What Are The Requirements For Headlines?

Guide on listing headline requirements and tips on crafting compelling a headline for your listings!

By propertyguru.my   •  

In PropertyGuru our product for Agents spans a variety of formats, and headline writing is COMPULSORY to each listing. Headlines are like a short description field that helps agents to call out the best features of each of their properties. They will be used across the PropertyGuru platform to better promote agents’ listings. Headlines apply to both Residential and Commercial listings.

Here are the terms and restrictions on Headlines that you should take note.

Headlines must be:

  • Between 10 characters – 70 characters in length.

  • Contain only basic characters like a-z, A-Z, 0-9, spaces, and symbols such as $,''-.!:;&/?@%()#:).

  • Please keep to a maximum of 2 punctuation marks consecutively.

  • Ideally restrict to numerical input with a maximum of 6 consecutive digits (including those separated by special characters and spacing), e.g. MYR 2.5M instead of MYR 2,500,000.

  • Only have the first letter of a word capitalized. (exceptions such as MRT & LRT apply)

  • Having the first letter of each sentence beginning with a capital letter.

  • Not contain any radical racist words/sentences. (per the same checks that apply to listing descriptions)

What are some examples of Headlines that will NOT be accepted?

Some examples of headlines that will not be accepted include:

“CALL ME ON 6012-3456789!!!”

  • Only the first letter in a word can be capitalized, with exceptions like MRT, LRT and others.

  • Listing headlines must not contain a sequence of more than 6 digits.

    “!!! ^^^ awesome listing ^^^ !!!”

  • Listing headlines may only contain alphabets, numbers, and basic punctuation.

  • Punctuation in listing headlines must be preceded by a letter or number.

  • The first word in each sentence must begin with a capital letter.

Tips on Great Headlines:

  1. Use simple but powerful language

    Keeping the language simple will be your best bet to getting more eyes on your listing.

    Example: “Looking for the perfect escape from the city?” or “Your Dream Home Is Here!”

  2. Stay relevant to the content

    The headline must be relevant to the introduction and the rest of the description otherwise you will lose the reader as soon as they see any discrepancy.

  3. Engage the target reader

    Focus on the type of property seeker, whether it is a first-time home buyer, or investment or even retirement home seekers.

    Example: “Bargain! You can really dive into” or “Views & Great Investment Opportunity”

  4. Don’t use multiple exclamation marks (!!!)

    If you insist on using an exclamation mark, you are forbidden from using more than one. There is nothing so exciting as to necessitate drawing attention to a property with multiple exclamation marks!!!

  5. Don’t use CAPITAL letters

    All capital letters are harder to read. Avoid using all capital letters in your headlines as words will become rectangles and are harder to recognize.

  6. Ask a relevant and interesting question

    Questions, especially interesting ones, are the perfect way to grab someone's attention in a way that leaves them wanting more, creating a so-called curiosity gap.

    Example: “Getting married or Need move out from Parent's house?"

  7. Create FOMO effect

    Fear of missing out is a real thing, and it works tremendously well when writing headlines.

    Example “Hurry! What are you waiting for?”

While there are plenty of tips you can follow when writing your listing, your headline examples should be unique and compelling. Choose the ones that grab the most attention and apply that principle to your own listing!