Home sales in the United States have been rising recently, and 2020 was no exception. Last year, a total of 6.5 million homes were sold, which is expected to increase to 7.1 million this year. Several factors, including low-interest rates, a growing economy, and an increasing population, drive this trend.
As a realtor, knowing these trends is important to serve your customers better. But with so much competition in the market, how can you ensure that your listings stand out from the rest?.
One way to do this is by writing quality real estate copywriting. Good real estate copywriting will show the essence of your property, and compelling descriptions will grab the attention of potential buyers.
It will also have headlines that accurately reflect the key features of your listing. In addition, a real estate copywriter can help you create an effective bio that will help you attract new clients. If you want to take your real estate business to the next level, focusing on lucrative and effective real estate copywriting is a must.
This blog post will discuss how to write real estate copy that sells. We’ll go over how to create a powerful headline, introduce your property listings effectively, and much more.
By the time you’re finished reading, you’ll have all the tools you need to write real estate copy that sells. So let’s get started!
What Is Real Estate Copywriting?
Real estate copywriting is crafting compelling content by keeping your targeted audience in mind. It intends to make a sale, generates leads, and sometimes promotes awareness about your real estate listing. Most people do not understand the fact that there’s a huge difference between real estate copywriting and marketing.
However, it is a term of marketing that intends to convert leads into qualified customers.
To write effective copy, it is important to understand that it must be compelling to your reader, alleviate their pain points, resonate with their emotions, and be precise.
Learning a copywriting skill is advantageous as you have a different and professional angle of understanding your customer’s problem.
On the other hand, persuasively structuring your text with strong words might also help.
Taking good photos, writing a killer headline, and posting your listing online might seem simple.
The reality is that in today’s competitive market, you have to do more than that. It is imperative that your real estate copywriting connects emotionally with your buyers and motivates them to act.
Also, you need to understand the stages involved in the buyer’s journey to tailor your copy to suit the buyer.
When you read a lot of real estate copies, you notice the pattern is similar. Most of them might have:
- A dry list of house features
- Boring text and vague sentences that don’t tell a potential buyer much
- It contains jargon and slang words that only real estate professionals can understand
- It doesn’t spark imagination or inspire the reader’s interest
- Don’t tell a story and present it in a way that stands out from the competition
- It lacks powerful words that create an emotional connection
There are a lot of improvements needed when it comes to real estate copywriting. So how can you write copy that sells? Let’s take a look at some tips.
How To Write Real Estate Copywriting
1 – Craft An Engaging & Compelling Headline That Hooks The Attention
Your headline is the first thing potential buyers will see, so it’s important to make a good impression.
A strong headline should be able to grab the attention of your target audience, resonate with their emotions and make them want to click and learn more about your listing.
To write a headline that sells, start by thinking about what would make someone want to buy your property.
Is it the location? The price? The amenities?
Once you know what would appeal to your target audience, you can start crafting a headline incorporating those elements.
Another effective way of writing an engaging headline is to position yourself as a buyer and think about the one thing that will make you click on something.
On the other hand, don’t make false promises in your headline or entire copy.
Your headline must reflect the key features of your listings, and there shouldn’t be space for misleading your prospects.
Here are some examples of headlines that grab attention and accurately reflect the key features of a listing:
- “Beautiful Beachfront Home On Sale Now!”
- “Luxury Apartment in the Heart of the City,”
- “Charming Country Home With Stunning Views.
- “Luxury Bungalow in the Heart of Cape Town”
- “One of the most prestigious properties in town”
Some of these titles are more generic and specific. Only the most specific selection will get you clicked.
2. Use Strong & Persuasive Language.
Create better content by leveraging your skill in finding the words that will work best with your audience. Humans are more receptive to words that resonate deeply with us. It is not about choosing the best words for your audience.
It is about choosing the words to make your content resonate with your target audience. When it comes to persuasion, strong, active language is key. Avoid passive voice and words like “nice” or “good.” Instead, opt for words that convey a sense of urgency or excitement.
For example, instead of saying, “this apartment has a great view,” you could say, “you’ll love the panoramic views from this penthouse apartment.”
