5.67 billion homes will be sold in the United States during 2019.
And there’s a nice chunk of that you can take for yourself.
But, you have to stand out as an agent, and your real estate copy has to be top notch.
Copywriting takes time to perform, let alone learn.
Your competition that already knows how to write copy is lightyears ahead of you.
That’s why today I’m going to teach you how to write great real estate copy.
I’m talking headlines, property descriptions, ads, the whole shabang!
It will help you sell more property, get more clients, and speed ahead of the local competition like Roadrunner and Wile E. Coyote.
Writing real estate ads
If your ad is boring, no one is going to buy the property.
Why do you think that no one has been contacting you lately?
It’s probably because your copy sucks, so let’s fix that.
There are several components of a well written ad, beginning with the headline.
Writing real estate headlines
The headline draws the audience in to read the ad. It’s hand-down the most important element of writing real estate listings.
Look at the titles of these homes for sale. Do any of them sound appealing?
I’ll give you a hint — nope!
It’s literally just the address, followed by basic information. Imagine if your listing had an exciting headline and how much you’d stand out.
Whether you’re writing copy for a Facebook ad, Kijiji listing, or magazine, the following rules all apply.
Price based headlines
Let’s be real. The price of a house is a huge reason why it’s going to be sold or not.
That means it’s the perfect element to include in your headline to draw interested customers in.
But, you have to understand your target market a bit deeper. Do you normally sell to people that buy homes to invest? People that are lower income? This will change how you write your headline. Here’s some examples:
- “Priced to Sell Fast”: This is effective because it promotes urgency. It makes people feel that they are going to miss out on a great deal, and they will be more likely to click your ad.
- “Make an Offer!”: One of the most staple copywriting principles is calls to action — telling the reader to take some form of action, or in this case, make an offer. When they check out your ad, it will be on their mind.
- “Incredible Investment Opportunity”: Obviously you have to be telling the truth. Don’t use this headline on a house you know is going to tank faster than your highschool grades. Investors are looking to, of course, invest into a property. If you’re confident that it will have a good ROI, mentioning in the headline will attract the right buyers. Many times they have to browse through listings and find these types of properties themselves. A.K.A, you’re also saving them time.
- “Priced Below the Appraisal Amount“: This screams great deal and saving money. Who doesn’t want that? Most people are going to be very budget sensitive when purchasing property, so you’re speaking to their emotions and needs.
Location based headlines
The price isn’t everything. Location and setting, as you already know, is a very important factor in selling homes. Here are some ways you can integrate that into your real estate headlines:
- “Breathtaking View”: Are you selling a property that overlooks the city? A beautiful lake or something similar? Then you need to add this into your headline. This needs to be accompanied by high quality photos of the “breathtaking view”, of course.
- “Heart of the Metropolis”: Some people love living in the heart of the big city. Think New York City, Toronto, Los Angeles, or Chicago. The hustle and bustle gets them excited. They love the noise and stimulation. If you’re selling property in a metropolitan area, like condos or apartments, I’d suggest giving this a shot.
- “Tucked Away in Private”: Not everyone wants a property that screams for attention. Some prefer a relaxed and private environment. Are you selling a property that’s tucked away and hidden? Odds are you will get people that value their privacy, and this headline will resonate with them.
Curb appeal headlines
Looks matter. You know that, and your customers know that. Are you selling a property that has a unique appearance or looks like a miniature version of Buckingham Palace? Let it be known in your headline.
- “Should be on The Cover of a Magazine”: You wouldn’t even need to see a picture of the house to know that it’s probably going to have a perfect lawn, big pillars, a fountain, and a few garages. Okay, maybe not that exactly, but you get the point. For very aesthetic and beautiful properties, try this headline out.
- “Looks Like It’s Worth a Million, But It’s Not Even Half That”: This headline works well because it’s implying that the house looks incredible, but it’s also a steal at the same time. You’ll definitely get more people viewing your ads with this title.
- “Your Friends Will be Envious”: Who doesn’t like to be looked up to? And let’s be real, plenty of people buy homes to impress others.
