Human vs AI-Written Prose: Why Your Property Descriptions Need a Human Touch

In the race to get listings live, many real estate offices are turning to AI-generated property descriptions. The appeal is obvious—speed, efficiency, and no need to chase agents for details. But here’s the problem: AI prose sounds like AI prose. It’s technically correct, grammatically polished, and yet… oddly lifeless. And if you want to attract the right buyers while building a high-value database, lifeless copy won’t cut it.

The Subtle Difference: AI vs Human Writing

AI can churn out a serviceable property description in seconds. It’ll hit the right notes—three-bed, two-bath, modern kitchen, close to shops. But it lacks instinct. It doesn’t understand how to frame a home in a way that speaks to a buyer’s desires, aspirations, or emotions. It doesn’t sell—it lists.

Compare that to a well-crafted human-written description, where every detail is intentional. The way a sun-drenched living space is described to appeal to downsizers. The words chosen to entice first-home buyers into picturing their future here. The subtle emphasis on lifestyle over specs. AI doesn’t do nuance.

The Problem With Generic Copy

Generic descriptions don’t just fail to engage buyers—they fail to build a database of the right buyers. If your listings sound like every other listing in the area, they’ll blend into the background. Worse, they won’t attract high-intent buyers who see beyond price and square footage.

Strong property descriptions should do more than describe; they should filter. They should attract serious buyers while repelling time-wasters. They should make someone think, This is the one, before they’ve even walked through the door.

How Principals Should Be Structuring Property Copy for Better Results

1. Know Your Demographic
   Every property has a perfect buyer. Your descriptions should speak to them, not a general audience. Upscale apartment? Highlight lifestyle features. Family home? Focus on space, schools, and community.

2. Sell the Lifestyle, Not Just the Specs
   AI will list “open-plan living.” A human writer will say, “A seamless indoor-outdoor flow that makes weekend entertaining effortless.” Which one sells the dream?

3. Use Strategic CTAs to Build Your Database
   Most property descriptions end with a bland “Contact us for more information.” Instead, guide readers into your database with a compelling CTA—“Ask us about upcoming off-market listings in this pocket” or “Register for priority alerts on homes like this”.

4. Inject Personality (Without Overdoing It)
   AI-generated text is polished but soulless. Too much personality, though, and you risk sounding inauthentic. The balance? A warm, conversational tone that feels premium but inviting.

5. Leverage ‘Insider Knowledge’
   AI pulls from data, not experience. A great human writer weaves in local insights that make a buyer feel like they’re getting exclusive knowledge—“Grab your morning coffee at Josie’s on the corner, where the barista knows your order by day two”.

The Verdict: AI as a Tool, Not a Replacement

AI has its place. It can assist, streamline, and provide a rough draft. But principals should view it as a starting point, not a finished product. Real estate is about people, and people connect with words that feel human. The right property descriptions don’t just sell homes—they create relationships, build databases, and establish your agency as a brand buyers trust.

And that’s something no AI can replicate.