How to write great real estate copy
We’ve all encountered those cringe-worthy real estate clichés. Although, sometimes a character home really is a renovator’s delight or a property does have amazing investment potential. These are a treat to write about but in many cases creating compelling copy for a standard 4x2 that stands out from your competitors can be a challenge.
Here are some tips on how to create great real estate copy to grab buyer’s attention:
When I walk into a property for the first time I ask myself, “Why would I buy this?” For me, it comes down to three main features: location, price and potential. For example, a house might be situated in the airport’s flight path - but it’s central location is a selling feature to many buyers, especially for those who travel regularly. Although I rarely mention price in the copy, I will point out if there’s value for money. Potential is more subjective. I love character homes and will immediately see the benefits of a renovation project but others might look at this as expensive. The trick is to make the potential appeal to as much of the market as possible.
Stick to the facts
Accuracy is essential. If you know the block size then include it, but make sure it’s verified by the agent. Misleading information is a good way to lose a sale. For example, if there’s three bedrooms and a study then write that but mention there’s an option to convert the study into a fourth bedroom. I remember once seeing an advertised three-bedroom home but during the home open could only locate two of the bedrooms. Turns out they were including the makeshift structure outside as a bedroom and when challenged the agent said, “But the two bedrooms inside are really big.” Next!
With so many properties online unless the hero photo and headline grab your attention, you’re probably going to keep scrolling. You only have a few words in a headline so make them count and if in doubt revert back to location, price or potential. Short copy is always the best – most people aren’t interested in reading about the origins of the lemon tree in the back garden – leave these details to the agent to share with serious buyers.
Copywriters generally aren’t asked to take photos of the property. And nor should you unless you’re also a professional photographer. Photos are as powerful as the copy and poor quality photos are off-putting to potential buyers. I have a rule of not engaging with real estate agents who don’t hire professional photographers.
Write for the demographic
Sometimes a property you’re writing about isn’t one you’d consider purchasing for a multitude of reasons. But there’s a good chance that it will be of interest to a different demographic. For example, a two-bedroom, one-bathroom home in an outlying suburb is perfect for retirees or someone trying to get on the property ladder. While an inner-city property may appeal to professional couples. A house with a large garden located near a school? Well, I’m already writing a headline catering to young families.