Writing Real Estate Listing Descriptions with AI

MLS listings usually have separate fields: public remarks that syndicate to consumer websites, and private or agent-only remarks for showing instructions and details meant for other agents. Each MLS sets its own rules, commonly including a character limit for public remarks, bans on phone numbers, websites or agent contact details in public remarks, and requirements that information be accurate. Agents should check their own MLS rules rather than assume a standard. An effective workflow starts with a fact sheet the agent has verified: property type, beds, baths, square footage from a reliable source, lot size, year built, upgrades with dates, and the features that actually distinguish the home. The prompt should set length, tone and structure, for example an opening line on the strongest feature, a walk-through of main spaces, then location and practical details. It should also tell the model to use only the listed facts and list banned words. The three common failures are exaggeration, fabrication and discriminatory language. Exaggeration is overused puffery such as 'stunning' or 'one of a kind' that adds length without information. Fabrication is more serious: models fill gaps with plausible features such as granite counters, a finished basement or a view. Publishing false material facts can breach state license law and invite misrepresentation claims. Discriminatory language comes from describing people rather than property. Under the Fair Housing Act, ads should not indicate a preference based on race, color, religion, sex, disability, familial status or national origin. Phrases like 'perfect for empty nesters', 'great for young families' or 'exclusive neighborhood' can signal preference. Describing features, such as 'three bedrooms' or 'near a park', is the safer approach. A misconception is that AI tools built into listing platforms are automatically compliant. Some include filters, but no filter knows your property's facts, and final review remains the agent's job.