Whether you’re a property developer or a real estate agent, these 5 real estate copywriting tips will help you write better descriptions—and land more inquiries.
When it comes to real estate, there’s no question about how important professional photographs are in conveying a property’s appeal.
But that doesn’t mean you should be complacent with your copy.
To get more inquiries, your listing has to grab attention. It shouldn’t sound the same as the ones you’re competing with on the market. Your copy must stand out.
Use these five real estate copywriting tips to help you create listings that land more inquiries.
How to write high-converting real estate ads
Tip 1: Don’t undervalue the headline
Remember that the listing’s headline is what gets seen first. That means you should put as much effort into crafting an attractive headline as you do into writing the description.
A great headline does two things. It tells the reader what to expect and is enticing enough to warrant a click through.
In other words, the headline has to capture readers’ interest.
To do so, your headline should be more than just the property’s address, building name, or the asking price alone. Consider combining key points of interest that will speak to your target market.
For example: It tells you how many bedrooms there are, that it’s a corner unit (which tend to be larger), and that it has a prime location on Sukhumvit Road. If those aspects are important to you, you’ll immediately want to read more.
Summary: Don’t be afraid of using a more descriptive headline – within reason of course – to help readers filter through their options.
Tip 2: Know the ins and outs of the property
The description forms the “meat” of your listing. It should contain the most important details to convince a reader to inquire or schedule a visit.
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To write effective copy, you must get to know as much as possible about the property.
- Inspect the property both during the day and at night.
- Take the time to walk around and familiarise yourself with the neighbourhood.
- Ask the former owners / tenants what they loved about living there.
Use that first-hand information to write the description. Don’t forget to break the description down into clear sections. Do include an “at a glance” bullet-point summary for ease of reading.
Summary: Rather than waxing poetic about every little detail, focus on the best features and amenities. Draw attention to what makes the property special. You can always include more detailed information in a PDF upon request / inquiry.
Tip 3: Understand the target customer
Know your target customer and understand what matters to him / her.
- A young professional will have different needs compared to a family of four.
- Expats have different priorities compared to locals.
- The criteria for an investment property will differ from personal-use property.
These are the particulars you’ll need to know and consider when writing your real estate description.
Take a look at this example.
From the get-go, it is clear who this specific listing is ideal for. It also highlights why it should be interesting for them (expected yield).
Summary: When it comes to real estate copywriting, have an idea of who you’re targeting. Then write headlines and descriptions that will resonate with them.
Tip 4: Word choice matters
Write enough listings and you’ll reach a point where you’ve used every adjective you can think of it – at least that’s what it feels like.
When that happens, you might be tempted to use clichéd words like “charming” and “gorgeous”, or throw in a few nice-sounding words like “cozy” and “fixer-upper”.
Don’t—they’ve become meaningless. Instead, choose words that deliver value like “landscaped”, “stainless”, and “brand new”.
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Put simply, describe with accuracy. (Also, don’t ever fall into the trap of using misleading or exaggerated statements. You’ll regret it.)
Finally, make sure to check your spelling and grammar. A study shows that people are less likely to want to see a property if the listing has spelling and / or grammatical mistakes.
Summary: Choose your words wisely and always check for spelling and grammatical mistakes.
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Tip 5: Don’t be afraid to be different
I’m not suggesting deviating from the norms of real estate copywriting—there are standards to adhere to and expectations that must be met.
Just don’t be afraid to find your own writing tone, voice, and style—adapt that to your real estate business.
Try something different and evaluate the results. Find what works for you and your market.
For example: Start your description with a question or with some eye-catching (but relevant) statistics.
Let’s take another look at Matthew & Daniels Realty in Budapest. It’s a great example.
Their unique character and flair is evident in their copy. That’s what makes reading their listings such a pleasure—and why you’ll find yourself more likely to contact them.
As you can see, they go beyond a generic “location” description. They summarize a neighbourhood’s “vibe” and include a section outlining what to expect and what not to expect of that area.
Summary: Real estate copywriting doesn’t have to be boring or lack personality. Remember that you want to attract prospective customers – not bore them. Also make sure to include all the information that is legally required in your region.
And that’s it!
I hope that these tips for highly effective copy (acquired over years of trial and error) will help you get more inquiries—and land more deals.
If you are struggling to convert views into inquiries, or simply need guidance to bring out the best in your listings, I’d love to work with you. Here’s how you can contact me.
Note: I have no affiliation or personal experience of any kind with the real estate entities mentioned in this post. They are simply included as examples.