From Words to Sales: Mastering the Real Estate Copywriting Essentials

Real estate copywriting is in a league of its own because it truly does more than what meets the eye. From hugely supporting the burgeoning real estate industry worldwide to helping businesses outperform the competition and assisting people to find homes they’re looking for, it offers a vast array of benefits. In a nutshell, copywriting for real estate makes or breaks the deal.

So, in case you’re an amateur real estate copywriter, someone who wants to sell some properties, or just works for some real estate business, hang in there as this can be an interesting read for you. In this blog, we’ll talk about the ultimate significance of real estate copywriting and its pristine elements. So, without further adieu, let’s begin!

Understanding Real Estate Copywriting

Real estate copywriting involves writing enticing copies to advertise a range of properties and real estate businesses. The holistic process involves ideation, brainstorming, writing marketing and sales copy, and a range of content that includes:

• Variety of home listings
• Blog posts about housing trends, market status, properties, etc
• SEO pages for the real estate businesses
• Long form content about relevant case studies
• Email marketing content

Simply put, any content that is crafted to contribute to the goals of a real estate industry, is termed as Real Estate Copywriting. As a matter of fact, there are a lot of real estate copywriters in the industry at the moment. But only the exceptional ones help businesses outperform the competition.

Have a look at this dataset here, it says that according to the National Association of Realtors, over 5.6 million homes got sold out in the year 2020. Furthermore, a whopping number of 822,000 newly constructed homes also got sold out in the same year.

With prevalent fierce competition in the existing market, only those listings draw attention that are impeccable and meticulously written. The ones that contain all the necessary elements to deliver the information and get the eyeballs. Let’s talk more about it.

The important elements of Real Estate Copywriting

Here’s the breakdown of all the crucial elements needed to write attention-grabbing, fascinating, and magnetic real estate copy.

Create Client-Facing Content

First of all things, it is super important to get to know your target audience. Without that piece of information, nothing’s gonna work out. When you put in the effort to understand your audience’s perspectives, it lets you see their pain points, concerns, demands, and what exactly they’re looking for. This allows you to segment your audience better and figure out for whom a property can be the most sought-after.

For instance, a sales copy of a studio apartment will have an absolutely different tone than the one for a three-bedroom house downtown, depending on their most likely target market. Of course, no one can absolutely predict who’s gonna choose what house to move in. But, there are high chances of some professional individual choosing the former while a small family settling in the latter.

So, to make it work in its entirety, you have to delve into a potential buyer’s perspective. Do your research and get into the depths of their wants and needs. Make your clients feel like the sales copy is written for them only. Here’s the simple framework that works to craft impeccable marketing copy:

• Put yourself in the place of your target audience, this way you’ll be able to imagine and get ideas about different things they want to learn about the property.
• List down 10 or more things that a property offers to your target audience. Just let them see what’s in it for them.
• Highlight the fact that how this particular transaction is beneficial to them. But only facts, no gimmicks.
• Focus on how their purchase decision will resolve their concerns and reduce pain points.

Use Attention-Grabbing Headlines

Your potential buyers are constantly surrounded by a plethora of content on the internet. Living in a fast-paced environment, experiencing rapidly evolving technology, and being conditioned to immediate gratification have abridged their attention span. So, it happens more than often that they come across some real estate ad copy that is blandly written. The particular description just fails to grab their attention and they click away within seconds.

Therefore, it is utterly important to captivate viewers’ attention straight away. Use a certain tone and words that show the viewer that this is something worth looking at. Pick the style that matches your property listing. It’s better not to deviate from that.

Keep it simple, short, offer unique value, like, highlight if your property is located in downtown, is an affordable luxurious cabin in upstate, the location has some breathtaking views, or the property has a gourmet kitchen equipped with high-end appliances and accessories. Keep a focus on such power features in your headlines and this will attract more leads.

Add more info in Body Copy

A good body copy makes a huge difference.

Body copy allows viewers to know more about the property. It is an information-packed description that contains features and more selling points. Indeed, it strengthens the headlines and the listing in a wholesome way. And most importantly, it helps potential buyers in decision-making.

For instance, have a look at the body copy of these ads. They appear to be blandly obnoxious and fail to grab attention. In addition, they also don’t reveal much, like information about different categories of homes, different features, etc.

Now, have a look at these creative real estate listing description examples . These listings are giving what potential buyers are looking for. There’s a focus on features, a range of benefits, and a mention of lifestyles that these properties are offering.

Source: Google

So, while writing a body copy, make sure to provide the complete picture with appropriate yet catchy words and phrases. Words like luxurious, comfortable, stunning views, high-end living, and more may work to draw attention depending upon the nature of your target audience.

Pay attention to the Word Choice

Putting up the right words can be a real game-changer for your real estate ad copies. Because if you’re not paying attention and going around incorporating words like potential, fixer, bargain conjure, leasehold, and zoning restrictions, it gives out the signal that the property isn’t move-in ready. As such words have a negative connotation to them  so they noticeably give off negative vibes.

Prioritize using positive words in your headlines and body copies. Because they paint a picture of comfortable living with all the amenities. These words help them imagine a lifestyle they yearn for. And most importantly these are real estate words that sell. Move-in-ready, spacious, renovated, landscaped, desirable location, energy efficient, turnkey, amenities, spotless, beautiful, upgraded, premium, bright, pleasant views, and curb appeal are some of the positive words that fit better for real estate copywriting.

Focus on Price

Let’s be real, price is undoubtedly one of the major contributors in making a purchase decision. And in most cases, it’s more important than all other factors. It literally makes or breaks a deal. Because if a listing displays a price higher than the buyer’s budget, then the deal goes out of the window.

So you see, for so many reasons, being upfront about the price listing is very important. And by making your headline and body copy price-focused, it doesn’t mean to jot down the cost only. It also refers to highlighting the relevant facts, for instance, the price is actually lower than the market price, or it’s an affordable property for the high-end area or locality. Simply put, include a price or price-relevant factor that makes the potential buyers feel they’re getting more for their money. That will surely work wonders.

Market Peaceful Slumber

Always remember, people notice the benefits first than the features. This eminent marketing and sales principle, “Don’t sell the mattress, sell the good night’s sleep”, conveys the idea that to sell the benefits that a product or service offers to the consumers. And this applies to the realm of real estate copywriting as well.

Instead of just highlighting the set of features, if a certain ads bring the focus to the coveted benefits, it draws in more attention, leads, and conversions.

For example, instead of mentioning ‘scenic views’, it’s better to write ‘enjoy stunning views and pleasant skyline visible from your home’. Similarly, instead of just putting ‘spacious interiors’ in an ad copy, it’s alluring to mention, ‘spacious rooms and dining hall, just perfect for your big family gatherings’.

Simply put, this practice helps in attracting more prospects and pushes them down the sales funnel.

Final Thoughts

Real estate is a booming industry in many countries around the world. Every day, many people start their house hunting on the internet in their desired areas. So, it goes without saying that potential buyers come across a myriad of property listings every day. Only those descriptions manage to get their attention which are creatively written, highlight benefits, and list down all the features they’re looking for.

So, make sure your ad copies truly stand out and outshine competitors by incorporating the copywriting tips above. Not only you’ll have a lasting impression on your target audience but will also be a step ahead in the thriving real estate market.