How to Write a Real Estate Ad That Sells (or at Least Ensure Your Property Copywriter is Doing a Great Job)
After 20 years of experience as a property copywriter, including literally thousands of listings, I know a thing or two about writing real estate ads that sell.
Prior to going freelance and specializing in property copywriting, I worked in advertising (a really tough industry to break into) as a copywriter for some of Australia's most creative agencies.
The benefit of property copywriting is twofold: It doesn't just sell the property - it sells the agent and agency. Along with the photos and floor plan, it's of the utmost importance that the copy looks and sounds professional, motivates the right buyers to inspect the property, and reflects well on those handling the listing.
If you'd like to know some of the secrets to writing a real estate ad that sells (even if you're not the one writing it and just want to ensure your property copywriter is doing a great job), here's a helpful checklist for you...
Prior to going freelance and specializing in property copywriting, I worked in advertising (a really tough industry to break into) as a copywriter for some of Australia's most creative agencies.
The benefit of property copywriting is twofold: It doesn't just sell the property - it sells the agent and agency. Along with the photos and floor plan, it's of the utmost importance that the copy looks and sounds professional, motivates the right buyers to inspect the property, and reflects well on those handling the listing.
If you'd like to know some of the secrets to writing a real estate ad that sells (even if you're not the one writing it and just want to ensure your property copywriter is doing a great job), here's a helpful checklist for you...
1. It Communicates the Feel of the Property
Is it a historic family home? A modern executive apartment? A blank canvas for those looking to renovate? A beach pad, country cottage or cosmopolitan lifestyle address? It's important the copy kicks off by getting the feel of the property across. Ask yourself this question: If a buyer didn't read past the headline or first sentence, would I be happy with what they know about the property so far?
2. It Covers the Key Selling Features
While fine finishes are noteworthy, polished timber floorboards and the like probably aren't going to sell the property. Key selling features are likely to include:
* Space eg. land size / generous proportions
* Style eg. period / contemporary
* Location eg. within a 2-minute stroll to cafes / within a 5-minute drive to surf beaches
* Aspect eg. northwest-to-rear for afternoon sunshine (note: only applicable to the Southern Hemisphere)
* Condition eg. fully renovated / scope to enhance and capitalize
* Views eg. 180-degree ocean views / leafy outlooks from every room
* Accommodation eg. three double bedrooms / two fully tiled bathrooms
* Off-street parking eg. secure undercover car space / double lock-up garage
* Peace and privacy eg. whisper quiet / no common walls
It's essential to be clear on the key selling features so they can be weaved into the first few sentences.
* Space eg. land size / generous proportions
* Style eg. period / contemporary
* Location eg. within a 2-minute stroll to cafes / within a 5-minute drive to surf beaches
* Aspect eg. northwest-to-rear for afternoon sunshine (note: only applicable to the Southern Hemisphere)
* Condition eg. fully renovated / scope to enhance and capitalize
* Views eg. 180-degree ocean views / leafy outlooks from every room
* Accommodation eg. three double bedrooms / two fully tiled bathrooms
* Off-street parking eg. secure undercover car space / double lock-up garage
* Peace and privacy eg. whisper quiet / no common walls
It's essential to be clear on the key selling features so they can be weaved into the first few sentences.
3. It Lists Some of the Finer Details
Once the key selling features have been covered, it's important to list some (but not all) of the finer details, such as:
* Period features eg. leadlight windows / ornate fireplaces / picture rails
* Appealing or brand-name finishes and inclusions eg. stainless steel / marble / granite / CaesarStone / Stone Italiana / Corian kitchen bench tops and Miele / Ilve / Smeg / Gaggenau / Blanco / gas cooking
* Additional comforts eg. reverse-cycle air conditioning / security alarm / lift access / pool / gym
Just try not to go overboard. Long lists of features can be off-putting. You don't want to bore buyers to death. You want to whet their appetite and get them to the open for inspection.
* Period features eg. leadlight windows / ornate fireplaces / picture rails
* Appealing or brand-name finishes and inclusions eg. stainless steel / marble / granite / CaesarStone / Stone Italiana / Corian kitchen bench tops and Miele / Ilve / Smeg / Gaggenau / Blanco / gas cooking
* Additional comforts eg. reverse-cycle air conditioning / security alarm / lift access / pool / gym
Just try not to go overboard. Long lists of features can be off-putting. You don't want to bore buyers to death. You want to whet their appetite and get them to the open for inspection.
4. It Reads Beautifully
In order for the copy to look and sound professional, it must read beautifully and flow like a story - the story of the property. A one-paragraph description (communicating the feel and covering the key selling features) plus a list of bullet points (some of the finer details) works best for the internet, brochure, press ads and other marketing materials.
The description should avoid starting with the word 'this' ie. This home / This apartment / This townhouse etc. It's dull. Instead, lead into the word 'this' with something appealing eg. Positioned in a wide, tree-lined street, this... / Set on a 750sqm parcel of level land, this... / Boasting a prestigious waterfront reserve address, this... / Perched on the top floor of a resort-style building, this...
The general order of importance for both the description and bullet points is as follows:
1. Feel and lifestyle
2. Living and entertaining
3. Bedrooms and bathrooms
4. Additional features
5. Location specifics
6. Who the property will appeal to (eg. first home buyers / families / investors / downsizers)
It should go without saying that impeccable spelling, grammar and proofreading (ie. no typos) are paramount.
The description should avoid starting with the word 'this' ie. This home / This apartment / This townhouse etc. It's dull. Instead, lead into the word 'this' with something appealing eg. Positioned in a wide, tree-lined street, this... / Set on a 750sqm parcel of level land, this... / Boasting a prestigious waterfront reserve address, this... / Perched on the top floor of a resort-style building, this...
The general order of importance for both the description and bullet points is as follows:
1. Feel and lifestyle
2. Living and entertaining
3. Bedrooms and bathrooms
4. Additional features
5. Location specifics
6. Who the property will appeal to (eg. first home buyers / families / investors / downsizers)
It should go without saying that impeccable spelling, grammar and proofreading (ie. no typos) are paramount.
5. It Looks Neat and Tidy
Think of the copy as an image - does it look nice on the page? Is the headline short and sharp? Is the one-paragraph description 3 - 5 sentences with no 'widowed words' (that's one or two words spilling onto the next line)? Are the bullet points all the same length? It might sound silly, but sloppy-looking copy can make some buyers not want to read it at all. A wall of copy or long list of choppy bullet points can be a turn-off. It's important the words look inviting.
6. It's Honest, Down-to-Earth and Devoid of Clichés
Contrary to popular belief, property copywriting isn't based on dishonesty. It's counterproductive and, in some cases, against the law. Every property has its positives and negatives. The goal is to accentuate the positives, disregard the negatives, and get the right buyers through the door. So, avoid the temptation to stretch the truth - it's not worth it. Furthermore, avoid the temptation to indulge in flowery descriptions, cliches and overused words and phrases. Keep it simple, fresh and honest.
Final Thoughts
To reiterate, the benefit of property copywriting is twofold: It doesn't just sell the property - it sells the agent and agency. So, read through it. Do you like the way it sounds? Does it emphasize the important points? Does it look neat and tidy on the page? Does it seem professional? If so, you probably have a real estate ad that sells!