The problem with listing descriptions

If you have ever had to write a listing description, you know the feeling. You have a stunning property, 42 photos, 200 fields of required data… and then that one blank box staring at you: “Description.”

It’s kind of like the “About Me” section on a dating profile. You know exactly who you are - or in this case, exactly what the property is. You have all the facts: square footage, number of bedrooms, renovated kitchen, rooftop deck. And yet, when you sit down to write it out, your brain just... refuses.

Do you go funny and casual? Professional and polished? Should you mention the “open concept layout” everyone else already has? Before you know it, you’ve spent 10 minutes typing “Spacious and bright” and another 20 backspacing it.

No wonder so many agents leave the description for last - or reuse one from an old listing.

Let’s be honest:

• Writing listing descriptions is tedious, repetitive, and slows agents down.
• And yet, it is critical. A great description doesn’t just inform; it attracts.
• Oh, and then there’s FHA compliance - because unlike your dating profile, your listing can’t accidentally imply something it shouldn’t.

It’s a tricky dance between creativity, compliance, and time. Until now.

Introducing AI Scribe - The AI listing description generator for real estate agents

At Perchwell, we have spent a decade building the critical infrastructure of real estate technology including the Add/Edit forms agents use every day to put listings on the market. That form is mission-critical; it holds every last detail about the property.

So we asked ourselves: what if AI could write the listing description for you?

AI Scribe is the answer to this question. It is an AI-powered description generator that uses the information you have already entered (including photos!) to write polished, compelling, and FHA-conscious descriptions - in seconds.

Why not use ChatGPT (or any other AI tool)?

Let’s address the obvious question: Why not just use ChatGPT?

Because AI Scribe isn’t just a prompt, it’s a purpose-built workflow.

Each listing description is created through a multi-step process that first understands the home, interprets local market regulations, and crafts language that blends creative appeal with required compliance.

Sure, you could copy-paste your property details into ChatGPT and ask for a listing description. You will probably get something decent. But here’s what you won’t get:

• Compliance awareness: ChatGPT might not know (or care) about fair housing laws. AI Scribe does. Every word we output is run through a specialized compliance layer that cross-checks FHA and MLS-specific rules. The result? Something you can confidently use knowing that the heavy lifting on compliance is almost certainly handled.
• Data integration: AI Scribe uses the structured property data in the Add/Edit flow - beds, baths, amenities, upgrades, while extracting visual cues from photos - to anchor descriptions in facts you’ve already entered. No copy-paste gymnastics.
• Market-tuned context: Every market has quirks. AI Scribe adapts tone, phrasing, and structure to match local expectations. For CRMLS users, for example, AI Scribe respects their unique fair-housing language guidance out of the box, and we can extend similar patterns to other markets as needed.
• Built for iteration, not one-shot magic: Great copy takes tweaks. AI Scribe supports quick tone adjustments (“descriptive”, “professional”, etc.), amenity highlighting (”views”, “rooms” etc) among others.
• Privacy and enterprise-grade handling: We know brokers care deeply about data security, and so do we. AI Scribe doesn’t train on your private listing data, and we apply strict controls so property details aren’t exposed to external systems beyond what’s necessary to generate your draft.

We built AI Scribe because we know that making an agent’s life 10% easier adds up to real impact across all of their listings.

How we partner with MLSs

Real estate isn’t one-size-fits-all, each MLS has its own listing conventions, rules, and fair housing guidance - sometimes even down to the association level.

So we didn’t just stop at FHA compliance. We went a step further.

CRMLS, one of the largest MLSs in the country, is a great example. They have a specific list of words and phrases agents should avoid (and others they should use) to stay fair-housing compliant and on-brand: CRMLS Fair Housing Word & Phrase List. They even provide association-level guidance for local boards: CRMLS Fair Housing Resources.

AI Scribe integrates those rules directly into its generation process. When a CRMLS agent uses AI Scribe, the output automatically respects CRMLS’s guidelines - no extra setup required. And that’s just the beginning. Our infrastructure allows us to add MLS-specific preferences, tone adjustments, or rule sets easily.

If you are interested in having Perchwell AI Scribe in your MLS, schedule a demo with our team!

‍