How to Write Great Real Estate Listing Copy
Getting inside the minds of home buyers can be a challenge for many real estate agents. One day, you’re positive your listings are attracting the right audience. The next, you realize none of your visitors are converting into leads, and you’re back to the drawing board.
That can cause a tremendous amount of frustration (and wasted time) — especially if you’re a beginner real estate agent or just getting your feet wet with online marketing.
To ensure you don’t end up wasting valuable time developing copy for your listings that simply doesn’t attract buyers (and causes more than a few migraines), we’ve got several tips and tricks that will help you get found online by local house hunters.
There’s no such thing as being too specific.
Even the smallest details of a property could be of interest to buyers scouring for properties, so inform viewers of as many amenities and features as possible. Be sure to explain appliances, rooms, and features of properties with specific brand names, dimensions, and styles. These days, most buyers are savvy when it comes to this information, so it’s essential you stay on top of your game by researching these details and integrating them into your copy.
Use storytelling techniques to engage visitors.
No, you don’t have to be Shakespeare to write compelling real estate copy. All you need to do is share facts and relate to your audience. Give home buyers a sense of what it would be like if they owned the home and use real-life scenarios. For example: “The inground pool allows for great summertime fun with the family, while the lush greenery surrounding the home affords owners a wonderful suburban aesthetic.” Who wouldn’t want to buy that property?
Keep your local real estate market in mind.
Sometimes, agents forget to write for buyers living in their market. In other words, they write in a plain, blasé style that could describe any home in any area of the country. Adding in the finer details of properties and neighborhoods is a surefire way to catch the eyes of buyers. One stellar way you can grab buyers’ attention in listings is to provide context for a property’s unique qualities. For example, if a home is near notable landmarks, add that into the copy: “This spacious ranch is situated a 10-minute drive from Meadow Glen Mall, meaning easy access to some of the best shopping around.” You get the picture.
“If it sounds like writing, I rewrite it.”
— Elmore Leanord
Poll past buyers to see what copy resonated.
Check in with current leads and past buyers to ask what copy from your site’s listings resonated with them. Try to find a common theme among the listings they pick and pull out characteristics you can replicate in future listings. Plus, by checking in with these buyers, you can continue building a relationship with them and see how they’re enjoying their properties.
Double-check for grammar and spelling.
You may not be in school anymore, but that doesn’t mean you shouldn’t use spell-checker when developing listings copy. Proper spelling and grammar shows potential buyers you’re serious about what you do and that you have high standards. Proofreading your copy several times over may not be the most fun thing to do, but it’s most definitely a necessity.
Make your copy stand out from the pack.
Don’t mimic other agents’ and brokers’ listings simply because their copy seems interesting. Make your listings different from the rest by adding your own original take on the details of each property (while still accurately describing them, of course). Use descriptive imagery and adjectives. A simple but effective way to enhance your copy is to look up synonyms for popular adjectives. Instead of saying “spacious” over and over again, mix in synonyms like “vast,” “immense,” “roomy,” and “extensive.”
Learn how SEO efforts will ensure you get found online by house hunters by reading the Academy post How To Use Google Places, Google+ Local, Content Marketing and Keyword Research.
Think you’ve got the secrets to dynamite listings copy? Let us know in the comments below!
Published on July 7, 2014
Written by Matthew Bushery
I'm the Sr. Content Creator for Placester, where I educate real estate professionals about modern marketing and, in turn, help agents and brokers make the most of their online presence, earn more traffic, and generate more leads and business.