In this article, you will discover how to write amazing sales copy for real estate listings.
Writing is an important part of your job as a real estate agent.
You have a lot of writing to do, from “just sold” postcards to neighborhood guides to Facebook ads.
You’re not tasked with just any writing; you’re tasked with copywriting.
It’s not enough to provide an accurate description of a property when copywriting.
You can’t just stick to dry statistics.
Your writing should compel the reader to take action.
But how do you do it?
This guide is for you if you want to improve your copywriting skills.
I’ve included some tried-and-true advice to help you improve your real estate copywriting skills.
Table of Contents
What is copy?
Copywriting is a type of writing that attempts to persuade the reader to take a specific action.
The majority of copywriting is geared toward sales or marketing.
A copy can be used to promote a product or raise awareness in the hopes of making a sale.
Every advertisement you’ve ever seen is an example of a copy.
To sell your listings as a real estate agent, you’ll need to write a persuasive copy.
This is why:
1. Good copy will effectively promote your services to sellers or advertise your latest listing to buyers. Your copy will attract new prospects if you follow the advice in this guide.
2. Your marketing budget will be maximized if you have a good copy. Writing a good listing is no more expensive than writing a bad one. Good copy, on the other hand, will result in more sales.
3. Your listings will stand out from the crowd with good copy. The majority of the listings are underwhelming. From the headline to the call to action, your copy can keep the reader’s attention (CTA).
4. Good copywriting provides the reader with continuous value and forces them to pay attention.
There is, however, a science to it.
Let’s get started on that right now.
Understand what your target audience wants
Writing for your target audience is the first and most important step in writing a good copy.
You’re not making a broad statement.
You aren’t writing to everybody in the world.
You aren’t even writing to every resident in a particular state.
You’re writing to the one and only buyer who will eventually buy the house.
But how do you address a letter to that person if you have no idea who it is?
Begin with what you already know.
You know the person wants to buy a house in your neighborhood.
The list has already been whittled down.
You also have some information about the reader.
You already know they’re curious about your listing’s price (most house hunts start online and are sorted by price range).
These two ideas will assist you in framing your real estate listing.
Every listing should accomplish two goals:
1. Make a big deal out of your neighborhood.
Everyone aspires to live in a fantastic neighborhood.
To different people, however, “awesome” means different things.
“Awesome” means access to restaurants, shops, and a vibrant nightlife for some buyers.
Others define “awesome” as peaceful and bucolic.
To figure out what your buyer thinks is awesome, you don’t need to do a Vulcan mind-meld.
Because they’re looking at your listing, you’ll know what they’re interested in.
Always make a point of highlighting all of the wonderful aspects of your neighborhood.
2. Demonstrate how the property is a good buy at the asking price.
Who doesn’t want to believe they’re getting the best deal possible?
It’s still important to show that the property is a good deal, even if it won’t stop buyers from haggling.
After you’ve determined what your buyer wants (property in a desirable location at a reasonable price), you can move on to the next step.
Create an outline before you write
Begin by making a list of everything you know about the property, such as its address, age, asking price, number of bedrooms, square footage, floor plan, and special features.
Next, make a list of important property information that a potential buyer will want to know.
- Was the house renovated recently?
- Is there a garage or reserved parking?
- Is the house close to public transportation?
- Does it have a beautiful view?
Make a list of local amenities as well.
You may already have this written down if you’re familiar with the area.
Restaurants, shops, and other attractions may be included on this list.
Let’s talk about how to put your list together now that you have one.
Create a property description
Your property description should portray the property in a positive light.
To begin, make a list of the home’s best and most important features.
Storytelling is one of the most effective ways to accomplish this.
Telling the reader what it’s like to live there will draw them in.
- When a buyer walks through the front door, what will they find?
- What will they see from their bedroom window every morning?
You can virtually walk the buyer through the property with your copy.
Never undervalue the power of words.
They can make the reader fall in love with a property and urge them to act quickly.
Add emotion to the listing of your property.
Fear, specifically FOMO, is the easiest emotion to elicit in real estate copywriting (i.e. the fear of missing out).
Using phrases such as “you don’t want to miss out” or “going fast” makes the reader fear that this fantastic property will be lost to them.
Focus on word choice
The choice of words is crucial.
Spacious, custom, and landscaped are all words that can give a positive impression of a home.
These words imply that the property is valuable and deserving of attention.
Words like fixer, potential, and bargain, on the other hand, conjure up negative connotations.
These words may cause a buyer to pause because they indicate that the property isn’t ready to move into.
Make sure that each word in your listing is carefully chosen.
Positive words to add to your listing are:
- Curb Appeal
- Updated/ Upgraded
Negative words to take out of your listings are:
- Freshly Painted
- Good Value*
- New Carpet
- Motivated Seller
- Must Sell
Show, don’t tell.
Don’t simply state that the house is worth the asking price.
With words, demonstrate it.
When you only describe the home as a good value, buyers become suspicious.
To emphasize the property’s value, add all of the property’s unique features to your listing.
Sell the good night’s sleep
In copywriting, there’s a saying that goes, “Don’t sell the mattress, sell the good night’s sleep.”
Instead of listing a laundry list of features in your property description, concentrate on the advantages that a potential buyer might enjoy.
Instead of writing “private roof deck,” try “enjoy the glittering city lights every evening from your private roof deck.”
Benefits, not features, are what people buy.
This is a continuation of your story.
Make it easy to read
The most effective copy is simple to read.
You only have a few seconds to grab the attention of a reader and persuade them to call you.
Use the following tips:
- Maintain brevity – Property descriptions should not exceed one page (i.e. 3 paragraphs).
- Use short words and sentences to describe the property to make it easy to scan. Also, use bullet points.
- Don’t save the best for last in a listing; start with the most important details first. To get their attention, start strong.
- Room by room – Concentrate on the most important aspects of each room of the house.
- Include a call to action (CTA) at the end of each description – tell the reader what they should do next (for example, “Call to schedule a visit”).
Use an attention-grabbing headline
Create an attention-getting headline after you’ve finished writing your description.
Determine the most important feature of your property (amazing view, convenient location, high-end amenities) and include it in the headline.
This step may not be necessary for all listings, but it’s a good idea to create a catchy headline if you’re advertising on Craigslist or social media.
Don’t violate fair housing laws
Make a special effort not to use any language that violates the Fair Housing Act when writing your copy.
Yes, it’s crucial in your real estate listings.
Use language that isn’t discriminatory against people based on their gender, race, religion, color, national origin, disability, or familial status.
That’s just the federally protected classes; don’t forget about the protected classes in your state!
Here’s a partial list of forbidden words that can land you in legal trouble:
- Adult community
- Board approval required
- Empty nesters
- Ethnic references
- Independent Living
- Names of religions
- Near church/mosque/synagogue/temple
Hope this article has shown you how to write amazing sales copy for real estate listings.
A house hunter has probably read dozens of other property descriptions by the time they come across your listing.
Use the real estate copywriting tips above to make your property stand out.