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.