How to Make Your MLS Listings Stand Out

Do you want to make your listings break off?

In today’s fast-paced real estate market, buyers and sellers are savvier than ever. With the vast majority of home searches beginning online, the importance of a standout MLS (Multiple Listing Service) listing cannot be overstated. Your MLS listing is often the first impression potential buyers have of a property, and in a crowded marketplace, making your listing pop can be the difference between a quick sale and a property that lingers for months.

Here are practical strategies to help your MLS listings rise above the noise and attract serious buyers.

1. Start With High-Quality Photos

Photography is arguably the most crucial element of any MLS listing. According to the National Association of Realtors (NAR), 97% of home buyers use the internet in their home search, and listings with professional photos receive 118% more online views.

Tips for Great Real Estate Photos:

Hire a professional photographer with experience in real estate.
Use natural light when possible. Shoot during the “golden hour”—shortly after sunrise or before sunset—for warm, flattering light.
Declutter and stage the space before taking photos.
Include wide-angle shots to show room layout and size.
Don’t forget exterior shots, including the front yard, backyard, and neighborhood if applicable.

A photo is worth a thousand words—and in real estate, it might be worth thousands of dollars.

2. Craft an Engaging, Keyword-Rich Description

Many agents either skimp on listing descriptions or use generic language. A compelling property description can draw in buyers emotionally and help search engines or MLS platforms surface your listing more frequently.

What to Include:

Key features: Square footage, number of bedrooms/bathrooms, lot size, garage, renovations, energy-efficient appliances, etc.
Lifestyle benefits: Highlight nearby parks, schools, public transport, and shopping.
Emotion and storytelling: Describe how it feels to live there, e.g., “Wake up to sunrise views from your master suite…”
Use strategic keywords: Think like a buyer—include terms like “updated kitchen,” “walk-in closet,” “hardwood floors,” or “move-in ready.”

Avoid clichés (e.g., “must-see!”) and focus on what truly makes the home unique.

3. Use Video and Virtual Tours

In an age where attention spans are shrinking and remote browsing is the norm, video can significantly boost interest. Listings with video get 403% more inquiries than those without.

Types of Video:

Walkthrough tours: Give a sense of flow and layout.
360° virtual tours: Allow users to control the experience.
Agent-narrated videos: Provide insight and context, adding personality.

Make sure videos are high resolution, under 2-3 minutes, and uploaded or embedded properly in the MLS system and any syndicated platforms.

4. Optimize the Listing Title

While some MLS systems have character limitations or generate titles automatically, many allow for a brief headline. Use this real estate “hook” to make a bold first impression.

Effective Title Examples:

“Modern 3-Bedroom Home With Pool & Chef’s Kitchen”
“Charming Bungalow in Walkable Downtown Neighborhood”
“Energy-Efficient New Build in Family-Friendly Cul-De-Sac”

Avoid all caps and be precise rather than salesy. The goal is to pique curiosity, not sound spammy.

5. Highlight Unique Selling Points

What makes this home different? Every property has at least one standout feature—don’t let it get buried in a long bullet list.

Examples:

A wine cellar or home gym
Newly installed solar panels
Zoned for top-rated schools
A mother-in-law suite or ADU (Accessory Dwelling Unit)
Smart home technology

Place these features in both the photo captions and listing description to reinforce their value.

6. Pay Attention to the First Photo

The first photo in a listing is the thumbnail shown in search results—it’s your billboard.

Tips for a Captivating First Image:

Choose a front exterior shot with great curb appeal.
Ensure lighting, angles, and landscaping look their best.
In some cases, a stunning interior feature like a chef’s kitchen or ocean view may be more attention-grabbing.

Test which images attract more clicks by experimenting with listings or getting feedback from colleagues.

7. Stage the Property

Whether virtually or physically, staging helps buyers imagine themselves living in the space. According to NAR, staged homes sell 73% faster than non-staged homes.

Staging Best Practices:

Declutter and depersonalize
Neutralize colors and decor
Arrange furniture to show off space and flow
Add fresh touches like flowers, artwork, or cozy throw pillows

If in-person staging is out of budget or logistically difficult, consider virtual staging—just make sure it’s labeled appropriately.

8. Be Accurate, Honest, and Compliant

Overstating features, misrepresenting square footage, or uploading outdated photos can lead to buyer disappointment, inspection issues, or even legal trouble.

Always verify data like lot size, zoning, and recent improvements.
Disclose known issues clearly (and in required documents).
Adhere to Fair Housing laws—avoid language that could be discriminatory or exclusionary.

A trustworthy, transparent listing builds credibility and attracts serious offers.

9. Update Listings Regularly

Don’t just “set and forget” your MLS listing. Keep it fresh and active.

Adjust pricing if market conditions change.
Update photos if landscaping or seasons change.
Add “Coming Soon” status if available in your MLS to generate early buzz.
Refresh the description periodically to keep it relevant.

The MLS often favors recently updated listings in search algorithms, increasing visibility.

10. Promote Beyond the MLS

While the MLS is the backbone of property exposure, savvy agents extend their reach using digital and social platforms.

Promotion Tips:

Share listings on Facebook, Instagram, YouTube, and LinkedIn.
Use paid ads to target specific demographics.
Create property-specific landing pages with lead capture forms.
Email the listing to your network, buyers, and local agents.

More exposure = more interest = more offers.

Final Thoughts

A standout MLS listing is a combination of great visuals, compelling storytelling, and strategic marketing. By putting in the extra effort up front—through professional photos, engaging descriptions, and constant updates—you’ll attract more qualified buyers, sell faster, and often at a higher price.

In a competitive housing market, attention to detail makes all the difference. Don’t settle for average—make every listing shine.

Frequently Asked Questions

Why are high-quality photos so important in an MLS listing?

High-quality photos are the most critical component of any MLS listing because they form the buyer’s first impression. Over 90% of home buyers begin their search online, and listings with professional photos get significantly more attention—up to 118% more views, according to the National Association of Realtors. Good photos showcase the home’s layout, lighting, and features in a flattering way, helping buyers visualize themselves in the space. Poor-quality photos, on the other hand, can make even a great property look uninviting or small. Hiring a professional photographer and staging the home properly can dramatically increase buyer interest and showing requests.

What should a compelling listing description include?

A strong listing description should be both informative and emotionally engaging. Start by listing essential facts like the number of bedrooms, bathrooms, square footage, and recent upgrades. Then, paint a picture of the lifestyle the home offers—mention things like open-concept living spaces, spa-like bathrooms, or proximity to top-rated schools. Use descriptive language that helps buyers imagine daily life in the home, such as “enjoy your morning coffee on the sunny deck.” Lastly, incorporate relevant keywords (e.g., “renovated kitchen,” “energy-efficient windows,” “hardwood floors”) to help your listing appear in filtered MLS and online searches.

How does video or a virtual tour improve a listing?

Video tours and 360° virtual walkthroughs enhance a listing by providing a more immersive experience than static photos alone. They help buyers get a realistic sense of layout and flow, especially if they’re browsing from a different city or state. Video can highlight unique aspects of the home—such as smart features, beautiful views, or luxury finishes—that might be missed in photos. Listings with video typically receive significantly more engagement and inquiries. They also appeal to today’s tech-savvy, time-conscious buyers who want as much information as possible before booking a showing.