5 Strange Real Estate Copywriting Tips - Maku Seun

5 Strange Real Estate Copywriting Tips

Real Estate Copywriting Tips

You’re about to discover the real estate copywriting tips that’ll make you sell more houses fast.

Whether you’re writing a real estate ad or you’re writing a property description, you want your ad to stand out from the crowd, cut through the noise and appeal to your target audience.

Great real estate copywriting does not only boost click-through rates but helps generate more leads, inquiries, and ultimately, more sales.

To help make your real estate copy stand out and make you some money, here are some real estate copywriting tips you should follow:

1. Avoid overusing buzz words

Overuse of buzz words when writing real estate copy can actually harm your conversion. (1) Examples of such buzz words in the real estate market are “Luxury”, “Gorgeous”, and “Charming”.

Although there are some properties that should be described like this, some agents and inexperienced real estate copywriters definitely misuse these words.

They usually lead to boosted expectations and carryover from different ads, making your ad forgettable.

If you’d like to make your real estate ad different from the crowd of fluff, substitute these buzzwords with other one-liners.

You can do this by going through the thesaurus.

Or, you could walk through the property and identify some of its unique properties you could include in the ad.

Also, turn some of the features of the property into benefits using the “so-what” method.

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For instance, instead of saying the property has a gorgeous view, say this instead “Wake up to mind-boggling ocean views every morning“.

Doing this will not only get the prospective client’s attention but will also add more punch to your copy, making it much more memorable.

2. Keep your target demographic in mind

Always ensure you keep your target audience in mind when crafting your real estate ad copy.

Imagine you’re trying to sell a one or two-bedroom apartment. 

Who will your target audience be?

Downsizers, young couples, and professionals.

And with this demographic in mind, you want to highlight special features in the area like cafes, attractions, etc.

However, if you’re trying to sell a three or four-bedroom apartment, your target audience will be families and people with children.

And you’ll want to highlight special features like playgrounds, parks, good schools, etc.

Note that, before you write a word of copy, conduct your research.

This will help you gain a better understanding of the property’s amenities.

3. Highlight the best features and amenities of the property

What makes the property you’re trying to sell unique?

Is it its history, or the location?

Whatever it is, instead of listing every single feature of the property, it’s better you highlight only its best features.

Do this with descriptive words, along with high-quality pictures of the property.

The idea is to leave the prospect wanting more.

This way, they’ll make a phone call, attend an open house, and finally, make an offer.

If you’re not sure what the best features of the property are, talk to the person(s) selling the house.

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After all, they were once prospective buyers too.

4. Use numbers where necessary

Numbers stand out.

And when they’re mixed in a bunch of descriptive words, they stand out even more.

So, when writing a real estate ad on Facebook or Google, try using numbers where necessary.

For example, include the distance it takes to get to the nearest cafe from the property. (i.e, a 2-minute walk to the nearest cafe).

Also, use numbers when mentioning the number of rooms on the property, the size of the land, return on investment, the number of apartments in the building, or even the year the property was built.

5. Keep it simple

When it comes to real estate copywriting, keeping it short and simple always works best.

While you need to be descriptive, don’t take the prospect on a long wind about the features and benefits of the property.

You want the prospect to take action, not bore them.

To ensure that your listing is short and simple, make sure that:

  • The headline is emotionally appealing to the target demographic (You can do this using Headline Analyzer)
  • A listing description that analyzes the property’s best features and amenities.
  • A bullet-point summary of the best features and amenities of the property. Here’s an example below:

Source: realestate.com.au

Also, ensure you fill in the property feature section as accurately as possible.

This is to make sure your listing appears for the right feature filters.


Use these top 5 real estate copywriting tips when writing an ad for a property, or when listing a property:

  1. Avoid overusing buzzwords
  2. Keep your target demographic in mind
  3. Show the best features and amenities of the property
  4. Use numbers where necessary
  5. Keep it simple.
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Use these copywriting tips when writing copy for your real estate business. 

Finally, ensure whatever you do, make it in the best interest of the customer, not you because, it’s all about the customer.

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