What makes good property copywriting?
Property copywriting is an art. It requires acuity, efficiency, brand awareness and local knowledge – or some handy Google Maps work.
I’ve been writing Sydney and Central Coast real estate property descriptions for close to 10 years.
Image credit Sanctuary28
I’ve read good property descriptions. The ones that get to the point and tell you exactly what you want to know. They give you insight beyond images and a floor plan. They connect the dots between the two.
And I’ve seen bad property copywriting. The kind that make you not want to spend your Saturday morning at the open house. That make you go, “Ick, that’s seriously not what that house is.” That make you dislike the real estate agency because it’s clear that they are talking rubbish.
People are smart. We don’t need to treat them as fools. So why try to say a house is something that it isn’t? It’s bad for the vendor, agent and potential buyer.
Flowers are for the garden, not real estate copy.
A newbie real estate copywriter recently asked me if there was an expectation for real estate copy to be over the top. For it to be “flowery”.
“Nope, flowers are for the garden”, was my first thought.
Real estate agents are lifting their game. Sharpening their image. Getting strategic with their marketing.
Goodbye to useless real estate magnets letterbox-dropped and destined straight for landfill.
Hello to targeted social media campaigns and digital ads that meet you in your digital digs.
Drone images are expected by vendors. Twilight shoots, solar-powered signboards and 4D virtual tours are common. Buyers can see a property from letterbox to light fittings before they’ve even left their couch.
So fluffy, adjective-stuffed copy just isn’t going to cut it. And it has no place in a results-driven real estate marketing campaign.
Be authentic. Think about what buyers would want to know. Write from their perspective, thinking about how they would use the property’s space and features. What’s nearby that would appeal? Parks, childcare, schools, transport, shops, medical services, cafes, entertainment, bushwalks, bike paths, sports centres. Show buyers how liveable a property is – or can be.
Image credit IG @sweetmickie
Talk with warmth. “Outdoor spaces to relax, entertain and dine” is more appealing than “abundant alfresco zones.”
Write with sincerity and style, and always write to the agent’s brief.
Be fresh, be honest and keep it real estate.
Want to work with me?