AI Property Description Generator: A Guide for UK Agents

01 · Notes in, copy out

What an AI property description generator does

Rough notes from a valuation on the left. A first draft on the right, using only those facts.

The generator does the structure and the prose. You supply every fact.

A good draft reads naturally, leads with what buyers search for and invents nothing. If a feature is not in your notes, it should not be in the copy.

Negotiator's notes

3 bed Victorian mid-terrace freehold · council tax band C · EPC C renovated 2024: kitchen, bathroom, rewire orig. fireplaces, sash windows (front) south-facing garden approx 12m 6 min walk to station no onward chain

Draft description

▍

Illustrative example written for this page. The property is invented.

02 · The workflow

From valuation notes to live listing

Five steps. The one that matters most is the fourth.

Agencies get the most from AI when they standardise the input: a short facts sheet completed at every valuation or listing appointment.

The same facts sheet then feeds portal copy, brochure text and social posts, so they never contradict each other.

Description drafting is one of several listing tools in our guide to AI for estate agents, alongside AI floor plans.

01

Capture

Facts sheet

Rooms, features, tenure, council tax band, EPC and anything a buyer must know.

02

Prompt

House-style prompt

The same instructions every time: length, tone, structure and words to avoid.

03

Draft

AI writes

A first draft in seconds, plus variants for portals, brochure and social.

04

Check

A person verifies

Every claim checked against the facts sheet and the property. Nothing invented survives.

05

Publish

Into the CRM

The approved copy goes into the CRM and out through the portal feeds.

03 · Consumer law

Material information every draft must carry

Tick what your listing process checks today. Nothing is stored.

Since April 2025, the consumer protection part of the Digital Markets, Competition and Consumers Act 2024 has applied to property listings. Omitting material information can be an unfair practice, and the CMA can fine up to 10% of global turnover.

National Trading Standards withdrew its old material information guidance in May 2025, but the legal duty did not go away.

Government consulted on material information in listings from October to December 2025, and its June 2026 roadmap promises a code of practice and listings guidance.

Ticked0/7

Tick whatever is true of your agency today.

04 · Prompts that work

Writing Rightmove descriptions with AI prompts

There is no special Rightmove description generator. Portals publish the copy your CRM sends, so the prompt is what matters.

The same five instructions fix most weak AI property descriptions.

Save them as a template in ChatGPT, Gemini or your CRM’s AI tool. Our ChatGPT for estate agents guide has more prompts.

Stop it inventing

Tell the model to use only the facts you provide and to leave out anything it is unsure of.

“Use only the facts below.”
“Do not add features, distances or measurements.”

05 · What goes wrong

Five mistakes AI property descriptions make

Language models write fluently, which makes their mistakes easy to miss.

Every one of these is a reason a person reads the draft against the property before it goes live.

01

01 / Invention

Features that are not there

A “utility room” or “off-street parking” the model assumed a house like this would have.

02

02 / Numbers

Made-up measurements and distances

Plausible room sizes or walking times that nobody measured.

03

03 / Claims

Legal facts stated too confidently

“No chain” or “freehold” written as fact before anyone has confirmed it.

04

04 / Style

Every home is “stunning”

Generic superlatives that make listings blur together and tell buyers nothing.

05

05 / Lettings

Wording that excludes tenants

Phrases that discourage families or people on benefits, now banned in England.

06 · Choosing an approach

AI draft, template or written from scratch?

Most agencies now mix all three. Here is where each one earns its place.

Templates are fast but read the same on every listing. Writing from scratch is best for premium homes but hard to sustain.

An AI draft from a good facts sheet sits in between: quick, specific and consistent, as long as a person checks it.

From your facts

AI draft

Fill the blanks

Template

Negotiator writes

From scratch

Time per listing

Minutes, plus a check

Minutes

Longest

Specific to the home

✓

–

✓

Consistent house style

✓

Varies by writer

Risk of invented facts

Yes, without a check

Low

Best for

Most stock

High-volume lettings

Premium homes

Swipe to compare

07 · Lettings listings

AI lettings adverts under the Renters’ Rights Act

An illustrative before and after for a rental listing in England.

Since 1 May 2026, written rental adverts in England must state a specific rent, and agents must not invite or accept offers above it.

Landlords and agents must also not discriminate against tenants who have children or receive benefits. Old AI templates can carry banned wording, so check them.

