If you're not a real estate professional, creating an effective home advertisement may not come easily. Your online ad often makes the first impression on potential buyers, but with limited space, it's hard to determine which home features are worth highlighting and which are better left for discovery at a showing.
When you shift your mindset to thinking like a buyer, it's much easier to craft a description of your home. First ask yourself, What would I want to know if I were going to buy this home?
Photos remain one of the most important parts of an online home listing. According to the National Association of Realtors' 2025 Profile of Home Buyers and Sellers, 81% of buyers rated home advertisement photos as the most useful feature when searching for a home online.
"Enough can't be said for the importance of pictures... most folks I talk to won't even bother opening an ad, especially on a busy page, if there are no photos to look at."
—Christy, MilitaryByOwner Customer Service
Hiring a professional is ideal if it fits your budget, but you can also take quality photos yourself with some preparation. Clean and declutter rooms, open curtains and blinds for natural light, and make sure photos accurately represent the home.
Use these tips for taking photos for your home ad: 3 Easy Steps to Take Amazing Photos for Your Home Listing.
Give buyers enough photos to understand the property rather than showing only its most attractive spaces. Include:
MilitaryByOwner also lets you include a floor plan in your home advertisement, as well as links to a video and virtual tour. These can provide even more context, especially for military families house hunting from another duty station.
Make sure your photos accurately reflect the home. Brightening an image or correcting exposure is one thing, but editing a photo in a way that changes the details of a property creates unrealistic expectations and can be misleading.
Second only to photos is the description you include in your home ad. Images and words work together to give potential buyers a sense of the property and help them decide whether they want to learn more.
You don't need to communicate every single thing about your home online. Prioritize what's most important for buyers to know upfront. Think back to why you bought the home. What stood out to you? Chances are, another buyer may appreciate some of those same features.
Property Details
Start with the basics buyers look for first, such as bedrooms, bathrooms, square footage, and other details like living and outdoor spaces.
Highlight features that help your home stand out, such as:
Be specific whenever possible. For example, instead of simply calling a home "updated," mention that the kitchen was remodeled recently or that a major system has been replaced, if those details are accurate.
Location and Nearby Amenities
Buyers may know very little about the area, especially military families moving to a new duty station. Objective information about what's nearby can help them better understand the location.
Mention proximity to shopping, dining, parks, major roads, schools, public transportation, and the nearest military installation. If you're near a large military base, identify the closest gate so they can get a feel for commute times.
Stick with factual descriptions rather than subjective claims. "Less than a mile from the neighborhood trail" gives buyers more useful information than saying the neighborhood is "perfect for active families."
The neighborhood itself may offer features worth including in your listing.
Include details like:
These are details you might take for granted after living there, but these help buyers understand what comes with the property.
Keep your description focused on the home and objective neighborhood features rather than describing the type of people who live there or who might be a good fit.
When creating your home advertisement, specifics are more useful than filling the description with generic selling words.
Terms such as beautiful, breathtaking, must-see, or one-of-a-kind don't tell buyers much on their own. Instead, mention actual features they're searching for, such as:
Only use terms that accurately describe the property. Whether you're working with a real estate agent or creating a FSBO listing, the goal is to make your home's most useful and appealing features easy to find.
Home buying is a financial transaction, but it's also an emotional decision. Buyers want to know that the property checks all their boxes, but they're also looking for a place where they can envision their lives.
Don't get so caught up in choosing the right words that you forget to describe what makes the property special. For instance, a covered patio overlooking a fenced backyard, a sunny breakfast nook, or a dedicated home office gives buyers something concrete to picture.
If you're hosting an open house, include that information in your home ad. It gives buyers an opportunity to see the property without scheduling an individual showing.
If you're selling your home as a For Sale By Owner, make sure that your contact information is easy to find. A MilitaryByOwner home ad makes this easy! Respond promptly to questions and showing requests so that interested buyers can take the next step.
Once your listing is live, help potential buyers find it.
Remember that housing advertisements, including social media posts, should comply with Fair Housing laws.
With so many house hunters beginning their search online, your home ad plays a big role in whether a buyer decides to take the next step. Quality photos, accurate property details, and a clear description can help your home stand out and give buyers the information they need to decide whether to schedule a showing.
If you're preparing to sell your home, including as a FSBO, check out our free library of home selling resources. And feel free to contact our customer service team with questions as you create your home listing.