Start with the facts people compare
Put the practical decision points before broad adjectives. In England, a written advert must state a specific proposed rent; landlords and agents must not ask for, encourage or accept an offer above it.
- Monthly rent and deposit amount, stated clearly and consistently.
- Property type, number of bedrooms and the parts included in the tenancy.
- Furnished, part-furnished or unfurnished—with useful examples where needed.
- Realistic availability date and the proposed occupancy arrangement.
- Council-tax band and EPC rating.
- Parking, garden/outdoor space, heating and important utility details.
Write the opening for fit, not hype
The first paragraph should say what the home is, where it sits in practical terms, its strongest relevant feature and when it is expected to be available. “Stunning” and “must see” use space without helping anyone judge fit.
Example: “Two-bedroom mid-terrace house on a residential street around half a mile from Exampleton station, with a separate sitting room, enclosed rear garden and permit parking. Available unfurnished from 18 November, subject to the usual checks and agreement.”
Add material limitations as well as benefits
Do not hide information likely to affect a prospective tenant’s decision. Depending on the property, that may include access steps, restricted head height, unusual heating or water arrangements, known mobile/broadband limitations, flood or building-safety information, parking restrictions or licensing conditions.
Label the source of important facts. A landlord statement, a public register check and an unresolved point are not the same thing. A disclaimer cannot repair a known misleading omission.
Use photographs as evidence
Show the outside, living space, kitchen, each bedroom, bathroom, storage, outdoor space and any access/parking that matters. Use current images, correct verticals, natural light and a sequence that matches the written advert. Do not use an old image that conceals a material change.