More on the rules in our Renters’ Rights Act guide.

Negotiator's notes

2 bed flat, rent offers invited “ideal for professional couple” no DSS, no children short let preferred

Compliant draft

▍

Illustrative example written for this page. The left-hand notes show wording that is no longer lawful in England.

08 · The rulebook

The rules that shaped AI listings, 2025–26

The rules for listings changed more in the last eighteen months than in the decade before.

Rightmove now requires AI-edited or enhanced images to be clearly labelled and shown alongside current, accurate photos. See our AI virtual staging guide.

Apr 2025 · In force
DMCCA consumer rules in force
Replaced the 2008 unfair trading regulations; the CMA can fine up to 10% of global turnover. Source ↗
May 2025 · In force
NTSELAT guidance withdrawn
The old material information guidance went, but the legal duty stayed. Source ↗
Oct 2025 · In force
Material information consultation
Government consulted on what listings must include, starting with sales. Source ↗
Jan 2026 · In force
Rightmove AI image rules
Enhanced or AI images must be labelled and accompanied by accurate photos. Source ↗
May 2026 · In force
Rental bidding and discrimination bans
Adverts must state a rent; no excluding families or benefit claimants. Source ↗
Late 2026 · Coming
Code of practice for agents
Promised in the June 2026 home buying and selling roadmap, with listings guidance. Source ↗

Dates from GOV.UK, legislation.gov.uk, Propertymark and Rightmove. See sources.

09 · Options

Where agents get AI listing copy today

You may already pay for an AI writing tool. Check before adding another.

General assistants work well with a good prompt. CRM-based tools have the advantage of reading the property record directly.

Lettings Quest can also draft descriptions from your notes; ask to see it on a demo. Our core product is the AI receptionist.

ChatGPTGeneral assistant; works well with a saved house-style prompt.

GeminiGoogle’s assistant; similar use with a facts-only prompt.

Alto Intelligence ↗Alto added AI skills in September 2026, including one for listings.

Reapit RAI ↗Reapit’s AI assistant inside the CRM.

OnTheMarket ↗Announced AI listing and description tools for agents in 2023.

Examples, not a ranking. Check current features with each provider.

10 · After the listing goes live

Better copy brings calls; who answers them?

A strong listing earns enquiries. The return on better copy depends on how fast those enquiries are answered.

Lettings Quest’s AI receptionist for estate agents answers the calls a listing generates and books viewings. For rentals, see how to automate tenant enquiries.

01Listing liveCopy approved and published
02EnquiryCall or portal lead
03AnsweredDay or night
04QualifiedPosition and finance
05ViewingBooked in the diary
06CRMApplicant and notes saved

The designed flow for calls handled by Lettings Quest.

FAQ · AI property description generator

Questions, answered

The things agents ask us first, in plain English.

An AI property description generator is a tool, usually built on a large language model, that turns property facts and notes into listing copy for portals, brochures and social media. The agent supplies the facts and checks the draft; the AI handles structure and wording.

General assistants such as ChatGPT and Gemini have free tiers that can draft good descriptions with a clear prompt. Your CRM may also include an AI writing tool. The key is giving it only verified facts and checking every draft.

Rightmove publishes the description your CRM sends through the portal feed, so there is no separate Rightmove generator to use. Write the copy with an AI tool or your CRM, check it, and let the feed push it to Rightmove, Zoopla and OnTheMarket.

Yes. No rule bans AI-written listings, but consumer law under the Digital Markets, Competition and Consumers Act 2024 forbids misleading claims and omitting material information. The agency is responsible for every word, however it was drafted.

There is no general UK legal requirement to disclose that text was AI-drafted. What matters is that it is accurate and not misleading. Rightmove does require AI-edited or enhanced images to be clearly labelled.

At minimum, price or rent, tenure, council tax band and EPC rating, plus leasehold costs and anything else a typical buyer or tenant needs to decide. Government consulted on detailed listing rules in 2025 and plans a code of practice for agents.

Yes, with care. In England, rental adverts must state a specific rent, must not invite bids above it, and must not discourage tenants with children or on benefits under the Renters’ Rights Act 2025.

Lettings Quest can draft descriptions from the facts you give it, and you check every draft before it goes live. Our core product is an AI receptionist that answers the calls your listings generate.

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