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
|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|
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