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Language that sells: Here’s how to write the perfect ad for your property

October 17, 2018 10:00 am by Upside

The importance of catchy real estate headlines and ad copy can’t be understated. Getting the wording right on your property listing can have a significant impact on buyer interest, how quickly your home sells, and how much it sells for.

On that note, here are our top tips for real estate copywriting that does what it’s supposed to: makes your property look great.

Have a compelling opening statement

Your average prospective buyer will probably only glance at your listing for a few seconds before deciding whether or not it’s worth taking a closer look at, so it’s important to make a good impression in the first sentence of your description. The best opening statement grabs the reader’s attention and sets the scene with a high-level summary of the property’s unique qualities, such as:

  • Luxury beachside living with stunning ocean views
  • Beautifully restored heritage home
  • Spacious family home in quiet cul-de-sac

Keep it short and sweet

Remember that you only have a certain amount of real estate to work with (both figuratively and literally), so you want to be as succinct as possible and get your message across without repeating information. Be descriptive but not flowery, and make sure all the information you include is accurate and up to date.

List out key attractive features

After catching a reader’s attention with an opening statement, it’s time to expand and elaborate on the property’s features and benefits. Listing these out in dot points makes it easier for readers to skim and quickly get the information they need to decide whether they’re interested in digging deeper. Here’s a good example:

Spacious brand-new kitchen

  • 3 bedrooms with built-in wardrobes
  • 2 bathrooms
  • Ducted air conditioning
  • Expansive backyard with outdoor deck
  • 2-car garage

List area amenities

The vast majority of people say proximity to shops, parks, schools, restaurants, and public transport is important when choosing a place to live, so make sure to highlight nearby amenities and paint a picture of the convenience that comes with the property. This might look something like:

Located in a private court in a highly regarded neighbourhood, this home is within walking distance of schools, parks, a Westfield shopping centre, and everything the Mornington Peninsula has to offer.

Retail copywriting dos and don’ts

DO DON'T
Be descriptive Use overly flowery or verbose language
List upgrades and renovations Use language that could invite a lowball offer e.g. “fixer-upper”
List key features and nearby amenities Repeat information or exaggerate
Check spelling and grammar Rush to post your listing as soon as possible
Include brand names of premium appliances and features Skip over details

More on this topic:

Download: Template for writing your home advertisement

At Upside, we’re here to help you through the entire property listing and sales process – and that includes writing the perfect ad listing for your property.

However, if you’d like to write a home advertisement yourself, download our free property ad listing template with tips and tricks to get it right.

Upside

Upside is an Australian-owned, full-service real estate agency with one low fee and no commission. Our standard is other agents’ ‘extras’, delivering vendors a complete agent managed service including a full appraisal, open home management, copywriting, photography, signage and advertising. It's the way real estate should be.

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