However, your reader expects direct and honest listings from you, so there’s no need to use slang words or make over-clever flow in your copy.
3. Introduce Your Property Effectively
The first paragraph of your real estate listing is vital because it sets the tone for your audience. It is uncommon to see a real estate listing without a description on its first page, but you should still consider it. This gives the website visitor a clearer idea of what to expect from the other pages on your website.
This is where you’ll introduce the property listings and give potential buyers their first glimpse of your listing.
When writing the introductory paragraph, include the most important details about the property so your readers can tell others about it.
The following paragraphs should include additional information and pictures of the property so your audience can learn more about it.
Including your contact information at the bottom of your page is also a good idea because website visitors will often ask questions about the property.
Key Details That You Should Include In The First Paragraph:
- The address
- The number of bedrooms and bathrooms
- The square footage
- The asking price
- Any special features or amenities that are included in the sale
4 – Write Compelling Property Descriptions
This is where things become more interesting. Get your real estate listing started once you grab the attention of your target audience. This is where you’ll go into more detail about the features and amenities included in the sale.
When writing property descriptions, make sure that you include desirable and feature-rich properties.
When writing property descriptions, be sure to paint a picture for potential buyers and help them visualize what it would be like to live in the property.
To do this, you’ll want to use strong language that brings the property to life.
In addition to using descriptive language, you’ll also want to highlight any special features or amenities included in the sale. These could include
- A private pool
- A spacious backyard
- A gourmet kitchen
- High-end finishes and fixtures.
It’s important to give them a clear idea of what they can expect if they purchase your property.
You can help turn interested buyers into committed customers by writing compelling descriptions.
5. Use Attractive Photos And Videos
Another important element of real estate copywriting is visuals. In today’s digital world, potential buyers expect to see photos and videos of the properties they’re interested in. Listings with photos are 40% more likely to generate interest than those without.
When selecting photos for your listing, choose high-quality images that accurately represent the property.
If you have professional photos, even better. These will help your listing stand out from the competition and give potential buyers a better sense of your property.
In addition to photos, you may also want to consider adding a video tour of the property. This is a great way to give potential buyers an immersive look at the property and help them visualize what it would be like to live there.
6. Focus On Your Targeted Audience
When crafting your real estate copy, it’s important to consider your target audience. Who are you trying to reach with your writing?
What kind of language will they respond to? What kind of information are they looking for?
Keep these questions in mind as you write, and you’ll be able to create content that resonates with your readers.
If you need to figure out who your target audience is, take some time to research your market.
Look at demographic data, such as age, gender, location, and income level. Consider what kinds of properties they’re interested in.
And pay attention to their language when talking about real estate. By understanding your target audience, you’ll be able to craft copy that speaks to their needs and interests.
Some Effective Persuasive Techniques You Can Use Include
- Explaining things in detail from every perspective
- Using language that is emotive and inspires action
- Providing social proof (testimonials, reviews, case studies)
- Highlighting the unique selling points of the property
- Remembering that people are always looking for a new perspective.
If you can provide them with something fresh and convincing, you’re more likely to win more customers as real estate agents.
7. Highlight The Unique Features
When copywriting for a real estate ad, always highlight the property’s unique features. Mention the number of bedrooms, bathrooms, sq footage, lot size, year built, special features like a fireplace or pool, and anything else that makes the property listings stand out.
Also, be sure to mention any recent updates or renovations that have been made. If you are working on a real estate website, including plenty of photos and videos and detailed descriptions of each property.
Be sure to also include contact information for the listing agent so potential buyers can get in touch.
And finally, when writing a real estate agent bio, mention their years of experience, awards they have won, and any other relevant information that will help them stand out from the competition. By following these tips, you will be sure to write real estate copy that is both informative and persuasive.
8. Focus On The Benefits
You want to highlight what makes the property listings unique and appealing to potential buyers. This means focusing on features that will appeal to them, such as the location, size, amenities, etc.
It’s also important to use persuasive language to convince them to take action.
For example, you might use phrases like “ideal for families,” “close to schools and parks,” or “perfect for first-time homebuyers.”
By focusing on the benefits of the listing, you’ll be able to write more effective real estate ads that will sell properties fast.
