What Project Marketers Can Learn from the Best Airbnb Listings

You’ve got a stunning project. The renders are flawless, the location is solid, and the design features tick all the boxes.

So why does your listing copy sound like it came from a legal handbook?

Too many project campaigns rely on dry, technical descriptions that feel more like a development application than a sales pitch. Meanwhile, the average Airbnb host is making a tiny flat sound like a sanctuary and converting browsers into bookings with just a few lines of smart copy.

There’s something in that.

This blog takes a closer look at how top-performing Airbnb listings use words to sell emotion, and how those same principles can be used to supercharge your off-the-plan copy.

The Problem: Boring, Bland and Built for No One

We’ve all seen it.

• “Contemporary residences with premium inclusions.”

• “Positioned in a thriving lifestyle precinct.”

• “Architecturally designed living with seamless indoor-outdoor flow.”

These lines say nothing. They don’t inspire confidence. They don’t answer a question. And they definitely don’t feel personal.

In short, they don’t sell.

Why Airbnb Hosts Are Winning the Copy Game

The best hosts don’t just describe a space. They describe how it feels to be in it. They write for humans, not for checklists.

And it works. In seconds, they create a mood, paint a picture and invite the reader into the experience.

That’s exactly what off-the-plan marketers should be doing  especially when there’s no finished product to walk through.

What You Can Steal from Airbnb Listings

1. Lead with Emotion, Not Specs

Instead of opening with “2-bedroom apartment with engineered timber flooring,” try something like:

• “Wake up to morning sun and city views in this light-filled top-floor apartment.”

• “Perfect for remote workers, this flexible layout includes a built-in study and balcony escape.”

Make the buyer feel something. That’s what moves them closer to action.

2. Use Buyer Language, Not Developer Language

No one talks about “inclusions packages” at a dinner party.

Use words that match how your buyers actually think:

• “Built-in storage” instead of “custom joinery”

• “Step-free access” instead of “accessible lift lobby”

• “Quiet corner layout” instead of “orientation advantage”

If you wouldn’t say it out loud in a real conversation, don’t write it on your listing.

3. Highlight the Little Things That Matter

Airbnb hosts know the devil is in the detail. And so do buyers.

Think about what actually affects someone’s lifestyle:

• “Shaded balcony for summer afternoons”

• “Walk-in pantry big enough for your air fryer and coffee machine”

• “Guest bedroom zoned away from the master for privacy”

These aren’t just features. They’re signals that someone’s thought about how the space will really be used.

4. Structure for Skimming, Not Scanning

Buyers aren’t reading your brochure line by line. They’re skimming. Fast.

Use:

• Short paragraphs

• Bullet points with benefits

• Subheadings that guide the eye

• Clear call-to-actions like “View this floorplan” or “See available layouts”

Make it easy to digest. The easier it is to read, the more likely someone is to engage.

Bonus: Write Like You Care

If your copy feels robotic or overly formal, people will tune out. The best listings feel like they were written by someone who genuinely wants to help the buyer make the right choice.

Don’t write like a brochure. Write like a human who knows the project and wants the reader to love it too.

Your next buyer might not click with your renders first. They might connect with your words.

That’s why the best project marketers borrow from Airbnb  not because the products are the same, but because the emotional psychology is.

When you write like a host, not a spec sheet, you turn a listing into a conversation. And conversations convert.