Let’s be honest: most MLS descriptions sound the same.
“Exquisite abode boasting opulent finishes and a chef-inspired culinary space.”
Cool. But does that actually get buyers to book a showing? Or do they just keep scrolling to the next house with photos that pop and copy they can actually read?
Here’s the truth: the way you write about a property matters as much as the photos. And there’s a dead-simple way to test if your words are helping or hurting: the Flesch–Kincaid readability score.
What the Heck Is Flesch–Kincaid?
It’s a formula originally built for the U.S. Navy to make sure training manuals weren’t confusing. Today, it’s baked into Microsoft Word, Google Docs, and even some SEO tools.
It spits out two numbers:
Flesch Reading Ease (FRE) → Score from 0 to 100.
90–100 = super easy, like a children’s book.
60–70 = plain English, easy for teens/adults.
30–50 = tough, college-level.
0–30 = painful, think legal contracts.
Flesch–Kincaid Grade Level (FKGL) → U.S. school grade required to understand the text.
Grade 7–9 = ideal for real estate.
Grade 14 = you’re writing like a law professor.
Why Agents Should Care
Listings: Buyers skim. The sweet spot is FRE 60–80 or Grade 7–9. That way your description reads like a conversation, not a dissertation.
Emails: Market updates at Grade 8 level get replies. The same info at Grade 14? Crickets.
Websites & SEO: Google loves clean, easy-to-read content. More clarity = more clicks.
A Quick Before & After
MLS Copy We’ve All Seen:“An exquisite residence boasting a state-of-the-art culinary haven and opulent living quarters.”
FRE: ~25 (very difficult)
Grade: 14 (college-level)
Now Try This:“Bright, modern home with a stylish kitchen and open living space.”
FRE: ~80 (easy)
Grade: 7 (middle school)
One makes you roll your eyes. The other makes you imagine living there.
How to Use This Today
Copy your last listing description.
Paste it into HemingwayApp.com (free) or even Word’s built-in editor.
Check your score.
Tweak until you land in the 60–80 FRE / Grade 7–9 zone.
Want to skip the trial and error? You can also use my custom GPT tool — Listing Crafter. It’s designed specifically for real estate agents to generate polished, readability-optimized property descriptions in seconds
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The Takeaway
Real estate is about translation- turning complex contracts, data, and properties into something clients actually get. The Flesch–Kincaid score is your secret weapon to cut through the noise.
Because nobody brags about buying an abode boasting opulent finishes. They brag about the kitchen where they’ll cook for their friends.
🔑 Pro tip for agents: Save this. Run every listing through a readability check—or just let Listing Crafter handle it for you. Your clients (and your conversion rates) will thank you.