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 RealEstate.com and Domain.com, 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.