Every agent eventually faces this challenge: you've got a listing that needs work—maybe significant work—and you need to write a description that attracts buyers without overselling or misleading.
The goal isn't to hide the property's flaws. It's to frame them as opportunities for the right buyer while being completely honest about what they're getting.
Know Your Target Buyer
Fixer-uppers attract specific buyer types:
- Investors — Looking for below-market pricing and equity potential
- DIY enthusiasts — Want to customize and add personal touches
- First-time buyers — Priced out of move-in ready homes
- Flippers — Professional renovators seeking profit margins
Your copy should speak directly to these audiences and their motivations.
Reframing Language
Here's how to describe common fixer-upper challenges honestly but positively:
❌ Don't Say
"Needs a lot of work"
✓ Do Say
"Priced to reflect renovation potential"
❌ Don't Say
"Dated kitchen"
✓ Do Say
"Kitchen ready for your personal vision"
❌ Don't Say
"Old systems"
✓ Do Say
"Original mechanical systems—budget accordingly"
❌ Don't Say
"Ugly carpet"
✓ Do Say
"Hardwood floors may be hiding beneath current flooring"
What to Highlight
Even the roughest fixer-uppers have selling points:
- Bones and structure — "Solid foundation and good bones"
- Location value — "Prime location rarely available at this price point"
- Lot size — "Oversized lot with development potential"
- Architectural details — "Original crown molding and built-ins"
- Price per square foot — "Incredible value at $X per square foot"
Essential Disclosure Language
Always be transparent. Include phrases like:
- "Sold as-is" — Sets clear expectations
- "Investor special" — Signals the target audience
- "Renovation required" — Direct and honest
- "Priced accordingly" — Acknowledges the condition
Sample Fixer-Upper Description
Investor alert! This solid 3-bedroom colonial sits on an oversized corner lot in sought-after Maplewood and is priced to reflect its renovation needs. Behind the dated finishes lies incredible potential: original hardwood floors, generous room sizes, and a layout that invites modern updates. The location—walkable to downtown and top-rated schools—rarely comes available at this price point. Sold as-is for cash or renovation loans. The next owner will add instant equity with thoughtful updates. Schedule your walkthrough today.
Generate Honest, Compelling Copy
Our AI understands how to position fixer-uppers honestly while highlighting their potential. Try it free.
Try the Free GeneratorFinal Thoughts
Selling fixer-uppers requires a different mindset than selling move-in ready homes. Your job isn't to hide problems—it's to attract buyers who see problems as opportunities.
Honesty builds trust. Trust closes deals. Write accordingly.