Real estate ad writing, property ad writing, property marketing, professional writer

How to write the best Real Estate ads – Tips from a professional

Want to know how to write the best Real Estate ads?

Getting results from your property marketing can be challenging at times. Many fledgling agents are thrown in at the deep end, told to write real estate ads – often without any prior experience and sometimes using questionable English.

Writing ad copy is such an important part of the job of a salesperson (or Personal Assistant), yet there are many who are not confident in their ability to accurately draw potential buyers through their way with words. Following are some great tips from a professional property copywriter with more than 20 years of Real Estate marketing experience.

Ask questions before you start

Rather than simply filling in the specifications of the home on the listing form, think about what a buyer may be looking for in the home. Before you write your ad, spend some time asking questions so that you have as much information about the property as you can gather. You may want to put together a sheet of questions that you take to each property inspection.

Interview the vendor

They know their home better than anyone else. Ask them so or all of the following questions (where appropriate):

  • What attracted you to the property when you bought it?
  • Can you give me a list of the things you love about living here?
  • What are your best memories in this home?
  • Why are you selling?
  • Have you made any improvements to the property? If so, what and when? Cost?
  • What do you see as the main selling points of the property?
  • Did you have any plans for the property and have they been approved?
  • What do you know about any future developments planned for the area?

While this can take some time to do, all the information you gather can help you with marketing the property, especially in writing the advertising materials and talking to prospective purchasers.

Talk to potential buyers

Now I realise that you’ll only be talking to potential buyers for this new listing after you’ve written the advertising material. When I say “talk to potential buyers”, I’m referring to buyers in general – at other nearby properties you may have Open for Inspection or you may be showing another property to.

Most buyers have done their homework on the area and are looking for a specific type of home. You could ask them:

  • What attracts you to this area?
  • What are you looking for in a home?
  • When two properties have the same no. of bedrooms and bathrooms, what do you think makes one better than the other?
  • How do you assess which properties are good value for money?

The purpose of asking these questions, and listening to the answers, is to tap into the buyer’s mindset and then try to write advertising copy which will appeal to their wants and needs.

Get to know the area you work in

  • Talk to the locals – shop owners are often a mine of information about what’s happening in the area. Ask them what’s going on.
  • Stay up-to-date with new developments in the area – talk to your local Council about proposed and approved developments. Most information is available for public access and comment.
  • Know the actual distance from the property to: All locals schools – primary, secondary, public & private, local shops, larger shopping centres, bus stops, train stations, recreational facilities such as parks, waterways and boat ramps, access to major arterial roads, hospitals and healthcare facilities, and any other services which buyers have on their wish list. Google maps is a great tool for this.

If you want to write real estate ads that stand out, and you’d like more tips on Real Estate copywriting, check out How to write Real Estate headlines that work.

If you have any questions, or you need the assistance of a professional real estate copywriter, please email me via my Contact Page.

Real estate headlines that work

How to write Real Estate headlines that work

Want more buyers at your Open Homes? Yes? If you want to get more buyers through the door, you may need to work on your ad writing skills, particularly your headlines. Headline writing is a critical skill for all Real Estate agents.

The headline is vital in engaging the buyer’s interest in a property. You only have a few seconds to capture the reader’s attention and the headline makes that all-important first impression.

Don’t underestimate the power of the headline. In fact, up to 80% of people won’t read past the headline – unless it grabs their attention!

These days, most Australian Real Estate advertising is placed online on portals such as and, as well as agent’s websites. With time-poor readers and a vast range of other properties drawing the reader’s attention, you must ensure your headlines are captivating, effective and clickable.

The purpose of your headline is to clearly communicate the main benefit of the property, while establishing an emotional connection to the home. Your headline should help readers visualise what it’s like to live in this home, which can establish their emotional attachment to the property.

Here are 7 top tips for writing Real Estate headlines that work: 

Know your audience

Who are you trying to attract? What type of lifestyle do they aspire to? Write the headline (and the body copy) with these buyers in mind.

Marry your headline with your photo

There’s no point in using a shot of the front of the house if the outdoor area and pool is the main selling point. A great lifestyle shot of the outdoor area/pool will do much more to attract a prospective buyer. Some agents even write their ad first, then have the photos taken to match their copy.

Keep it brief

The most effective headlines are 8 words or less, and you’re often limited with space on Real Estate websites. Use the KISS principle – Keep it Short and Simple!

Don’t try to be clever

Unless you were a professional copywriter in your previous life, don’t try to be clever or play on words, it rarely works. Readers will scan your headline, so it needs to convey your message clearly and simply. If they scan it and don’t “get it” on the first read, they may not bother to read it a second time.

Ask a question

You may wish to pose a question in your headline, but only use one which you know your prospects will say YES to!

Write more than one headline

Try writing at least five different headlines, then ask someone else which one they think works best – show them the photo if you already have it.

Keep a swipe file

Study the headlines that work for you and others. Make a note of them and keep a file just for headline ideas. This can provide future inspiration, and save you loads of time – and money!


Try these professional tips. They’ll help you write better headlines and draw more attention to the properties you have for sale or the article you’re writing.

If you’d like more tips on Real Estate copywriting, try this article – Top 5 Real Estate copywriting tips from a property copywriting veteran.

If you have any questions, please email me via my Contact Page.

Power of thank you to grow real estate business

How to harness the power of THANK YOU to grow your Real Estate business

As you’re probably aware, building a strong relationship with your clients is key in establishing and growing a sizeable and profitable client base within your Real Estate business. However, some real estate agents are unsure of the best way to go about this.

One of the easiest, most cost-effective strategies is to harness the power of saying “Thank You” to those who help your business to grow. Now, this might sound basic, but just think for a moment – when was the last time you were sincerely thanked? I don’t mean a “yeah thanks” comment made in passing – I mean a really sincere, heartfelt THANK YOU. How did that make you feel? Good, right?

