basis of race, color, religion, sex, national origin, familial status, and disability, and many states and cities protect more classes than that. Claude does not know your local rules and it will write "perfect for a young family" if nothing stops it. No AI drafted listing, ad, flyer, email, or social post goes live until a human has read it against Fair Housing rules. Never ask Claude to describe the people in a neighborhood, rank areas by who lives there, or match a buyer to a location.
  • Legal notices to tenants. Notices to pay or quit, entry notices, lease violation notices, and anything that will end up in an eviction file carry content, timing, and delivery requirements that change by state, county, and city, and a defective notice can send you back to the start. Use the forms your attorney or your local apartment association approves, and verify the requirements for your jurisdiction. Claude can help you write the plain English message that accompanies a notice. It should not write the notice.
  • Records that identify people financially. Keep Social Security numbers, dates of birth, credit reports, bank statements, pay stubs, and full application packets out of the chat. Use first names or initials and strip the rest before you paste. Check your brokerage or management company policy first, because plenty of them have a rule about transaction files and AI tools already.

Want all 4 workflows for real estate brokerages and property managers in your inbox?

Every prompt on this page plus the rest, so you still have them on Monday. One email, then four short ones on making it stick. Unsubscribe any time.

Or answer four questions and Claude writes three workflows for your specific business rather than the industry generally.

Before you try it

More for real estate brokerages and property managers

Full guide for real estate brokerages and property managers