Real Estate Copywriting: How to Sell More Properties With Your Words

As a realtor, you want to stand out in a crowded market. Learn how real estate copywriting can help you attract more buyers and sell more homes.

Did you know that the number of homes sold in the US is on the rise? With 6.5 million homes sold last year and a projected increase to 7.1 million this year, it’s crucial to make your properties shine. That’s where real estate copywriting comes in.

Words have the ability to transform average listings into amazing ones. When buyers are scrolling through countless listings, it’s easy for them to lose interest if everything sounds the same. Effective real estate copywriting will set your listings apart and give your properties the personality they need to sell.

But what exactly is real estate copywriting?

In simple terms, it’s the art of using words to sell properties. This includes crafting compelling headlines, engaging ad copy, intriguing agent bios, captivating About Us pages, and enticing property descriptions – all with the potential to capture a buyer’s interest or turn them away.

Mastering copywriting skills can greatly benefit real estate agents, enabling them to connect with homeowners and buyers in a way that resonates and drives sales and commissions.

Now, you might think that real estate copywriting is just about highlighting the amazing features of a house. While that’s part of it, buying a home is an emotional decision. Buyers need assurance that they’re making the right choice, which requires more than just facts and figures.

Let’s take a look at a typical property listing as an example.

If you’ve read a lot of real estate copy, you’ve probably noticed that many listings follow a similar pattern: dry lists of features, dull text that lacks specifics, a lack of imagination or storytelling, and a failure to use persuasive language.

But it doesn’t have to be this way!

Learning how to create compelling real estate copy and utilizing copywriting tools can significantly increase the visibility and viewings of your properties.

So, how can you write real estate ads that captivate and convert?

Real estate ads target people actively searching for a new home and appear at the top of their social media feeds or search engine results. These ads ensure your listings get the attention they deserve, even if buyers are simply scrolling through aggregate sites.

There are two key elements that make up a real estate ad:

1. The headline

This is the first thing potential buyers see. It can make or break their decision to click through and explore your listing further. If your headline doesn’t grab their attention, your listing will go unnoticed.

In fact, the headline is so important that we dedicated an entire section to it in this article.

2. The body copy

Here’s your opportunity to share more details about the property and highlight additional selling points. Getting the copy right here will strengthen your headline and provide buyers with the information they need to determine if the listing is a good fit for them.

Take a look at typical real estate ads in Google. Not very enticing, right? They’re simply trying to cram in keywords for SEO without giving us much insight into the properties or the types of homes for sale.

But imagine if you could write something that blows these boring, keyword-stuffed ads out of the water. It’s possible when you know what to include and what buyers are looking for.

Let’s improve an example of a property listing Facebook ad. Instead of just listing features, let’s discuss what those features mean to potential buyers. For instance, highlight how the large, open, eat-in kitchen is perfect for hosting big family dinners or how the abundance of natural light is ideal for a budding artist.

Are you ready to sell more properties with the power of real estate copywriting? Let’s get started!

5 Simple Tips to Get More Clicks on Your Real Estate Listings

Your property listings are your first impression, your shopfront. With so many other listings out there, how can you make sure yours stand out? It all starts with your headline. If you can grab buyers’ attention from the start, they’ll be more likely to click through and see the rest of your amazing copy.

So, how can you create headlines that make people click? Here are 5 tips to help you out:

1. Put the client first:

Forget impressing other realtors and focus on what your target audience wants. Think about what’s in it for them, how you want them to feel, and what problems they might have that your property solves.

2. Get inspiration from others:

Don’t reinvent the wheel. Look at well-written listings from other agents or competitors and see what makes them stand out. Do they focus on the benefits instead of just the features? Do they tell a story?

3. Tell a story:

Every property has a story, and you should use that to your advantage. Paint a picture of what life could be like in the property, how it would feel to live there. Make your clients emotionally attached to the property.

4. Focus on price:

Let’s be real, price matters. Be upfront about the price in your headline. You can even emphasize that it’s a great deal or below the appraisal price.

5. Be descriptive:

Don’t just list the features, make your copy come alive. Talk about the benefits of the property, describe what it looks like, and how it will enhance your buyer’s life. Make it special.

Bonus tip:

Use Jasper, an AI-powered writing assistant, to create unique and compelling descriptions for all your listings. It’s a time-saver that will help you create engaging copy that hits all the right points.

Remember, your headline is your first chance to grab attention. Use these tips to make your real estate listings irresistible and drive more clicks.