Did you know that the number 1 reason clients jump ship to a competitor is they feel you’re indifferent, or that you don’t care whether they stay or go? This is easily addressed by thanking them.

Would you prefer that your clients feel that you truly appreciate their business and that you value them, or that you’re indifferent towards them?

A sincere and heartfelt THANK YOU has the power to:

  • Show your absolute appreciation
  • Make clients feel valued
  • Build rapport and enhance your relationships with clients
  • Cement your relationship with your client, following a positive sales experience
  • Facilitate more future referrals to come your way
  • Help you to build a strong and profitable client base

One vital component of the THANK YOU is that you MUST be authentic and sincere about it. People can spot a fake from miles away. Say it because you mean it, or don’t say it at all.

One of the reasons that giving thanks is so effective in business today is that the act of saying THANK YOU to clients has diminished.

Top tips for a powerful THANK YOU

  • Be specific and say what it means to you – e.g. Thank You for choosing me as your Real Estate agent – I know there are others you could have chosen, but you chose me, so thank you very much for that. You placed your trust in me during one of the most important transactions of your lives. It has been a great pleasure working with you to achieve the best outcome in the sale of your property. I trust you’re more than happy with the service you received and hope you’re willing to tell your family and friends about the great service you received. Best wishes…
  • Don’t just thank your vendors, thank:
    • the buyers
    • past clients who give you referrals
    • conjunction agents
    • solicitors and conveyancers and
    • perhaps the pest and building inspectors. All these people have the potential to refer future clients your way and to help you build your business, so be sure to thank them.
  • It doesn’t have to cost a bomb – a simple thank you note or a small token can be just as effective as sending expensive gifts. However, if you’ve just sold a property for a client, it is customary to gift flowers, a hamper, wine or similar items as a token of your appreciation at settlement time. A handwritten note should always accompany the gift.

 When to use Social Media

When contracts are exchanged, or you sell a property at auction, this is a good time to harness the power of social media by posting a picture of you in front of the SOLD sign or something similar. Happy vendors are usually willing to pose for a photo with you – if not the vendors, then use the opportunity to congratulate the buyers. Share this with your social media networks – it demonstrates your success and indicates you have happy clients.

While this is a fabulous marketing tool, it doesn’t replace a personal thank you note or gift which you share only with your clients at settlement time.

This is the key

DO NOT use email, text, Facebook, Twitter or any form of social media to express your personal thanks at the end of the transaction. It means too little when transmitted this way.

Pick up your pen and hand write a personal THANK YOU message and mail or hand deliver it. This means SO much more than the electronic version and will leave a lasting impression on the receiver.

Why? How many emails, texts and social media posts do you read each day? How many hand-written notes to you receive? Which one stands out more?

This is a simple, quick and cost-effective way to follow up your positive sales experience by putting a smile on your client’s face, while ensuring they talk about you in a positive light.

May you received a constant flow of referrals from your many happy clients!

Real estate copywriting tips, How to write a real estate ad, Property Copywriting tips, professional real estate copywriter, property writer

Top 5 Real Estate Copywriting Tips – from a Property Copywriting veteran

If writing property descriptions is challenging, check out these Real Estate copywriting tips.

Writing Real Estate advertisements can be difficult, particularly for those who are new to the industry. Following are some Real Estate copywriting tips from a Professional Property Copywriter with more than 20 years of industry experience.

1. Headlines are key

You only have a split second to attract the attention of your potential buyer, so make sure your headline has impact. What’s the most attractive thing about the property? Put it in the headline.

Boring: Three bedroom family home with pool

More interesting:  “Splash into summer “ or “Cool down in the pool” or “Your kids will love the pool”

Try writing at least three potential lines and see which one works best. Swap the words around if necessary. While your headline must stand out, make sure it’s truthful.

If you’re having trouble writing a headline, try writing the ad copy first, then write your headline. Or check out this article on writing headlines that stand out.


2. Features or benefits?

Features are factual yet boring, while it’s the benefits which attract buyers.

A feature is: A covered outdoor area.

A benefit is: Relax and dine in the comfort of your alfresco entertaining area.

Don’t just list the property’s features, highlight the benefits of living there.


3. It’s all about the lifestyle

These days, lifestyle is key. Tell the buyer why they will love the property. How will living there save them money? Give them more time with their family? Allow them to appreciate nature? Provide an opportunity to work from home?

Put them in the picture – “Imagine early morning walks on the beach, followed by breakfast on your expansive ocean view terrace.”


4. Target your audience

Who is likely to buy the property? Don’t say ANYONE! An apartment located up three flights of stairs is unlikely to appeal to retirees. Think about your target buyers and what they’re looking for in a home – address the ad to them.

For example, if you have a top floor apartment in a three-storey walk up, highlight the views, the location, the breezes you get or the fitness aspect – “Don’t mind stairs?” Sure, this will deter some people, but it’s better to narrow down the buyers with honesty than to attract them with false promises.


5. Use the space wisely

Whether you’re buying newspaper ad space or an internet listing, you’ll have limited room to write about the property. Most of the time, you can’t fit EVERYTHING about the property into the ad. You definitely shouldn’t list every single feature anyway (see point no. 2!).

While it’s important to mention the highlights, it’s also good to surprise the buyer with extras when they inspect the property. In fact, hinting at extras in the ad copy gives them a reason to attend the inspection.


Bonus tip – Get someone else to read your ad BEFORE you publish it. Consider their opinion and perhaps make some changes if necessary.

I hope these Real Estate copywriting tips have helped you. If you need a professional to help with your property descriptions, feel free to email me with your requirements.


Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.