The house, location, and price isn’t everything. What’s included in the property or located nearby is a huge selling point. Here are a few ideas to try out:
- “Live on The Golf Course”: This would apply to both properties that are located on a golf course or close to one. It doesn’t have to be applied to only golf, though. Consider what similar athletic amenities are related to the property and tie that into your headline. If there’s tennis courts, I bet “Like Tennis? Take a Swing at This Sports Condo” would work pretty damn well.
- “Say Goodbye to Your Lawnmower”: You could use this headline in a couple of different instances. Apartments and condos would be the first way, of course. Secondly, you can implement this for properties where lawn maintenance is included.
- “Close to Everything”: Straight to the point. If there are grocery stores, shops, restaurants, and basic amenities nearby, it can be a great selling point.
Writing real estate property descriptions
What do you think of this property description? And be honest.
If you said it looks good, I have some bad news.
You really need to tune up your copywriting skills, because this listing is pretty bad, actually.
This is what it does wrong:
- Mostly states just the features of the house
- Boring text and vague
- Doesn’t paint a picture in your mind
- No unique selling point
- No story or history
- Lack of words that sell
With that in mind, these are tips for writing exciting real estate property descriptions that sell.
State the benefits, not just the features
The features of the house are factors like its age, bedrooms, bathrooms, and similar information. Think factual.
Benefits are what the customer is really going to get out of the property and usually, but not always, includes emotionally charged words.
For example, instead of the above ad stating “Tranquility in the backyard”, it should say “A tranquil backyard that you can escape to after work, with enough space for barbecues, and great privacy”. I just thought of that off of the top of my head, and it’s 100 times better than what they have!
While you’re writing your property description, ask yourself what the benefit is of every feature you state. Check out this listing — they did a fairly good job.
The first words are “Attention Developers and Home Owners”, instantly grabbing the awareness of these two audiences. It goes on to state that it includes two lots, which have already been zoned, and has “endless potential” because of it.
It features 6,000 square feet, which makes it an “Entertainer’s Delight”. Once again, they know who they are targeting. The listing then says that there are too many exquisite finishes to list, and that it’s a family home mixed with luxury.
Not the absolute best real estate description I’ve seen, but way better than most. Take notes.
Paint a picture in the mind of the customer
When someone reads your listing, they need to feel excitement and curiosity. They should be oozing to give you a phone call to come view the property. Learn from this listing. I didn’t crop out the real estate agent, so if you buy it, you better give me a commission 😉
Note how the description details this home has an open concept layout, cathedral ceilings, breakfast bar, and eat-in kitchen. The copy “enjoy large family gatherings” further helps imagine what living in this house would be like.
Heck, there’s even a mudroom and powder room! Whatever that is.
This property also includes a loft “as a man cave or another bedroom” and “the entire property is beautifully landscaped with various trees and perennials. The back yard will be your private oasis with the huge deck, pool, and hot tub”.
See how they describe it so well that it paints a picture in your mind? Do that for your descriptions, too.
Tell a story
This won’t work for every property, but it can be a massive selling point if there’s real history and heritage behind it. For example, I took a browse through the Circa house listings that focus on old homes. Look at this description.
First of all, the intro with “once in a lifetime opportunity” is an awesome copywriting strategy. It makes you feel like you could buy a very rare property that you’d kick yourself over if you didn’t.
And geeze, just read this: “If these walls could talk they would tell you of the famous morning of April 19, 1775 when the Minuteman gathered here to muster before their history making march to the Concord.” That’s just beautiful copy right there. I’m not a history geek, so I have no clue what they’re talking about, but even I’m interested!
Storytelling gets readers emotionally involved with the writing, and makes the property stand out among competition. Are you selling any property that has an interesting history or story? Don’t let it slip by. It could be what helps you land the sale.
Use words that sell
Every word has an emotion or idea attached to it when it’s read. That’s why when you write your property descriptions, be mindful of every word you choose. Try using some of these proven power words.
Dan Ariely, a professor at Duke University, performed a study to discover how people reacted to free items. 398 MIT students partook in the experiment.
He recorded the reaction between students taking a Hershey’s candy versus a Lindt truffle. Both of which are delicious, by the way.
