This is a good question, @Lizzie! It's something I fret about. It's like describing yourself, which is not always going to be the same as describing how others see you. As hosts we have to think about what would attract someone who doesn't know anything about the place - and that's not always the same as what we love about the place.
There are four layers to our descriptions: the Title, the Summary, the Space, and the Neighborhood. A friend came up with my title ("Stunning Hilltop Architectural Gem"), and for the summary, I use bullet points to highlight features of the house and the area, i.e., "* 3,000 square foot architect-designed home on 12 private acres * 10 minutes to shopping, hiking, swimming; one hour to Acadia." I went with bullet points because that's the first thing people see, and I wanted it to be easily digestible. For the Neighborhood, lower down, I give a condensed menu of activities.
My opening line on The Space is, "This modern rambling house is perfect for a family, with open areas for gathering and private spaces for everyone" -- and with your provocative question I think I'll do some work on that. 🙂