Photography sets the hook, but the description sets the mood. We A/B tested 1,000 listing descriptions to see how "lighting-based" adjectives impact Click-Through Rate (CTR) on Zillow and Redfin.
The "Flat" vs. "Radiant" Test
We took identical properties and ran two versions of the description copy. One focused purely on specs (size, count), the other focused on light and atmosphere.
"2,000 sqft house with large windows. Kitchen has white cabinets. Living room faces west. Recessed lighting installed throughout."
"Sun-drenched interiors welcome you home. Golden hour light floods the west-facing living room, illuminating the pristine white cabinetry."
The Data: Emotional Words Win
The results were not close. Listings that explicitly described the quality of light (e.g., "sun-drenched," "natural glow," "golden hour") saw a significant engagement spike.
Buyer Inquiry Rate Increase
*Source: PropProse Internal A/B Testing, Q4 2024
How to Implement This
You don't need to be a poet. You just need to observe. When uploading photos to PropProse Vision AI, our model detects the shadows and color temperature.
- If it sees long shadows → It writes "Golden hour views."
- If it sees bright white light → It writes "Airy and crisp."
- If it sees warm lamps → It writes "Cozy, ambient evening setting."