How to Write a Property Description That Sells Wholesale Deals
Your property description frames how buyers perceive the deal. A well-written description highlights the investment opportunity, provides essential information, and motivates the buyer to take action. A poorly written one buries the opportunity in irrelevant details or, worse, reads like a liability disclaimer.
Structure your description
Opening line: the hook
Lead with the most compelling aspect of the deal: "Fix-and-flip opportunity in one of Houston's hottest neighborhoods. ARV $310K with $45K in estimated repairs. Strong spread for an experienced rehabber."
Property overview
Beds, baths, sqft, lot size, year built, and property type. Include notable features: pool, large lot, corner lot, new roof, updated HVAC.
Investment thesis
Why this deal works: "Comparable renovated sales within 0.5 miles range from $290K-$320K. The property needs a moderate rehab (kitchen, baths, flooring, paint) estimated at $40K-$50K. At the asking price of $175K, the all-in cost of $225K represents a strong acquisition at 73% of ARV."
Condition notes
Honest description of current condition: "Property is vacant and has been for approximately 6 months. Cosmetically dated with original 1985 kitchen and bathrooms. Roof replaced in 2019. HVAC is 8 years old and functioning. Foundation appears level with no visible cracks."
Call to action
"Contact [name] at [phone/email] to schedule a walkthrough or submit an offer. Offers due by [date]."
Words and phrases that work
- "Value-add opportunity" (not "needs a lot of work")
- "Below-market acquisition" (not "cheap")
- "Investor special" (signals as-is condition)
- "Strong rental market" (for rental-focused deals)
- "Desirable school district" (adds value context)
Words to avoid
- "Fixer upper" (implies heavy work)
- "TLC" (vague and overused)
- "Handyman special" (signals bottom-of-market)
- "Must sell" (signals desperation, which reduces perceived value)
- Fair housing violations: never reference race, religion, familial status, disability, national origin, or sex
Related guides
- Photographing Properties
- Creating Deal Packages
- Writing Deal Blast Emails
- Marketing Wholesale Deals
- Marketing Package Guide