Luxury real estate listings:
12 templates to copy
Title, meta description, descriptive text — the three key elements that determine whether your real estate listing will be found or invisible on Google. 12 complete templates for professionals and individuals.
What nobody tells you about real estate listings
In today's highly competitive real estate market—whether in the traditional or luxury sectors—the quality of the listing has become the number one competitive advantage. Yet, the vast majority of agencies and individuals are overlooking this fundamental issue.
What most sellers don't realize: Google doesn't see your photos. It reads your words. The ranking of a property's detailed page—on portals as well as the agency's website—depends 80% on the title and descriptive text. The remaining 20% depends on the naming of the photo files and alt tags—a topic in itself.
With the arrival of generative artificial intelligence (ChatGPT, Gemini, Perplexity), the game changes even further. These systems will prioritize ads with rich, structured, and distinctive content. A three-line ad will simply be invisible. It's no longer an option—it's an absolute necessity.
Photos vs text — which really makes the difference?
Many real estate agents and brokers believe that beautiful photos—sometimes taken by a professional photographer for €300 or €500—are the primary weapon for generating leads. Photos are useful once the buyer is on the page. They convince, they entice. But they are useless for getting the page found.
An agent who invests in a professional photographer but neglects the headline and description has put their money in the wrong place in terms of priorities. What will make the ad stand out from the competition is the headline and description, not the photos.
What real estate software doesn't teach you
Real estate software—Apimo, Hektor, Netty, Adapt'Immo, and others—requires you to check boxes: sale or rental, property type, surface area, number of rooms, price. Many agents believe that at this stage, the data entry is complete. This is the fundamental mistake.
The most important field in the entire listing—the one that will determine how the ad is ranked on the dozens of portals where it will be displayed—is the manually entered title. And that's precisely the one that software doesn't train you to fill in correctly.
The stock — the most undervalued field in the industry
Google's standard is a maximum of 60 characters. Beyond that, the title is truncated in search results. However, no real estate software specifies or enforces this limit. Agents therefore enter titles of 3 words or 200 characters—in all cases, unoptimized.
A good title should contain, in order:
Examples of disastrous titles actually seen on portals:
“Beautiful villa with pool” — “Very beautiful property” — “Luxury house” — “Exceptional property with numerous amenities” (too long, vague) — “Ref. 47823 — VTE CH5P LUXE” (publicly readable internal reference). These titles are invisible to Google because they contain neither a specific type, location, nor any searchable characteristics.
Examples of optimized titles (≤ 60 characters):
“Villa with sea view and swimming pool in Cannes Californie” (46)
“Bastide with olive grove for sale — Luberon Gordes” (49)
“18th century castle with 5 ha park — Loire Valley” (46)
“Haussmannian apartment 180 m² — Paris 7th arrondissement” (43)
“Ski-in/ski-out chalet with 6 bedrooms — Courchevel 1850” (51)
The descriptive text — the meta-description of fact
Here's what most agents don't know: real estate software automatically sends the first few lines of the listing description as the meta description to portals and search engines. Google's standard is a maximum of 160 characters. Beyond that, the meta description is truncated—and loses all its impact on search results.
Direct consequence: if an agent begins their descriptive text with “We are pleased to present…” or “Come and discover…”, it is this empty phrase that will appear under the title in Google — and nobody will click.
Frequently observed disastrous description openings:
“We are pleased to present to you exclusively…”
“Our agency offers you this magnificent…”
“Come and discover this exceptional property…”
These formulas occupy the first 160 characters with zero useful information for the buyer and for Google.
Example of an optimized opening sentence (= factual meta description):
Villa for sale with swimming pool and unobstructed sea views in Arcachon, in a highly sought-after area — 5 rooms, 4 bedrooms, 280 m² on a 1,800 m² plot. Price: €1,295,000.
(156 characters — within the standard format • location • type • features • area • price)
The bridge trap — a mistake multiplied by 10
When a property is listed on 10 portals simultaneously via Apimo, Hektor, or Netty, the same title and description are used everywhere. Poor copywriting results in 10 portals with poor search engine rankings at once. Good copywriting means 10 high-performing listings simultaneously.
Some major portals are well aware that the headlines sent via the gateway are so poor that they automatically regenerate them before publication —either through internal rules or AI. This is an implicit admission that the agencies' writing skills are structurally inadequate. But this correction only affects the headline— never the three-line descriptive text. No AI can invent content that doesn't exist.
500 to 600 words minimum — the vital threshold for a descriptive text
An agent who hopes to earn a 5-6% commission on a €500,000 property and only provides 3-4 lines of description is out of touch with the times. Search engines—and tomorrow's AI— systematically penalize short listings.
The complete descriptive text should be organized according to the funnel principle :
Words that sell — and words to absolutely banish
Empty superlatives provide no information to the buyer and are ignored by Google. Replace each generic adjective with a concrete fact: not "magnificent view" but "180° panoramic sea view from the living room".
6 complete examples for agencies and agents
Each example below includes the optimized title (≤ 60 characters), the first sentence (factual meta) (≤ 160 characters) and the beginning of the descriptive text structured according to the funnel principle.
Selling without an agency — writing a high-performing ad
Are you selling your property directly, without an agency or commission? The same rules apply — title ≤ 60 characters, first sentence ≤ 160 characters, description of 500 to 600 words minimum. With one important difference: you can mention the price in the first sentence — it's even recommended, as price is an important factor for Google and for buyers.
At Propriétés De Charme, our team handles the complete writing and optimization of your listing. You provide us with your information, and we write SEO-optimized text —title, meta description, and structured description—so your property is found by the right buyers. Discover our packages for individuals →
For examples of typical listings (standard house, standard apartment, rental): see our general real estate listing templates →
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