9. Use Strong Calls To Action
If you’re not using calls to action (CTAs) in your real estate ads, you’re missing out on a key opportunity to convert prospects into leads and customers.
A call to action is simply an instruction to the reader that tells them what they should do next. It should be clear, concise, and direct.
Some examples of strong calls to action for real estate copywriting include:
“Find your dream home today!”
“Get started on your search now!”
“Contact us for more information.”
“Call now to schedule a showing”
“Click here to learn more.”
Including a strong call to action in your real estate copywriting will help encourage prospects to take the next step in their journey, whether contacting you for more information or starting their search for a new home.
10. Include Testimonials.
If you’re looking to add more credibility to your real estate copywriting, one way to do so is by featuring testimonials from happy customers.
This can be a written testimonial, video testimonial, or even a quick quote highlighting what others have said about working with you.
Not only does this help build trust with potential clients, but it also helps show off your personality and the kind of experience people can expect when they work with you.
When choosing which testimonials to feature, make sure they are specific and relevant to your business.
For example, if you specialize in helping first-time home buyers, look for quotes that mention your patience and knowledge in this area. If you’re known for your luxury listings, look for quotes that praise your attention to detail and high-end service.
Whatever the focus of your business, make sure the testimonials you showcase that.
And don’t be afraid to ask for testimonials.
If you have a great working relationship with past or current clients, reach out and ask if they would be willing to write a few words about their experience. Most people are happy to oblige, and it’s a great way to get fresh content for your site.
11. Make It Easy To Contact You
Most people who are interested in buying or selling a property will want to be able to get in touch with a real estate agent easily.
Ensure your contact information is prominently displayed on your website and in any marketing materials you distribute so that your prospective buyers can reach out to you conveniently.
You should also make it easy for people to connect with you on social media.
If potential clients have to search for your contact information, they may go with another agent who is more accessible.
Building trust with potential clients is essential in the real estate industry. One of the best ways to do this is by making it easy for them to get in touch with you and ask questions. By providing multiple communication channels, you’ll show that you’re responsive and willing to help however you can.
Some real estate agents only provide their email addresses or phone number, but this isn’t enough.
If you want to build trust and show that you’re accessible, ensure your contact information is easy to find and responsive on multiple channels.
By doing this, you’ll set yourself apart from other agents in the industry.
12. Proofread Your Copy
It’s important to proofread your real estate copy before you publish it. This will ensure no errors or typos that could potentially turn off potential buyers or clients. Here are a few tips to help you proofread your work:
1. Read your copy aloud – This will help you catch any errors you may have missed when reading silently.
2. Get someone else to read it – Another set of eyes can often spot mistakes that you’ve missed.
3. Use spell check – This is obvious, but it’s important to run a spell check on your work before you publish it.
4. Take your time – Don’t rush through the proofreading process, as this will likely lead to more missed mistakes.
By taking the time to proofread your copy, you can be confident that it is error-free and ready to be published. This will help ensure you make a good impression on potential buyers or clients.
Over To You
In conclusion, it’s essential for real estate agents to put in the effort to create content that builds trust with potential clients.
From using high-quality visuals and sharing helpful resources to showcasing testimonials and making sure your contact information is easy to find, these tips will help you stand out from the competition.
And don’t forget to proofread your copy so there are no errors or typos. Doing all of this will ensure you have a successful website that helps attract new business.
Frequently Asked Questions
What should I include in my contact information?
Your contact information should include multiple communication channels, such as your email address, phone number, and social media accounts. This will show potential buyers that you’re responsive and willing to help however you can.
What should I include in my real estate copy?
Your real estate copy should include a powerful headline, strong visuals, clear and concise writing, persuasive language, and a call to action at the end. Additionally, you should proofread your copy before publishing to ensure it is error-free.
What are some tips for writing real estate headlines?
When writing real estate headlines, you should create something catchy and attention-grabbing. Use words that draw the reader in and compel them to keep reading. Additionally, it’s important to ensure your headline accurately reflects what the property offers.
Following these tips and strategies, you can write real estate copy that will draw in potential buyers and get your property noticed.
You can build a successful career as a real estate copywriter with the right copywriting skills.