Writing a Property Listing on Rightmove: Complete Guide
Rightmove is the UK's largest property portal, with over 100 million visits per month and more than 900,000 properties listed at any given time. If you're selling or letting through an estate agent, your listing will almost certainly appear there. If you're selling privately, you can list directly through services like Tepilo or eMoov that grant access to Rightmove.
Either way, your listing text is what converts views into enquiries. Here's how to write one that works.
How Rightmove Ranks Listings
Understanding the algorithm helps you write smarter. Rightmove sorts listings by a combination of:
- Listing recency — newer listings appear higher
- Completeness — listings with all fields filled rank better
- Featured status — paid upgrades push listings higher
- Photo count — more photos = higher ranking
- Price accuracy — listings priced within the expected range for the area
What this means for you: Fill in every available field. Use all available photo slots. Keep your description complete and up-to-date.
Rightmove's Listing Structure
A Rightmove listing is composed of several sections you or your agent controls:
1. The Key Features Section (bullet points)
Rightmove allows up to 10 bullet points in the "Key Features" section, displayed prominently before the full description. These are the first things buyers read — treat them as your sales pitch.
Good key features:
- 82m² / 883 sq ft of living space
- Top-floor apartment with south-facing private terrace
- EPC rating C — recently installed boiler (2022)
- No upward chain — vacant possession available
- Hackney Central Overground: 8-minute walk
- Leasehold: 125 years remaining
- Allocated parking space included
Bad key features:
- Great location
- Must be seen
- Stunning throughout
- Priced to sell
- Many original features
The first list is specific and informative. The second is noise.
2. The Full Description
Rightmove allows up to 4,000 characters for the main description. Most agents use fewer than 1,500. This is a missed opportunity.
Recommended structure:
Opening paragraph (100-150 words): Set the scene with the property's key story — type, size, unique selling point, location context, chain status.
"A generously proportioned (82m²) top-floor flat with a south-facing terrace of 12m² — an unusual feature for this part of Hackney. The property is well-maintained throughout, sold with no upward chain, and benefits from a recently replaced boiler and double-glazed windows throughout. Hackney Central Overground (6 minutes walk) connects to Liverpool Street in 12 minutes."
Room-by-room descriptions (300-500 words): Each principal room on its own line or short paragraph, with dimensions.
Reception/Kitchen (5.2m × 4.1m + kitchen area) — open-plan, south aspect with double-height ceiling in the kitchen section. French doors to terrace. Engineered oak flooring. Integrated Siemens oven, induction hob, dishwasher and fridge-freezer. Quartz worktops.
Master bedroom (4.3m × 3.2m) — double, east-facing, original stripped floorboards, built-in wardrobes.
Bedroom 2 (3.5m × 3.0m) — double, west aspect.
Bedroom 3 (2.9m × 2.5m) — single, currently used as home office, south-facing.
Bathroom — newly fitted 2023: freestanding bath, separate walk-in shower, heated towel rail, Porcelanosa tiles.
Facts block (use bullets or a compact format):
Tenure: Leasehold | Lease: 125 years from 1990
Service charge: £180/month (hot water included)
Ground rent: Peppercorn (nominal)
Council tax: Band D — London Borough of Hackney
EPC: C (72) | Valid: March 2033
Heating: Gas central heating
Neighbourhood paragraph (50-100 words):
London Fields park and lido: 4 minutes walk. Broadway Market (Saturday farmers' market): 6 minutes. Hackney Central Overground: 8 minutes → Liverpool Street 12 minutes. Bethnal Green (Central line): 12 minutes walk. School catchment: Lauriston Primary School (Outstanding — Ofsted 2022).
3. Photos: the Most Viewed Element
Rightmove data shows that photos are the most-viewed element of any listing — buyers spend more time on photos than on the description. You can upload up to 40 photos.
Minimum recommended: 15 photos Optimal: 20-25 photos
Essential shots:
- Front exterior
- Rear/garden/terrace
- Reception room (2 angles)
- Kitchen
- Master bedroom (2 angles)
- Additional bedrooms (1-2 angles each)
- Bathroom(s)
- Hallway/entrance
- Storage (wardrobes, loft, shed)
- View from key windows if attractive
- Street/neighbourhood if relevant
- Floor plan — highly requested by buyers
Photography tips:
- Shoot in daylight, lights on
- De-clutter before every shoot
- Shoot from corners to maximise apparent space
- Shoot towards windows for natural light, not away from them
4. The Floor Plan
Rightmove allows you to upload a floor plan as one of your photos. This is not optional if you want to maximise enquiries — 75% of buyers say a floor plan helps them decide whether to book a viewing.
Affordable floor plan options:
- Virtual Xray or EZ Floor Plan (~£25): you provide rough measurements, they create a professional plan
- Your estate agent usually includes this in their fee
EPC Requirements on Rightmove
Since April 2018, it is a legal requirement to display an EPC on all property listings in England, Wales, and Scotland. Rightmove will flag listings that don't have an EPC attached.
For sellers: If your EPC is more than 10 years old, you'll need a new one (£60-£120). Book a qualified assessor via the EPC Register (epcregister.com).
Displaying EPC on your listing: Rightmove shows the EPC rating prominently as a coloured band (green for A, red for G). The rating is pulled from the national EPC register if your assessor has uploaded it.
F and G rated properties: If your property is F or G rated and you're selling, disclose it honestly and mention any energy improvements made or planned. Buyers are increasingly aware of energy costs and future rental restrictions.
Common Rightmove Listing Mistakes
Mistake: Using the minimum photo count
Many agents upload just 8-10 photos. Rightmove's own research shows that listings with 20+ photos receive 35% more enquiries.
Mistake: Leaving the Key Features section empty
This section appears prominently above the fold — above the main description. An empty or generic Key Features section is a missed opportunity to grab attention.
Mistake: Not updating the listing
If your property hasn't sold after 4-6 weeks, refresh your listing: update photos, rewrite the description, and consider adjusting the price. A stale listing gets fewer views each passing week.
Mistake: Setting the wrong price band
Rightmove allows buyers to filter by price band (e.g., "up to £650,000"). If you list at £655,000, you miss everyone filtering "up to £650,000". Consider whether rounding down £5,000-£10,000 puts you in a significantly larger pool of buyers.
Checklist: Rightmove-Ready Listing
- [ ] 10 Key Features bullet points — all specific, no clichés
- [ ] Opening paragraph: size, unique selling point, chain status, location
- [ ] Room descriptions with dimensions for all principal rooms
- [ ] Facts block: tenure, service charge, ground rent, council tax, EPC
- [ ] Neighbourhood paragraph with transport times
- [ ] EPC attached and rating visible
- [ ] 20+ photos including exterior, all rooms, and floor plan
- [ ] All Rightmove fields filled (bedrooms, bathrooms, property type, etc.)
Need help writing your Rightmove listing? Ovvo generates a complete, Rightmove-optimised property description from your details — key features, room descriptions, facts block — in under 30 seconds.