It’s not as easy as that. If you want to write better-performing copy follow these golden rules.
Be the Buyer
Literally, think like the buyer. I’ve bought, sold and flipped renovated property so, I can definitely think like a buyer.
Property listings are no different from any other form of copy. A good real estate agent knows people and will be able to tell you what type of buyers will be interested in the property. Great news for writing good copy.
So, before you put pen to paper, you need to think about who is going to buy. It could be a developer, a particular demographic, a young couple, retirees, it helps to name who these people are.
Keep these people and their needs front of mind in everything you write and focus your content on what matters to them.
For instance, if your buyer is likely to be a family, they’ll be interested in very different aspects of a property to young professionals. Investors, on the other hand, look for different aspects than owner-occupiers. So the selling points you emphasise in your listing will be different for each audience.
Copywriters live and die by their Headlines. Because a headline is, like the PS, five times more likely to get read than the content (according to legendary AdMan, David Ogilvy).
“When you have written your headline, you have spent eighty cents out of your dollar”
Listing portals like realestate.com.au and Domain – may not carry headlines in the search results, but you can guarantee that it’s the first thing someone will read when they click on the property.
Your headline should reinforce your pictures and tell people what you want them to take from that. It should connect them emotionally, not just rationally and make them want to read on to find out more.
A good friend of mine listed his place at Leichhardt and almost sacked his real estate agent for writing “An Unassuming Terrace”. What does that mean! Before print, we reworked the copy to “Victorian Renovated Terrace, Close to Shops, Rozelle”. The subheading “3 stories, suit families, young professionals”.
A good way to achieve a strong headline is to think benefits and outcomes over features. For instance, a headline like “Expand your family in this lush home” connects on a deeper level than “5 bedroom home in good location” ever could.
In other words, move beyond the descriptive and get to the heart of what you’re really selling.
Tell the Story
Remember the time you clicked on that clickbait article and after 2 minutes reading – you thought “that’s 2 minutes I’ll never get back.” Clickbait is not good copy and will almost always leave the reader feeling ripped off or cheated.
That’s because the writer’s intention was not to tell the full story but rather get clicks for clicks sake. Avoid readers feeling flat and disappointed – make sure your first couple of sentences always relate to your headline and dig a little deeper into the story you’re telling.
Get into the detail or key information and craft a story around it.
Let’s continue the story of the family expanding into their lush home.
“Looking for somewhere your family can really expand and grow? This five bedroom, three bathroom home at the end of a quiet cul de sac gives you enough space to…”
Complement the photos
Hopefully, the photographer will be super experienced in taking beautiful location shots.
All copywriters know that good headlines match good photos. These both will extend the story create a flow and match what the buyer is thinking. If the kitchen is not modern don’t say it’s a MasterChef kitchen – this will only add to the buyer’s confusion at inspection.
It’s important to show in the copy what the pictures aren’t saying. Storage, DA plans, or easy street parking, internal laundries, attic storage etc are all fabulous selling points.
Build emotional engagement
You’re telling the story of someone’s future home so, make sure you get into their head with some adjectives. Build on your unique narrative, create an emotional story so when they arrive at inspection they can already see themselves living there.
There’s a lovely tension that you can build and especially in the Sydney market you can play on the fear of missing out whilst still remaining truthful and accurate.
Think about the lifestyle and the local area
A well-written property listing is a sales tool that builds an emotional connection with the reader, will convert a buyer at an open home.
Focus on What Matters
You don’t have many characters to make an impression. So focus on the main selling points first in as few words as possible.
People fall in love with homes, but it also needs a cold heart to help get it over the line. A cold heart is fact-checking that you have the right number of bedrooms, bathrooms, built-in features, heating/air con etc. Tick boxes or bullet points gets us closer to the right buyer.
Make it Stand Out – fight against cliché
Advertising is built to inform and sell – the copy is built to convert and make your listing stand out. So, try never to use the same old property language.
Avoid vague terms like lifestyle location or terrace in need of love.
You get the idea. Think outside the box to stand out.
Rules of writing apply
A property listing is a key piece of marketing and advertising collateral. It represents the selling agent, the agency, and the vendors and property you’re selling.
So the usual rules of writing apply. Some basics include:
Write to brief
The whole point of a listing is to get people through the door of an open home, so they fall in love with the property. That means capturing people’s curiosity is key. Always end with something that leaves them wanting more and/or a strong call to action.
Copy, Content & Crackers writes for some of the Eastern Suburbs top professional real estate agents.
Contact us today to find out how we make your listings connect with more buyers.
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