Your property description is not just a summary of features — it is a sales argument. Here is how to write one that resonates with Chinese buyers and drives enquiries.
The Problem With Generic Descriptions
Most property descriptions follow the same formula: a feature list, a mention of location, and a closing line about calling to arrange an inspection. For Chinese buyers — particularly those searching remotely or in a language that is not their first — a generic description does almost no persuasive work.
The property descriptions that convert Chinese buyer enquiries are written with Chinese buyer priorities in mind, structured to answer the questions Chinese buyers are asking, and specific enough to give a remote buyer genuine confidence.
Lead With What Matters Most
The opening should address the top Chinese buyer priorities directly. If the property is in a strong school catchment, lead with that. If it is a new build — especially relevant given the 2025-2027 ban that restricts foreign buyers to new construction only — say so clearly and early. If it is north-facing with strong natural light, mention that in the first sentence.
Compare these two openings: ‘Spacious family home in sought-after Chatswood’ versus ‘North-facing family home in the catchment zone of Chatswood Public School, walking distance to Chatswood Chase and direct train to Sydney CBD.’ The second version answers three key Chinese buyer questions in a single sentence.
School Information: Go Into Detail
Do not just mention that a property is near schools. Name the schools. Note their ranking or academic performance where available. State explicitly whether the property falls within the catchment zone. Australia has eight universities in the QS World Top 100 — buyers who have researched these institutions before beginning their property search will respond immediately to specific academic context.
Describe the Investment Story
Even family-motivated Chinese buyers — who Juwai IQI data shows represent 94% of international Chinese property enquiries — want to know they are making a sound investment. A brief, factual investment narrative adds credibility: suburb price growth history, proximity to planned infrastructure, rental yield potential. Two or three sentences is enough.
Language and Tone
Write in clear, simple English. Avoid idioms, colloquialisms, and marketing clichés that rely on cultural familiarity. ‘A stone’s throw from the city’ means nothing to a buyer who did not grow up speaking English. ‘Eight minutes by train to the Sydney CBD’ is clear, specific, and translates easily.
A Practical Structure That Works
- Opening: Property type, orientation, most important location feature (school zone, university proximity).
- Features: Natural light, new build, kitchen quality, floor plan openness.
- Investment: Suburb growth, infrastructure proximity, rental potential.
- Lifestyle: Asian amenities, transport, parks, community.
- Close: Clear call to action with your name and contact.
Common questions
How should I open a property description for Chinese buyers?
Lead with what matters most to them. If the property sits in a strong school catchment, open with that. If it is a new build, say so early, since the current ban limits foreign buyers to new construction. If it faces north with good light, mention that in the first sentence. A specific opening that answers their top questions works far better than a generic line about a spacious family home.
How much detail should I give about schools?
Go into detail. Do not just say the property is near schools. Name them, note their ranking or academic performance where available, and state clearly whether the property falls in the catchment zone. Australia has several universities in the QS World Top 100. Buyers who researched these institutions before their property search will respond quickly to specific, accurate academic context.
What language style works best in these descriptions?
Write in clear, simple English. Avoid idioms that rely on cultural familiarity. A phrase like a stone’s throw from the city means little to a buyer who did not grow up speaking English. Eight minutes by train to the Sydney CBD is clear, specific, and easy to translate. Plain, concrete wording gives remote buyers genuine confidence in what they are reading.
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