But, the Lindt truffle is much more expensive and higher quality. When Dan offered students between a free Hershey’s and heavily discounted Lindt, a large majority opted for the free candy.
Why is this? Because people love free stuff.
When you’re writing your property description, try to tie in some kind of free element. This could be a free viewing, a free brochure — anything free.
While many individuals want to blend in with the crowd, some want to stand out. With that in mind, is there anything “special” about the property you’re selling?
Perhaps it uses rare materials, has cool built-in amenities, or it’s located near a popular monument. Find a way to make the property that you’re listing sound special.
New means fresh, modern, and is associated with quality. Maybe you can’t claim that you’re selling a new property in terms of its age, but it may be “new” to being sold 😉
You can also implement this power word by stating new fixtures or renovations that were added recently.
Every home owner wants them and their family to be safe. Mention that the property you’re selling is located in a safe neighborhood or area of the city — if it is, of course. Bonus points if you can cite actual data on how low crime is compared to other nearby locations.
Safety isn’t just measured in terms of the area, but also security systems. Does the property have cameras, good alarms, or other ways to keep it secure? Ensure that you mention this.
Writing a real estate agent bio
The property might be perfect, and the description can be crisp, but you also need to write copy about yourself.
You need to cut through the static that is the real estate industry as a whole. New agents are popping up daily, but that doesn’t mean you can’t beat them.
Learning how to write a great real estate profile will get your more clients and commissions, while also sharpening your brand image.
Let’s look at some ways you can do so with real world examples, too.
Don’t be afraid to brag
Bragging works. If you have credentials to show off, then show them off you should. Look at this father and son profile.
They were the #1 top producing realtors for re-sale homes in their region for three years. Not only that, but they were the #1 producing realtors in successful transactions for buyers.
The matter of the fact is bragging helps when you really know your stuff. It works as social proof and makes potential customers trust you more. They know they’re working with a pro, not an amateur.
What kind of awards of experience do you have that you could show off?
Tell a story about yourself, even if it’s brief
People want to work with people.
If you’re vague about who you are and how you got to where you are, it’s going to leave a lot of questions in the mind of the audience.
To avoid that, I recommend telling a story in your real estate profile, just like the father and son did above. They mentioned that they are 4th and 5th generation of their family, and how their ancestors immigrated in 1875.
This allows people to relate to you, connect emotionally, and have a better understanding of who you are before a consultation. Don’t be afraid to throw in some personality and let your true character shine through.
Consider this: would you rather work with a boring and negative real estate agent or one that’s fun and vibrant?
What’s in it for them?
Remember what you learned about features versus benefits earlier? You need to apply that to your real estate agent biography, as well.
Check out Matt Guthrie’s profile.
The last paragraph nails this strategy. It states that Matt’s goal is to help his clients live better lives, create wealth through investing, and to empower his team. It even finishes with a call to action to phone him. Great work!
Summing up real estate copywriting
Real estate is cut throat.
Many aspire to be agents and to make the millions, but so few make it.
Always remember this one thing in business: you can either beat the competition by delivering a better product, or delivering better marketing.
In your case, it’s all about spicing up your copy to the point it makes you stand out as the best and gets you more clients.
This all begins with writing real estate ads, and more specifically, the headline.
Headlines should instantly mention the selling point of the property, whether that relates to the price point, location, or amenities. Just taking the time to do this will put you ahead of so many agents.
Next up, the description. Make it exciting. Make it fun. Write it so that the customer feels like they are living in the home already.
You can achieve this by painting a picture with words, like “A large patio in the backyard that’s great for spending time with the family and hosting barbecues.” It’s simple, and much more effective than just stating it has a big patio.
Secondly, add in storytelling. It isn’t always possible, but always take the opportunity if you can. Things to mention would include heritage, famous people that lived there, or if something historical occurred nearby.
Include high resolution photos and your property listing will get more traffic than rush hour in Los Angeles.
Then it’s time to clean up your biography. Just like with listings, the same rules apply.
Use storytelling to explain your experience and expertise as an agent. Cite any awards or special certifications.
Include how customers will benefit from working with you; smooth transactions, quick sales, and little paperwork are a few ideas.
What are you waiting for? Go fix up your copy and get more real estate customers already!