The real estate market is competitive, and making a property stand out is not easy. Marketing efforts are very important if you, as a realtor, want to take a slice of the crowded space. But there is one segment of marketing that especially helps if you know how to do it right. That is real estate copywriting.
Using words correctly can significantly impact the property listing copy and showcase the transforming potential of homes from average to extraordinary. There are lots of listings out there, so when buyers are scrolling through them, they usually go past those that look boring because, after some while, every listing becomes too similar. On the other hand, exceptional real estate copywriting can add some magical flavor to the listing, giving the property a personality that is not easy to oversee. Let’s see how you can achieve such copywriting.
What Is Real Estate Copywriting?
Real estate copywriting involves writing articles, landing pages, ad copy, agent bios, an About Us page, property descriptions, and general content about selling properties. The goal is to attract buyers’ interest in checking out the property and eventually spark their interest in buying it.
Learning such copywriting skills for realtors might be complicated since they are not professional real estate copyrighters who know how to do this professionally. However, it is always good if realtors know how to sell their property using words. Plus, when you are individually involved in the copywriting process, you will be able to write in a way that resonates with your buyers and drives sales and commissions for a simple reason: you know your target audience and understand what it wants.
Another essential part of real estate copywriting is understanding that it is not only about writing about the fantastic features of the house—so it is not only descriptive writing. It is far more than that because buying a home is an emotional decision, so the buyers must be reassured and convinced they’re making the right choice. So, real estate copywriting has a lot of psychological components as well. Let’s dive into the details of what successful real estate writing looks like.
Example Property Listing
A very common real estate property listing looks like this:
- A dry list of the features of the property
- Boring text and vague sentences that don’t tell much
- Can’t make the buyer and Vision how the property looks like
- Legs sales-oriented language
How to Write Real Estate Ads That Capture and Convert
Now, let’s look at what needs to be improved for these listings to become the weapon every realtor needs to sell the property. Let’s take a look at what elements real estate ads should have.
1. The Headline
The headline is the most essential thing as it is the first thing that the potential buyers sees. It determines whether the buyer will click on the ad or scroll past it. So, if the headline doesn’t do the job, the rest of the listing will go unnoticed.
2. The Body Copy
The body copy is where you have the opportunity to share and give more information about the property and highlight the good points. To be effective, the body copy must support and provide more information about the property so the buyers can decide whether it is a good fit
Real Estate Listing Ads On Google
Regarding the real estate listing at Google, the body copy should outshine the keyword-stuffed copy of the other Google ads and include information that shows buyers that you know what they’re looking for and give them the answers.
Property Listing on Facebook
When discussing Facebook property listing ads, you should know that they can be improved by explaining what the features mean for potential buyers. Imagine you are selling a big house with an open eat-in kitchen. You need to highlight that this house will be perfect for big family dinners and bring that listing closer to the target buyers.
How to Improve Real Estate Headlines and Drive CTRs
Here are a couple of things you should do to improve how you write real estate headlines.
Put The Client First
When you write for best real estate listings, always focus on who you’re talking to. Don’t go too technical with listings because you’re not trying to impress other realtors but want to reach the general public. Think about what’s in it for them and how you want clients to feel when they read your headline. Most importantly, answer their pain points, showing how your property listing can meet their needs.
Get Inspiration from Other Listings
When you don’t know what to write or in which direction to go with the descriptions, take a look at some other listings because there are some high-quality listings out there. You will spot different types of listings. Some detail the benefits of a property, others feature features, and others tell a story about the property’s history instead of listing amenities. All of them can be a great inspiration for writing yours.
Tell a Story
Storytelling is always an excellent way to attract the buyer’s attention. You can describe what a beautiful sunny day would look like if they lived in the house to make them excited about envisioning their life there.
Focus on Price
You can’t hide the price in the listing; instead, you can leverage it to attract the right buyers. Being upfront about it can be very effective, as it will entice the target buyers who have the money to buy it.
Be Descriptive
Don’t make the mistake of using your listings to list only property features. Instead, the more descriptive you get with your copy, the better it will be. You can focus on the benefits instead of talking about the features. So, for example, if the property has a private garden, talk about how summer BBQs can be organized with family and friends instead of listing that the property has a garden and an open space for BBQ.
The Role of Property Managers in Improving Real Estate Copywriting
It might seem confusing how a property manager can help in real estate copywriting when they are not copyrights themselves. Still, the truth is that their expertise can significantly improve the whole process. Here is how.
- They give valuable insights into the property details like features, history, and neighborhood, which can be invaluable for creating rich and detailed descriptions.
- Property managers can identify and highlight unique selling points that may not be visible immediately. For example, they are responsible for renovations and energy-efficient upgrades, and they can tell you about all of the changes to the property so you can use that information and include it in the copy to make the listing more appealing.
- They can provide testimonials and reviews from current or past tenants. This positive feedback can significantly improve the perceived value of the property.
Conclusion
The real estate market is as crowded as it gets. It would help if you had exceptional real estate copywriting to make the listings unique and attractive that talk to the right target buyers. If you focus on the needs and pain points of the target audience and tell them how the property you’re selling will solve their issues, you are on an excellent path to selling the property. In the process, you can ask for valuable pieces of information from property managers as they are your allies. Their expertise can make your listings even more compelling.
