How to seal the deal
Your title gets the click. Your description gets the message. Get it? This is where buyers decide if they trust you enough to reach out. A solid description
answers questions before they’re asked, cuts down back-and-forth and helps Gumtree show your listing to the right people.
A powerful description does two things:
• Builds buyer trust.
• Gives Gumtree’s search and AI systems enough info to recommend your listing.
If your description is clear, structured and honest, you’ll get more messages and sell
faster. Simple.
Why your description matters
Most buyers skim through, especially on mobile. If they don’t spot the important stuff
quickly, they scroll past. Not cool, huh?
A good description:
• Sets clear expectations.
• Shows you’re a serious seller.
• Helps your ad appear in relevant searches.
• Reduces time-wasting questions like “Is this still available?”.
On Gumtree, a clean, easy-to-read description
can double your chances of getting a message
from a buyer.
The 4-Step Seller-Proven Description formula
Stick to this flow and you’re already ahead of the pack.
1. Start strong (hook them fast)
Buyers decide in about 3 seconds if they’re interested
Why this works:
- Item is clear.
- Working condition is confirmed.
- A key selling point is highlighted.
- Trust is built immediately.
2. Add details that help buyers say “Yes”
Be specific. Vague descriptions create doubt.
Example: “Comes with original remote, HDMI cable and stand. Built-in apps include Netflix, YouTube and Disney+. Supports Wi-Fi, screen mirroring and USB playback.”
What to include (where possible):
• Brand, model, year.
• Size, colour, capacity.
• Accessories included.
• How much it’s been used.
• Any recent servicing or upgrades.
• Measurements (very important for furniture).
More detail means fewer questions and of course, faster sales.
3. Make it easy to buy
Tell buyers exactly how they can get the item. Uncertainty slows people down. Example: “Available for collection in Durban North. Delivery available via Gumtree’s secure payment and collection service.” Clarity here builds confidence and nudges buyers to message you.
4. Close with confidence (reassure them)
Example: Secure, cash-free payments available through Gumtree. Item will be cleaned and ready for collection. This:
• Builds trust
• Reduces scam worries
• Encourages immediate action
AEO tip: Structure beats keyword stuffing
Gumtree’s AEO (Ad Engine Optimisation) doesn’t reward spammy repetition.
Instead, it looks for:
• Clear structure
• Logical flow
• Complete information
• Consistent formatting
• Clean numbers (e.g. 55-inch, 128GB, 2022 model)
Well-structured descriptions improve:
• Search visibility
• AI recommendations
• Buyer confidence
Keep it human. Gumtree will do the rest
Example of a High-Converting Description
“Selling my 2022 Samsung 55-inch Smart TV in perfect working condition. Excellent picture quality, vibrant colours and clear sound.
This TV includes the original remote, HDMI cable and stand. Built-in apps include Netflix, YouTube and Disney+. Supports Wi-Fi, screen mirroring, USB playback and UHD resolution. No scratches on the screen and no dead pixels.
Available for collection in Durban North. Delivery can also be arranged through Gumtree’s secure payment and collection service. Secure, cash-free payments available through Gumtree.”
Before and after: Real improvements
Before: Smart TV for sale. Works well. Comes with remote.
After: Samsung 55-inch Smart TV (2022) in excellent working condition. Includes original remote, HDMI cable and stand. Apps include Netflix, YouTube and Disney+. Collection in Durban North or delivery via Gumtree’s secure payment and collection service.
Before: Baby cot good condition.
After: White wooden baby cot in great condition. Adjustable height base and includes a clean foam mattress. No cracks or loose screws. Collection in Centurion or delivery available.
Quick checklist: Before you publish make sure your description includes
- Strong opening sentence
- Clear item details
- Extras included
- Honest condition notes
- Location
- Pickup or delivery options
- Payment info
- Short paragraphs (mobile-friendly)
- Clean structure
- No keyword stuffing
Mini exercise:
Transform these descriptions:
• Microwave, still works.
• Office chair, black.
• iPhone 11, good price.
Use the 4-step structure and see the difference.
