How to write real estate copy that actually sells houses

May 12, 2023 • Krissy Davis

As a real estate agent, you understand the importance of having an exemplary property listing, as it differentiates your listing from others and attracts new prospects. Crafting irresistible real estate copy is one of the most effective ways to achieve this.

But what exactly makes for winning real estate copy? And how can you write compelling copy that’ll actually make potential buyers take action?

Don’t worry; we’ve got you covered! In this blog post, we’ll walk you through some top tips on how to write real estate copy that not only captures the essence of a property but also makes it irresistible to buyers.

Start with a strong headline

When listing a property, your headline is the first thing potential buyers see and the most important element. So, it’s essential to make it clear, concise, and attention-grabbing. A good headline should give potential buyers a good idea of the property and why they should be interested in it.

Four types of headlines work wonders for real estate listings: price-based, location-based, amenity-based and curb appeal. To help you get started, I’ve listed some examples of each:

Location-based:
Instead of a bland “Beautiful 3-bedroom home in a great location,” try something more compelling like “Charming family home with stunning views”.

Price-based:
Rather than simply stating, “Big family home for an amazing price”, grab attention with something like “Luxury living for only $X – Don’t miss out!”

Curb appeal:
Avoid dull headlines such as “Large 2-bed home with established gardens” and instead go for something like “Beautiful home in a picturesque property that will make your heart skip a beat”.

Amenity-based:
Instead of a generic “Spacious 2-bedroom apartment”, try a more engaging headline such as “Say goodbye to the lawnmower!”

Highlight the property’s best features

When writing copy for your property listing, showcasing its best features is crucial. These could include the number of bedrooms and bathrooms, square footage, location, amenities, and other unique characteristics that set the property apart.

And while it’s essential to highlight these features, it’s equally important to be specific about why those features are beneficial. Rather than just stating that the property has “2 bathrooms,” for instance, provide details about its size and unique attributes such as “2 large bathrooms make this property a family’s dream. No more fighting over bathroom space before school!” By highlighting the property’s benefits, you’ll make it more appealing to potential buyers and increase your chances of making a sale.

Tell a story

If you want potential buyers to become more interested in your property, it’s important to help them envision themselves living there. One effective way to achieve this is by incorporating storytelling into your copy. By telling a story about what it would be like to live there, you can help buyers imagine what kind of life they could have and what memories they could create.

To make your storytelling more effective, use descriptive language that vividly paints a picture in the reader’s mind. Use words that evoke the senses, such as “lush greenery,” “sunny and bright,” or “crisp and clean.” Additionally, describe how the reader will feel when living in the property, whether relaxed, comfortable, or inspired.

Keep it short and sweet

While storytelling can be effective in real estate copy, it’s also important to remember the importance of brevity. Long, drawn-out listings can quickly lose the attention of potential buyers.

To keep your copy concise and engaging, focus on getting to the point quickly. Avoid unnecessary details that could bog down your listing. Instead, focus on highlighting the key features and benefits of the property.

For instance, rather than emphasising the colour of the walls, you might focus on the living room’s spaciousness or the stunning views from the balcony. By sticking to the most important details, you’ll be more likely to keep buyers engaged throughout the listing.

Proofread carefully

Like any great writer, it’s important to carefully proofread your real estate copy before publishing.

Typos and grammatical errors can detract from the professional image you want to convey. They can also create confusion and make it harder for buyers to understand what you’re trying to communicate.

You can catch any errors by taking the time to thoroughly proofread your copy. It may even help to have another set of eyes read through your listing before you publish. This will help you present a more professional image and increase the likelihood that potential buyers will take your listing seriously.

Use a call to action

Include a compelling call to action so buyers are encouraged to take the next step and engage with you.

Ensure your call to action is evident and straightforward, prompting readers to act. For example, your CTA could be “Contact me for a showing” or “Find out more about this property.”

By providing a solid call to action, you’re inviting potential buyers to reach out and explore the property further. This encourages active engagement and increases the chances of converting interest into actual inquiries.

Additional Tips

In addition to the tips above, here are a few other things to keep in mind when writing real estate copy:

• Use SEO keywords that buyers are likely to search for.
• Write for your target market.
• Write in a conversational tone.
• Be positive and enthusiastic about the property.
• Use active voice instead of passive voice.
• Put yourself in the buyer’s shoes and have a bit of fun.