How Strong Copywriting Can Market Real Estate

by | Jul 10, 2023 | Business

Well-written copywriting is necessary for many websites, but it’s essential to market real estate, especially in today’s highly competitive market. Millions of homes are sold in the U.S. each year, and this year has already eclipsed the last in terms of home sales – 2023 is at 6.07 million, and the summer isn’t over. In order to make your homes stand out against competitors, you have to know how to properly write about and sell the property. Part of effective copywriting for real estate includes knowing how to maximize real estate SEO tactics.

Copywriting for Real Estate SEO

While many real estate agents are adept at communication and negotiation, some have difficulty with effective and compelling copywriting. This is a talent for writing about a home or property in a way that is unique to other listings, which highlights the positives of any home, and gives the real estate the personality and descriptors it needs to sell. Copywriting for real estate allows you to garner interest in the properties you have available and help keep potential buyers on your website.

Compelling real estate copywriting is one part of improving your website’s SEO or search engine optimization. Good SEO tactics will push your website to rank higher in search engines. SEO is necessary to remain competitive, as it can bring more organic traffic to your listings. Not only does quality copywriting help your SEO, but it will allow visitors to engage with your listings for longer, making them more likely to become a buyer.

How to Create Effective Copywriting for Real Estate

Real estate copywriting includes any copy for selling properties, including headlines, advertisements, your personal biography, and the main descriptions of properties. Your description needs to be compelling, but the property’s headline first has to draw intrigue. Once a visitor clicks, you want to inspire them to action with the property’s copy.

When someone is in the market for property, they’re likely reading a lot of real estate descriptions. A property description that sounds like every other description the buyer has read that day is not going to inspire them to any action. Things to avoid include:

  • Lists of features and no descriptive wording
  • Vague statements that could apply to any property
  • Lack of unique narratives or selling point
  • Wording that doesn’t inspire action

When you focus on telling the buyer an interesting but concise story about the home or property, you’re more likely to grab their attention.

1.   List Benefits, Not Just Features

A list of features about a property is an important bit of information for potential buyers, but real estate copywriting has to add more to it. For each feature, you want to explain to the visitor why it’s important or useful to them.

Set the list of features in front of you, and begin writing the benefits that each feature has. When you write your property description, choose the most compelling benefit to argue the use of the feature. It leads to straightforward content, which also makes an emotional argument to potential buyers.

A property that is close to busy roads has the benefit of easier access to amenities, while a property further from the city provides a quiet getaway. A home with a lot of open space can be great for gatherings, while a home with a big yard may be ideal for home renovation projects. Framing features with an explanation of why it matters to the buyer will make descriptions more interesting.

2.   Inspire Imagination

While you don’t want to create a property description the length of a novel, or even more than several paragraphs, you want to include generous and beautiful imagery about the real estate. Find ways to tell a story about the property.

When you describe the benefits of a feature, go into detail about an event or use for a certain space. Patios can host sunny midday barbeques or evening happy hours. A spare room can be used as a tranquil reading room or as a modern and cozy gaming room. You want to create a beautiful picture for buyers that inspires them to give you a call so they can see this beautiful property for themselves.

Depending on the property, you may be able to get into its history or construction. Research your properties, and if there’s a positive or interesting moment in history that happened in a home, be sure to use it. That’s a unique feature of a property that can interest potential buyers by novelty alone.

3.   Remember Your Audience

Keep in mind the type of buyer going after certain property listings, and be sure to target what they want. The needs of a buyer in the market for a five-bedroom family home are different from the needs of someone in the market for an apartment complex. Make sure that the descriptions and benefits you describe fit the target customer of the property.

4.   Make Use of a Blog

Outside of property descriptions, there is other copywriting that can help expand your audience and generate leads. Blog content is a great way to create consistent and interesting copy that potential buyers are looking into.

You could create blogs on how to finance a home, what to look for when purchasing homes, new statistics or trends for the real estate market, and additional useful information for potential buyers. This can improve your SEO, and it can also establish you as a trustworthy source of property and real estate information.

When visitors to your site know they can count on accurate and helpful information, they’re more likely to believe your word on housing listings. Blog writing should be informative and work to generate leads and potential sales.

5.   Social Media Promotion

Having a social media presence is a simple way to increase the audience for your listings. Whether your posts on social media are home video tours, images of listings, or promoting recent helpful blog posts, your social media can be a great marketing tool. Depending on the social media you’re on, strong copywriting is still essential to create interest. Your Instagram or TikTok caption can focus on interesting aspects of a certain property and inspire viewers to look further into your website.

Sourcing Quality Real Estate Copywriting

For many real estate agents, these tips for effective copywriting sound great in theory, but there’s not much time in the day to implement them. Working with a professional writing team may be the ideal way to create engaging content without taking too much of your day. Contact the writing team at Better Content Matters for polished and imaginative real estate copywriting.

Jane Replogle

Jane Replogle

Jane Replogle graduated from Northern Michigan University in 2022 with a BS in English Writing and a minor in Art and Design. She lived most of her life in Michigan and is currently based in Oregon as a freelance copywriter. She enjoys many creative art forms, including fiction writing, poetry, sketching, and painting.